Page 749 - MARSIUM'21 COMP OF PAPER

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Table 5.1.2: Result of Hypothesis 2

Based on the table 5.1.2, H2 is accepted because the result of social media show that there is significant relationship towards
consumer buying behavior. Through this finding, ( = 0.198, p = 0.026) shows that social media does have significant
relationship with the consumer buying behavior at Pustaka Azhar. This is due to the fact that the popularity of social media has
transformed marketing practices such as promotion and advertising. Social media can help businesses engage with potential
customers, increase their sense of intimacy, and help them build relationships with their customers (Hanna et al., 2010).Therefore,
H2 is supported.

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

Result Hypothesis
Sig: p>0.05 : 0.749 Not Supported
value: 0.021
Table 5.1.3: Result of Hypothesis 3

Based on the table 5.1.3, H3 is rejected because the result of advertising show that there is no significant relationship towards
consumer buying behavior. Through this finding, = 0.021, p = 0.749) shows that advertising does not have significant
relationship with the consumer buying behavior at Pustaka Azhar. In conclusion, advertising has no effect on consumer buying
behavior at Pustaka Azhar. Therefore, H3 is not supported.

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

Result Hypothesis
Sig: p>0.05 : 0.129 Not Supported
value: 0.141
Table 5.1.4: Result of Hypothesis 4

Based on the table 5.1.4, H4 is rejected because the result of sales promotion shows that there is no significant relationship towards
consumer buying behavior. Through this finding, ( = 0.141, p = 0.129), shows that sales promotion does not have significant
relationship with the consumer buying behavior at Pustaka Azhar. In conclusion, sales promotion is not affecting
the consumer buying behavior at Pustaka Azhar. Therefore, H4 is not supported.

5.2 Research recommendation and limitation

From the result finding in this research, the most suitable promotional strategy that Pustaka Azhar can adopted is social media strategy. This
is because social media has a positive impact on consumer buying behavior. Researcher would like to give a solution and recommendation
to improve Pustaka Azhar promotional strategy. Pustaka Azhar does not active on social media, thus researcher would like to recommend
to Pustaka Azhar to use the social media to attract the consumer. This is because, nowadays most of the people have a social media account
and it can help Pustaka Azhar to engage with their customer. Social media also can help the business to market their products. If Pustaka
Azhar adopt with this strategy, it can attract more consumer to buy company product.

Time limitation and Covid-19 pandemic was a big hinders in this research. Due to the time limitation and Covid-19 pandemic, researcher
could not go anywhere to collect the data. Thus, researcher use another alternative to distribute the questionnaire by using Google Form.

5.3 Conclusion

In conclusion, the overall research has been identified and the finding of the data has discussed. After running the multiple regression analysis,
the independent variable that can be accepted is social media. Social media show there is significant relationship towards consumer buying
behavior at Pustaka Azhar. From the result finding it shown that social media has a great impact on consumer buying behavior. This is
because social media is very useful for consumer to engage with the company, getting product and information very easily which
influence their purchasing decision.

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