Proceedings of the 17 th International Symposium on Management (INSYMA 2020)

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The Effect of Social Network Marketing, Attitudes Toward Social Network Marketing and Consumer Engagement on Consumer Purchase Intention on Batik

Authors
A. Syaifullah A, C.R. Honantha
Corresponding Author
C.R. Honantha
Available Online 31 January 2020.
DOI
10.2991/aebmr.k.200127.058How to use a DOI?
Keywords
Social Network Marketing, Consumer Engagement, Consumer Purchase Intention
Abstract

This research aims to examine the effect of social network marketing, attitudes towards social network marketing, and consumer engagement on consumer purchase intention on Batik. This study was quantitative and causal type research. Sampling used non-probability and purposive sampling methods. The data was taken from 210 active users of social network marketing, who are Batik consumers in Surabaya and know any sellers or brands of Batik that carry out a social network marketing and have once commented on those social network marketing sites. Data were further analyzed by structural equation modeling using SPSS 22.0 and AMOS 22.0. The results found that there was no direct effect of social network marketing towards consumer purchase intention on Batik, but there was an indirect effect of consumer engagement between the relationship of social network marketing and consumer purchase intention on Batik. There was also an indirect effect of attitudes towards social network marketing between the relationship of social network marketing and consumer purchase intention on Batik.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
31 January 2020
ISBN
978-94-6252-892-5
ISSN
2352-5428
DOI
10.2991/aebmr.k.200127.058How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - A. Syaifullah A
AU  - C.R. Honantha
PY  - 2020
DA  - 2020/01/31
TI  - The Effect of Social Network Marketing, Attitudes Toward Social Network Marketing and Consumer Engagement on Consumer Purchase Intention on Batik
BT  - Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
PB  - Atlantis Press
SP  - 283
EP  - 287
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200127.058
DO  - 10.2991/aebmr.k.200127.058
ID  - SyaifullahA2020
ER  -