The Effect of Social Network Marketing, Attitudes Toward Social Network Marketing and Consumer Engagement on Consumer Purchase Intention on Batik
| Main Authors: | Honantha, Christina Rahardja , Syaifullah A., Annas |
|---|---|
| Format: | Article NonPeerReviewed application/pdf |
| Terbitan: |
Atlantis Press
, 2020
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/37953/1/125933205.pdf https://doi.org/10.2991/aebmr.k.200127.058 http://repository.ubaya.ac.id/37953/ |
Daftar Isi:
- This research aims to examine the effect of social network marketing, attitudes towards social network marketing, and consumer engagement on consumer purchase intention on Batik. This study was quantitative and causal type research. Sampling used non-probability and purposive sampling methods. The data was taken from 210 active users of social network marketing, who are Batik consumers in Surabaya and know any sellers or brands of Batik that carry out a social network marketing and have once commented on those social network marketing sites. Data were further analyzed by structural equation modeling using SPSS 22.0 and AMOS 22.0. The results found that there was no direct effect of social network marketing towards consumer purchase intention on Batik, but there was an indirect effect of consumer engagement between the relationship of social network marketing and consumer purchase intention on Batik. There was also an indirect effect of attitudes towards social network marketing between the relationship of social network marketing and consumer purchase intention on Batik.