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

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.

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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  -