The Effect of Social Media Marketing on Purchase Intention (Evidence from Indonesia)

DOI

10.2991/aebmr.k.210831.077How to use a DOI?

Keywords

social media marketing, purchase intention, social media, marketing

Abstract

The use of social media today in the marketing world is superior to other advertising media. Some social media that are often used, such as WhatsApp, Facebook, Twitter, blogs, websites, and others, are used dynamically from year to year. Social media can increase consumer knowledge and can increase the interest and purchasing power of a product. This research uses descriptive and verification methods with a Con-firmatory Factor Analysis as an analysis tool in the data processing. Empirical data is collected through a questionnaire given to social media users. Moreover, the study shows eight variables of social media mar-keting dimensions, namely offering through social media, social media that are easy to use, product info through social media, the benefits of using social media, looking for info through social media, time, buyer at-titude, and purchase intention.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sutopoh Kusumo
AU  - Agus Rahayu
AU  - Lili Adi Wibowo
AU  - Heny Hendrayati
PY  - 2021
DA  - 2021/09/02
TI  - The Effect of Social Media Marketing on Purchase Intention (Evidence from Indonesia)
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 390
EP  - 393
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.077
DO  - 10.2991/aebmr.k.210831.077
ID  - Kusumo2021
ER  -