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Skripsi, 036 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 08:57:18
Oleh : Anhari Firdaus - 175264037 (anhari.firdaus.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file

Keyword : Social Media Marketing Activities (SMMAs), customer brand engagement, purchase intention, local apparel brand

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Deskripsi Alternatif :

The pandemic Covid-19 has impacted in significant increase of social media users in Indonesia and driven companies to shift their marketing activities online. Social media users and time spent using it also increased by eighth hours per day. Furthermore, the Covid-19 pandemic also impacted the income of local apparel brands in Indonesia. Hence, Social Media Marketing Activities (SMMAs) became the most appropriate solution for many local companies during this pandemic. SMMAs provide opportunities, especially in advertising and providing information to consumers through interactions, likes, comments, shares, and views online. The data in this research was collected through online questionnaires to 400 consumers who follow local apparel brands on social media have responded and used for further analysis. Then, further analysis was conducted by using partial least squares structural equation modeling (PLS-SEM) to test the hypotheses and Multi-Group Analysis (MGA). The results show that SMMAs variables; entertainment, trendiness, and e-WOM have a positive influence on customer brand engagement. It also has a positive influence on purchase intention. The role of customer brand engagement in the context of social media local brand apparel is also found to have a positive influence on purchase intention. Thus, customer brand engagement is an essential factor to encourage purchase intention in social media marketing. This study also found that male and females have significant differences regarding entertainment. This study extends our understanding on SMMAs theory in the local apparel brand sector. And local apparel brands may use the result of this study to enhance their products in the market. Keywords: Social Media Marketing Activities (SMMAs), customer brand engagement, purchase intention, local apparel brand.

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