The influence of social media marketing activities on consumer brand engagement, willingness to pay a premium price, purchase intentions
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Abstract
This research aims to investigate the influence of social media marketing activities on consumer brand engagement, willingness to pay premium prices, and purchase intentions. The sample selection technique used was purposive sampling involving 115 respondents. In addition, data analysis was carried out using AMOS software. In this research, social media marketing activities will be examined to see their impact on consumer brand engagement, willingness to pay premium prices, and purchase intentions. Purposive sampling is used as a sample selection technique, which allows researchers to select respondents who comply with previously established criteria. It is hoped that the results of this research will provide a better understanding of how social media marketing activities can influence consumers' brand engagement, willingness to pay premium prices, and purchase intentions. Apart from that, this research can also provide insight into the effectiveness of purposive sampling technique and the use of AMOS software in data analysis
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How to Cite
Panangian, J., & Masnita, Y. (2024). The influence of social media marketing activities on consumer brand engagement, willingness to pay a premium price, purchase intentions. Enrichment : Journal of Management, 14(1), 1-9. https://doi.org/10.35335/enrichment.v14i1.1856
References
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blessa, victoria andrenita, & inriani, farida. (2022). Analysis of the influence of trust, consumer involvement and product quality and their impact on product purchasing decisions via Shopee Live. Diponegoro Journal of Management, 11, 1–11.
Elwani, RS, & Kurniawan, F. (2020). Utilization of Social Media in Social Marketing for Teenagers. Journal of Communication, 12(1), 64. https://doi.org/10.24912/jk.v12i1.6654
Fadila, D,. & Rasyid, N. (2012). The Influence of Consumer Ethnocentrism on Delays in Making Product Purchasing Decisions. Journal of Business Oration, Business Intelligence, 1–8.
Hamid, RS (2022). Analysis of the Impact of Social Media Marketing Activities on Trust. Jesya, 5(2), 1563–1570. https://doi.org/10.36778/jesya.v5i2.774
Imron, Ahmad Syaifulloh, Wardani, Niken Hendrakusma, & Rokhmawati, Retno Indah. (2018). Analysis of the Effect of Social Media Marketing on Consumer Loyalty: Study on Online Transportation (Go-Jek Indonesia). Journal of Information Technology and Computer Science Development, 2(9), 9.
Case, S., Consumer, P., Jeans, C., Ditoko, W., & Igamawarti, D. (2024). Brand Equity and Customer Engagement on Purchase Interest in the E-Commerce Tiktok Shop. 2(1).
Mandagi, D. W. (2022). Social Media Marketing, Brand Gestalt and Customer Loyalty: Empirical Study at the Tomohon International Flower Festival. Dewantara Management, 7(1), 32–45. https://doi.org/10.26460/md.v7i1.13604
Moriansyah, L. (2015). Marketing Through Social Media: Antecedents and Consequences Social Media Marketing: Antecedents and Consequences-. Communication And Public Opinion Research, 187–196.
Mujahadah, IN, & Suryawardani, B. (2018). The Influence of Event Marketing on Purchasing Decisions at PT. Traveland Convex Indonesia 2018. E-Proceedings of Applied Science, 4(3), 1060–1065.
Neneng Nurmalasari, & Masitoh, I. (2020). Social Media Based Education Marketing Strategy Management. Jurnal.Unigal.Ac.Id, volume 4(3), 543.
Oktarina, N., & Widodo, J. (2019). Strengthening MSMEs through the Use of Social Media to Increase Marketing Reach in Toroh Purwodadi District. Abdimas Journal, 23(2), 170–174.
