SOCIAL NETWORK MARKETING, ATTITUDES TOWARD SOCIAL NETWORK MARKETING, AND CONSUMER ENGAGEMENT ON PURCHASE INTENTION OF BATIK COMPANY IN SURABAYA
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Keywords:
Social Network Marketing, Consumer Engagement, Attitudes Toward Social Network Marketing, Consumer Purchase Intention
Abstract
Abstract - This research aims to examine the effect of social network marketing, attitudes toward social network marketing, and consumer engagement to consumer purchase intention. This quantitative and causal type of research used questionnaires to obtain the data. Non-probability and purposive sampling method were used. 210 samples were taken whose are consumers of batik in Surabaya which an active users of social networking sites and know any sellers or brands of batik that perform a social network marketing and have ever commented on those social networking sites. The result analyzed by using SPSS 22.0 and AMOS 22.0. The result found that there is no direct effect between social network marketing and consumer purchase intention. However, consumer engagement fully mediates the relationship between social network marketing and consumer purchase intention. There is also an indirect effect from attitudes toward social network marketing between the relationship of social network marketing and consumer purchase intention.
Keywords: Social Network Marketing, Consumer Engagement, Attitudes Toward Social Network Marketing, Consumer Purchase Intention
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References
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Akar, E., & Topçu, B. (2011). An Examination of the Factors Influencing Consumers' Attitude Toward Social Media Marketing. Journal of Internet Commerce, 23(4), 35-67.
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Barhemmati, N., & Ahmad, A. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Consumer Engagement. Journal of Advanced Management Science, 3(4), 307-311.
Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Dehghani, M., & Tumer, M. (2015). The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness by Housing Companies. Computers in Human Behavior, 49, 597-600.
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Toor, A., Husnain, M., & Hussain, T. (2017). The Impact of Social network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business and Accounting, 10(1), 167-199.
Wagner, C., & Majchrzak, A. (2006). Enabling Customer-Centricity Using Wikis and the Wiki Way. Journal of Management Information System, 23(3), 17-43.
Wang, J.-C., & Chang, C.-H. (2013). How online social ties and productrelated risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337–346.
Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87-107.
Weman, E. (2011). Consumer motivations to join a brand community on Facebook. Helsinki: Hanken School of Economics.
Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of An Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-47.
Zikmund, W. G. (2003). Business Research Method (Vol. 7). Bloomington, Indiana, United States of America: Thomson/South-Western.
Zikmund, W. G. (2003). Business Research Method (Vol. 7). Bloomington, Indiana, United states of America: Thomson/South-Western.
Akar, E., & Topçu, B. (2011). An Examination of the Factors Influencing Consumers' Attitude Toward Social Media Marketing. Journal of Internet Commerce, 23(4), 35-67.
Arli, D. (2017). Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes. Journal of Promotion Management, 23(4), 521-539.
Armagan, E., & Oymak, B. B. (2013). The Impact of Social Media on Turkish University Students’ Attitudes Toward Online Advertising and Their Behavioural Response. International Journal of Social Sciences and Humanity Studies, 5(1), 92-105.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2014). Profil Pengguna Internet Indonesia. Jakarta: APJII.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2016). Infografis Penetrasi dan Perilaku Pengguna Internet Indonesia. Jakarta: APJII.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2017). Infografis Penetrasi dan Perilaku Pengguna Internet Indonesia. Jakarta: APJII.
Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy & Leadership, 39(5), 30-37.
Barhemmati, N., & Ahmad, A. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Consumer Engagement. Journal of Advanced Management Science, 3(4), 307-311.
Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Dehghani, M., & Tumer, M. (2015). The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness by Housing Companies. Computers in Human Behavior, 49, 597-600.
Dewing, M. (2010). Social Media: An Introduction. Ottawa: Library of Parliament.
Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes. Fort Worth, TX: Harcourt Brace Jovanovich College Publishers.
Farida, N., Naryoso, A., & Yuniawan, A. (2017). Model of Relationship Marketing and E-Commerce in Improving Marketing Performance of Batik SMEs. Jurnal Dinamika Manajemen, 8(1), 20-29.
Gummerus, J., Liljander, V., Weman, E., & Pura, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Vol. 7th ed.). Upper Saddle River, New Jersey, United States of America: Prentice Hall.
Harris, L., & Rae, A. (2009). Social Networks: The Future of Marketing for Small Business. Journal of Business Strategy, 30(5), 24-31.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Krech, D., Crutchfield, R. S., & Ballachey, E. L. (1962). Individual in Society. New York: McGraw-Hill.
Maguire, E. (2015, January 29). Forbes Insight: 6 Strategies to Drive Customer Engagement in 2015. Retrieved December 6, 2017, from Forbes: https://www.forbes.com/sites/forbesinsights/2015/01/29/6-strategies-to-drive-customer-engagement-in-2015
McKnight, D. H., & Chervany, N. L. (2002). What Trust Means in ECommerce Customer Relationships: An Interdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6(2), 35–59.
Mehmood, R., & Khan, M. I. (2011). The Impact of E-Media on Customer Purchase Intention. International Journal of Advanced Computer Science and Applications, 2(3), 100-103.
Opreana, A., & Vinerean, S. (2015). A New Development in Online Marketing: Introducing Digital inbound Marketing. Expert Journal of Marketing, 25(4), 29-34.
Pjero, E., & Kërcini, D. (2015). Social Media and Consumer Behavior - How Does it Works in Albania Reality? Academic Journal of Interdisciplinary Studies, 4(3), 141-146.
Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and Social Media In the Purchase Decision Process. Journal of Advertising Research, 3(1), 479-489.
Schufeli, W. B., Martinez, I. M., Pinto, A. M., Salanova, M., & Bakker, A. B. (2002). Burnout and Engagement in University Students: A Cross-National Study. Journal of Cross-Cultural Psychology, 50(2), 464-481.
Sohail, M. S., & Al-Jabri, I. (2017). Evolving factors influencing consumers' attitudes toward social media marketing and their impact on social media usage. International Journal of Marketing, Communication and New Media, Special Number 2 - Marketing and Digital Business, 3-25.
Stevenson, J. S., Bruner II, G. C., & Kumar, A. (2000). Webpage Background and Viewer Attitudes. Journal of Advertising Research, 40(1), 29-34.
Syarizka, D. (2018, February 28). Industri, Niaga & Jasa. Retrieved March 19, 2018, from Bisnis.com: http://industri.bisnis.com/read/20180228/12/744047/pemerintahtargetkan-6-juta-umkm-go-digital-tahun-ini
Syed, S., Shah, H., Aziz, J., Raza, A., Waris, S., Ejaz, W., . . . Sherazi, S. K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105-110.
Toor, A., Husnain, M., & Hussain, T. (2017). The Impact of Social network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business and Accounting, 10(1), 167-199.
Wagner, C., & Majchrzak, A. (2006). Enabling Customer-Centricity Using Wikis and the Wiki Way. Journal of Management Information System, 23(3), 17-43.
Wang, J.-C., & Chang, C.-H. (2013). How online social ties and productrelated risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337–346.
Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87-107.
Weman, E. (2011). Consumer motivations to join a brand community on Facebook. Helsinki: Hanken School of Economics.
Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of An Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-47.
Zikmund, W. G. (2003). Business Research Method (Vol. 7). Bloomington, Indiana, United States of America: Thomson/South-Western.
Zikmund, W. G. (2003). Business Research Method (Vol. 7). Bloomington, Indiana, United states of America: Thomson/South-Western.
Published
2019-09-01
Section
Bidang International Business Network (IBN)
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