THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION (Evidence form Indonesia)
Sutopoh1, Agus Rahayu2, Lili Adi Wibowo3, Heny Hendrayati4

Universtas Pendidikan Indonesia

Abstract

The use of social media today in the marketing world is superior compared to other advertising media, some social media that are often used such as WhatsApp, Facebook, Twitter, blogs, websites and others and is used dynamically from year to year. Social media can increase consumer knowledge and can increase the interest and purchasing power of a product. This research uses descriptive and verification methods. Empirical data is collected through a questionnaire given to social media users. This research uses a Confirmatory Factor Analysis as an analysis tool in the data processing. The study shows eight variables of social media marketing dimensions, namely offering through social media, social media that are easy to use, product info through social media, the benefits of using social media, looking for info through social media, time, buyer attitude, and purchase intention.

Keywords: Social Media, Purchase Intention, and Advertising.

Topic: Marketing Management