What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Moslehpour, Massoud; Ismail, Taufiq; Purba, Bey; Wong, Wing‐Keung

doi:10.3390/jtaer17010005

Cited by 85 publications

(71 citation statements)

References 57 publications

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“…E-word of mouth (E-WOM) is more effective when carried out by recognized personalities with a greater impact on online consumers' purchase intention [4,5]. The extant literature recognizes that influencer marketing contributes to consumer purchase intention [2,6,7], and that fashion consumers are highly influenced by trends, which are conveyed by fashion influencers, namely through social media [8]; therefore, the fashion industry has strongly considered and used FIs [9].…”

Section: Fashion Influencersmentioning

confidence: 99%

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

et al. 2022

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Fashion influencers are a new phenomenon and profession to which many young individuals may currently aspire; such is its impact in the digital and online world. Hence, the article serves an upcoming group of fashion-influencers-to-be, as well as firms that seek the help of such professionals. This study aimed to test the mediating role of the attitude toward influencers in the relation between, on the one hand, perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, and attractiveness, and, on the other hand, purchase intention. Path analysis was used to test a conceptual model in which attitude toward influencers mediates the relation between perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, attractiveness, and purchase intention. Among the seven components, the association between perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity, on the one hand, and purchase intention, on the other, was completely and significantly mediated through attitudes toward influencers. It was found that the attitude toward the influencer determines the purchase intent; this attitude is, in turn, conditioned by the competence, the resemblance, and the proximity that the consumer perceives in the influencer. Thus, to lead the consumer to buy a certain product, influencers must pay attention to perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity with the product (or service).

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Section: Fashion Influencersmentioning

confidence: 99%

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

et al. 2022

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“…Thus, there is a need for mechanisms and procedures of economic empowerment based on the use of technology and economic digitization in order to support business effectiveness and efficiency in the use of online media, social media and electronic media. The automation and digitization of the economy has a significant impact on business transformation, the platform economy, business channels and access to information [113,114].…”

Section: Travel-business Productivity and Smesmentioning

confidence: 99%

Travel-Business Stagnation and SME Business Turbulence in the Tourism Sector in the Era of the COVID-19 Pandemic

Surya

Hernita²,

Salim

et al. 2022

Sustainability

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The COVID-19 pandemic, apart from having an impact on public health, has also caused the stagnation of travel-bureau businesses and the management of small and medium enterprises (SMEs) in the tourism sector. This study aims to analyze the COVID-19 pandemic as a determinant of travel-business stagnation and turbulence in small and medium enterprises (SMEs), the influence of human resources, business development, and product marketing on the productivity of the travel and SME business, the direct and indirect effects of business innovation, economic digitization, and the use of technology on business stability and economic-business sustainability. This study uses an explanatory sequential qualitative–quantitative approach. Data were obtained through observation, in-depth interviews, surveys, and documentation. This study is focused on assessing the efforts made by travel-agency-business actors and SMEs in responding and adapting to changes in the business environment, both internally and externally. Human resources, business development, and product marketing together affect the productivity of travel agents and SMEs with a coefficient of determination of 95.84%. Furthermore, business innovation, economic digitization, and the use of technology simultaneously affect business stability with a coefficient of determination of 63.8%, and business stability affects the sustainability of travel and SMEs with a coefficient of determination of 67.6%. This study recommends a strategy for travel-agency-business sustainability and the stability of SMEs’ economic-business management towards increasing economic growth in the North Toraja Regency, South Sulawesi, Indonesia.

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“…However, following an initial screening of the responses, several incomplete responses had to be eliminated, leaving 611 usable responses. The data collection procedures conducted in the research were also performed in previous studies [103,104].…”

Section: Information Usefulnessmentioning

confidence: 99%

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Huang

Chen

et al. 2022

Human Behavior and Emerging Technologies

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Product reviews on YouTube have become highly beneficial to consumers’ decision-making, as they can help consumers judge and experience products before making purchases. Consequently, scholars and managers must understand consumer behaviors regarding product reviews and identify factors influencing consumers’ purchasing decisions. A novel contribution of the study is the introduction of a model based on the stimulus-organism-response paradigm that explains how sensory marketing and information adoption affect parasocial interaction, trust (cognitive and affective), and information usefulness that are correlated with consumers’ responses to stickiness, adoption, and purchase intentions. To empirically evaluate the proposed research model, we conducted an online survey of 611 participants who had purchased products based on YouTube product reviews. We performed data analysis using structural equation modelling and Smart-PLS software, and the results indicated that all hypotheses were supported except for parasocial interaction and information usefulness, which were rejected. This study could provide insights into the antecedents and consequences of purchase intentions in light of YouTube product reviews, thus contributing knowledge of online consumer behaviors to help managers understand consumer behaviors regarding social media and formulate marketing strategies.

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What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Cited by 85 publications

References 57 publications

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

Travel-Business Stagnation and SME Business Turbulence in the Tourism Sector in the Era of the COVID-19 Pandemic

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

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