Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

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The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.396 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

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Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

Independent Journal of Management & Production ◽

10.14807/ijmp.v12i5.1425 ◽

2021 ◽

Vol 12 (5) ◽

pp. 1583-1599

Author(s):

Elmira Shadi ◽

Ailar Ebrahimi Hesari ◽

Behzad Shahrabi

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Study Data ◽

Social Media Marketing ◽

Equation Modeling ◽

Mediating Role ◽

Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

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The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

International Journal of Asian Business and Information Management ◽

10.4018/ijabim.294102 ◽

2021 ◽

Vol 12 (3) ◽

pp. 0-0

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Social Media Marketing ◽

Equation Modeling ◽

Systematic Sampling ◽

Direct Influence ◽

Telecommunication Sector ◽

Brand Love

The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co-creation which has also a significant direct influence on OBE. Findings have indicated that VC is partially mediated the relationship between SMM and OBE. The results have asserted that SMM significantly influences OBE. Furthermore, the results have affirmed that brand love act as a moderator to strengthen the relationships between SMM and VC.

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The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.404 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

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The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.11.002 ◽

2022 ◽

Vol 6 (1) ◽

pp. 9-16 ◽

Cited By ~ 1

Author(s):

Khamaludin Khamaludin ◽

Syahriani Syam ◽

Febri Rismaningsih ◽

Lusiani Lusiani ◽

Lily Arlianti ◽

...

Keyword(s):

Social Media ◽

Data Analysis ◽

Market Orientation ◽

Product Innovation ◽

Structural Equation ◽

Quantitative Methods ◽

Social Media Marketing ◽

Equation Modeling ◽

Snowball Sampling ◽

Marketing Performance

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

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Explaining mobile government social media continuance from the valence perspective: A SEM-NN approach

PLoS ONE ◽

10.1371/journal.pone.0246483 ◽

2021 ◽

Vol 16 (2) ◽

pp. e0246483

Author(s):

Yubo Peng ◽

LingWu Wang ◽

Shuiqing Yang

Keyword(s):

Neural Network ◽

Social Media ◽

Structural Equation ◽

Social Value ◽

Equation Modeling ◽

Research Model ◽

Media Usage ◽

Hedonic Value ◽

The Neural Network ◽

Using Data

Different from many previous studies explain mobile social media usage from a technical-center perspective, the present study investigates the factors that influence citizens’ mobile government social media (GSM) continuance based on the valence framework. The research model was calculated by using data collected from 509 citizens who are the mobile GSM users in China. A structural equation modeling (SEM)-neural network (NN) method was employed to test the research model. The results of SEM indicated that the positive utilities included social value and hedonic value positively affect mobile GSM continuance, while the negative utility reflected by self-censorship negative affect mobile GSM continuance. This is further supported by the results of the neural network model analysis which indicated that hedonic value is more influencing predictor of continuous usage of mobile GSM, following by social value and self-censorship.

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The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.6.011 ◽

2021 ◽

pp. 231-238

Author(s):

Oscarius Yudhi Ari Wijayaa ◽

Sulistiyanib Sulistiyanib ◽

Juliani Pudjowatic ◽

Theresia Siwi kartikawatid ◽

Ninik Kurniasih ◽

...

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Purchase Intentions ◽

Social Media Marketing ◽

Equation Modeling ◽

Snowball Sampling ◽

Sampling System ◽

System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

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Pengaruh Digital Marketing terhadap Peningkatan Kinerja Pemasaran UMKM Pariwisata di Kabupaten Toba Indonesia

Prosiding Seminar Nasional Ekonomi dan Bisnis ◽

10.33479/sneb.v1i.125 ◽

2021 ◽

Vol 1 ◽

pp. 130-142

Author(s):

