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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis IJBE (Integrated Journal of Business and Economics) EQIEN - JURNAL EKONOMI DAN BISNIS SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Coopetition : Jurnal Ilmiah Manajemen Jurnal Fokus Manajemen Bisnis Jurnal Pengabdian Masyarakat Asia Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Economy, Education and Entrepreneurship (IJE3) JURNAL ILMIAH GLOBAL EDUCATION Golden Ratio of Mapping Idea and Literature Format BISMA (Bisnis dan Manajemen) Journal of Innovation in Management, Accounting and Business Asia Pacific Journal of Management and Education Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Economics and Business Journal IIJSE
Komaladewi, Rita
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Journal : Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)

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SOCIAL MEDIA DAN CUSTOMER RELATIONSHIP MARKETING SEBAGAI STIMULUS DALAM MENINGKATKAN PURCHASE INTENTION Amani, Akbar Riskal; Komaladewi, Rita; Budhyawan, Thomas
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 6 No 2 (2022): Edisi Mei - Agustus 2022
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (422.294 KB) | DOI: 10.31955/mea.v6i2.2326

Abstract

Penelitian ini bertujuan untuk mengkaji bagaimana social media marketing dapat mempengaruhi purchase intention secara langsung dan melalui customer relationship, penelitian ini memfokuskan pada konsumen fashion Usaha Mikro kecil dan Menengah (UMKM) di Kota Bandung, analisis data dilakukan dengan menggunakan model PLS, dengan pengukuran outer model: convergent validity, discriminant validity, uji realibilitas, serta pengukuran inner model; Coeficient Determinant of (R2), Signifikansi (t-value). Hasil studi menunjukkan bahwa social media marketing berpengaruh langsung terhadap purchase intention dan social media marketing berpengaruh terhadap purchase intention melalui customer relationship
Co-Authors Adz Zikri, Arif Furqon Nugraha Agatha, Fathia Amani, Akbar Riskal Amar, Siti Chaerani Djen Arief Budiman , Adityo Asep Mulyana Bahri, Khoirun Nisa Budhyawan, Thomas Deborah, Irene Dewi, Rahma Hanifa Firdaus, Gilrandy Andhika Herdianie, Revalina Kaltum, Umi Khoirun Nisa Bahri Kirana, Laras Puspa Kurniadi, Stefanie Kurniatun, Taufani C. Lumbantobing, Angelia Tio Mulyani, Indah Putri Mulyawan, Sarah Anjani Naufal, Ariq Zulfahmi Nugraha Adz Zikri, Arif Furqon Nugraha, Krisna Adhitia Okviannas, Nadilla Prasetyo, Bilal Panji R. Arief Helmi Ramdani, Luki Rhiswandi, Rhandi Ruchiat, Yayat Saputra, Febrian Eko Setyadi, M. Aditya Silaban, Sonia Artha Ria Widianto, Sunu Yasmin, Annisa Yevis Marty Oesman Yudha, R Thomas Budhayawan Yudha, R. Thomas Budhyawan