THE INFLUENCE OF SOCIAL MEDIA USAGE TOWARDS CUSTOMER PURCHASE DECISION IN SMALL RESTAURANT BUSINESS CASE STUDY: MIE-GYU

Abstract

Purpose The purpose of this paper is to examine the influence of social media usage towards customers’ purchase decision in small businesses, focusing the study through a small business called Mie-Gyu. Design/Methodology/Approach A questionnaire was distributed through out Mie-Gyu’s customers that have experienced Mie-Gyu and known Mie-Gyu through Social Media. The questionnaire consisted 21 questions related to the research. There was 368 data gathered but only 301 data has met the fundemental criteria. Before testing the hypotheses the data have been tested for its vailidity construct & reliability. Through factor analysis, the data were found to be valid in range of 0.682 – 0.942, the data were also reliable using Cronbach’s Alpha ranging from .643 – 826. Findings Some hypotheses were found not supported, which were Social Media’s Ease of Use and Social Media’s Enjoyment also does not signifcantly influence Brand Awareness. On the other hand, the rest hypotheses which are Social Media’s Usefulness and Brand Awareness signifcantly influence Purchase Decision. Originality/Value The Author believes that this is the first study that applies social media as a marketing tool to approach customers, while indirectly affecting the customers purchase decision towards a product and the research focuses on small businesses, in this case which is the Mie-Gyu company.