The effect of social network marketing towards consumer purchase intention through consumer engagement on everwhite’s LINE Official Accounts in Surabaya
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Monica Tania Putri (STUDENT ID : akwilamonica@gmail.com)
Christina Esti Susanti (LECTURER ID : .)
Deatri Arumsari Agung (LECTURER ID : ..)
Christina Esti Susanti (LECTURER ID : .)
Deatri Arumsari Agung (LECTURER ID : ..)
Subject
Business
Datestamp
2021-02-10 08:04:06
Abstract :
In marketing, Social Network Marketing has been one of the most popular instruments. Since marketing tools can increase the number of sales, which is the primary goal of any marketer, as it can significantly increase the profitability of the business. This study aims to evaluate and analyze social media promotion and the effect of Everwhite promotion through official LINE accounts on Consumer Purchase Intentions in Surabaya. People who live in Surabaya and have followed the official Everwhite LINE account are the population in this study. The survey used was 150 respondents over 17 years of age with traits who had a LINE account for at least more than 6 months. A questionnaire was the data collecting method used. Structural Equation Modeling (SEM) is the data analysis approach used. The results showed that Social Network Marketing was significantly related to Consumer Purchase Intentions but also show that the relationship between Social Network Marketing and Customer Purchasing Intention was not mediated by Consumer Engagement.
In marketing, Social Network Marketing has been one of the most popular instruments. Since marketing tools can increase the number of sales, which is the primary goal of any marketer, as it can significantly increase the profitability of the business. This study aims to evaluate and analyze social media promotion and the effect of Everwhite promotion through official LINE accounts on Consumer Purchase Intentions in Surabaya. People who live in Surabaya and have followed the official Everwhite LINE account are the population in this study. The survey used was 150 respondents over 17 years of age with traits who had a LINE account for at least more than 6 months. A questionnaire was the data collecting method used. Structural Equation Modeling (SEM) is the data analysis approach used. The results showed that Social Network Marketing was significantly related to Consumer Purchase Intentions but also show that the relationship between Social Network Marketing and Customer Purchasing Intention was not mediated by Consumer Engagement.
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