Analisis Sosial Media Marketing Terhadap Purchase Intention

Abstract

The purpose of this study is to analyze the effect of Social Media Marketing on Customer Purchase Intentions. The data used in this study were obtained directly from distributing online. The number of respondents in this study was 115 people. The results of testing the hypothesis in this study indicate that: Firm- Created Social Media Communication has a positive and significant effect on User-Generated Social Media Communication,and Brand Passion. Meanwhile, User-Generated Social Media Communication has no effect on Brand Passion. The results of the study also show that Brand Passion has a positive and significant effect on Brand Loyalty and Purchase Intention. Brand Loyalty also has a positive and significant effect on consumer Purchase Intention. As for the limitations in this study, it only uses one company brand as the object studied, so the results cannot be generalized to coffee shop company brands as a whole and also the selection of respondents is only in Indonesia so it is not can represent the behavior of Starbucks consumers as a whole spread across many countries. Furthermore, this study has not been able to reveal the overall factors that influence purchase intention due to limited variables in this study which are only limited to social media marketing which is divided into two parts; firm-created social media communication and user-generated social media communication, brand passion and brand loyalty so that there are other variables that are not included in this study.

Influence Social Media Marketing and Electronic Word-of-Mouth to Purchase Intention on Products Erigo Official Shop on Shopee Mediated by Brand Trust to Students Active in Malang City

“…This aligns with the assertions posited by Chafidon et al (2022), emphasizing social media marketing's role in addressing consumer needs and providing informative content that guides consumer purchasing behaviors. Furthermore, the research findings corroborate the assertions of Hartanto et al (2022), which posit that social media marketing enhances consumer brand knowledge compared to traditional marketing approaches. By leveraging social media platforms, brands can establish meaningful connections with potential customers, thereby fostering brand awareness and understanding.…”

The Influence of Social Media Marketing and Brand Image on Intention to Purchase Residential Apartments

“…The results of this research suggest that marketing via social media, including content customization, interaction, trending, entertainment, and electronic word of mouth has a positive impact on consumer purchasing interest. Apart from that, Hartanto et al (2022) stated that marketing via social media has a positive impact on purchasing interest at Starbucks Indonesia outlets. Research conducted by Wibowo & Suhendro (2021) studied the positive influence of brand image on interest in purchasing a family car in Denpasar.…”

“…According to surveys, social media is the platform that has the highest budget because the customer journey has changed (Nielsen, 2022). This provides an opportunity for brands or companies to optimize social media through social media marketing so that they can disseminate content that contains information, promotion, marketing, and information about the company (Hartanto et al, 2022).…”

“…Social media marketing is an activity carried out by companies in creating and providing content regarding information, promotions, discounts, and marketing of a brand or product through social media as a medium of dissemination (Hartanto et al, 2022). In social media marketing, there is a content marketing strategy that contains strategies to be able to make content attractive to the audience, so that the audience will be interested in seeing the content (Mcdonald, 2022).…”

“…At the beginning of its existence, social media was only a communication link with relatives, but at that time the use of social media was increasing. This is an opportunity for brands or companies to optimize social media marketing so they can disseminate content that contains information, promotions, the latest products, and company information (Hartanto et al, 2022). Apart from that, social media marketing is used to increase interest in purchasing a product (Putra & Aristana, 2020).…”