The Effect of Social Media Marketing Activities on Continuance Intention, Participation Intention, and Purchase Intention on Instagram Brand Hmns Parfumery
Abstract
In the current digital era, social media significantly influences consumer purchase intentions. The perfume
industry in Indonesia leverages social media as a primary marketing tool. This study focuses on the impact of
social media marketing activities (SMMAs) on consumer purchase intentions, specifically Continuance Intention,
Participate Intention, and Purchase Intention. The theoretical foundation includes key concepts such as SMMAs,
intention, social identification, perceived value, and satisfaction. The independent variable is SMMAs, while the
dependent variables are Continuance Intention, Participate Intention, and Purchase Intention, with social
identification, perceived value, and satisfaction as mediators. Data was collected through questionnaires
distributed via Google Forms, with a sample of 385 respondents who are HMNS brand consumers and Instagram
users. The study employs purposive sampling and Structural Equation Modeling (SEM) using SmartPLS 4. Results
indicate that SMMAs significantly and positively influence social identification, perceived value, and satisfaction.
Furthermore, social identification significantly affects perceived value and satisfaction, while perceived value
significantly impacts satisfaction. Satisfaction, in turn, positively influences Continuance Intention, Participate
Intention, and Purchase Intention. This study concludes that SMMAs impact customer intentions and provides
strategic recommendations for HMNS, including responsive customer service, digital campaigns, quality content,
interactive content, loyalty programs, and customer testimonials.
Keywords-Social Media Marketing Activities (SMMAs), consumer intention, social identification, perceived
value, satisfaction.
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