Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021)

The Influence of Social Media Marketing Activities on Indonesian Local Apparel Brand Purchase Intentions

Authors
Anhari Firdaus1, Lusianus Kusdibyo1, *
1Department of Business Administration, Politeknik Negeri Bandung, Bandung 40012, Indonesia
*Corresponding author. Email: lusianus.kusdibyo@polban.ac.id
Corresponding Author
Lusianus Kusdibyo
Available Online 23 November 2021.
DOI
10.2991/aer.k.211106.089How to use a DOI?
Keywords
Social Media Marketing Activities (SMMAs); Purchase Intention; Small Enterprises; Local Apparel Brand
Abstract

The Covid-19 pandemic has triggered a significant increase of social media users in Indonesia and driven companies to shift their marketing activities online. Past studies related to social media marketing activities have much focused on luxury brands from large companies and less focused on local brands from small medium enterprises. The purpose of the research is to measure the impact of Social Media Marketing Activities (SMMAs) on consumer intention to purchase of small local apparel brand companies in Indonesia. The information was gathered via online questionnaires to consumers who follow local apparel brand accounts on social media. 400 customers have responded and the data were used for further analysis. This study used partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. The results show that SMMA variables have a positive impact on intention to purchase. This research adds to our knowledge of the SMMAs theory in the context of small local apparel brand companies. The companies may use the results of the study to enhance their products selling in the market.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Download article (PDF)

Volume Title
Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021)
Series
Advances in Engineering Research
Publication Date
23 November 2021
ISBN
978-94-6239-451-3
ISSN
2352-5401
DOI
10.2991/aer.k.211106.089How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Anhari Firdaus
AU  - Lusianus Kusdibyo
PY  - 2021
DA  - 2021/11/23
TI  - The Influence of Social Media Marketing Activities on Indonesian Local Apparel Brand Purchase Intentions
BT  - Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021)
PB  - Atlantis Press
SP  - 572
EP  - 578
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.211106.089
DO  - 10.2991/aer.k.211106.089
ID  - Firdaus2021
ER  -