The Influences of Social Media Marketing, Service Quality and EWOM on Purchase Intention
##plugins.themes.academic_pro.article.sidebar##
Downloads
##plugins.themes.academic_pro.article.main##
Abstract
The development of internet technology and increasing use of social media have encouraged most industrial sectors to apply this technology to support the progress of a business, including the creative economy sector. The interior design subsector as a part of the creative economy does not escape digitization, from design methods, marketing strategies, to transaction processes especially during the Covid-19 pandemic in 2020 which causes many processes to be done online. This study aims to examine the previous research model, namely the influence of social media marketing activities, service quality, and eWOM on purchase intention mediated by emotional experience. This study focuses on Dekoruma, one of many brands providing interior design products and services in Indonesia. Respondents were obtained by snowball sampling technique with 72 respondents who met the requirements. Data were collected through a questionnaire consisting of 28 questions distributed online and were analysed using the PLS-based SEM method. The results show that social media marketing activities and eWOM have a positive effect on purchase intention, and this influence will be stronger when mediated by emotional experience. However, service quality does not directly affect purchase intention, but must be mediated by emotional experience.
##plugins.themes.academic_pro.article.details##
References
[2] R. Anandan, R. Sipahimalani, S. Saini, S. Aryasomayajula and W. Smittinet, "e-Conomy SEA," Google & TEMASEK, India, 2018.
[3] Kementerian Komunikasi dan Informatika, Perkembangan Ekonomi Digital di Indonesia, Jakarta: Puslitbang Aptika dan IKP, 2019.
[4] Badan Ekonomi Kreatif, "Data Statistik dan Hasil Survei Ekonomi Kreatif," BEKRAF, Jakarta, 2018.
[5] D. R. Indika and C. Jovita, "Media Sosial Instagram sebagai Sarana Promosi untuk Meningkatkan Minat Beli Konsumen," Jurnal Bisnis Terapan, Vol 1, No 1, pp. 25-32, 2017.
[6] F. P. Haliyani, "Pengaruh Social Media Marketing terhadap Purchase Intention pada Starbucks Indonesia," Jurnal Ilmiah Mahasiswa FEB, Vol 7, No 1, 2019.
[7] I. I. Permatasari, Kadunci and N. Sofa, "Hubungan Social Media Marketing (Instagram) terhadap Intensi Pembelian Online Produk Fashion," Seminar Nasional Terapan Riset Inovatif (SENTRINOV), Vol 6 No 2, pp. 114-121, 2020.
[8] S. T. Raharjo and H. Semuel, "Pengaruh Social Media Marketing terhadap Purchase Intention melalui Brand Awareness sebagai Variabel Mediasi pada Lazada," Jurnal Strategi Pemasaran, Vol 5, No 2, pp. 1-6, 2018.
[9] T. Kuspriyono and E. Nurelasari, "Pengaruh Social Media Marketing Terhadap Customer Bonding dan Purchase Intention," Jurnal Humaniora Bina Sarana Informatika, Vol 18, No 2, pp. 235-242, 2018.
[10] S. B. Priatni, T. Hutriana and E. N. Hindarwati, "Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa," Jurnal Ekonomi, Manajemen dan Perbankan, Vol 5, No 3, pp. 145-155, 2019.
[11] A. Anastasia and J. M. Angie, "Pengaruh Social Media Marketing Activities, Service Quality, dan e-WOM terhadap Purchase Intention dimediasi oleh Emotional Experience," 2020.
[12] A. J. Kim and E. Ko, "Impacts of Luxury Fashion Brand's Social Media Marketing on Customer Relationship and Purchase Intention," Journal of Global Fashion Marketing, pp. 164-171, 2010.
[13] DEI Worldwide, "Issuu," 5 December 2008. [Online]. Available: https://issuu.com/deiworldwide/docs/dei_study_-_engaging_consumers_online_-_summary. [Accessed 2021].
[14] R. Miller and N. Lammas, "Social Media and Its Implications for Viral Marketing," Asia Pacific Public Relations Journal, Vol 11, pp. 1-9, 2010.
[15] P. Kotler and K. L. Keller, Marketing Management, Harlow: Pearson, 2016.
[16] S. Kundu and C. R. S. Rajan, "Word of Mouth: A Literature Review," International Journal of Economics & Management Sciences, Vol 6, Issue 6, pp. 1-9, 2017.
[17] M. Lopez and M. Sicilia, "Determinants of E-WOM Influence: The Role of Consumers' Internet Experience," Journal of Theoritical and Applied Electronic Commerce Research, Vol 9, No 1, pp. 28-43, 2014.
[18] R. Bagozzi, M. Gopinath and P. Nyer, "The Role of Emotions in Marketing," Journal of the Academy of Marketing Science, Vol 27, No 2, pp. 184-206, 1999.
[19] D. Consoli, "A New Concept of Marketing: The Emotional Marketing," Broad Research in Accounting, Negotiation, and Distribution, Vol 1, No 1, pp. 1-8, 2010.
[20] C. G. Nkaabu, E. Saina and R. Bonuke, "Emotional Experience and Purchase Intention: A Moderated Mediation of Store Image and Utilitarian Value," International Journal of Economics, Commerce and Management, pp. 249-263, 2017.
[21] V. Mirabi, H. Akbariyeh and H. Tahmasebifard, "A Study Factors Affecting on Customers Purchase Intention," Journal of Multidisciplinary Engineering Science and Technology, Vol 2, Issue 1, pp. 267-273, 2015.
[22] H. Bariroh, "Pengaruh Kualitas Pelayanan terhadap Minat Membeli Konsumen pada Minimarket Indomaret dan Minimarket Alfamart," 2015.
[23] A. R. Hakim, "Pengaruh Kualitas Pelayanan dan Kepuasan Emosional terhadap Behavioral Intentions," 2011.
[24] J. Previte, R. Russell-Bennett, R. Mulcahy and C. Hartel, "The Role of Emotional Value for Reading and Giving eWOM in Altruistic Services," Journal of Business Research 99, pp. 157-166, 2019.
[25] N. Barhemmati and A. Ahmad, "Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement," Journal of Advanced Management Science, Vol 3, No 4, pp. 307-311, 2015.
[26] J. F. Hair, W. C. Black, B. J. Babin and R. E. Anderson, Multivariate Data Analysis, Andover: Cengage Learning, 2019.