Dwita Soave Natio Marbun ◽

Mariana Simanjuntak

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Structural Equation ◽

Instant Messaging ◽

Digital Marketing ◽

Social Media Marketing ◽

Equation Modeling ◽

Marketing Capability

Dilihat dari karakteristik wilayah Indonesia, UMKM sektor pariwisata menjadi salah satu pemegang peran penting dalam pertumbuhan di Indonesia. Akibat dari COVID-19 membuat para pelaku UMKM harus mencari cara agar tetap bertahan dan berkembang. Digital marketing merupakan salah satu soluai dalam meningkatkan pemasaran UMKM di Indonesia. Namun, hasil dari wawancara ke beberapa UMKM Pariwisata di Kabupaten Toba dan juga studi literatur masih ditemukan UMKM yang belum menerapkan digital marketing. Penelitian ini bertujuan untuk melihat ada atau tidaknya pengaruh dari penerapan digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata sebagai acuan bagi pelaku UMKM dalam peningkatan kinerja pemasaran. Hasil dari studi literatur dan wawancara kepada 10 pelaku UMKM yang telah menerapkan digital marketing, variabel yang digunakan pada penelitian ini ialah social media marketing capability, e-commerce adoption, instant messaging orientation, digital marketing dan kinerja pemasaran. Pengumpulan data berupa penyebaran kuesioner cetak dan kuesioner online sebanyak 132 kepada para pelaku UMKM Pariwisata di Kabupaten Toba yang telah menggunakan digital marketing kemudian di analisis menggunakan metode Structural Equation Modeling dengan bantuan software AMOS. Kesimpulan diperoleh bahwa terdapat pengaruh digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba dan dapat diambil implikasi manajerial sebagai alternatif kebijakan dalam peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba menggunakan media pemasaran digital.

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Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products

Archives of Business Research ◽

10.14738/abr.910.11025 ◽

2021 ◽

Vol 9 (10) ◽

pp. 178-191

Author(s):

Anas Hidayat

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Sampling Technique ◽

Simultaneous Equation ◽

Equation Model ◽

Social Media Marketing ◽

Equation Modeling ◽

Marketing Variables

This research aimed to examine the effect of EWOM and Social Media Marketing variables on Purchase Intention with an intervening variable of brand image. This research sampling was carried out using purposive sampling technique from 250 respondents which had the criteria of Indonesian citizens who were interested in buying and using cosmetics through e-commerce and already had income. This research used an analytical tool which is a simultaneous equation model called structural equation modeling. The results of this research indicated that EWOM had a positive and significant effect on brand image and buying intention. Social Media Marketing had also a positive significant effect on brand image,however, it was an insignificant effect on buying intention. Finally, Brand Image showed a positive significant effect on Purchase Intention.

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TANTANGAN “POLYGAMOUS STORE” : STUDI EMPIRIS PENGUATAN ATRIBUT TOKO DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN PADA GERAI ALFAMART DI KOTA SEMARANG

Jurnal Dinamika Ekonomi & Bisnis ◽

10.34001/jdeb.v15i1.915 ◽

2019 ◽

Vol 15 (1) ◽

Author(s):

Andi Setiawan

Keyword(s):

Structural Equation ◽

Customer Relationships ◽

Loyalty Programs ◽

Primary Data ◽

Equation Modeling ◽

Store Loyalty ◽

Positive Contribution ◽

Research Model ◽

Store Attributes ◽

Store Location

Purpose – This study aims to investigate how the influences of store attributes on store loyalty can be mediated by the store satisfaction framework.Design/methodology/approach – The survey data were collected from selected retail stores respondent using accidental sampling. The hypotheses were tested using structural equation modeling. This research model uses 5 variables and 25 indicators that form a store loyalty model. in this research model has been developed and 6 hypotheses have been formulated to answer the problem of this research. Data or a questionnaire distributed to The number of questionnaires distributed by 250 questionnaires in the Semarang region. The results of the selection of incoming questionnaires from 250 questionnaires, only 180 questionnaires were stated complete, so that it was feasible to be analyzed at a later stage. Because this study uses questionnaire data as primary data, so it takes steps to test the question (questionnaire) to find out whether the question is valid or not Findings - The findings of this study help practitioners by empirically demonstrating that combined store satisfaction from consumers with store and affective loyalty programs mediate the influence of attributes such as the store atmosphere, store location, store personnel and so on the quality of the relationship between the shop and the customer. Therefore, store satisfaction alone cannot create strong loyalty and customer relationships. Conversely the existence of store attributes such as atmosphere, location, personnel will not perfectly shape store loyalty if it is not mediated by cognitive satisfactionResearch limitations / implications - Limited research on Alfamart customers, has not expanded the test of users of online purchasing facilities that use Alfamart's online facilities with Alfamind, so that the results can be more enriching, reinforcing past theories and research. In addition, this research draws on the requirements of respondents having a member card (Ponta) Alfamart as well as having a card from a competitor's retail. The results of testing this hypothesis cannot prove the effect of store location on store loyalty in order to get results that match expectations.Practical implications - The findings suggest that, in order to increase of store loyalty. The model output in this study can provide a positive contribution to PT. Sumber Alfaria Trijaya, Tbk. in an effort to realize store loyalty in the form of suggestions for managerial implications. Managerial advice is intended for PT. Sumber Alfaria Trijaya, Tbk. in formulating store location management policies in the future.Originality / value - This research adds value to the domain of store loyalty research by empirically establishing the mediating role played by the cognitive satisfaction-affective store attributes such as atmosphere, location, personnel framework in shaping the influences of loyalty programs designed by store management on the final store loyalty and customer–store relationship.

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