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All Journal Journal The Winners Binus Business Review International Journal of New Media Technology SEEIJ (Social Economics and Ecology International Journal)
Hartiwi Prabowo
Bina Nusantara University
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences Other

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The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement Hartiwi Prabowo; Rini Kurnia Sari; Stephanie Bangapadang
IJNMT (International Journal of New Media Technology) Vol 6 No 2 (2019): IJNMT (International Journal of New Media Technology)
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (414.409 KB) | DOI: 10.31937/ijnmt.v6i2.1243

Abstract

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.
The Role of Network Capabiliity in Shaping Behavior E-commerce Acceptance Among Small Businesses in Keranggan Village Yuniarty Yuniarty; Hartiwi Prabowo; Ridho Bramulya Ikhsan
Social Economics and Ecology International Journal (SEEIJ) Vol. 4 No. 1 (2020): March
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/seeij.v4i1.7353

Abstract

This research is a case study to help identify the driving factors of e-commerce acceptance by small businesses in Keranggan Village in Indonesia. This study argues that factors such as technology-organization-environment need to be strengthened by network capability from business actors so that e-commerce adoption intention emerges. From the total samples of 100 business actors in Keranggan Village. The study utilized Structural Equation Modeling (SEM) with SmartPLS 3.0 for data examination. Consequently, the relationship of technological context with e-commerce acceptance is mediated by significant network capability.
Co-Authors Brian Garda Muchardie Darman Darman Dedy Handrimurtjahjo Enny Noegraheni Erwin Erwin Ikhsan, Ridho Bramulya Lily Lily Marshellina Marshellina Mohamad Azhar Rini Kurnia Sari Stephanie Bangapadang Vana Lestari Yuniarty Yuniarty