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All Journal International Journal of Organizational Behavior and Policy
Wiratama, Alvianto
Unknown Affiliation
Economics, Econometrics & Finance

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The Mediation Impact of Customer Relationships in Influencing The Purchase Intention Wijaya, Jason; Wiratama, Alvianto; Proboyo, Adelina
International Journal of Organizational Behavior and Policy Vol 3 No 2 (2024): JULY 2024
Publisher : Accounting Department, School of Business and Management - Universitas Kristen Petra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/ijobp.3.2.75-86

Abstract

The surge in social media users has instigated profound shifts in societal interactions. Brands are now compelled to prioritize customer engagement on social media to influence purchase intention, thereby boosting overall sales and revenue. This study specifically analyzed the mediating role of customer relationships in the relationship between social media marketing activities and purchase intention. The research was centered on people in Indonesia who have seen Tokopedia’s Instagram content. Employing a simple random sampling approach, a questionnaire was disseminated, and subsequently, the PLS-SEM method was applied to evaluate the responses from 119 valid participants. The results showed a notable impact of social media marketing activities on purchase intention and a significant correlation between customer relationships and purchase intention. Additionally, the findings suggest that customer relationships partially mediate the connection between social media marketing activities and purchase intention.
Co-Authors Adelina Proboyo, Adelina Wijaya, Jason