The Effects of Social Media Marketing on Consumers’ Purchase Intention: A Case Study of GO-JEK Indonesia

[[abstract]]研究目的 - 本研究目的是研究社交媒體營銷、信任、品牌形象和購買意願在變量之間的相互影響。 研究設計/方式/方法 - 本研究使用定量方法來測試所提出的假設。本研究使用因果研究設計來確定每個構建體之間的因果關係。主要的數據資料採集使用於收集數據資料。透過線上的問卷調查方式對350名受訪者進行的調查，這些調查問卷被分發於印度尼西亞的社交媒體用戶，而這些用戶以前是使用過GO-JEK服務的。此外，以SEM和bootstrapping來進行分析本研究中的數據資料。 研究成果 - 社交媒體營銷、信任和品牌形像，對消費者的購買意願產生重大影響。購買社交媒體營銷的兩個最直接影響的組成部分是娛樂和口口相傳。交互和定制是通過信任的重要間接影響維度。定制是通過品牌形象的重要間接影響維度。社交媒體營銷對信任和品牌形像有重大的影響。此外，社交媒體營銷與消費者購買意願之間的關係部分地受到信任和品牌形象的調節與引導。 研究限制 - 本研究受限於受訪者在印度尼西亞的社交媒體用戶，並與GO-JEK公司為案例探討。 實際意義 - 這項研究的結果為使用社交媒體營銷的公司提供了幾個實用的方向。 首先，它有助於了解社交媒體的哪些維度直接影響消費者決策，以及哪些維度對消費者使用GO-JEK的意圖產生間接重大影響。 其次，它解釋了每個變量通過信任和品牌形象的存在影響消費者購買意願的程度。 研究創造性/價值 - 有限的研究調查社交媒體營銷對印度尼西亞消費者購買意願，特別是GO-JEK的影響。新的營銷傳播方法為公司提供了新的機遇和挑戰，因為購買意願逐漸受到消費者使用社交媒體的影響。當消費者想要做出購買決定時，今天的消費者依賴於他們的社交媒體。本研究提供了更好地了解到影響印尼消費者在社交媒體影響下購買產品的重要因素。 Purpose – The aim of this research is to examine the interaction among social media marketing, trust, brand image, and purchase intention variables. Design/methodology/approach – This study uses a quantitative approach to test the proposed hypotheses. A causal research design is used in this research to identify a cause-and-effect relationship between each construct. Primary data collection is used to gather data. A survey of 350 respondents through an online questionnaire distributed to social media users in Indonesia who had previously used GO-JEK services. Furthermore, SEM and bootstrapping methods were conducted to analyze the data in this study. Findings – Social media marketing, trust, and brand image have a significant influence on consumers' purchase intention. The two dimensions of social media marketing that have the most direct influence on purchase intention are entertainment and word of mouth. Interaction and customization are the significant indirect influential dimensions through trust. Customization is the significant indirect influential dimension through brand image. Social media marketing has a significant direct influence on trust, brand image, and purchase intention. Furthermore, the relationship between social media marketing and consumers’ purchase intention is partially mediated by trust and brand image. Research Limitation – This research limits the respondents only social media users in Indonesia, with GO-JEK as a case study. Practical implications – The findings of this research suggest several practical directions for companies using social media marketing. First, it helps to know what dimension of social media directly influence consumer decisions and what dimensions have indirect significant influence in consumer’s intention to use GO-JEK. Second, it provides an explanation of the extent to which each variable influence consumers' purchase intention through the presence of trust and brand image. Originality/value – Limited studies have investigated the effect of social media marketing on consumers’ purchase intention in Indonesia in general and GO-JEK in particular. New marketing communication method provides new opportunities and challenges for companies because purchase intention is gradually influenced by the use of social media by consumers. When consumers want to make a decision to buy, consumers today rely on their social media. This study provides a better understanding of important factors that influence Indonesian consumers to buy the product with the influence of social media