Social Media as One of the Causes of the Disappearance of Commercial Sales Jobs in the Future and the Factors Increasing the Intention to Buy in Generation Y and Part of Generation Z in Indonesia
FACHRY HASAN (2208820)1, TAZAR MARTA KURNIAWAN (2209243)2, RATIH HURRIYATI3, MOKH. ADIB SULTAN4

1,2 Mahasiswa Program Doktor Manajemen, Universitas Pendidikan Indonesia, Bandung

3, 4 FPEB, Universitas Pendidikan Indonesia, Bandung

Abstract

This study aims to analyze the impact of social media on the loss of Commercial Sales jobs and the increase in Intention to Buy among Generation Y and part of Generation Z in Indonesia. The research also considers the influence of word of mouth, customer experience, and brand equity on Intention to Buy. In addition to serving as independent variables, customer experience and brand equity also function as intervening variables that link social media and word of mouth to Intention to Buy. This study provides a better understanding of consumer behavior changes and market dynamics in the digital era. Another benefit of this research is providing insight into future business strategies, especially in adapting to the developments of social media and the preferences of younger consumers. The results can assist companies in formulating more effective and innovative sales and marketing strategies, as well as creating stronger brand value amid increasingly fierce market competition.

Keywords: Social Media, Intention to Buy, Customer Experience, Brand Equity

Topic: Marketing Management, Relationship Marketing, Service Marketing