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All Journal Journal of Economics, Business, & Accountancy Ventura Gadjah Mada International Journal of Business Sinkron : Jurnal dan Penelitian Teknik Informatika Jurnal Organisasi Dan Manajemen Buletin Sumber Daya Geologi SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Ilmu Manajemen Performance : Jurnal Bisnis dan Akuntansi Revitalisasi : Jurnal Ilmu Manajemen Journal of Management and Digital Business Seminar Nasional Ilmu Terapan Jurnal Pengabdian Masyarakat Darul Ulum Jurnal Pengabdian Masyarakat Darul Ulum
Mochamad Nurhadi, Mochamad
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Journal : Jurnal Ilmu Manajemen

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Social Media Marketing and Purchase Intention: Does Relationship Quality, Brand Trust, and Brand Equity Matter? Al-Hanaan, Muhammad Fadhlillah; Nurhadi, Mochamad; Rachmat, Basuki; Ronny, Ronny
Jurnal Ilmu Manajemen Vol 13, No 1 (2023): Jurnal Ilmu Manajemen
Publisher : Universitas muhammadiyah palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jimn.v13i1.6798

Abstract

Social media is digital medium for marketing a product. This research aims to measure the influence of marketing on TikTok social media on purchase intention as mediated by relationship quality, brand trust, and brand equity in local Scarlett Skincare products in Indonesia. The sampling technique used purposive sampling of 455 samples. The analysis technique uses Structural Equating Modeling-Partial Least Square (SEM-PLS). The research results show that relationship quality and brand equity can mediate (partial mediation) the relationship between TikTok's social media and purchase intention. However, brand trust was not successful in mediating. The research results also show the positive influence of marketing on TikTok's social media on relationship quality, brand trust, brand equity, and purchase intention. The same results show a positive effect on relationship quality and brand equity on purchase intention. However, the brand is not able to influence purchase intention.
The Role of Social Media Marketing Activities in Building Local Product Brand Love of Aerostreet Shoes in Indonesia Atmaja, Firza Isna Yudha; Nurhadi, Mochamad; Lindiawati, Lindiawati; Marta, Laila Saleh
Jurnal Ilmu Manajemen Vol 13, No 1 (2023): Jurnal Ilmu Manajemen
Publisher : Universitas muhammadiyah palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jimn.v13i1.6987

Abstract

Social media marketing activities (SMMA) in Indonesia after the Covid-19 pandemic have become one of the main tools in supporting the growth of SME products sales. This research is aimed at analyzing the role of social media marketing activities in building brand love for local shoes in Indonesia named Aerostreet mediated by brand consciousness, brand trust, and brand loyalty. Using purposive sampling method succeeds to collect 235 data. The data was analyzed using structural equation modeling supported by partial least squares. The research results show that SMMA do not play a direct role in building brand love, but through the full mediation of brand consciousness, brand trust, and brand loyalty instead. The research result also shows positive influence of SMMA on brand consciousness and brand trust as well as the positive influence of brand consciousness and brand trust on brand loyalty. Looking at theses result especially the point that SMMA does not significantly influence the brand love, but brand loyalty does, so the company should encourage the SMMA quality to make customers have strong brand consciousness, and later on this can lead to achieve strong brand loyalty which is in turn can influence the brand love of customers to Aerostreet shoes.
Co-Authors Abdullah Khoir Riqqoh Abu Amar Fauzi Ajeng, Wahyu Al-Hanaan, Muhammad Fadhlillah Atmaja, Firza Isna Yudha Baihaqi, Muchammad Ardafa Basuki Rachmat Dhani Agustin, Raymond Bagas Djunaedi, Arif Zeinfiki Eko Nurmianto Fauzan Nur Nurmianto, Fikri Fauzi, Abu Amar Fitrani, Laqma Dica Gita, Azam Hermawan, Dudi Ilfitriah, Aniek Maschudah Indasah, Alfiah Kamaluddin, Ahmad Karima, Syifa Karyawan, Moch. Anang Lindiawati, Lindiawati Marta, Laila Saleh Nur Fauziah, Fahmia PAMUNGKAS, ADJI Prasetya, Muhammad Septama Puji Lestari, Lilla Puspitaningrum, Ari Cahaya Rahmadini, Marzela Novia Rezky, Yuanno Ronny Ronny Ronny Salsabillah, Alif Safira Setiawan, Dede Iim Soebijanto, Ali Sri Wahyuni Hamzah, Yayu Tatik - Suryani Tatik Suryani Wibowo, Andri eko Ari Yudha Herlambang Cahya Pratama Zarkasyi, Ahmad