The role of social media marketing and brand image on smartphone purchase intention

The purpose of this study was to analyze the relationship between Social Media Marketing and Brand Image, Social Media Marketing relationship and Purchase Intention, Brand Image Relationship and Purchase Intention and finally, the relationship between Social Media Marketing and Purchase Int...

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Autores principales:	Citra Savitri, Ratih Hurriyati, Lili Adi Wibowo, Heny Hendrayati
Formato:	article
Lenguaje:	EN
Publicado:	Growing Science 2022
Materias:	Social Sciences H Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/99bfb6c770024a29abddde7529bbfcfc
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spelling	oai:doaj.org-article:99bfb6c770024a29abddde7529bbfcfc2021-11-10T14:30:41ZThe role of social media marketing and brand image on smartphone purchase intention2561-81482561-815610.5267/j.ijdns.2021.9.009https://doaj.org/article/99bfb6c770024a29abddde7529bbfcfc2022-01-01T00:00:00Zhttp://www.growingscience.com/ijds/Vol6/ijdns_2021_71.pdfhttps://doaj.org/toc/2561-8148https://doaj.org/toc/2561-8156 The purpose of this study was to analyze the relationship between Social Media Marketing and Brand Image, Social Media Marketing relationship and Purchase Intention, Brand Image Relationship and Purchase Intention and finally, the relationship between Social Media Marketing and Purchase Intention through Brand Image. The approach in the research used is a quantitative approach using PLS-SEM SmartPLS software as a data processing tool. In this study, the data collection technique was carried out using a questionnaire or online questionnaire which was distributed to 234 respondents of Millennial Smartphone Consumers in Banten Indonesia. Sampling system was accomplished with a snowball sampling method. Based on the results of hypothesis testing, it was found that there was a positive and significant relationship between Brand Image (BRI) and Purchase Intention. There was also a positive and significant relationship between Social Media Marketing and Brand Image. However, there was an insignificant relationship between Social Media Marketing and Brand Image while there was a significant relationship between Social Media Marketing and Purchase Intention through Brand Image as Mediator.Citra SavitriRatih HurriyatiLili Adi WibowoHeny HendrayatiGrowing SciencearticleSocial SciencesHManagement. Industrial managementHD28-70ENInternational Journal of Data and Network Science, Vol 6, Iss 1, Pp 185-192 (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social Sciences H Management. Industrial management HD28-70
spellingShingle	Social Sciences H Management. Industrial management HD28-70 Citra Savitri Ratih Hurriyati Lili Adi Wibowo Heny Hendrayati The role of social media marketing and brand image on smartphone purchase intention
description	The purpose of this study was to analyze the relationship between Social Media Marketing and Brand Image, Social Media Marketing relationship and Purchase Intention, Brand Image Relationship and Purchase Intention and finally, the relationship between Social Media Marketing and Purchase Intention through Brand Image. The approach in the research used is a quantitative approach using PLS-SEM SmartPLS software as a data processing tool. In this study, the data collection technique was carried out using a questionnaire or online questionnaire which was distributed to 234 respondents of Millennial Smartphone Consumers in Banten Indonesia. Sampling system was accomplished with a snowball sampling method. Based on the results of hypothesis testing, it was found that there was a positive and significant relationship between Brand Image (BRI) and Purchase Intention. There was also a positive and significant relationship between Social Media Marketing and Brand Image. However, there was an insignificant relationship between Social Media Marketing and Brand Image while there was a significant relationship between Social Media Marketing and Purchase Intention through Brand Image as Mediator.
format	article
author	Citra Savitri Ratih Hurriyati Lili Adi Wibowo Heny Hendrayati
author_facet	Citra Savitri Ratih Hurriyati Lili Adi Wibowo Heny Hendrayati
author_sort	Citra Savitri
title	The role of social media marketing and brand image on smartphone purchase intention
title_short	The role of social media marketing and brand image on smartphone purchase intention
title_full	The role of social media marketing and brand image on smartphone purchase intention
title_fullStr	The role of social media marketing and brand image on smartphone purchase intention
title_full_unstemmed	The role of social media marketing and brand image on smartphone purchase intention
title_sort	role of social media marketing and brand image on smartphone purchase intention
publisher	Growing Science
publishDate	2022
url	https://doaj.org/article/99bfb6c770024a29abddde7529bbfcfc
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The role of social media marketing and brand image on smartphone purchase intention

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