Usage of Social Media Marketing and Service Quality Towards Customer Purchase Intention of PT. Sari Coffee Indonesia

The increased smartphone users have an impact on social media users who also continue to increase. This is used by the company as a marketing tools, with the hope that the products (goods or services) offered can reach a wider market, increase sales, enhance the company's image and compete with other similar companies. PT. Sari Coffe Indonesia is known as Starbucks using social media such as Instagram, LINE and Facebook. On the other hand, Starbucks also pays attention to the quality of services provided to its customers which must be able to meet customer needs and even exceed customer expectations. Therefore, the purpose of this study is to find out (1) the effect of social media marketing (X1) on customer purchase intention (Y); (2) service quality (X2) use towards purchase intention (Y); (3) social media marketing (X1) and service quality (X2) use towards purchase intention (Y). The method used in this research is associative quantitative, the method of data collection using the media questionnaire, the scope of this research focuses on customers at Starbucks Pasaraya Grande branch. Data processing using SPSS. Data processing results indicate that there is a significant influence between the independent variable and the dependent variable of 59.8%. At the same time, the results of the F examination also show a significant effect between the independent variable and the dependent variable. In addition, based on T examination, service quality (X2) partially dominates the influence on intention to buy (Y) variable with t count 9,404 while the amount of t count on social media marketing (X1) is 3,182.


Introduction
The development of information technology and communication media continues to develop from time to time such as internet and social media. According to Indonesian Internet Service Providers Association, the percentage of internet users has increased significantly from 2014 by 35% to 52% in 2016.

Figure-1. Penetration of Indonesian Internet Users
Source: Indonesian Internet Service Provider Association (2016) That condition is used by companies, especially PT. Sari Coffee Indonesia. Figure 2. below show that the percentage of internet users in Indonesia who access social media is 97.4% (Association of Indonesian Internet Service Providers, 2016). By adopting social media as one of the media marketing, companies can reach more customers and sharing update information about their product or services. According to Gabriel and Kolapo (2015), e-marketing is the use of digital technology to achieve organizational marketing goals. It can be concluded that the use of social media is very popular, and this situation can be used to increase sales, expand market share, branding, share information that is updated. Starbucks is one of the multinational companies that utilizes that phenomenon. Through social media such as LINE, Starbucks is active in updating content, interacting with its customers, attracting new customers and receiving feedback from consumers regarding the quality of service, location and quality of its products.

Figure-4. Line of Starbucks
Source: PT. Sari Coffee Indonesia (2018) In addition, Starbucks maintains the quality offered to consumers such as the quality of food, drinks, service and ambience. In order to give better services to customers, get feedback from customers, Starbucks applies regular surveys called customer voice. Customer voice in the form of links is distributed through receipts and filled by customers by online.

Scope of Research
This research focus on PT. Sari Coffee Indonesia (Starbucks) Pasaraya Grande branch, Jakarta. The location is quite strategic, office space, near public transport terminal so their customer mostly professional and entrepreneur. In addition, this research also focusses on social media LINE since most of the new product information and promotions such as discounts, vouchers and coupons offered by Starbucks Indonesia through that social media.

Research Questions
Researcher conduct research on the relationship between social media marketing and service quality towards customer purchase intentions since starbucks implementing social media marketing as a marketing tool and its efforts to maintain service quality. a) Social media marketing (X1) towards customer purchase intentions (Y) b) Service quality (X2) towards customer purchase intentions (Y) c) Social media marketing (X1) and service quality (X2) towards customer purchase intentions (Y) Hajli (2013), Laudon and Traver (2014), Zai (2015), it can be conclude that social media marketing is the utilization of social media for marketing activities of the company so that the company can save time and costs, the company can reach a wider market, market research, communicate and provide updated information in real time to its customers and build the company's brand image.

Social Media Marketing
As'ad and Anas (2014), dimensions of social media marketing consist of online communities, interaction, sharing of content, accessibility and credibility.

Service Quality
Santouridis and Trivellas (2010) state there is five dimensions of service quality which are tangible, realibility, responsiveness, assurance and emphaty. Taskin and Alkaya (2017); Kian et al. (2017), it can be concluded there is three factor that influence customer purchase intentions which is price, service quality and value. Purchase intentions itself is consumer perception to buy an item or service based on price, service quality and value of the goods or services offered. If the price or service quality or value of goods or services meet or exceeds than customer perception, it will encourage the customer buying intentions.

Framework of Thinking
Based on the Based on Figure 6, the hypothesis research is: Hypotesis -1 H1: There is significant influence of social media marketing (X1) towards purchase intenttions (Y) Ha: there is no significant influence of social media marketing (X1) towards purchase intenttions (Y) Hypotesis -2 H1: There is significant influence of service quality (X2) towards purchase intenttions (Y) Ha: there is no significant influence of service quality (X2) towards purchase intenttions (Y) Hypotesis -3 H1: There is significant influence of social media marketing (X1) and service quality (X2) towards purchase intenttions (Y) Ha: there is no significant influence of social media marketing (X1) and service quality (X2) towards purchase intenttions (Y)

Research Design
This research using quantitative associative method. Suryani and Hendriyadi (2015), state that associative research is research conducted to find the relationship or influence of one or more independent variables with one or more dependent variables. Quantitative research is numerical data analysis to develop and use mathematical models, theories and hypotheses related to the phenomena investigated by researchers.

