Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Kepuasan Dan Nilai Yang Dirasakan yang Berdampak pada Niat Beli
Daftar Isi:
- Social media has an important role for people to do shopping activities and view information. Social media has another function, namely as a marketing medium for brands or brands. The term social media marketing activity refers to all activities that social networks use to influence purchase intentions for a product. The purpose of this study was to determine the effect of social media marketing activities on satisfaction and perceived value that had an impact on purchase intention of the Matoa brand (Wooden Watch) in Surabaya. This type of research is a causal-comparative research with surey method and quantitative approach. The sample in this study were 100 respondents who were interested in the matoa brand where this study used a purposive sampling technique. The data collection technique in this study used a questionnaire which was then analyzed using SEM analysis with the help of the Partial Least Square program. Perceived value, matoa social media marketing activities have a significant influence on the intention to buy Matoa watches, perceived value has a significant effect on satisfaction, perceived value has a significant effect on purchase intentions for Matoa watches, and satisfaction has no significant effect on brand purchase intentions. Matoa (Wooden Watch) in Surabaya. Keywords: Social Media Marketing Activities, Satisfaction, Perceived Value, Purchase Intention, Matoa Brand Watches