The effect of social media advertising and face-to-face sales on purchase intention for customized products (case study of puncak jaya furniture)

Fasta Biqul  Khairolt; Sulastri Sulastri; Zakaria  Wahab; Marlina  Widiyanti

doi:10.31295/ijbem.v4n1.1526

Authors

Fasta Biqul Khairolt
fastabiqulkhairot1709@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Sulastri Sulastri Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

face to face sales, purchase interest, social media advertising

Abstract

This research was conducted to show the effect of social media advertising and face-to-face sales on the buying interest of customized products (Puncak Jaya Furniture Case Study). The data source used is a questionnaire. The population in this study came from the social media followers of Instagram Puncak Jaya Furniture, with as many as 24,300 followers. The sample used in this study were followers who had the desire and bought products at Puncak Jaya Furniture from December 1, 2020, to January 17, 2021, as many as 30 people. The questionnaire was created using the google form application and distributed via WhatSapp message. The data collection method uses the linear regression method. This study indicates that social media advertising variables have a positive and significant impact on purchase intention, while face-to-face sales variables also have a positive but insignificant impact on purchase intention. The implication of this research is to increase knowledge related to buying Interest seen from the factors of social media advertising and face-to-face sales. For related parties and further research, it is hoped that this research can be used as a reference and reference for related variables.

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