The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention (Case Study: PT. Vita Nova Atletik's Local Brand Sports Shoes)

2020 International Conference on Information Management and Technology (ICIMTech) Pub Date : 2020-08-01 DOI:10.1109/ICIMTech50083.2020.9211187

Scherly Hansopaheluwakan, Johanes Ronaldy Polla, Jeffry Kristiyanto, Harjanto Prabowo, M. Hamsal, Bryan Lukmanto

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引用次数: 4

Abstract

The Indonesia footwear industry, especially the sports shoes industry, is seen to improve from time to time. The phenomena would inarguably attract more entrepreneurs to enter the industry, since the arising business opportunity seems to prosper. The goal of this study is to determine the influence of Social Media Marketing, Website Quality, E-WOM, and Perceived Value on Purchase Intention of PT. Vita Nova Atletik's local sports shoe brand. The method of analysis used is Multiple Linear Regression Analysis on a distributed online questionnaire. The population of this research is PT. Vita Nova Atletik's social media follower (Instagram), which has obtained 140 samples using purposive sampling. The result of this study shows that Social Media Marketing and Perceived Value have a strong impact on the Purchase Intention of PT. Vita Nova Atletik's local brand sports shoes.

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社交媒体营销、网站质量、E-Wom和感知价值对购买意愿的影响(以PT. Vita Nova Atletik的本土品牌运动鞋为例)

印尼的制鞋业，尤其是运动鞋业，不时地得到改善。这种现象无疑会吸引更多的企业家进入这个行业，因为出现的商业机会似乎很繁荣。本研究旨在探讨社交媒体行销、网站品质、e -口碑、感知价值对PT. Vita Nova Atletik本地运动鞋品牌购买意愿的影响。使用的分析方法是多元线性回归分析对一个分布式的在线问卷。本研究的人群为PT. Vita Nova Atletik的社交媒体追随者(Instagram)，采用有目的抽样的方法获得了140个样本。本研究结果表明，Social Media Marketing和Perceived Value对PT. Vita Nova Atletik本土品牌运动鞋的购买意愿有较强的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2020 International Conference on Information Management and Technology (ICIMTech)

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