Kurnia, Steven and Susanto, Y. Budi and Juliadi, Rismi (2022) The Influence of Social Media Marketing Activity and Social Media Influencers on Instagram on Purchase Intention at Fashion Brand X in Indonesia. In: Proceedings of the 4th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2021, 7 October 2021, Lampung, Indonesia.
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Abstract
With the rapid development of the digital world, social media has become one of the means to carry out marketing activities. Social Media Marketing Activity (SMMA) and social media influencer are expected to be able to influence consumer buying interest in brands. This study aims to examine the influence and the significance of SMMA and social media influencers on Instagram to the purchase intention of Brand X. This research used quantitative method and purposive sampling method was used to collect the data. The data was analyzed with SmartPLS to examine the relationship between variables. The results of the study indicate that SMMA has a significant effect on purchase intention both directly and indirectly, while social media influencers have a significant effect on purchase intention directly but do not indirectly. Results of this study are expected to help fashion brand X to prioritize their online marketing activities on Instagram.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Keywords: | social media marketing activity social media influencer purchase intention brand equity e-wom |
| Subjects: | 300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) |
| Divisions: | Faculty of Business > Master of Technology Management |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 12 Sep 2022 03:26 |
| Last Modified: | 12 Jun 2024 06:00 |
| URI: | https://kc.umn.ac.id/id/eprint/22991 |
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