Journal of Distribution Science (유통과학연구)

Korea Distribution Science Association (한국유통과학회)
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The Impact of Social Media Marketing Towards Purchase Decision: Interactive Flat Panel Display Technology Distribution from Indonesia's B2B Market

  • Yunita SWASTI (Communication Department, Strategic Marketing Communication, Binus Graduate Program, Bina Nusantara University) ;
  • Ricardo INDRA (Strategic Marketing Communication, Binus Graduate Program, Bina Nusantara University) ;
  • Nadia Kris SIGIT (Communication Department, Strategic Marketing Communication. Binus Graduate Program, Bina Nusantara University) ;
  • Muhammad ILHAM (Communication Department, Strategic Marketing Communication. Binus Graduate Program, Bina Nusantara University) ;
  • La MANI (Communication Department, Strategic Marketing Communication. Binus Graduate Program, Bina Nusantara University) ;
  • Muhammad ARAS (Communication Department, Strategic Marketing Communication. Binus Graduate Program, Bina Nusantara University)
  • Received : 2023.12.14
  • Accepted : 2024.09.05
  • Published : 2024.09.26
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Abstract

Purpose: This research aims to examine the impact of social media marketing on buy decisions in Indonesia's B2B market, considering the mediating roles of brand image, perceived quality, and perceived value in relation to interactive flat panel display technology. To better understand technology adoption and distribution, we utilize the innovation diffusion theory. Research Design, Data and Methodology: The Decision-Making Unit of each organization that buy interactive flat panel display technology conducted an empirical survey of 82 participants. The quantitative research design analyzed the data utilizing the PLS-SEM model. outcome: This research reveals that social media marketing significantly impacted perceived quality, brand image, perceived value, and buy decisions. The research also found that perceived quality does not significantly impact buy decisions, but perceived value and brand image significantly impacted buy decisions. This research contributes to understanding the key factorsinfluencing buy decisionsin Indonesia's B2B market. Conclusion: Thisresearch concludesthat B2B consumers in Indonesia are less concerned about product quality but prioritize the value they receive when purchasing interactive display technology. Social media marketing could impacted the distribution of interactive display technology in Indonesia's B2B market by affecting the DMU's purchasing decisions. Brandsshould leverage social media marketing to positively impact theirsuccess.

Keywords

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