The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

scholarly journals Pengaruh Media Sosial, Lokasi, Store Atmosphere terhadap Niat Beli di Cafe

2021 ◽  
Vol 9 (3) ◽  
pp. 1173-1183
Author(s):  
Sulistiyawati Sulistiyawati
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Linear Regression ◽  
Data Collection ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Analysis Technique ◽  
Consumer Purchase Intention

This study aims to determine and analyze the influence of social media, location, store atmosphere on purchase intention at the friend's cafe in Sampang. This type of research is quantitative research using a conclusive classification: data collection techniques using non-probability sampling classification and judgmental techniques. The number of samples used in this study was as many as 100 respondents who knew and had accessed the Instagram account of Teman Sehati café. The analysis technique uses multiple linear regression analysis with the SPSS version 25 program. The results show that social media positively and significantly affect purchase intention at Teman Sehati cafe in Sampang. There is a significant influence of location on purchase intention at the Teman Sehati cafe Sampang; the store atmosphere has a positive and significant effect on the purchase intention of a Teman Sehati café in Sampang. Café Teman Sehati is expected to be able to design outlets in such a way as to increase customer convenience with a positive store atmosphere. In addition, it is expected to consider the location to increase consumer purchase intention. Further research can use newer variables such as convenience, promotion, or service quality.

scholarly journals The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

2017 ◽  
Vol II (I) ◽  
pp. 197-210
Author(s):  
Neelam Akbar ◽  
Alam Zeb ◽  
Shabir Ahmad
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Computer Software ◽  
Numerical Data ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Mediation Effects ◽  
Consumer Purchase Intention ◽  
The Impact

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

scholarly journals Faktor pendorong purchase intention produk sustainable fashion pada UMKM

2021 ◽  
Vol 21 (1) ◽  
pp. 35-44
Author(s):  
Rike Penta Sitio ◽  
Rosita Fitriyani ◽  
Anggun Pesona Intan
Keyword(s):  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Research Data ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Fashion Products ◽  
Consumer Purchase Intention ◽  
Sustainable Fashion ◽  
Mediator Variable

The creative fashion industry is one of the sources of economic strength in great demand by businessman and consumers, such as MSMEs. The purpose of this study was to examine the effect of consumer knowledge on purchase intention in MSMEs sustainable fashion products with trust as a mediator variable. The research method will use quantitative research. The samples obtained were 257 consumers of Indonesian MSMEs fast fashion products and used the Qualtrics electronic questionnaire. This research data is from perception data for sustainable fashion knowledge variables, trust, and purchase intention in MSMEs sustainable fashion products. The data were processed using SPSS to test the validity, reliability, regression analysis, and mediation test using JASP. The results obtained are that consumers who know sustainable fashion will make these consumers more confident in sustainable fashion MSMEs products and ultimately increase consumer purchase intention in MSMEs sustainable fashion products. So, it is very important for MSMEs engaged in the sustainable fashion business to educate consumers about the meaning of sustainable fashion and the practice of MSMEs in a sustainable fashion.

Kepatuhan Penggunaan Obat Antibiotik Pasien Pediatri Rawat Jalan Di RSUD Kajen Kabupaten Pekalongan Tahun 2020

2021 ◽  
Vol 1 ◽  
pp. 850-855
Author(s):  
Rizki Muliyanah ◽  
Dwi Bagus Pambudi ◽  
St. Rahmatullah ◽  
Ainun Muthoharoh
Keyword(s):  
Side Effects ◽  
Data Collection ◽  
Research Method ◽  
Quantitative Research ◽  
Pediatric Patients ◽  
Inclusion Criteria ◽  
Inappropriate Use ◽  
Descriptive Research ◽  
Adequate Knowledge ◽  
The Impact

AbstractPediatric patients are more sensitive to medication errors because of specific physical, social, and dose differences. The use of antibiotics in children is different from adults, so families need to have adequate knowledge regarding the use of antibiotics. The impact of inappropriate use of antibiotics can be resistance and unwanted side effects. The purpose of the study was to determine the level of adherence to the use of antibiotics for outpatient pediatric patients at Kajen Hospital, Kabuaten Pekalongan. Quantitative research method with analytical descriptive research design is the research method used to describe existing events, with total sampling of patients who meet the inclusion criteria and data collection using questionnaires. The results of this study were obtained at the level of compliance of 93.9% in the obedient category.Keywords: Antibiotics; obedience; pediatrics; drug use AbstrakPasien pediatri lebih sensitif terkena kesalahan pengobatan karena perbedaan fisik, sosial, dan dosis yang spesifik. Penggunaan antibiotik pada anak berbeda dengan orang dewasa, sehingga keluarga perlu memiliki pengetahuan yang memadai terkait penggunaan antibiotik. Dampak dari penggunaan antibiotik yang kurang tepat dapat terjadinya resistensi dan meningkatnya efek samping yang tidak diinginkan. Tujuan penelitian yaitu untuk mengetahui tingkat kepatuhan penggunaan obat antibiotik pasien pediatri rawat jalan di RSUD Kajen Kabuaten Pekalongan. Metode penelitian kuantitatif dengan desain penelitian deskriptif analitik yaitu metode penelitian yang digunakan untuk mendeskripsikan peristiwa yang ada, dengan pengambilan sampel total sampling pada pasien yang memenuhi kriteria inklusi dan pengambilan data menggunakan kuesioner. Hasil penelitian ini didapatkan nilai tingkat kepatuhan sebesar 93,9% dengan kategori patuh.Kata kunci:Antibiotik, kepatuhan, pediatri, penggunaanobat

