From Clicks to Conversions: How social media, Trust, Ads and Price drive Purchase Decisions

Genta Rammiltry Hendra; Efendy  Zain

doi:10.58777/reb.v3i1.413

Authors

Genta Rammiltry Hendra Faculty of Economics and Business, YARSI University, Jakarta
Efendy Zain

DOI:

https://doi.org/10.58777/reb.v3i1.413

Keywords:

Social Media, Customer Trust, Advertising, Price Perception Decision

Abstract

This study aims to determine the influence of social media, Customer Trust, Advertising and Price Perception on Asus Laptop Purchasing Decisions in Jakarta City. The sample in the study was 85 respondents in DKI Jakarta. In this study, the sampling technique used was Accidental Sampling, and the data in the study were collected using a survey method with a questionnaire instrument. The data analysis method used was descriptive statistical analysis the research method used in the study was multiple linear regression analysis. The results of the study showed that (1) social media had a simultaneous effect on purchasing decisions, (2) Customer Trust had a simultaneous effect on purchasing decisions, (3) Advertising had a simultaneous effect on purchasing decisions, (4) Price Perception had a simultaneous effect on purchasing decisions (5) social media, Customer Trust, Advertising and Price Perception had a simultaneous effect on purchasing decisions. The managerial implications of this study indicate that companies need to optimize their digital marketing strategies by increasing their presence on social media, building customer trust through transparency and responsive interaction, and designing attractive advertisements that are in accordance with the preferences of the target market.

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