Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Marketing Management Studies
Afdhal Mulya Putta
Universitas Negeri Padang
Humanities Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The influence of social media marketing and e-word of mouth in building purchase intention of kopibanaxfallenskitchen mediated by brand image. Afdhal Mulya Putta; Susi Evanita
Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (638.104 KB) | DOI: 10.24036/jkmp.v1i2.37

Abstract

The purpose of this study is to analyze the extent to which the influence of Social Media Marketing and e-word of mouth in building purchase intention mediated brand image. A The point of this study is: (1) This a direct and up to and positive effect amongsocial media and purchase intention on Kopibanaxfallenskitchen. (2) There is a direct and significant and positive influence between Electronic Word of Mouth and purchase intention on the Kopibanaxfallenskitchen object. (3) This a direct andup to and positive effect amongsocial media and brand image on Kopibanaxfallenskitchen. (4) There is a direct and significant and positive influence between electronic wordof mouth and brand image in Kopibanaxfallenskitchen. (5) there is a direct and significant and positive effect between brand image and purchase intention on Kopibanaxfallenskitchen. This means that Kopibanaxfallenskitchen consumers feel that the Kopibanaxfallenskitchen brand image can influence and increase their desire to buy the culinary. (6) There is an indirect and significant and positive influence between social media and purchase intention through brand image on Kopibanaxfallenskitchen.
Co-Authors Susi Evanita