The Effect of Social Media Marketing to Purchasing Interest of Fenomena Rakat Clothing (Retaseu Store)
Antonius Gurubay, Antonio E. L. Nyoko, Rolland E. Fanggidae
Available Online 25 May 2020.
- https://doi.org/10.2991/aebmr.k.200522.049How to use a DOI?
- Social Media Marketing (Context, Communication, Collaboration, Connection), Purchasing Interest
- The internet and all its conveniences are now a phenomenon. Technological changes are increasingly rapidly encouraging innovation in the use of the internet. The internet, which is synonymous with means of communication and information exchange, is now starting to evolve into a business tool along with the emergence of e-commerce or electronic commerce that also utilizes the internet system. Social Media Marketing Strategy is increasingly being done by business people. This study aims to determine the effect of Social Media Marketing on the interest in purchasing products at the Fenomena Rakat Clothing. The variables in this study are, independent variables; Social Media Marketing (Context, Communication, Collaboration & Connection) and the dependent variable Purchasing Interest. The method in this study uses quantitative research methods. This research is a descriptive and inferential study using multiple linear regression models. Sampling in this study uses Non Probability Sampling with Accidental Sampling methods. Data collection was done through online questionnaires through Google form on 80 respondents with 24 item statements. Data processing techniques are carried out by descriptive and inferential analysis, classic assumption test, and hypothesis testing. The results showed that the influence of Social Media Marketing through Instagram on the purchasing interest of the Fenomena Rakat Clothing product was 56,5%. Based on the results of partial hypothesis testing, obtained sub-variables Context and Communication, have a significant influence on Purchasing Interest. Besides, Collaboration and Connection have no significant influence on Purchasing Interest. The test results simultaneously found that all variables had an effect on Purchasing Interest.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Antonius Gurubay AU - Antonio E. L. Nyoko AU - Rolland E. Fanggidae PY - 2020 DA - 2020/05/25 TI - The Effect of Social Media Marketing to Purchasing Interest of Fenomena Rakat Clothing (Retaseu Store) BT - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019) PB - Atlantis Press SP - 260 EP - 266 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200522.049 DO - https://doi.org/10.2991/aebmr.k.200522.049 ID - Gurubay2020 ER -