Open AccessThe role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers
Author(s) -
Oscarius Yudhi Ari Wijayaa,
Sulistiyanib Sulistiyanib,
Juliani Pudjowatic,
Theresia Siwi kartikawatid,
Ninik Kurniasih,
Agus Purwanto
Publication year - 2021
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.6.011
Subject(s) - personalization , word of mouth , indonesian , entertainment , advertising , social media , structural equation modeling , business , snowball sampling , influencer marketing , marketing , computer science , world wide web , marketing management , relationship marketing , medicine , art , linguistics , philosophy , pathology , machine learning , visual arts
The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.