The Influence of Social Media on Purchasing Decisions Controlled by Generation Variable Salwa Nugraha (a*), Lindayani (a), Nizar Alam Hamdani (b), Intan Permana (a)
a) Fakultas Kewirausahaan, Universitas Garut
Jalan Terusan Pahlawan, Garut 44151, Indonesia
*24081121098[at]fkwu.uniga.ac.id
b) Fakultas Ekonomi, Universitas Garut
Jalan Raya Samarang No.52A, Garut 44151, Indonesia
Abstract
This study aims to analyze the influence of social media on purchasing decisions controlled by generational variables. Marketplace dominates the buying and selling transactions in Indonesia. This condition will remain the same if there are no efforts to improve social media management especially for prospective customers based on certain generational groups. Managing social media in suitable marketing activities is done by utilizing visual content. Researchers used descriptive quantitative methods on 35 respondents who met face-to-face and virtually to obtain data about purchasing decisions in Indonesia. The data collection process for this study used a cross-sectional survey approach. The data collected were analyzed with the path analysis method using SmartPLS software. Based on the analysis results, social media management has a direct influence on purchasing decisions. In addition, there is a sizeable generational influence on the relationship between social media management and purchasing decisions. The role of generational variables in controlling the effect of social media management on purchasing decisions is quite significant because the direct influence of social media management on purchase decisions is minimal. The weakness of this study is the minimal sample. Thus, future researchers should research larger samples and focus on
various industrial sectors.
Keywords: Generation- Purchasing Decisions- Social Media
Topic: Marketing Management, Relationship Marketing, Service Marketing
