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UEU » Journal » Magister Administrasi RS Posted by [email protected] at 01/07/2021 20:13:37 • 333 Views
THE RELATIONSHIP BETWEEN SOCIAL MEDIA COMMUNICATION AND WORD OF MOUTH INSIDE BRAND IMAGE AND PURCHASE INTENTIONCreated by :
Melani Widyawati Sidharta ( 20180309033 ) Tantri Yanuar R. Syah ; Agusdini Banun Saptaningsih
Subject: | CITRA MEREK MEDIA SOSIAL KOMUNIKASI | Alt. Subject : | COMMUNICATION SOCIAL MEDIA BRAND IMAGE | Keyword: | BISNIS MULUT KE MULUT |
Alt. Description
Purchase intention is one of the most significant aspect that influences the advancement of a business also used
as a consumer behaviour prediction. Traditional marketing is one of abandoned and digital marketing became a
trend with its virtual and real time features which is allowed the company to directly communicate with their
consumer. Thus, this study aimed to observe the impact of social media communication and word of mouth in
the brand image and purchase intention. The participant of this study is obtained by purposive sampling with the
method of cross-sectional survey. The result shows a structural model-Listrel from 200 participants show that
social media communication with user generated content and firm generated content, also word of mouth,
directly influences brand image and purchase intention. Here, Brand image partially mediates the relationship
between social media communication with user and firm generated content (T-value 2.28 to 5.24), word of
mouth with purchase intention (T-value 2.50). This research suggests that firm management need to strategically
regulate social media marketing to obtain maximum result.
Date Create | : | 01/07/2021 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_1596 | Collection ID | : | 11_1596 |
Source : Journal of Multidisciplinary Academic Vol. 5, No. 1, 2021
Relation Collection: Civitas Akademika Universitas Esa Unggul
Coverage : Fakultas Ilmu-Ilmu Kesehatan
Rights : @2021 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/the-relationship-between-social-media-communication-and-word-of-mouth-inside-brand-image-and-purchase-intention-20571.html
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