The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention (Case Study: PT. Vita Nova Atletik's Local Brand Sports Shoes)

Hansopaheluwakan, Scherly; Polla, Johanes Ronaldy; Kristiyanto, Jeffry; Prabowo, Harjanto; Hamsal, Mohammad; Lukmanto, Bryan

doi:10.1109/icimtech50083.2020.9211187

Cited by 9 publications

(6 citation statements)

References 14 publications

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“…This means Ho is rejected and Ha is accepted and the results are consistent with Moslehpour et al (2020). Business actors must understand aspects of SMM have the most direct impact on consumers' buying intentions, strong marketing through Social Media strategies and Perception Values has a strong impact on Buying Intentions (Hansopaheluwakan & Kristiyanto, 2020). Also SMMA activities have positive influence on purchase intentions (Zhang et al, 2019), Marketing activities carried out through social media will significantly affect purchase intentions and brand loyalty for customers (Laksamana, 2018).…”

Section: The Influence Of Smm On Pimentioning

confidence: 99%

The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop

Armawan¹,

Sudarmiatin²,

Hermawan³

et al. 2023

10.5267/j.ijdns

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The research analysis of the study was to determine the influence of Social Media Marketing, Service Quality, and eWOM on Purchase Intention (Black Sweet Coffee Shop) through Brand as mediation. The type of research is quantitative with a case study research design. The implementation of research was carried out in Indonesia, especially in the city of Balikpapan. The subject of the study was a sweet Black Café Consumer who had used sweet Black Products with a sample count of 518 using THE SPSS-SEM Amos 22. The results of this discovery show that there was a direct influence of social media marketing, SerQual, and eWOM on Purchase Intention. The theoretical implication of this study is to find additional knowledge about marketing strategies in the field of SMEs. and integrate marketing and technology capabilities to optimize social media marketing against the purchase intentions of SMEs consumers, especially coffee shop franchises.

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Section: The Influence Of Smm On Pimentioning

confidence: 99%

The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop

Armawan¹,

Sudarmiatin²,

Hermawan³

et al. 2023

10.5267/j.ijdns

View full text Add to dashboard Cite

show abstract

“…Several studies in the marketing context have found that future marketing will be completely dominated and controlled by social media platforms (Hansopaheluwakan, 2020;Masuda et al, 2022;Wibowo, 2020). Social media platforms are considered as strategic tools for companies to promote or offer products and services to consumers.…”

Section: Social Media Marketing and Online Purchase Decisionmentioning

confidence: 99%

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Suganda

Arrifianti

2023

Quant. Econ. Manag. Stud.

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The objective of this study is to examine and analyze the influence of consumer purchasing decisions in digital era by considering the influence of social media marketing, e-service quality, and payment safety. The respondents are 120 university students in Bandung, West Java who use digital platform to purchase products or services. The data is collected by distributing questionnaires to the respondents, and analyzed using the multiple regression analysis with SPSS 26. The findings of this study indicate that consumer purchasing decision is positively and significantly influenced by social media marketing, e-service quality, and payment safety. This means that the owners or managers of products and services sold through online platforms must pay attention to these three aspects, as it will increase the consumer purchase decisions, thus enhancing the company’s profitability.

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“…Manajer bisnis biasanya menggunakan media sosial untuk mempromosikan produk sebagai strategi pemasaran mereka. Platform komunikasi dua arah ini dapat membantu meningkatkan nilai pelanggan dengan memberikan informasi yang relevan tentang produk atau merek tertentu (Hansopaheluwakan et al, 2020). B.K.…”

Section: Pendahuluanunclassified

Analisis Media Sosial Dan Konsumen Pada Umkm Croffle Eat Bengkong

Flowerensia¹,

Jessy²,

Permata³

et al. 2023

JEKOMBITAL

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Croffle Eat SME is a snack type business, namely croffle, which is located in Bengkong Laut. This business has been established since 2021, but it seems that there are still many people who don't know the Croffle Eat brand. Therefore, this research was conducted to help partners develop their business through the use of digital marketing such as building brand profiles on social media and advertising to increase consumer interest. As for the things that are done to increase sales turnover at Croffle Eat, namely by implementing the promotion mix strategy. Based on the results of an analysis of the obstacles experienced by partners, it was found that there were obstacles, namely the lack of promotion on social media which caused weak brand awareness in these MSMEs. Therefore, this research was conducted to integrate the implementation of the promotion mix marketing strategy by creating interesting content along with the right consumer targeting and in accordance with the results of a consumer survey to increase partner sales.

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The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention (Case Study: PT. Vita Nova Atletik's Local Brand Sports Shoes)

Cited by 9 publications

References 14 publications

The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop

The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Analisis Media Sosial Dan Konsumen Pada Umkm Croffle Eat Bengkong

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