DEVELOPMENT OF CONSUMER PURCHASE INTENTION MODELS IN SOCIAL MEDIA MARKETING

• Main Author: Kemukus Panji Ambarto, Dhimas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46766
• Institution: Institut Teknologi Bandung

Nowdays social media is not only used by individuals to share information and content, but also used as marketing media by businessmen to promoting their products and brands. The use of social media makes companies and customers communicate with each other without any limitation of time, place or other medium that get in the way. One of marketing strategy on social media to increase consumer purchase intention is social media marketing activities. This study aims to develop a model consumer purchase intention using social media by considering brand equity, trust, and consumer involvement factor. The development of the model in this study is to add the factor of consumer engagement and trust as a mediating variable in the relationship between social media marketing activities and consumer purchase intention. Consumer engagement is reflected by three dimensions of measurement namely consumption, contribution and creation. The respondents of this study are consumers who have bought or sought information through social media related to products or brand. Data collection method uses non-probability sampling, namely convenience sampling. In this study involved 222 respondents for data processing. The structural equation model (SEM) method is used to process the data that has been collected. The results of data processing shows that social media marketing activities directly influence consumer purchase intention and trust factor. Trust factor is a mediating variable between social media marketing activities and consumer purchase intention. In addition demographic factors that is gender indicate there are differences between man and women in purchase intention.