Page 744 - MARSIUM'21 COMP OF PAPER

723

2.3.2 Social Media

According to Kaplan and Haenlein (2010) social media are tools that use the web 2.0 or internet as a platform to run an application
or a site, and through this platform, communication, interaction, and information sharing among users is permitted and encouraged.
Another definition from Berthon et al. (2012) social media is a collection of channels that facilitate and disseminate interaction
between individuals and entities such as businesses. Because of the power that social media has, marketers and businesses can't
help but to notice it, and why not they take advantage of the social media platform. Social media is huge platform, and billions of
people around the world use it. The social media platform enables people to connect and share the information with other people
beyond the geographical area. Therefore, social media is an important factor that can give an impact towards the consumer buying
behavior. Based on the explanation, researcher hypothesize:
H2: There is significant relationship between social media and consumer buying behavior.

2.3.3 Advertising

Advertising, according to Hunt and Mello (2014), is a non-personal promotional communication about goods, services, or ideas
that is paid for by the firm identified in the communication. Advertising can directly influence the consumer buying behavior
decision (Kotler and Armstrong, 2009). Advertising has an impact on people’s attitudes, behavior, and lifestyle. For a company’s
product to become well-known brand, it must invest in promotional activities particularly advertising (Hussein et al, 2008).
According to Latif and Abideen (2011) advertising has the ability to influence consumer brand choice. In this study, researcher
want to know if the advertising can affect the consumer buying behavior at Pustaka Azhar. Therefore, the researcher
hypothesizes:

H3: There is significant relationship between advertising and consumer buying behavior.

2.3.4 Sales Promotion

Sales promotions are a diverse set of incentive tools, mostly short-term in essence, intended to encourage consumers or the trade
to start buying specific products or services more quickly and in larger quantities (Kotler et.al., 2013). Sales promotion according
to Stanton (2011) includes all the activities other than advertising, personnel selling, public relations, and publicity that are meant
to stimulate customer demand and improve sellers’ marketing performance. Sales promotions are an essential part of marketers’
and retailers’ marketing strategies. Promotion records for something like a significant portion of a marketers’ sales. Sales promotion
assisted in the reduction of consumer dissatisfaction with a specific product or manufacturer, as well as the creation of brand image
in the minds of the consumers and users. Thus, researcher want to know if the sales promotion has a relation with consumer buying
behavior at Pustaka Azhar. Therefore, the researcher hypothesizes:

H4: There is significant relationship between sales promotion and consumer buying behavior.

723