Pranata, YA, & Amaranti, R. (2021). Design a Social Media Marketing Strategy Using the SOSTAC Model. Journal of Industrial Engineering Research, 1(2), 110–120. https://doi.org/10.29313/jrti.v1i2.397
Ramdhani, MD, & Masnita, Y. (2023). The Role of Social Media Marketing in Brand Equity Using Brand Image and Trust. Ecobis Journal: Business Economics & Management, 13(1), 89–103. https://doi.org/10.37932/jev13i1.701
Rizky, N., & Dewi Setiawati, S. (2020). Using Haloa Cafe's Instagram Social Media as Online Marketing Communication. Journal of Communication Studies, 10(2), 177–190. https://doi.org/10.15642/jik.2020.10.2.177-190
SA, MF, & Pujiyanto, P. (2021). Effectiveness of Using Social Media in Hospital Marketing: Systematic Review. PUBLIC HEALTH SCIENTIFIC JOURNAL: Public Health Community Communication Media, 13(2), 100–108. https://doi.org/10.52022/jikm.v13i2.149
Siagian, AO, Martiwi, R., & Indra, N. (2020). Product Marketing Progress in Utilizing Social Media in the Digital Era. Journal of Competitive Marketing, 3(3), 44. https://doi.org/10.32493/jpkpk.v3i3.4497
Sopang, FI, & Dharmawangsa, U. (2021). Analysis of Factors that Influence Consumers' Purchase of Instant Noodle Products (Study of Economics Students at Dharmawangsa University). Journal of Economy And Currency Studies (JECS), 3(1), 24–36.
Wibowo, YK, Mawasti, A., & Runtu, J. (2023). The Influence of Social Media Advertising Features on Purchase Intentions Through Brand Engagement at Kfc Surabaya. Management Student Scientific Journal: JUMMA, 12(1), 27–39. https://doi.org/10.33508/jumma.v12i1.4717
Ykpn, S. (2023). THE MEDIATION ROLE OF HEDONIC AND UTILITARIAN ATTITUDES IN. 34(2), 99–112.
Yulia, I. (2018). OPTIMIZING THE USE OF SOCIAL MEDIA IN SOCIAL MARKETING AND BEHAVIOR CHANGE COMMUNICATION (A Literature Review Study Approach). Hearty, 6(2). https://doi.org/10.32832/hearty.v6i2.1276
Zilfania Rizal, V. (2019). Instagram Social Media Marketing Communication at Bandung Makuta Celebrity Cake Shop (@Bandungmakuta) on Brand Awareness. Inter Communica: Journal of Communication, 4(1), 75–87.
Akhmad, KA (2015). Utilization of Social Media for MSME Marketing Development (Qualitative Descriptive Study of Distros in Surakarta City). DutaCom Journal, 9(1), 43–54. http://journal.stmikdb.ac.id/index.php/dutacom/article/view/17
Arifin, N. (2015). Marketing Strategy Through Social Media and Student Purchase Interest. Journal of Symbolics Vol 1, 3, 2.
Baladini, N., Syarief, N., & Gunaedi, J. (2021). The influence of sales promotions, social media marketing and hedonic shopping motivation on impulse buying behavior. Correlation: National Research Conference on Economics, Management, and Accounting, 2, 1323–1337.
blessa, victoria andrenita, & inriani, farida. (2022). Analysis of the influence of trust, consumer involvement and product quality and their impact on product purchasing decisions via Shopee Live. Diponegoro Journal of Management, 11, 1–11.
Elwani, RS, & Kurniawan, F. (2020). Utilization of Social Media in Social Marketing for Teenagers. Journal of Communication, 12(1), 64. https://doi.org/10.24912/jk.v12i1.6654
Fadila, D,. & Rasyid, N. (2012). The Influence of Consumer Ethnocentrism on Delays in Making Product Purchasing Decisions. Journal of Business Oration, Business Intelligence, 1–8.
Hamid, RS (2022). Analysis of the Impact of Social Media Marketing Activities on Trust. Jesya, 5(2), 1563–1570. https://doi.org/10.36778/jesya.v5i2.774
Imron, Ahmad Syaifulloh, Wardani, Niken Hendrakusma, & Rokhmawati, Retno Indah. (2018). Analysis of the Effect of Social Media Marketing on Consumer Loyalty: Study on Online Transportation (Go-Jek Indonesia). Journal of Information Technology and Computer Science Development, 2(9), 9.
