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All Journal Jurnal Mantik
Gromyko Bongso
Bina Nusantara University, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Analysis of the influence of social media marketing and customer relationships on intention to purchase hand sanitizer products Gromyko Bongso; William Jayadi; Vera Dumonda Silitonga
Jurnal Mantik Vol. 7 No. 3 (2023): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v7i3.4375

Abstract

This research analyzes the medical equipment industry which focuses on hand sanitizers, with the aim of analyzing the relationship between social media marketing and customer relationships on consumer purchase intention for hand sanitizer products and brands. The analytical method used in this research is the quantitative method. Based on the results of distributing questionnaires to 124 respondents, 80 respondents were obtained who met the research criteria. Then the data obtained is processed using the SmartPLS 3.0 application. As a result of data processing, it was found that social media marketing and customer relationships had a positive and significant effect on purchase intention. It can be concluded that the company's focus is on online marketing to increase consumer buying interest in hand sanitizer.
Co-Authors Vera Dumonda Silitonga William Jayadi