The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

Abstract

The purpose of this research is to analyze the influence of social media marketing on small market
purchase decisions and to analyze the influence of the store environment on small market purchase
decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a
quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural
equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all
independent variables have some positive effects on consumer buying decisions. More specifically,
the variables of small market environmental conditions, sales promotions, and profit values have
significant influences on consumer buying decisions, while social media marketing variables has no
significant effect on consumers' buying decisions.