Case, S., Consumer, P., Jeans, C., Ditoko, W., & Igamawarti, D. (2024). Brand Equity and Customer Engagement on Purchase Interest in the E-Commerce Tiktok Shop. 2(1).
Mandagi, D. W. (2022). Social Media Marketing, Brand Gestalt and Customer Loyalty: Empirical Study at the Tomohon International Flower Festival. Dewantara Management, 7(1), 32–45. https://doi.org/10.26460/md.v7i1.13604
Moriansyah, L. (2015). Marketing Through Social Media: Antecedents and Consequences Social Media Marketing: Antecedents and Consequences-. Communication And Public Opinion Research, 187–196.
Mujahadah, IN, & Suryawardani, B. (2018). The Influence of Event Marketing on Purchasing Decisions at PT. Traveland Convex Indonesia 2018. E-Proceedings of Applied Science, 4(3), 1060–1065.
Neneng Nurmalasari, & Masitoh, I. (2020). Social Media Based Education Marketing Strategy Management. Jurnal.Unigal.Ac.Id, volume 4(3), 543.
Oktarina, N., & Widodo, J. (2019). Strengthening MSMEs through the Use of Social Media to Increase Marketing Reach in Toroh Purwodadi District. Abdimas Journal, 23(2), 170–174.
Pranata, YA, & Amaranti, R. (2021). Design a Social Media Marketing Strategy Using the SOSTAC Model. Journal of Industrial Engineering Research, 1(2), 110–120. https://doi.org/10.29313/jrti.v1i2.397
Ramdhani, MD, & Masnita, Y. (2023). The Role of Social Media Marketing in Brand Equity Using Brand Image and Trust. Ecobis Journal: Business Economics & Management, 13(1), 89–103. https://doi.org/10.37932/jev13i1.701
Rizky, N., & Dewi Setiawati, S. (2020). Using Haloa Cafe's Instagram Social Media as Online Marketing Communication. Journal of Communication Studies, 10(2), 177–190. https://doi.org/10.15642/jik.2020.10.2.177-190
SA, MF, & Pujiyanto, P. (2021). Effectiveness of Using Social Media in Hospital Marketing: Systematic Review. PUBLIC HEALTH SCIENTIFIC JOURNAL: Public Health Community Communication Media, 13(2), 100–108. https://doi.org/10.52022/jikm.v13i2.149
Siagian, AO, Martiwi, R., & Indra, N. (2020). Product Marketing Progress in Utilizing Social Media in the Digital Era. Journal of Competitive Marketing, 3(3), 44. https://doi.org/10.32493/jpkpk.v3i3.4497
Sopang, FI, & Dharmawangsa, U. (2021). Analysis of Factors that Influence Consumers' Purchase of Instant Noodle Products (Study of Economics Students at Dharmawangsa University). Journal of Economy And Currency Studies (JECS), 3(1), 24–36.
Wibowo, YK, Mawasti, A., & Runtu, J. (2023). The Influence of Social Media Advertising Features on Purchase Intentions Through Brand Engagement at Kfc Surabaya. Management Student Scientific Journal: JUMMA, 12(1), 27–39. https://doi.org/10.33508/jumma.v12i1.4717
Ykpn, S. (2023). THE MEDIATION ROLE OF HEDONIC AND UTILITARIAN ATTITUDES IN. 34(2), 99–112.
Yulia, I. (2018). OPTIMIZING THE USE OF SOCIAL MEDIA IN SOCIAL MARKETING AND BEHAVIOR CHANGE COMMUNICATION (A Literature Review Study Approach). Hearty, 6(2). https://doi.org/10.32832/hearty.v6i2.1276
Zilfania Rizal, V. (2019). Instagram Social Media Marketing Communication at Bandung Makuta Celebrity Cake Shop (@Bandungmakuta) on Brand Awareness. Inter Communica: Journal of Communication, 4(1), 75–87.