The Analysis of Social Media Marketing towardBuying Interest (Case Study at J.Co Donnuts And Coffee Kediri)

DOI

10.2991/icss-19.2019.36How to use a DOI?

Keywords

Keywords-buying interest; social media marketing; structural Equation Modeling Partial Least Square (PLS SEM)

Abstract

internet technology development is participating for creating the business competition among business people by utilizing social media marketing accounts as marketing tools to promote their products so that business competition becomes hard. Business people are required to pay more attention to the use of social media that is suitable for their target market so that the message delivered is more effective; efficient and meets the purpose of its use. This study builds on analyzing and evaluating Social Media Marketing toward the buying interest of J.Co Donnuts and Coffee’s product. The design of this study uses descriptive analysis methods and Structural Equation Modeling Partial Least Square (SEM PLS). The data gathered by form of a questionnaire distribution through Google Form on 100 social media followers of J.CO Donnuts and Coffee. The results of this study shows that the influence of the dimensions of Social Media Marketing which consists of context; communication; collaboration and connection explains buying interest as much as 47 percent; while the other 52.3 percent is explained by other dimensions outside the variable. Based on the results of the study; researchers concluded J.CO Donnuts and Coffe Kediri pay attention to the use of social media marketing by paying attention to context dimensions; namely the way of presentation; message design; time and content presented and the collaboration dimension which consists of interaction; involvement; and suitability of messages because it can affect one's buying interest.

Copyright

© 2019, 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  - Gandung Satriyono
AU  - N Nurlaely
AU  - N Samsu
PY  - 2019/11
DA  - 2019/11
TI  - The Analysis of Social Media Marketing towardBuying Interest (Case Study at J.Co Donnuts And Coffee Kediri)
BT  - Proceedings of the International Conference on Social Science 2019 (ICSS 2019)
PB  - Atlantis Press
SP  - 1024
EP  - 1028
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-19.2019.36
DO  - 10.2991/icss-19.2019.36
ID  - Satriyono2019/11
ER  -