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All Journal JURNAL PENDIDIKAN TAMBUSAI SULTANIST: Jurnal Manajemen dan Keuangan Jurnal Ilmiah Manajemen dan Bisnis Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Marketing and Human Resource Research Jurnal Abdimas Bina Bangsa EJOIN : Jurnal Pengabdian Masyarakat
Juara Simanjuntak
Universitas HKBP Nommensen
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : SULTANIST: Jurnal Manajemen dan Keuangan

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THE IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION Charles Makmur Sianturi; Vera A. R. Pasaribu; Romindo M. Pasaribu; Juara Simanjuntak
SULTANIST: Jurnal Manajemen dan Keuangan Vol 10, No 1 (2022)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v10i1.425

Abstract

AbstractMarketing through social media has been one of trends in recent years in marketing science and practices.  Shifting from conventional marketing tools, marketers have capitalized various tools and means to attract the intention of new customers or to maintain the current customers.  The purpose of this study is to identify the effect of social media marketing on intention to purchase, based on the fact that concept is raising attention of practitioners and researchers.  The object of this study is customers who follow at least one type of social media application in Medan, Indonesia.  The data were collected through self administers questionnaire with 152 respondents. The data is tested with correlation analysis by using SPSS 15.0 version. The results of the study indicated that social media marketing is positively correlated to intention to purchase when social media marketing (1) contain relevant information (2) offer relevant benefits (3) comparable with other products. The results of this study propose several strategies for marketing practitioners
Co-Authors ANITA TRESIA SAMOSIR Charles Makmur Sianturi Frans Yolanda Tampubolon Herry D.S. Pasaribu Jantri Saragih Juliansen Purba Krismanto Erick Tobush Naibaho Miseri Four Ningsi Zendrato Nia Purba Robi Sembiring Romindo Megawati Pasaribu Rusliaman Siahaan Sri Ida Royani Simanjuntak Vera A. R. Pasaribu Vinsensius Matondang Vinsensius Matondang