The Effect of Social Media Marketing to Purchasing Interest of Fenomena Rakat Clothing (Retaseu Store)

DOI

10.2991/aebmr.k.200522.049How to use a DOI?

Keywords

Social Media Marketing (Context, Communication, Collaboration, Connection), Purchasing Interest

Abstract

The internet and all its conveniences are now a phenomenon. Technological changes are increasingly rapidly encouraging innovation in the use of the internet. The internet, which is synonymous with means of communication and information exchange, is now starting to evolve into a business tool along with the emergence of e-commerce or electronic commerce that also utilizes the internet system. Social Media Marketing Strategy is increasingly being done by business people. This study aims to determine the effect of Social Media Marketing on the interest in purchasing products at the Fenomena Rakat Clothing. The variables in this study are, independent variables; Social Media Marketing (Context, Communication, Collaboration & Connection) and the dependent variable Purchasing Interest. The method in this study uses quantitative research methods. This research is a descriptive and inferential study using multiple linear regression models. Sampling in this study uses Non Probability Sampling with Accidental Sampling methods. Data collection was done through online questionnaires through Google form on 80 respondents with 24 item statements. Data processing techniques are carried out by descriptive and inferential analysis, classic assumption test, and hypothesis testing. The results showed that the influence of Social Media Marketing through Instagram on the purchasing interest of the Fenomena Rakat Clothing product was 56,5%. Based on the results of partial hypothesis testing, obtained sub-variables Context and Communication, have a significant influence on Purchasing Interest. Besides, Collaboration and Connection have no significant influence on Purchasing Interest. The test results simultaneously found that all variables had an effect on Purchasing Interest.

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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TY  - CONF
AU  - Antonius Gurubay
AU  - Antonio E. L. Nyoko
AU  - Rolland E. Fanggidae
PY  - 2020
DA  - 2020/05/25
TI  - The Effect of Social Media Marketing to Purchasing Interest of Fenomena Rakat Clothing (Retaseu Store)
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 260
EP  - 266
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.049
DO  - 10.2991/aebmr.k.200522.049
ID  - Gurubay2020
ER  -