Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Vol 5, No 3 (2022): Budapest International Research and Critics Institute August

The Influence of Social Media Marketing on Purchase Intention and Brand Loyalty (Study on the Batik Fashion Customer in Pekalongan)

Hera Hayuda Pradani (Unknown)
Muchsin Muthohar (Unknown)

Article Info

Publish Date
03 Aug 2022

Abstract

This study examines the effect of brand trust, brand community, brand awareness, interaction, and emotional attachment on purchase intention and brand loyalty in the batik fashion industry in Pekalongan city. This study uses the purposive sampling technique. The primary data were collected from 240 respondents. This research uses Structural Equation Modeling (SEM) with SmartPLS software version 3.2.9 as a statistical analysis technique. The data analysis results indicate that brand trust, interaction, and emotional attachment positively and significantly influence purchase intention. In addition, purchase intention positively and significantly affects brand loyalty. However, brand community and brand awareness did not affect purchase intention.

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Journal Info
Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Website

Abbrev

birci

Publisher

Budapest International Research and Critics University Journal

Subject

Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

Description

Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences is a peer-reviewed journal published in February, May, August and November by Budapest International Research and Critics University Journal (BIRCU-Journal). BIRCI welcomes research papers in ...