The Impact Of Social Network Marketing and Customer Engagement on Purchase Intentions in Wedding Service Business

2020 International Conference on Information Management and Technology (ICIMTech) Pub Date : 2020-08-01 DOI:10.1109/ICIMTech50083.2020.9211285

Dohar Christian Sujiwo Sijabat, Florensius Deri Saputra, R. Ikhsan, Yuniarty

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引用次数: 2

Abstract

The study points to decide the impact of social network marketing of wedding package services on customer engagement and their effect on consumer purchase intention at CV. Indyferyto Paket Pesta located in Yogyakarta. The type of research utilized in this study is affiliated with data collection techniques within the shape of surveys. The research data was collected with a cross-sectional period. From the total population of 3,200 Instagram social media followers of CV. Indyferyto in 2019, this study targetted 100 respondents as samples, counted using Slovin method. The data collecting strategy is conducted by circulating questioners. This study was conducting structural equation modeling (SEM) analysis by SmartPls 3 for data analysis. The result of this ponders shows that social network marketing has an influence on consumer engagement and its effect on consumer purchase intention. It means consumers will decide to buy based on social network marketing activities and engagement with the company.

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社交网络营销和顾客参与对婚庆服务企业购买意愿的影响

本研究旨在确定婚庆包装服务的社交网络营销对客户参与的影响及其对消费者CV购买意愿的影响。Indyferyto Paket Pesta位于日惹。本研究中使用的研究类型与调查形式内的数据收集技术有关。研究数据是用横断面法收集的。从CV的3200名Instagram社交媒体粉丝中。截至2019年1月，该研究以100名受访者为样本，使用斯洛文方法进行计数。数据收集策略是通过循环提问者进行的。本研究采用SmartPls 3进行结构方程建模(SEM)分析，进行数据分析。这一思考的结果表明，社交网络营销对消费者参与产生影响，并对消费者购买意愿产生影响。这意味着消费者将根据社交网络营销活动和与公司的互动来决定购买。

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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