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All Journal Journal of Global Business and Management Review
Sheren Nadia
Unknown Affiliation
Economics, Econometrics & Finance

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Analysis of the Influence of Social Media Marketing on Purchase Intentions in @_Florie Products Alifia Widya Ghaissani; Sheren Nadia; Pawitan, Gandhi
Journal of Global Business and Management Review Vol. 6 No. 2 (2024): Journal of Global Business and Management Review
Publisher : Program Sarjana Manajemen Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/jgbmr.v6i2.9774

Abstract

This study investigates the impact of social media marketing on consumer purchase intention for the Instagram-based florist business, @_Florie. The research aims to understand the relationship between social media marketing strategies and purchase intention among Instagram users. The population consists of Instagram users who follow @_Florie, and the sampling technique used is purposive sampling. Data collection was conducted through questionnaires and observations. Quantitative methods were employed to analyze the data, including validity, reliability, simultaneous testing, and partial testing. Key findings indicate that dimensions such as entertainment, customization, electronic word-of-mouth (EWOM), interaction, and trendiness significantly influence purchase intention. The study concludes that effective social media marketing strategies can enhance consumer engagement and drive purchase intentions for online businesses.
Co-Authors Alifia Widya Ghaissani Gandhi Pawitan