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All Journal Jurnal Entrepreneur dan Entrepreneurship At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam MANAJEMEN DEWANTARA Jurnal Manajemen dan Inovasi (MANOVA) Golden Ratio of Marketing and Applied Psychology of Business Journal of Accounting and Finance Management (JAFM) Journal of Advanced Studies in Management
Komariyatin, Nurul
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Manajemen dan Inovasi (MANOVA)

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The Digital Route: Social Media Marketing Activies Impact on Bus Service Purchase Behavior Roosdhani, Mohamad Rifqy; Arifin, Samsul; Ali, Ali; Komariyatin, Nurul
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 7 No. 2 (2024): July
Publisher : Management Department, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/manova.v7i2.1746

Abstract

This study aims to identify the social media marketing tactics that bus service should employ to enhance their purchase decision, underscoring the need for these tactics to be complemented by involvement and promotion for optimal effectiveness. A quantitative methodology is utilized, involving data collection and analysis from a purposive sample of 506 respondent from PO. Bejeu Jepara’s clients. Data were gathered via questionnaires to assess the empirical model using Structural Equation Modeling (SEM-AMOS). The findings indicate that social media marketing activities positively and significantly influence purchase decisions when mediated by involvement and promotion. However, direct social media marketing activities do not show a significant impact on purchase decisions. This study offers fresh insights into the specific social media marketing activities that Bus Service should embrace. It underscores the pivotal role of Involvement and Promotion in enhancing the effectiveness of these strategies, leading to improved outcomes and stronger customer relationships.
Co-Authors Ali Ali Asaroh, Laily Khomsyata Intan Kusuma Dewi Kurnia, Tri Megawati - Mohamad Rifqy Roosdhani Nurul Huda Pradisti, Larisa Roosdhani, Mohammad Rifqy Samsul Arifin Syuhud, Fikrotus wulandari, Ananda eri