PENGARUH PEMASARAN SOSIAL DAN LINGKUNGAN BSINIS TERHADAP KEPUTUSAN PEMBELIAN LAPTOP LENOVO

PENGARUH PEMASARAN SOSIAL DAN LINGKUNGAN BSINIS

Abstract

This study aims to analyze the influence of social marketing and the business environment on Lenovo laptop purchasing decisions in Indonesia using a quantitative approach with multiple linear regression. The study population was Lenovo laptop consumers in urban areas of Indonesia, using a purposive sampling technique, resulting in 150 respondents. Primary data was collected through a questionnaire, which was tested for validity and reliability, and analyzed using SPSS version 26. The results showed the model had very high predictive power with an R-squared value of 0.937 (93.7%), meaning that social marketing (X1) and the business environment (X2) were able to explain 93.7% of the variation in purchasing decisions (Y), while the remaining 6.3% was influenced by other factors. Partially, social marketing has a significant positive effect on purchasing decisions (significance 0.001 < 0.05) through building consumer trust and a CSR image aligned with millennial/Gen Z values. The business environment also has a significant effect (significance 0.002 < 0.05) through easy service center access, competitive pricing stability, and adaptation to digital trends such as remote work post-pandemic. A simultaneous F-test yielded a significance value of 0.000 < 0.05, confirming the synergy of these two variables as key pillars of competitive strategy. These findings align with Social Marketing Theory (Kotler & Armstrong, 2019) and the PESTEL business environment theory (Crimmins, 2025). Practical implications for Lenovo include the need for consistent social campaigns while strengthening distribution networks to ensure long-term consumer loyalty in the competitive Indonesian laptop market. This research contributes to the development of consumer technology marketing literature in the VUCA digital era.