Analysis of the influence of social media marketing and customer relationships on intention to purchase hand sanitizer products
Article Sidebar
Published:
Nov 17, 2023
Keywords:
Customer Relationships, Purchase Intention, Social Media Marketing
Section
Economy
Statistics Article
Article View : 87 Times
Main Article Content
Abstract
This research analyzes the medical equipment industry which focuses on hand sanitizers, with the aim of analyzing the relationship between social media marketing and customer relationships on consumer purchase intention for hand sanitizer products and brands. The analytical method used in this research is the quantitative method. Based on the results of distributing questionnaires to 124 respondents, 80 respondents were obtained who met the research criteria. Then the data obtained is processed using the SmartPLS 3.0 application. As a result of data processing, it was found that social media marketing and customer relationships had a positive and significant effect on purchase intention. It can be concluded that the company's focus is on online marketing to increase consumer buying interest in hand sanitizer.
Downloads
Download data is not yet available.
Article Details
How to Cite
Bongso, . G. ., Jayadi, W. . and Silitonga, V. D. . (2023) “Analysis of the influence of social media marketing and customer relationships on intention to purchase hand sanitizer products”, Jurnal Mantik, 7(3), pp. 2235-2242. doi: 10.35335/mantik.v7i3.4375.
References
Alamsyah, A., & Indraswari, A. (2017). Social Network and Sentiment Analysis for Social Customer Relationship Management in Indonesia Banking Sector. Advanced Science Letters, 23(4), 3808–3812.
Alhakim, M., & Koseoglu, M. (2020). Logistic Management: "Customer service improvement: A Logistics solution for “Damaged Goods.” In International Journal of Business and Digital Economy (Vol. 1, Issue 2). http://www.ijbde.com
Bayu, Dimas. J. (2020). Riset UI: Konsumen Lebih Pilih Belanja Peralatan Kesehatan saat Pandemi Corona. https://databoks.katadata.co.id/datapublish/2020/12/25/riset-ui-konsumen-lebih-pilih-belanja-peralatan-kesehatan-saat-pandemi-corona
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
Dwita, V., & Megawati, V. D. (2019). Mediating Effect of Attitude in Internet Shopping Behavior of Consumer in Indonesia. Management and Business Research Quarterly, 12, 19–27. https://doi.org/https://doi.org/10.32038/mbrq.2019.12.02
Elena, C. A. (2016). Social Media – A Strategy in Developing Customer Relationship Management. Procedia Economics and Finance, 39, 785–790. https://doi.org/10.1016/s2212-5671(16)30266-0
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872–888.
Hatice, D. S., Ali, K., Cabuk, A., & Kaya, K. (2022). Social Media Customer Relationship Management And Business Performance: Empirical Evidence From an Emerging Market. Studies in Business and Economics, 17(2), 90–107. https://doi.org/https://doi.org/10.2478/sbe-2022-0027
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/https://doi.org/10.1108/SJME-03-2022-0043
Khoa, B. T., Nguyen, T. D., & Nguyen, V. T. (2020). The intention to purchase designed fashion product of Vietnamese Designer: The mediator of customer relationship . 14(2), 22–32.
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Laksamana, P. (2020). I Will Always Follow You: Exploring The Role of Customer Relationship in Social Media Marketing. International Review of Management and Marketing, 10(3), 22–28.
Madan, A., & Rosca, M. L. (2022). Current Trends in Digital Marketing Communication . Journal of Marketing Research and Case Studies , 1–13. https://doi.org/10.5171/2022.981169
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Pashootanizadeh, M., & Rafie, Z. (2020). Social Media Marketing: Determining and Comparing View of Public Library Directors and Users. Public Library Quarterly, 39(3), 212–228. https://doi.org/10.1080/01616846.2019.1622395
Raeisi Ziarani, M., Janpors, N., & Taghavi, S. M. (2023). Effect of digital marketing on customer behavioral intentions with the mediation of customer relationship management. https://ssrn.com/abstract=4320387
Rezaei, M., & Nemati, K. (2019). The Impact of Purchase Intent, Word of Mouth Advertising and Skill Domain of Seller on Quality of Customer Relationship to Sale Life and Savings Insurance Policies (Case Study: Dana Insurance Co., Bushehr Province). Dutch Journal of Finance and Management, 1(2). https://doi.org/10.29333/djfm/5819
Rijitha, R. (2021). The Impact of Social Media Marketing on Consumer Purchase Intention. In K. Pradeep (Ed.), International Conference on Contempoorary Media Persuasive Technologoy and Psychology of Visual Communication (pp. 100–119). Island Publishers.
Rumefi, U. (2023). The Influence of Customer Experience, Customer Relationship, and Payment Terms on Purchase Intention. Indonesian Journal of Law and Economics Review, 18(3).
