THE EFFECT OF MAYBELLINE SOCIAL MEDIA MARKETING (FACEBOOK, YOUTUBE, INSTAGRAM) ON CONSUMER PURCHASE DECISION (CASE STUDY: SAM RATULANGI UNIVERSITY STUDENTS)
Abstract: Social media is
trending. With the number of users rising each day, it becomes a better
platform for business to communicate with their consumers. Social media provide
business promotes their products or services. In social media consumers are
actively talking about their experience and opinions about the products they
have tried or even heard about it. This activity may affect the consumer to
purchasing. This research aims to explain how the influence of Maybelline
social media marketing (Facebook, YouTube, Instagram) on consumer purchase
decision. Quantitative research method used for the purpose of this research.
The sample size of this research is 100 Sam Ratulangi University students who
are Maybelline consumers and already see Maybelline social media marketing.
Purposive sampling was used by collecting data through online questionnaire.
The research finds that Maybelline social media marketing affect on five stages
of purchasing decision process. Maybelline marketing on YouTube and Instagram
have positive effect on purchase decision. Otherwise, Maybelline marketing on
Facebook has negative effect on purchase decision. Therefore, Maybelline needs
to keep up their social media marketing.
Keywords: social media
marketing, maybelline, consumer purchase decision
Penulis: Pijoh Meliani
Caecilia, Paulus Kindangen, Ferdinand Tumewu
Kode Jurnal: jpmanajemendd171025
