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Abstract
This study aims to determine the effect of social media marketing on decisions to use Grab online transportation services for students of Universitas HKBP Nommensen Medan. The type of research used in this research is a quantitative approach. The population in this study were all students of Universitas HKBP Nommensen Medan who had used grab online transportation services whose population size was unknown. Based on the Lemeshow formula, the sample used in this study was 96 respondents who were taken randomly to represent each faculty. The results showed that Social Media Marketing significantly influences service usage decisions, this is shown in the partial test results (t test) t-value 8.632> t-table 0.2006 and a significance value of 0.000 <0.05. The Coefficient of Determination (R2) is obtained at 0.442, meaning that the Service Usage Decision variable can be explained by the Social Media Marketing variable by 44.2% and the remaining 55.8% is influenced by other variables outside of this research variable, such as Service Quality, Price, and so on. The conclusion in this study is that Social Media Marketing has a positive and significant effect on the Decision to Use Grab Online Transportation Services for Students of Universitas HKBP Nommensen Medan.
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References
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- Winatadewi, Wulansari, Pramitha Aulia, (2020). "The Influence of Electronic Word of Mouth on Purchasing Decisions in Bukalapak E-Commerce in Bandung" , e-Proceeding of Management , Vol 7 No 02, p. 3731.
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References
Afina, Alya and Tri Widarmanti (2022). "The Influence of Instagram Social Media Marketing on Repurchase Decisions for Scarlett Whitening Products" , Journal of Economics - Engineering , Vol 1 No 9, pp. 640-652.
Alma, Buchari, (2018). Marketing Management & Services Marketing , Revised Edition, Alfabeta, Bandung.
Daeng, Christian RN, Joula Rogahang, Olivia Walangitan, (2023). "The Influence of Price on the Decision to Use the Maxim Bike Online Transportation Service among Fisipol Unsrat Students", Productivity, Vol 4 No 5, page 611.
Jusdienar, Akka Latifah, et al, (2024). Textbook of Economic Statistics : Sonpedia Publishing Indonesia, Jambi.
Kristiawan, Theophilus Alpha, and Keni Keni (2020). "The Influence of Packaging, Social Media Marketing and Electronic Word of Mouth on Local Brand Purchase Decisions" , DeReMa (Development of Research Management) , Vol 15 No 2, pp. 244–256.
Manap, Abdul H, (2016). Marketing Management Revolution , First Edition, Mitra Wacana Media, Jakarta.
Mursid, M, (2019). Marketing Management , Third Edition, Bumi Akasara, Jakarta.
Nur, Desy S and Ade Octavia (2022). "The Influence of Electronic Word of Mouth on Purchasing Decisions with Consumer Trust as Mediation at the Shopee Marketplace in Jambi City" , Journal of Applied Management and Finance (Mankeu) , Vol 11 No 02, pp. 387-399
Permadi, Amarningto Wahyu, (2020). "Social Media Marketing Analysis in Building Brand Awareness (Case Study: PT. Minna Padi Asset Management) , e-Proceeding of Management, Vol.7, No.2, pp. 4306-4307.
Sari, Novita, Muhammad Saputra, Jamaluddin Husein, (2017). "The Influence of Electronic Word of Mouth on Purchasing Decisions at the Bukalapak.com Online Store" , Magister Management Journal , Vol 3 No 1, pp. 100-101.
Sugiyono, (2016). Research Methodology , Second Edition, Alfabeta, Bandung.
Syahrul, Muhammad., and Nurul Aisyah, (2020). " User Perceptions of Grab Online Transportation Services Judging from Service Quality" , Journal of Economic Education and Entrepreneurship Studies , Vol 1 No 2, pp. 88-100.
Taan, Hapsawati, Djoko Lesmana Radji, Indriyani, (2021). "Social Media Marketing to Improve Brand Image" , Journal of Management & Business , Vol 4 No 1, pp. 315-330.
Wibowo, Lili Adi, Donni Juni Priansa, (2018). Communication and Marketing Management , Alfabeta, Bandung.
Winatadewi, Wulansari, Pramitha Aulia, (2020). "The Influence of Electronic Word of Mouth on Purchasing Decisions in Bukalapak E-Commerce in Bandung" , e-Proceeding of Management , Vol 7 No 02, p. 3731.
Yuliantari, Kartika, Nurvi Oktiani, and Kus Daru Widayati, (2019). Marketing Management , First Edition, Graha Ilmu, Jakarta.