EFFECTS OF SOCIAL MEDIA MARKETING TOWARDS PROBIOTIC CHICKEN CUSTOMERS’ PURCHASE INTENTION : CUSTOMER ENGAGEMENT AS A MEDIATOR

• Main Author: Ambar Shofiya, Nadia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57813
• Institution: Institut Teknologi Bandung

Chixar is a brand within the probiotic chicken industry selling raw probiotic chicken. The company utilizes social media to reach their prospect customers. With the extensive potential of social media marketing and probiotic chicken industry in Indonesia, Chixar acknowledges the benefits that can be obtained and implements social media marketing to their company. However, there is limited knowledge about how social media marketing generates an effect on probiotic chicken businesses’ customer generation. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. A quantitative approach is used to collect primary data. Using a quota sampling, two control factors are used to sort the respondents to match with the research criteria; 1) Live in the areas of Jakarta, Bogor, Depok, Tangerang, Bekasi, and Bandung, 2) Have been a customer of or seen a social media of a raw chicken brand. The data was collected through Google Form with 215 participants. Structural Equation Modelling analysis was done to observe the relationships of the variables. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing significantly affect customer engagement. Data analysis reveals that the entertainment and e – word of mouth factors have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. In other words, customer engagement help amplify the power of entertainment and e – word of mouth in affecting purchase intention. Recommendations were made according to these results. Probiotic chicken brands may serve contents that are entertaining and shareable to increase their emotional tie with customers and increase the customers’ intention to buy. Meanwhile, contents that are trendy may influence the brand-customer relationship positively. The data collected on this research represent two main segmentations; college students (66.5%) and non – college students (33.5%). A Pearson Chi-Square analysis was done to analyze whether a difference in segment affect the observed variables. The results show that the distribution of the segments occur due to chance, and that the segmentations do not affect the variables being observed. In conclusion, this study had found that social media contents that are entertaining and shareable affect the customers’ intention to purchase probiotic chicken products.