THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITY TOWARDS CONSUMERS’ PURCHASE INTENTION FOR WORKSHOP AND SEMINAR

• Main Author: Mahadan P. Siboro, Josua
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57985
• Institution: Institut Teknologi Bandung

Now, the future skills needed to be able to get a job and pursue a career in companies have been found through informal education, both in the form of seminars and workshops. This gap cannot be done through formal education, but through informal ones. Usually, the dissemination of information about workshops and seminars has been found conventionally through advertisements of posters, banners, newspapers, and other non-electronic media. However, over time, added with technological developments and since the Covid-19 pandemic, many educational activities have been found and information dissemination of these activities has been held online. The dissemination of this information can be found on electronic media such as social media, websites and other electronic media. Social media has been widely used by enterprises as a marketing strategy tool, including event creators. They used it to promote their event. Currently, the number of event creators in Indonesia was 4000 event creators in 2018, and have an increase of 400% in mid-2020, with the most event categories dominated by workshops/seminars as much as 40%. Since, this research will assess the influence of social media marketing activity toward purchase intention. To analyze the influence of social media marketing activity towards purchase intention, this research use modified Social Media Marketing Activity (SMMA) which consists of five dimension. It’s consist of entertainment, interaction, trendiness, customization, and word-of-mouth. The data was collected using survey method towards 164 samples and analyzed by using SEM-PLS. The result shows that entertainment, interaction, and word-of-mouth has a significant affect towards purchase intention. Meanwhile trendiness and customization have not a significant effect towards consumers’ purchase intention for workshop and seminar.