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Analisis Pengaruh Cues Terhadap Trust, Attitude, Dan Online Shopping Intention Di Instagram, Larasati Chandra Githa Purnamaningrum, Yeshika Alversia
Analisis Pengaruh Cues Terhadap Trust, Attitude, Dan Online Shopping Intention Di Instagram, Larasati Chandra Githa Purnamaningrum, Yeshika Alversia
Jurnal Manajemen dan Usahawan Indonesia
The purpose of this research is to determine the cues (signals/clues) in Instagram posts which are attractiveness, popularity and argument quality that can affect trust which will affect attitudes towards shopping using Instagram, and thus affect purchase intentions of Indonesian local beauty products through Instagram. The sample used in this study are active Instagram users aged 17 years and over who follow one of Indonesia’s local beauty brands in Instagram, and have not made purchases from the local beauty brand that they are followed. There were 226 respondents in this study and used pur- posive sampling. The research questionnaire was …
Relationship Between Social Media For Social Marketing In Family Planning, Ardiansyah Ardiansyah
Relationship Between Social Media For Social Marketing In Family Planning, Ardiansyah Ardiansyah
ASEAN Marketing Journal
This research aims to examine the influence of marketing mix carried out media performance social media portal on attitude towards a social marketing program,and its relationship with source credibility of the portal. This study was focused on "Generasi Berencana" Program (Generation with Plan Program, a program aimed at educating the youth on family planning) The Research employed Structural Equations Modeling (SEM). Based on data from 150 respondents it can be concluded that in social marketing programs, source credibility, engagement, word of mouth have positive influence on the formation of behavior, but awareness of a program is not found to influence …
Pengaruh Customer Engagement Di Media Sosial Terhadap Brand Intimacy Pada Produk Fashion Lokal Indonesia, Classica Harsya Nawastha, Yeshika Alversia
Pengaruh Customer Engagement Di Media Sosial Terhadap Brand Intimacy Pada Produk Fashion Lokal Indonesia, Classica Harsya Nawastha, Yeshika Alversia
Jurnal Manajemen dan Usahawan Indonesia
The fashion industry is one of the industries that is constantly expanding and Indonesia is the ninth largest contributor globally. Domestic growth of the fashion industry is supported by the campaign to love local products. Local fashion brands utilize the social media as a channel to communicate directly with their customers to develop a strong customer engagement. Therefore, it is important to know which factors influenced customer engagement, such as advice seeking, self image expression, and fashion involvement. Moreover, customer engagement also plays a role in the formation of brand intimacy. This study develops customer engagement as a second-order construct …