Analysis Usage of Social Media Marketing Towards Customer Trust, Customer Intimacy and Purchase Intention Based on High Street Fashion Brand (Case Study of Forever 21 in Jakarta)

Rundengan, Varren Regina and Simorangkir, Deborah Nauli (2021) Analysis Usage of Social Media Marketing Towards Customer Trust, Customer Intimacy and Purchase Intention Based on High Street Fashion Brand (Case Study of Forever 21 in Jakarta). Masters thesis, Swiss German University.

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Abstract

In this era of globalization, the business competition is very competitive especially on how each company makes their strategy to market their products. That’s why the author decide to make the purpose of this study is to analyze usage of social media marketing towards customer trust, customer intimacy and purchase intention. Quantitative method was applied to this research and was conducted of customers of brand Forever21 in Jakarta area , by using questionnaire as the data. The number of samples that has been obtained in this research is 30 respondents for the pre-test and 140 respondents for the actual data. The tools used in data processing is PLS-SEM SmartPLS 3.3.2 and the result of the research conclude that usage of social media marketing does influence customer trust, usage of social media marketing influence customer intimacy, customer trust does influence purchase intention, customer intimacy does influence purchase intention, usage of social media marketing does not influence purchase intention, usage of social media marketing does influence on purchase intention through customer trust, usage of social media marketing does influence on purchase intention through customer intimacy.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5410 Marketing
H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media
Depositing User: Faisal Ifzaldi
Date Deposited: 10 Jan 2022 15:14
Last Modified: 10 Jan 2022 15:14
URI: http://repository.sgu.ac.id/id/eprint/2306

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