Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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Social Media as a Contributing Factor to the Potential Decline of Commercial Sales Jobs in the Future and the Driving Factors Behind the Increased Intention to Buy Among Generation Y and a Segment of Generation Z in Indonesia

Authors
Fachry Hasan1, *, Tazar Marta Kurniawan1, Ratih Hurriyati1, Mokh. Adib Sultan1
1Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia
*Corresponding author. Email: fachryhasan@upi.edu
Corresponding Author
Fachry Hasan
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_88How to use a DOI?
Keywords
Brand Equity; Customer Experience; Intention To Buy; Social Media
Abstract

This research aims to investigate the impact of social media on the reduction of commercial sales jobs and the increase in purchasing intent among Generation Y and part of Generation Z in Indonesia. The study also considers the influence of word of mouth, customer experience, and brand equity on purchasing intent. In addition, customer experience and brand equity serve as intervening variables that link social media and word of mouth to purchasing intent. This study provides valuable insights into changes in consumer behavior and market dynamics in the digital era. The results of this research can assist companies in developing more effective and innovative sales and marketing strategies, as well as creating stronger brand value in an increasingly competitive market.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
10.2991/978-94-6463-443-3_88
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_88How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fachry Hasan
AU  - Tazar Marta Kurniawan
AU  - Ratih Hurriyati
AU  - Mokh. Adib Sultan
PY  - 2024
DA  - 2024/06/26
TI  - Social Media as a Contributing Factor to the Potential Decline of Commercial Sales Jobs in the Future and the Driving Factors Behind the Increased Intention to Buy Among Generation Y and a Segment of Generation Z in Indonesia
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 669
EP  - 682
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_88
DO  - 10.2991/978-94-6463-443-3_88
ID  - Hasan2024
ER  -