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

scholarly journals Pengaruh Popularitas Brand Ambassador NCT 127 terhadap Minat Beli Produk Nu Green Tea oleh Konsumen

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 261
Author(s):  
Marsella Aprilia Immaculata ◽  
Lusia Savitri Setyo Utami
Keyword(s):  
Green Tea ◽  
Purchase Intention ◽  
Research Method ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Marketing Communication ◽  
Consumer Purchase Intention ◽  
Likelihood Model ◽  
Brand Ambassadors ◽  
The Impact

The most popular bottle packaged beverage product in Indonesia is tea. PT ABC President Indonesia produced Nu Green Tea from 2012-present. The marketing technique they used in 2020 is brand ambassador by partnering with an idol group from South Korea called NCT 127. K-Pop idol group NCT 127 is increasingly accepted in Indonesia with their increasing level of achievement and popularity. The popularity and achievements of NCT 127 have attracted Nu Green Tea's attention to make them their brand ambassadors. This research aims to determine the impact of brand ambassador NCT 127 popularity on consumer purchase intention towards Nu Green Tea. The intended consumers in this research are Instagram followers of (@ nugreentea.id). The author used elaboration likelihood model (ELM) as a theoretical reference as well as marketing communication, brand, brand ambassador, and purchase interest as research concepts. The research method is an explanative survey of 100 respondents as a sample with a questionnaire as the author's instrument. Based on the research results, there is a significant effect of the variable NCT 127 Brand Ambassador Popularity (X) towards Consumer Purchase Intention of Nu Green Tea Products (Y). The popularity of NCT 127 brand ambassadors has an influence on consumer interest in buying Nu Green Tea products by 28.2%.Produk minuman kemasan botol yang paling banyak diminati oleh penduduk Indonesia adalah teh. PT ABC President Indonesia memproduksi Nu Green Tea dari tahun 2012-sekarang. Teknik pemasaran yang mereka gunakan di tahun 2020 ini adalah brand ambassador dengan menggandeng idol group dari Korea Selatan bernama NCT 127. Grup idola K-Pop NCT 127 semakin diterima di Indonesia dengan tingkat prestasi dan popularitasnya yang saat ini semakin naik. Popularitas dan prestasi yang dimiliki NCT 127 menarik perhatian Nu Green Tea untuk menjadikan mereka sebagai brand ambassador. Penelitian bertujuan untuk mengetahui pengaruh antara popularitas brand ambassador NCT 127 terhadap minat beli produk Nu Green Tea oleh konsumen. Konsumen yang dituju oleh penulis dalam penelitian ini adalah pengikut Instagram dari (@nugreentea.id). Penulis menggunakan elaboration likelihood model (ELM) sebagai acuan teori serta marketing communication, brand, brand ambassador, dan minat beli sebagai konsep penelitian. Metode penelitian berupa eksplanatif survei terhadap 100 responden sebagai sampel dengan kuesioner sebagai instrumen penulis. Berdasarkan hasil penelitian, terdapat pengaruh yang signifikan dari variabel Popularitas Brand Ambassador NCT 127 (X) terhadap variabel Minat Beli Produk Nu Green Tea oleh Konsumen (Y). Popularitas brand ambassador NCT 127 memiliki pengaruh terhadap minat beli produk Nu Green Tea oleh konsumen sebesar 28,2%.

scholarly journals The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

2017 ◽  
Vol II (I) ◽  
pp. 197-210
Author(s):  
Neelam Akbar ◽  
Alam Zeb ◽  
Shabir Ahmad
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Computer Software ◽  
Numerical Data ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Mediation Effects ◽  
Consumer Purchase Intention ◽  
The Impact

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

scholarly journals Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Wenny Kartika Susanto Dan Keni
Keyword(s):  
Social Media ◽  
Social Network ◽  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Easy Access ◽  
Young Generation ◽  
Electronic Word Of Mouth ◽  
Network Marketing

Competition that is getting more competitive in smartphone industry has made customers feel quite difficult in deciding which product the customers should buy. This is because companies are doing marketing through mass media, both offline and online. Companies are trying to change customers’ way of thinking through emotion, need, want, and demand. Nowadays, in this globalization the traditional retailers are facing big challenge because young generation is starting to switch to online shopping. This fact poses as threat for traditional retailers, but can also be used as opportunity due to easy access to product and brand via social media. Therefore, this research objective was to find what the influences of social network marketing and electronic word of mouth (independent variables) toward customer purchase intention (dependent variable). Quantitative research was chosen as the method of this research. The population was smartphone users from 26 – 50 years old in Jakarta. Non – sampling method, specifically convenience sampling was used because this method allowed researched to approach random respondent easily. The researcher used 166 questionnaires as sample size. 166 valid data were analysed with Structural Equation Modelling to test hypothesises in the research. There are two hypothesises tested on this research. Based on analysis, all hypothesises are supported. In conclusion, the most significant value is Social Network Marketing (SNM) which contributed 35.3% toward purchase intention. Based on findings, it is suggested for the company to pay more attention in marketing activities at social media by giving positive experience to customers so that the customers can give positive feedback in social media as reference for future customers.

Sign in / Sign up

Export Citation Format

Share Document