Pengaruh Social Media Marketing Activities Terhadap Purchase Intention Pada Toko Kopi Maju
Abstrak
Di era komputerisasi saat ini, penggunaan hiburan berbasis web semakin meluas dan pada dasarnya mempengaruhi pilihan pembelian konsumen. Hal ini karena kemampuan hiburan virtual untuk menjangkau orang banyak secara komprehensif dan efisien. Motivasi di balik pemeriksaan ini adalah untuk meneliti apakah upaya menampilkan melalui hiburan berbasis web yang dilakukan oleh organisasi atau merek dapat memberikan hasil positif pada ketenaran merek, dampak e-WOM melalui hiburan virtual, dan minat. pembeli membeli. Titik fokus dari eksplorasi ini adalah untuk mengkaji apa arti promosi melalui hiburan virtual bagi minat pembelian klien. Penelitian ini menggunakan teknik penelitian situasional informasi kuantitatif. Pada contoh proses penyortiran, digunakan strategi non-likelihood dengan melibatkan 114 responden sebagai uji eksplorasi. Informasi dikumpulkan melalui jajak pendapat menggunakan tahap Google Structure, sedangkan legitimasi dan kualitas terjamin diuji menggunakan pemrograman SPSS 25.0. Perangkat lunak Smart-PLS versi 3.2.9 digunakan untuk tujuan analisis data. Penelitian ini bermaksud untuk menguji pengaruh latihan periklanan hiburan berbasis web terhadap tujuan pembelian di Kedai Kopi Maju, baik secara lugas maupun melalui saluran menyimpang. Kata Kunci-social media marketing activities, brand equity, e-WOM purchaseintention.Referensi
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