Types and Data Collection
This research using both primary such as questionnaire and secondary data such as report from company, books, journal, website and others.
In addition, the method of data collection in this study is distribute questionnaires online. Kuncoro (2013), sample is a subset (subset) of the population unit. This research sample is consumer of PT. Sari Coffee Indonesia (Starbuck) Pasaraya Grande Branch, Jakarta. Sampling techniques using simple random sampling. Siregar (2012), simple random sampling is sampling techniques that provide equal opportunities for each member in a population to be sampled. The formula used to determine the number of samples using Slovin formula, as follows: Description: n = Sum of Sample N = Sum of Population e = error margin (this study uses 0.5% of error margin) The population in this study was PT. Sari Coffee Indonesia (Starbucks) consumers in Pasaraya Grande branch, Jakarta of 9500 people with an error rate of 10% or 0.10, so the size of the sample in this study were: Wiratna (2014), stated researcher must test the validity and reliability of the questionnaire data. before doing research validitas and realibilitas test and then process it using SPSS 2.0 (Statistic Product and Service Solution). In testing the validity of the decision-making criteria are as follows:

Data Analysis Method
a. If r count> r a. If there is a certain pattern, such as the existing points form a certain pattern that is regular (wavy, widened and then narrowed), then it indicates that heteroscedasticity has occurred.
b. If there is no clear pattern, and the points spread above and below the number 0 on the Y axis, there is no heteroscedasticity.
Multicollinearity is the existence of a perfect linear relationship between several or all independent variables. Multicollinearity test aims to test whether the regression model found a correlation between independent variables. A good regression model should not occur between the independent variables (Ghozali and Imam, 2012). To detect the presence or absence of multicollinearity in the regression model can be seen from the tolerance value and VIF (Variance Inflation Factor). A low tolerance value is equal to a high VIF value (because of VIF = 1 / Tolerance). Outoff values that are commonly used to indicate the presence of multicollinearity are Tolerance values <0.10 or equal to VIF values> 10 ( Ghozali and Imam, 2012).
According to Kuncoro (2013), multiple linear regression analysis is a quantitative analysis used to test the hypothesis that has been called. This analysis model aims to determine the relationship between independent variables and non-independent variables, both jointly and partially. The model used in the study is a multiple linear regression model. This is because research is designed to determine the direction, influence and strength of the relationship of the independent variables to the dependent variable. The formula for Multiple Linear Regression according to Kuncoro (2013), is as follows: Y = Purchase Intention β0 = Regression equation constant β1, β2 = Regression coefficients of each independent variable X1 = Social Media Marketing X2 = Service Quality € = Variabel Residual The t test is used to see the significance of the relationship between variables X and Y, whether social media marketing (X1) and service quality (X2) affect partial or own purchase intention (Y). The following is the basis for decision making from the partial significance test: 1. If the value of Sig. <0.05, the independent variable significantly influences the dependent variable. 2. If the value of Sig. > 0.05, the independent variable proved to have no significant effect on the dependent variable.
Based on the value of t count and t table, the basis for decision making is as follows: 1. If t count> t table, or -t count <-t table the independent variable affects the dependent variable, then Ha is accepted and H0 is rejected.
2. If the -t table ≤ t count ≤ t table the independent variable is proven to have no effect on the dependent variable, then Ha is rejected and H0 is accepted.
The F statistical test shows whether all independent or free variables have a joint influence on the dependent or bound variable (Ghozali and Imam, 2012).
The F test is done by comparing the calculated F value with F table and looking at the F significance value on the output of the regression results using SPSS with a significance value of 0.05. With the basis of decision making as follows: 1. If F count ≤ F table or Sig. F 5 0.05, then the null hypothesis is accepted, this means that simultaneously the independent variable does not have a significant effect on the dependent variable.
2. If F count> F table or Sig. F 5 0.05, then the hypothesis is rejected (alternative hypothesis accepted), this means that simultaneously the independent variable has a significant influence on the dependent variable.   Based on the result, it can be concluded that all of the questions of social media marketing (X1), service quality (X2) and purchase intentions (Y) is valid.    (2018) Based on the result Table 7, 8 and 9, it can be concluded that the data is declared reliable.

Normality test
In the normality test, if the significance or probability value is> 0.05 then the data is means to be normally distributed. Conversely, if Sig. or significance or probability value <0.05, the data means not to be normally distributed. The following test results are obtained Sig. amounting to 0.435, indicating that the data is normally distributed. Based on the results of testing using the Normal P-P Plot graph, it can be seen in the data distribution image (point) spread around the diagonal line and following the direction of the diagonal line, it can be concluded that the data is normally distributed.

