The Impact of Marketing Promotion Through Social Media on People's Buying Decision of Lenovo in Internet Era: A Survey of Social Media Users in Indonesia

Abstract

In today's marketing, promotion has become one of the most important factors in doing business. Hereby, the aim of this research is to identify and find out how is the social media have impact on marketing promotion in Indonesia. This survey has been done with a descriptive analysis, with reliability test, classical analysis which includes normality test, heteroscedasticity test, as well as the multicollinearity test, with the data from 205 samples. With the result of this survey, the impact of marketing promotion through social media is not positive for Lenovo this far. The survey shows that Lenovo has not done an effective marketing promotion through social media in Indonesia, as we compare it to the studies before that shows great influence of social media to people's buying decision from the other brand. Thus, Lenovo's marketers have to do a better job in order to attract Indonesian attention to their brand and products in the social media.