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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Farah Putri Wenang Lusianingrum
University of Sultan Ageng Tirtayasa, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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How Do Social Media Marketing Activities Result in Online Purchase Decisions Farah Putri Wenang Lusianingrum
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 11 No 2 (2023)
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v11i2.5046

Abstract

The main focus of this study is to explain the mechanism of how social media marketing activities can produce online purchasing decisions. This condition is related to the trend of marketers in the skincare business in Indonesia using social media for marketing activities. The current phenomenon is that social media is a means for marketing and a sales median. This research uses a survey method carried out by distributing questionnaires online. Determination of the sample in this research was carried out using a convenience method approach. 180 data were collected, but only 174 could be analyzed using Smart PLS software. The analysis results show that the proposed model based on the Stimulus (social media marketing activity) - Organism (brand awareness and brand trust) - Response (online purchasing decision) mechanism is accepted. This research model proposes four hypotheses, and all of them are accepted. Social media marketing activities as a stimulus have been proven to influence brand awareness and brand trust (organism). Furthermore, brand awareness and trust influence online purchasing decisions for SOMETHINC products (response).
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