SOCIAL MEDIA DAN CUSTOMER RELATIONSHIP MARKETING SEBAGAI STIMULUS DALAM MENINGKATKAN PURCHASE INTENTION

Akbar Riskal Amani; Rita Komaladewi; Thomas Budhyawan

doi:10.31955/mea.v6i2.2326

Akbar Riskal Amani Universitas Padjadjaran, Bandung
Rita Komaladewi Universitas Padjadjaran, Bandung
Thomas Budhyawan Universitas Padjadjaran, Bandung

DOI: https://doi.org/10.31955/mea.v6i2.2326

Abstract

Penelitian ini bertujuan untuk mengkaji bagaimana social media marketing dapat mempengaruhi purchase intention secara langsung dan melalui customer relationship, penelitian ini memfokuskan pada konsumen fashion Usaha Mikro kecil dan Menengah (UMKM) di Kota Bandung, analisis data dilakukan dengan menggunakan model PLS, dengan pengukuran outer model: convergent validity, discriminant validity, uji realibilitas, serta pengukuran inner model; Coeficient Determinant of (R2), Signifikansi (t-value). Hasil studi menunjukkan bahwa social media marketing berpengaruh langsung terhadap purchase intention dan social media marketing berpengaruh terhadap purchase intention melalui customer relationship

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