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Analysis of the Influence of Social Media Marketing on Purchase Intentions in @_Florie Products

Year: 2024

Type: article

Abstract: This study investigates the impact of social media marketing on consumer purchase intention for the Instagram-based florist business, @_Florie. The research aims to understand the relationship between social media marketing strategies and purchase intention among Instagram users. The population consists of Instagram users who follow @_Florie, and the sampling technique used is purposive sampling. Data collection was conducted through questionnaires and observations. Quantitative methods were employed to analyze the data, including validity, reliability, simultaneous testing, and partial testing. Key findings indicate that dimensions such as entertainment, customization, electronic word-of-mouth (EWOM), interaction, and trendiness significantly influence purchase intention. The study concludes that effective social media marketing strategies can enhance consumer engagement and drive purchase intentions for online businesses.

Source: Journal of Global Business and Management Review

DOI: 10.37253/jgbmr.v6i2.9774

Authors: Alifia Widya Ghaissani, Sheren Nadia, Gandhi Pawitan

Institution: Parahyangan Catholic University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4406434780

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