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Meliana Meliana
Universitas Sriwijaya
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Journal : Performance : Jurnal Bisnis dan Akuntansi

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ANALISA PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL TERHADAP PURCHASE INTENTION YANG DIMEDIASIKAN TRUST DAN BRAND IMAGE Putra, Edy Yulianto; Ariyanto, Hepy Hefri; Meliana, Meliana
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 14 No 1 (2024): Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v14i1.3085

Abstract

The research in this article aims to analyze the influence of entertainment, interaction, and trendiness on customer purchase intentions in social media marketing content which is mediated by trust and brand image. The method used in this research is a quantitative method with purposive sampling technique. This research uses primary data, namely data obtained by distributing questionnaires via Google Form to 318 respondents with 27 questions. This research data was processed using the PLS-SEM program. The results of this research are that entertainment, interaction, and trendiness have a positive effect on trust and brand image. Trust and brand image also have a significant influence on Purchase Intention. Apart from that, there is a significant relationship between Entertainment, Interaction, and Trendiness on Purchase Intention which is mediated by Trust and Brand Image, so it can be concluded that marketing activities carried out on social media through content can grow customer purchase intentions. Therefore, companies or businesses can be more active in cyberspace to carry out their marketing and advertising programs with social media platforms through more interesting marketing content.
Co-Authors Agustina, Fauziah Riyanti Aidnilla, Fitriana Angeline angeline Angga Sulistiono Ansar, Resmiyati Anwar, Asril Ariyanto, Hepy Hefri Aryani, Famela Dwi Asifa Asri Aulia, Maya Difa Budi Setiadi, Budi Budi Setiawan Cahya, Wulan Caroline Caroline Darmayanti, Tessa Eka Elya Febrita Erlin Erlin Erni Erni Fahlevi, Renza Fala, Dwi Yana Amalia Sari Fitri, Ica Hamna, Hamna Hasanah, Syafaatul Hendian, Feriana Ina Hesti Mustika Ati Indah, Wirda Intan Nurul Azni Jaslyn, Jaslyn Kemenangenta PA, Imanuel Kurniawan, Pramudya Kurniawan Latukau, Nurlina Alifka Lily Purwianti Lim, Irene Maggie, Maggie Mardhiyah, Najla Ainal Maujud, Abd Haris Melodya, Deslyn Mislinawati, Mislinawati Muin, Agus Alim Mustakim Mustakim Nainggolan, Benny Rojeston Marnaek Nanda, Reski Nariyati, Atik Yuli Nurul Lailatul Khusniyah Nuzula Agustin, Isnaini Palionamo, Rafael James Pangaribuan, Christian Haposan Patade, Agnes Erlita Distriani Puteri, Livi Meiga Putra, Edy Yulianto Rahayu, Vitria Puri Rahmat, Nurhidayati Rahmatika, Aufilana Riona Sanjaya Rofika, Ayu Rudy Latuperissa Sabariman, Mohammad Sagala, Zuraida Sampo, Ilka Silviana Saputri Sampurno, Mukhsin Budi Santoso, Septy Indra Saputri, Indriana Eka Selvia, Resti Sisca Cletus Lamatokan Situmorang, Dokman Marulitua Soni Ariawan Sopiah, Sopiah Sribuarti, Kriyansyah Sua, Andi Tenri Sudarman Sudarman Suhardjo, Iwan Susmini, Susmini Sutisna, Muhammad Sutriningsih Sutriningsih Suwito Suwito Suwondo Suwondo Syahdan, Rinto Syamsurizal - - Taufiq, Andi Muh. Thendean, Celine Kristalia Tintien Koerniawati Tursinawati Tursinawati, Tursinawati Urbaningrum, Vidya Vionalita, Gisely Yananda, Yeni