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All Journal Jurnal Publikasi Ilmu Manajemen
Arifin H. Abd Majid
Politeknik Maritim AMI Makkasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Implementation of Social Media Marketing and Service Quality in Increasing Customer Purchase Intention at PT. SUCOFINDO (Persero) SBU Mineral Dedih Budiawan Sugianto; Amrin Amrin; Anwar T.; Andi Ningrat; Arifin H. Abd Majid; Muhammad Ilham
Jurnal Publikasi Ilmu Manajemen Vol. 5 No. 1 (2026): Maret: Jurnal Publikasi Ilmu Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v5i1.6965

Abstract

This study aims to analyze the influence of Social Media Marketing (X1) and Service Quality (X2) on the Purchase Intention (Y) of customers at PT Sucofindo (Persero) SBU Mineral. Employing a quantitative approach, data were gathered using Likert-scale questionnaires distributed to 100 corporate respondents representing Key Account and Regular Account customers. The data analysis technique used was multiple linear regression executed through SPSS software. The instrument testing results confirmed that all questionnaire items were valid and reliable. Classical assumption tests verified that the regression model met the normality requirements and was free from multicollinearity. Partially, both Social Media Marketing and Service Quality proved to have a positive and significant effect on Purchase Intention. Through a strong coefficient of determination (Adjusted R Square), this research model is able to significantly explain the variance in customer purchase intention, while the remainder is influenced by other factors outside the model. These findings emphasize the vital importance of integrating interactive digital communication activities and consistent technical operational service quality in maintaining customer preferences in the B2B mineral sector market
Co-Authors Amrin Amrin Andi Ningrat Anwar T. Dedih Budiawan Sugianto Muhammad Ilham