THE EFFECTIVENESS OF SOCIAL MEDIA ON PURCHASE DECISION-MAKING

Abstract

Social media plays a dominant role in day-to-day life, and it has many features such as providing information, entertainment, social networking, live streaming, shopping, and learning. Purchase decision-making is a term that defines the cognitive process that occurs before customers make any purchasing decision. This decision is important to lead a consumer from identifying a need, generating options, and choosing a specific product and brand. Online decision-making is a term that defines the cognitive process that occurs before consumers make online decision. This is to understand what drives consumers to choose a particular alternative product or brand against the competitor, especially the quality and price of different products and services. The purpose of this study was to examine the effectiveness of social media such as Facebook, Instagram, and Twitter on purchasing decision making. The field of study conducted is related to Facebook, Instagram, and Twitter on purchasing decision. A quantitative study was conducted, and 208 questionnaires was distributed to Shah Alam residents as a respondent using a random sampling method. The finding shows Instagram has a significant positive factor on purchase decision making among the respondents. Most of the respondents use Instagram as main platform to buy a product. With the mean 4.50, majority of the respondents strongly agreed that they are consider purchasing from Instagram. Conclusively, this research is beneficial for business enterprise to improve the integrated marketing communication mix strategy by aggressively promoting and selling the product through Instagram. Nowadays, social media is one of the digital platforms that contribute to nurturing the business especially during the era of pandemic Covid-19.