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4.4 Multiple Regression

a
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.505 .508 4.927 .000
Direct Marketing .061 .060 .094 1.032 .304
Social Media .198 .088 .208 2.255 .026
Advertising .021 .066 .030 .320 .749
Sales Promotion .141 .092 .139 1.530 .129
a. Dependent Variable: Consumer Buying Behavior

Table 4.4: Multiple Regression Result

According to the table 4.5, it depicts the beta ( ) and significance (p) with respect for each independent variables towards consumer
buying behavior. Direct marketing ( = 0.061, p = 0.304), Social Media ( = 0.198, p = 0.026), Advertising = 0.021, p = 0.749) and
Sales Promotion ( = 0.141, p = 0.129), from this result, only one independent variable indicates positive values and one significance
value lie on the accepted range that is p<0.05. Therefore, it can be concluded that the social media indicates a significance positive
relationship towards the dependent variable consumer buying behavior.

In order to test the hypothesis of the current research, multiple regression analysis was adopted. The following result can be shown as the
table below:

Hypothesis Result
H1: There is significant relationship between direct marketing and consumer buying Rejected
behavior
H2: There is significant relationship between social media and consumer buying behavior Accepted
H3: There is significant relationship between advertising and consumer buying behavior Rejected
H4: There is significant relationship between sales promotion and consumer buying Rejected
behavior

■ 5.0 DISCUSSION AND CONCLUSION

5.1 Hypothesis Discussion

5.1.1 H1: There is significant relationship between direct marketing and consumer buying behavior

Result Hypothesis
Sig: p>0.05 : 0.304 Not supported
value: 0.061
Table 5.1.1: Result of Hypothesis 1

Based on the table 5.1.1, H1 is rejected because the result of direct marketing show that there is no significant relationship towards
consumer buying behavior. Through this finding, ( = 0.061, P = 0.304) shows that direct marketing does not significant
with the consumer buying behavior at Pustaka Azhar. In conclusion, direct marketing is not the factor that predict
consumer buying behavior at Pustaka Azhar. Therefore, H1 is not supported.

5.1.2 H2: There is significant relationship between social media and consumer buying behavior

Result Hypothesis
Sig: p>0.05 : 0.026 Supported
value: 0.198

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