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The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention (Case Study: PT. Vita Nova Atletik's Local Brand Sports Shoes)

Scherly Hansopaheluwakan · Johanes Ronaldy Polla · Jeffry Kristiyanto · Harjanto Prabowo · Mohammad Hamsal · Bryan Lukmanto

8 citations0/0 files storedInternational Conference on Information Management and Technology (ICIMTech)

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

The Indonesia footwear industry, especially the sports shoes industry, is seen to improve from time to time. The phenomena would inarguably attract more entrepreneurs to enter the industry, since the arising business opportunity seems to prosper. The goal of this study is to determine the influence of Social Media Marketing, Website Quality, E-WOM, and Perceived Value on Purchase Intention of PT. Vita Nova Atletik's local sports shoe brand. The method of analysis used is Multiple Linear Regression Analysis on a distributed online questionnaire. The population of this research is PT. Vita Nova Atletik's social media follower (Instagram), which has obtained 140 samples using purposive sampling. The result of this study shows that Social Media Marketing and Perceived Value have a strong impact on the Purchase Intention of PT. Vita Nova Atletik's local brand sports shoes.

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2018Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 2016Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior 2018Investigating the impact of social media advertising features on customer purchase intention 2017A Study on Positive and Negative Effects of Social Media on Society 2017Social eWOM: does it affect the brand attitude and purchase intention of brands?2017The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands 2017The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator 2016Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products

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