The Influence of Social Media Marketing on Purchase Impulses with Brand Attentiveness as A Mediating Variable on UMKM X

Felix Sutisna, T. Handra, Yustina Peniyanti Jap
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引用次数: 6

Abstract

 The purpose of this study was to analyze the effect of social media marketing on purchase impulses mediated by brand attentiveness. This research has three variables, namely social media marketing, brand attentiveness, and purchase impulse. The sample in this study was 231 customers of UMKM X. The method of analysis in this study was SEM partial least squares (PLS) analysis. PLS-SEM analysis was carried out through secondary data collection and hypothesis testing. The results showed that all 4 hypotheses were significant.
社交媒体营销对购买冲动的影响,品牌注意力是UMKM X的中介变量
本研究的目的是分析社交媒体营销对品牌注意介导的购买冲动的影响。本研究有三个变量,即社会化媒体营销、品牌注意力和购买冲动。本研究样本为UMKM x的231名顾客,本研究的分析方法为扫描电镜偏最小二乘(PLS)分析。通过二次数据收集和假设检验进行PLS-SEM分析。结果表明,4个假设均显著。
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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CiteScore
4.20
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