The impact of social media marketing on purchase intention through customer relationship at Wardah Cosmetics in Surabaya

Jasman, Astrid Olyvia (2018) The impact of social media marketing on purchase intention through customer relationship at Wardah Cosmetics in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

During the era of digitalization, information and technology improvement, companies from different kind of industries begin to utilize the advancement of Internet, more specifically social media, in order to create a low-cost, yet, wide-reach, unique marketing implementation. This also includes cosmetics industry, one type of pharmaceuticals product, which has shifted its strategy from personal marketing, to Social Media Marketing. The purpose of this study is to examine the influence of Social Media Marketing on Purchase Intention with the mediation of Customer Relationship, comprising Intimacy and Trust, at Wardah Cosmetics in Surabaya. The number of samples is 150 respondents who are female, domicile in Surabaya with the minimum age of 17, and have accessed Wardah Cosmetics’ social media within 2 months. The data analysis technique used in this study is Structural Equation Modeling (SEM) with LISREL 8.70 as the analysis tool. The result of this study is Social Media Marketing has positive and significant impact toward both Intimacy and Trust as representative variable of Customer Relationship, also on Purchase Intention. Furthermore, the usage of Social Media Marketing to influence Purchase Intention will be more effective, when the Wardah Cosmetics uses Customer Relationship as the mediating variable.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Social media marketing, relationship marketing, customer relationship, intimacy, trust, purchase intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Astrid Olyvia Jasman
Date Deposited: 21 Aug 2018 06:08
Last Modified: 21 Aug 2018 06:08
URI: http://repository.wima.ac.id/id/eprint/16002

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