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All Journal International Journal of Application on Economics and Business
T. Herry Rachmatsyah
Faculty of Economics and Business, Universitas Prof. Dr. Moestopo (Beragama)
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : International Journal of Application on Economics and Business

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TRANSFORMATION OF MARKETING ROLE STRATEGY IN REALIZING PURCHASE INTENTION Jubery Marwan; Paiman Raharjo; T. Herry Rachmatsyah; Zahera Mega
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1640-1653

Abstract

The transformation of marketing role strategy through social media is very decisive. This technology raises the views and mindset of society radically, whereas the society is very dependent on the technology used. On the other way, producers have their own views on the involvement of social media in influencing people's purchase intention in possible ways. Through the role of public figures or celebrities, promotion through social media can increase consumer purchase intention. This study aims to analyze the transformation of the role of marketing strategy in realizing consumer purchase intention. The sampling method used quantitative methods with a sample of 98 culinary tourism doer. Where the entire population is used as a sample. The results of the analysis show that; there is an influence of marketing strategy on purchase intention through celebrity endorsement variable.
Co-Authors Jubery Marwan Paiman Raharjo Zahera Mega