Modelling of Social Media Marketing and Green Purchasing Intention

Abstract

The purpose of this study is to analyze the factors that shape the intent to buy green products and the results of social media marketing activities. This study uses a hypothesis test based on a data collection method using questionnaires distributed online to respondents. The sampling process used an unlikely sampling process, a subjective sampling process, and a targeted sampling process. The number of respondents to this survey was 220 who purchased green products through social media in the last six months. The result of this study is to analyze the factors that shape the intent to buy green products. Next, we will analyze the results of social media marketing activities. Based on the results of the hypothesis test, there are three (three) supported hypotheses and two (two) unsupported hypotheses. The advantage of this study is that business managers can understand the important role that social media activities play in business development. Business managers can also understand that a brand's customer experience impacts business development. Business managers can implement marketing strategies by increasing their brand value and ultimately understanding that green marketing strategies have a positive impact on their development.