Shah, A. M., Zahoor, S. Z., & Qureshi, I. H. (2019). Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships. Journal of Global Marketing, 32(2), 93–115. https://doi.org/10.1080/08911762.2018.1497243
Stojiljkovi?, A. (2019). The impact of social media marketing on customer relationship development. Journal of Process Management. New Technologies, 7(4), 41–48. https://doi.org/10.5937/jouproman7-22586
Vidyanata, D. (2022). Understanding the Effect of Social Media Marketing on Purchase Intention?: A Value-Based Adoption Model. JDM (Jurnal Dinamika Manajemen), 13(2), 305–321.
Wang, Z., & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004
Wangpo, K., & Wangmo, S. (2022). The Influence of Social Media Marketing on Purchase Intention: The Mediating Role of Brand Equity . Asian Journal of Research in Marketing , 11(5), 20–33.
Alhakim, M., & Koseoglu, M. (2020). Logistic Management: "Customer service improvement: A Logistics solution for “Damaged Goods.” In International Journal of Business and Digital Economy (Vol. 1, Issue 2). http://www.ijbde.com
Bayu, Dimas. J. (2020). Riset UI: Konsumen Lebih Pilih Belanja Peralatan Kesehatan saat Pandemi Corona. https://databoks.katadata.co.id/datapublish/2020/12/25/riset-ui-konsumen-lebih-pilih-belanja-peralatan-kesehatan-saat-pandemi-corona
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
Dwita, V., & Megawati, V. D. (2019). Mediating Effect of Attitude in Internet Shopping Behavior of Consumer in Indonesia. Management and Business Research Quarterly, 12, 19–27. https://doi.org/https://doi.org/10.32038/mbrq.2019.12.02
Elena, C. A. (2016). Social Media – A Strategy in Developing Customer Relationship Management. Procedia Economics and Finance, 39, 785–790. https://doi.org/10.1016/s2212-5671(16)30266-0
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872–888.
Hatice, D. S., Ali, K., Cabuk, A., & Kaya, K. (2022). Social Media Customer Relationship Management And Business Performance: Empirical Evidence From an Emerging Market. Studies in Business and Economics, 17(2), 90–107. https://doi.org/https://doi.org/10.2478/sbe-2022-0027
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/https://doi.org/10.1108/SJME-03-2022-0043
Khoa, B. T., Nguyen, T. D., & Nguyen, V. T. (2020). The intention to purchase designed fashion product of Vietnamese Designer: The mediator of customer relationship . 14(2), 22–32.
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Laksamana, P. (2020). I Will Always Follow You: Exploring The Role of Customer Relationship in Social Media Marketing. International Review of Management and Marketing, 10(3), 22–28.
Madan, A., & Rosca, M. L. (2022). Current Trends in Digital Marketing Communication . Journal of Marketing Research and Case Studies , 1–13. https://doi.org/10.5171/2022.981169
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Pashootanizadeh, M., & Rafie, Z. (2020). Social Media Marketing: Determining and Comparing View of Public Library Directors and Users. Public Library Quarterly, 39(3), 212–228. https://doi.org/10.1080/01616846.2019.1622395
Raeisi Ziarani, M., Janpors, N., & Taghavi, S. M. (2023). Effect of digital marketing on customer behavioral intentions with the mediation of customer relationship management. https://ssrn.com/abstract=4320387
Rezaei, M., & Nemati, K. (2019). The Impact of Purchase Intent, Word of Mouth Advertising and Skill Domain of Seller on Quality of Customer Relationship to Sale Life and Savings Insurance Policies (Case Study: Dana Insurance Co., Bushehr Province). Dutch Journal of Finance and Management, 1(2). https://doi.org/10.29333/djfm/5819
Rijitha, R. (2021). The Impact of Social Media Marketing on Consumer Purchase Intention. In K. Pradeep (Ed.), International Conference on Contempoorary Media Persuasive Technologoy and Psychology of Visual Communication (pp. 100–119). Island Publishers.
Rumefi, U. (2023). The Influence of Customer Experience, Customer Relationship, and Payment Terms on Purchase Intention. Indonesian Journal of Law and Economics Review, 18(3).
Shah, A. M., Zahoor, S. Z., & Qureshi, I. H. (2019). Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships. Journal of Global Marketing, 32(2), 93–115. https://doi.org/10.1080/08911762.2018.1497243
Stojiljkovi?, A. (2019). The impact of social media marketing on customer relationship development. Journal of Process Management. New Technologies, 7(4), 41–48. https://doi.org/10.5937/jouproman7-22586
Vidyanata, D. (2022). Understanding the Effect of Social Media Marketing on Purchase Intention?: A Value-Based Adoption Model. JDM (Jurnal Dinamika Manajemen), 13(2), 305–321.
Wang, Z., & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004
Wangpo, K., & Wangmo, S. (2022). The Influence of Social Media Marketing on Purchase Intention: The Mediating Role of Brand Equity . Asian Journal of Research in Marketing , 11(5), 20–33.
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.