Analyzing the effectiveness of social media usage as part of online marketing tools towards consumer purchase intention (a case study of ak.'SA.ra bookstore)
The purpose of this research is to determine the correlation between social media network usage as part of Ak.?sa.ra Bookstore?s online marketing tools towards consumer purchase intention and to determine the correlation between message content used in social media network towards consumer purchase intention. This study also aim to measure which of these social medias used as online marketing tools that contribute the most to consumer purchase intention. The data collection involved a total of complete 100 questionnaires and processed using SPSS Statistics ver.20 for statistical analysis. Analysis of variance and multiple regression analysis were applied in the hypothesis testing. The research findings suggest that all observed variable that consists of: Facebook, Twitter, Instagram, Pinterest, Recreational Advertising Message and Utilitarian Advertising message are significantly influential on the respondents? Purchase Intention. Based on the regression coefficient values associated with independent variables, among the social media variables, Pinterest is the strongest variable to influence Purchase Intention, followed by Facebook, Twitter and Instagram. It was also discovered that recreational advertising message has a higher influence to consumer purchase intention, compare to utilitarian advertising message.
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