How Do Social Media Marketing Activities Result in Online Purchase Decisions
Keywords:
Social Media Marketing Activities, Brand Awareness, Brand Trust, Online Pusrchase Decision
Abstract
The main focus of this study is to explain the mechanism of how social media marketing activities can produce online purchasing decisions. This condition is related to the trend of marketers in the skincare business in Indonesia using social media for marketing activities. The current phenomenon is that social media is a means for marketing and a sales median. This research uses a survey method carried out by distributing questionnaires online. Determination of the sample in this research was carried out using a convenience method approach. 180 data were collected, but only 174 could be analyzed using Smart PLS software. The analysis results show that the proposed model based on the Stimulus (social media marketing activity) - Organism (brand awareness and brand trust) - Response (online purchasing decision) mechanism is accepted. This research model proposes four hypotheses, and all of them are accepted. Social media marketing activities as a stimulus have been proven to influence brand awareness and brand trust (organism). Furthermore, brand awareness and trust influence online purchasing decisions for SOMETHINC products (response).
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References
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Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2019). Developing a Conceptual Model for Examining Social Media Marketing Effects on Brand Awareness and Brand Image. International Journal of Economics and Business Research, 17(3), 243–261. https://doi.org/10.1504/IJEBR.2019.098874
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Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands. Information Systems Frontiers, 25(2), 795–817. https://doi.org/10.1007/s10796-022-10264-7
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Guan, X., Xie, L., Shen, W. G., & Huan, T. C. (2021). Are you a tech-savvy person? Exploring factors influencing customers using self-service technology. Technology in Society, 65. https://doi.org/10.1016/j.techsoc.2021.101564
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102
Hanifah, N., & Wulandari, R. (2021). the Influence of Online Customer Reviews, Ratings, and Brand Image of Millennial E-Commerce Consumers in Indonesia on Purchase Decisions With Trust As a Mediator. The International Journal of Business and Management Research, 5(07).
Hardiyanti Ridwan, Damayanti, & Wahidayanti. (2022). Peranan Multi Level Marketing pada Masa Pandemi Covid 19 dalam Menciptakan Pribadi Mandiri Berwirausaha dan Peningkatan Kesejahteraan Para Mitra PT. MSI yang Aktif di Kabupaten Sinjai. Jurnal Multidisiplin Madani, 2(10), 3660–3672. https://doi.org/10.55927/mudima.v2i10.1496
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Ibrahim, B., & Aljarah, A. (2023). The Era of Instagram Expansion: Matching Social Media Marketing Activities and Brand Loyalty through Customer Relationship Quality. Journal of Marketing Commun
ons, 29(1), 1–25. https://doi.org/10.1080/13527266.2021.1984279
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Marketing Intelligence & Planning Instafamous and social media influencer marketing Article information: For Authors. Inteligencia y Planificación de Marketing, 37(5).
Khan, I. (2022). Do Brands’ Social Media Marketing Activities Matter? A Moderation Analysis. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102794
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived Social Media Marketing Activities and Consumer-Based Brand Equity : Testing a Moderated Mediation Model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
Koponen, J. P., & Rytsy, S. (2020). Social presence and e-commerce B2B chat functions. European Journal of Marketing, 54(6). https://doi.org/10.1108/EJM-01-2019-0061
Kusno, K., Deliana, Y., Sulistyowati, L., Komaladewi, R., Rochdiani, D., & Trimo, L. (2023). Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia. International Journal of Data and Network Science, 7(2). https://doi.org/10.5267/j.ijdns.2023.1.005
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Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring Factors Influencing Impulse Buying in Live Streaming Shopping: a Stimulus-Organism-Response (SOR) Perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903
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Lusianingrum, F. P. W., & Pertiwi, W. N. B. (2021). Stimulus-Organism-Response Dalam Memprediksi Keputusan Partisipasi Wanita Untuk Aktif Dalam Kegiatan Urban Farming Selama Pademi Covid-19. Jurnal Sains Sosio Humaniora, 5(2). https://doi.org/10.22437/jssh.v5i2.15437
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Published
2023-07-31
How to Cite
Lusianingrum, F. P. (2023). How Do Social Media Marketing Activities Result in Online Purchase Decisions. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 11(2), 1895 -. https://doi.org/10.37676/ekombis.v11i2.5046
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