The effect of social media marketing activities on purchase intention
A case study on e-commerce consumers
Keywords:
Brand Awareness, Brand Image, Brand Preferences, Purhase Intention, Social media marketing activitiesAbstract
This study aims to analyze the effect of social media marketing activities, brand image, brand awareness, and brand preference on purchase intentions of young e-commerce consumers. Data were obtained from online questionnaires which were distributed through social media. The sample selection technique used in this research is purposive sampling. Respondents in this study were 270 Shopee consumers aged 13-15 years who had seen shopee advertisements on social media and at least made two purchases. The endogenous variable used in this study is purchase intention while the exogenous variable is social media marketing activities. The intervening variables used are brand image, brand awareness, and brand preference. The analytical method in this study is Structural Equation Modeling (SEM) using AMOS 24 software. The results obtained are that social media marketing activities have a positive effect on brand image, brand awareness, and brand preference. Furthermore, brand image and brand awareness have a positive effect on brand preference. In addition, brand preference has a positive effect on purchase intention.
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References
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