Multicolinearitas Test
The table shows that the tolerance value of all independent variables, social media marketing and service quality is greater than the value of 0.1 and the VIF value of the social media marketing and service quality variables is smaller than the value of determination 10.
Basic Decision Making: a. If the tolerance value is> 0.10, there is no multicollinearity b. If the tolerance value is <0.10, multicollinearity occurs a. If the VIF value is <10.00 then there is no multicollinearity b. If the VIF value is> 10.00 then multicollinearity occurs Based on the results of the study using SPSS 20, it can be seen that the tolerance value of the independent variable shows 0.827> 0.10 and the VIF value of 1.208 <10.00, it can be concluded that there is no multicollinearity.

Heteroscedasticity Test
The results of the Heteroscedasticity test using the Glejser method can be seen below if the value of sig> 0.05 does not occur heteroscedasticity, on the contrary if the value of sig <0.05 occurs heteroscedasticity. In the results of the Heteroscedasticity test, it appears that social media marketing and service quality variables that are not statistically significant affect the dependent variable). This can be seen from the value of social media marketing and service quality above the significance level of 5% (0.05), then the regression model does not lead to heteroscedasticity.

Figure-13. Heteroscedasticity Test
Source: Result of Data Processing (2018) Using the Scatterplot graph method, it can be seen that there is no clear pattern. Judging from the points that spread above and below the number 0 on the Y axis, then based on the Scatterplot graph method shows that there is no heteroscedasticity in the regression model. The results of multiple linear regression equation test can be seen in the second column (unstandardized Coefficients) part B obtained by the value of β2 social media marketing variable 0.168 and the value of β2 service quality variable is 0.548 and the constant value (a) is -5.636, the multiple linear regression equation is obtained as follows: Y = -5,636 + 0,168X1 + 0,548X2 + € The equation can be described as follows: a. The constant (β0) = -5,636 shows that if the social media marketing and service quality variables are considered constant, the purchase intention variable will be -5,636 b. The coefficient β1 (X1) = 0.168 shows that if the social media marketing variable increases by one unit then the purchase intention will increase by 0.168 c. The coefficient β2 (X2) = 0.548 shows that if the service quality variable increases by one unit then the purchase intention will increase by 0.548. a) It is known that the sig value for the effect of X1 on Y is 0.002 <0.05 and the calculated T value is 3.182> T table is 1.984 so it can be concluded that H1 is accepted which means there is an effect of X1 on Y.

T test
b) It is known that the sig value for the effect of X2 on y is equal to 0,000 <0,05 and the value of T count 9,404> T table 1,984 so it can be concluded that H2 is accepted which means there is influence X2 on Y. Based on the output above, it is known that the significance value for the effect of X1 and X2 simultaneously on Y is 0,000 <0,05 and the calculated F value is 74,576,> 3,09 so that it can be concluded that H3 is accepted. Then the influence of independent variables, namely social media marketing and service quality simultaneously or simultaneously is significant to the variable purchase intention at PT. Sari Coffee Indonesia (Starbucks) Pasaraya Grande branch, Jakarta. Adjusted R Square value of 0.598 means that 59.8% purchase intention can be explained by social media marketing and service quality while the remaining 40.2% can be explained by other factors.

Implication
The T test of the service quality variable was found to greatly affect the purchase intention variable partially. This result is similar to the research conducted by Ahmad. A Al-Tit in the journal "The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention" which states that a significant relationship occurs between service quality and customer satisfaction. And customer satisfaction at customer retention. Which leads to conclusions, service quality not only increases customer satisfaction, but also encourages customer retention. The results of the influence of service quality variables in this assessment are the main reasons that drive purchase intention. Where in this case, the relationship between purchase intention and customer retention is something the company wants.
Meanwhile, it is contrary to the research of Alkaya & Taskin in "The Impact of Social Media Pages on Customer Equity & Purchase Intention: an Empirical Study of Mobile Operators" which states that there is no significant impact in marketing communication via social media on purchase intention. Social media activities without the support of traditional media marketing do not affect consumer purchase intention in this case. The results obtained in this study indicate that there is a significant relationship between social media marketing variables and the purchase intention variable.

Conclusion
Based on the discussion and analysis of the research that has been obtained, it can be concluded that the variable social media marketing influences the purchase intention variable, the service quality variable influences the purchase intention variable, that social media marketing and service quality variables simultaneously have a significant effect on the purchase intention variable. In addition, variable service quality is the dominant variable in its influence on the purchase intention of PT. Sari Coffee Indonesia (Starbucks) consumers in the Pasaraya Grande branch, Jakarta with a number 9,404.

Suggesstions
Based on the discussion and analysis of the research that has been obtained, the following suggestions can be taken into consideration: a. Academics The scope of this study has limited time and place. It is recommended to conduct further research in a wider scope, more time, broader variables in order to get results that can represent all outlets owned by PT. Sari Coffee Indonesia.
b. Business Actors Service quality is the dominant variable in relation to the purchase intention of PT. Sari Coffee Indonesia (Starbucks) consumers in the Pasaraya Grande branch, Jakarta. PT. Sari Coffee Indonesia (Starbucks) needs to controlling service quality so they can give consumers experience in accordance with what they expect.