PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.
Penelitian ini bertujuan untuk mengatasi persoalan rendahnya motivasi belajar dan meningkatkan hasil belajar Siswa melalui Model Pembelajaran Problem Based Learning secara daring maupun luring pada Pelajaran Informatika, Siswa Kelas 7 A SMP Astra Makmur Jaya. Penelitian ini merupakan penelitian tidakan kelas dengan metode kualitatif dan kuantitatif dengan teknik pengumpulan data, meliputi teknik pengamatan (observasi), wawancara, kajian atau telaah dokumen, angket, dan tes. Teknik analisis yang digunakan pertama adalah teknik analisis deskriptif komparatif untuk data kuantitatif dan teknik analisis yang kedua adalah teknik analisis kritis, teknik ini digunakan untuk menelaah data-data kualitatif. Penelitian ini dilaksanakan dengan menerapkan protokol kesehatan yang ketat untuk mengantisipasi penyebaran virus Covid-19. Subjek penelitian ini adalah Siswa kelas VII A SMP Astra Makmur Jaya yang berjumlah 34 orang, Pembelajaran yang dilaksanakan 50% daring dan 50% Luring, secara bergantian. Dari hasil penelitian ini dapat disimpulkan bahwa Model Pembelajaran Problem Based Learning dapat meningkatkan hasil belajar siswa pada pelajaran Informatika baik secara daring maupun luring dengan rerata skor 63,58% pada siklus 1 dan rerata skor 91,82% pada siklus 2.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.