1) The document discusses a study on the impact of social media marketing, corporate reputation, and trust on purchase intention during the COVID-19 pandemic in Bandung, Indonesia.
2) It found that social media marketing can positively impact corporate reputation and increase consumer trust, leading to higher purchase intention.
3) Trust plays an important role in online shopping and is influenced by social media interactions, reviews, and a company's reputation, all of which can encourage consumer purchases.
Crux of the study was to investigate the influence of risk perception dimensions such as perceived
financial risk, perceived performance risk, perceived time risk, perceived psychological risk and perceived
social risk on internet users’ online shopping intention. The study aims to fill the gap that exists in literature on
reasons why Nigerian internet users, who are able to shop online, still refrain from doing so. The study adopted
descriptive research design with the aid of survey method in obtaining the needed data. The population
comprises all the internet users in the study area.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...ijtsrd
In current digital era, the mode of retail business is undergoing rapid change. Retailers are shifting their businesses from brick and mortar to e commerce especially m commerce i.e., business transactions via mobile phones because smartphones are turning to be one of the smart commercial channel. At the same time we see the lifestyle of people also has changed. People depend more on smartphones in their daily life, thanks to the internet. People are also choosing to shop over the mobile phones for convenience purpose. In order to grab this opportunity the e retailers are trying to adapt themselves to m commerce via mobile applications. The success of the m commerce companies depend upon the customer’s willingness to accept the usage of technology smart phone and applications . In this paper the attempt has been made to find the perception regarding the acceptance of technology by m shoppers and to assess the factors that influences the acceptance of usage of apps for m shopping using TAM model. For this study Questionnaire was designed to find the factors influencing m shopping using apps. The questionnaire includes the variable such as Perceived usefulness, behavioural intention, Perceived ease of use, attitude, Perceived Risk, Perceived Enjoyment from TAM model. Likert scale was used to measure the variables. 102 responses from the shoppers who shop using shopping applications are used for this study. The findings of this study supports the hypothesis framed. High negative correlation is observed between perceived risk and perceived ease of use. Attitude and shopping intention has high positive correlation. From the variables under study with score ranging from 5 to 25, perceived ease of use has highest mean and perceived risk has the minimum mean. Finally, the study also finds that low internet connectivity, low quality of product, low clarity about authentication of product, return policies are the problems faced by shoppers while shopping using mobile apps. Rashmi | Dr. Shrinivasamayya D | Dr. Ajoy S Joseph "Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping Apps – TAM Model Analysis" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd38101.pdf Paper URL : https://www.ijtsrd.com/management/consumer-behaviour/38101/comprehensive-approach-towards-m-shopper’s-shopping-behaviour-using-shopping-apps-– -tam-model-analysis/rashmi
Crux of the study was to investigate the influence of risk perception dimensions such as perceived
financial risk, perceived performance risk, perceived time risk, perceived psychological risk and perceived
social risk on internet users’ online shopping intention. The study aims to fill the gap that exists in literature on
reasons why Nigerian internet users, who are able to shop online, still refrain from doing so. The study adopted
descriptive research design with the aid of survey method in obtaining the needed data. The population
comprises all the internet users in the study area.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...ijtsrd
In current digital era, the mode of retail business is undergoing rapid change. Retailers are shifting their businesses from brick and mortar to e commerce especially m commerce i.e., business transactions via mobile phones because smartphones are turning to be one of the smart commercial channel. At the same time we see the lifestyle of people also has changed. People depend more on smartphones in their daily life, thanks to the internet. People are also choosing to shop over the mobile phones for convenience purpose. In order to grab this opportunity the e retailers are trying to adapt themselves to m commerce via mobile applications. The success of the m commerce companies depend upon the customer’s willingness to accept the usage of technology smart phone and applications . In this paper the attempt has been made to find the perception regarding the acceptance of technology by m shoppers and to assess the factors that influences the acceptance of usage of apps for m shopping using TAM model. For this study Questionnaire was designed to find the factors influencing m shopping using apps. The questionnaire includes the variable such as Perceived usefulness, behavioural intention, Perceived ease of use, attitude, Perceived Risk, Perceived Enjoyment from TAM model. Likert scale was used to measure the variables. 102 responses from the shoppers who shop using shopping applications are used for this study. The findings of this study supports the hypothesis framed. High negative correlation is observed between perceived risk and perceived ease of use. Attitude and shopping intention has high positive correlation. From the variables under study with score ranging from 5 to 25, perceived ease of use has highest mean and perceived risk has the minimum mean. Finally, the study also finds that low internet connectivity, low quality of product, low clarity about authentication of product, return policies are the problems faced by shoppers while shopping using mobile apps. Rashmi | Dr. Shrinivasamayya D | Dr. Ajoy S Joseph "Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping Apps – TAM Model Analysis" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd38101.pdf Paper URL : https://www.ijtsrd.com/management/consumer-behaviour/38101/comprehensive-approach-towards-m-shopper’s-shopping-behaviour-using-shopping-apps-– -tam-model-analysis/rashmi
The purpose of this study was to determine consumer behavior towards purchases
on social commerce in Indonesia. Research is quantitative using theories from
previous studies. Statistical analysis was performed using Multiple Linear Regression.
The data was collected using an online questionnaire on a sample of users who had
made transactions and accessed social commerce as many as 161 people. Data
analysis in this study using SPSS v25 software. The results of hypothesis testing show
that the variable E-WOM, Cu
Information have a significant effect on consumers' efforts to make purchases, while
variable sharing
This research discusses the phenomenon of the product of consumer goods to communicate with women online commercial advertising. The method used is descriptive that try to describe the phenomenon of products interaction to women on online advertisement. The results of this research show that for speaking to women, online commercial advertising sells the social value, like lifestyle and family. In conclusion, one type of communication that exists today besides interpersonal communication, organizational communication, and mass communication is the communication between humans and objects.
A DISSERTATION REPORT ON CONSUMER’S PERCEPTION AND AWARENESS ON ONLINE SHOPPING\MARKETING IN INDIA.
Including research methodology, data analysis, findings, conclusions, and survey questionnaire.
The Impact of Social Media Marketing Activities on Consumer Purchase Intentio...ijtsrd
Marketing is an important part of a companys management in order to achieve success in meeting company goals. The purpose of this research is to determine The Impact of Social Media Marketing Activities on Consumer Purchase Intention Case of Facebook Live Streaming. The study was carried out with a total sample of 205 respondents using a convenient sampling technique. Quantitative surveys were used to collect data based on social media activities SMMA model constructs. The data were analysed using multiple regression analysis. It has been found that all social media marketing activities variables have a significant impact on Purchase Intention. Perceived Trust is the best predictors followed by eWord of Mouth eWOM , Entertainment, and Interactivity, respectively. The finding will help e commercial live streamers to be aware that although live streaming provides entertainment and interactivities to the audience as the engagement outcomes, trust and eWOM are the top influencing factors for consumers intention to purchase. Sompoach Jakwatanaham | Bordin Phayaphrom | Wasutida Nurittamont "The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49592.pdf Paper URL: https://www.ijtsrd.com/management/marketing/49592/the-impact-of-social-media-marketing-activities-on-consumer-purchase-intention-case-of-facebook-live-streaming/sompoach-jakwatanaham
An analysis of sustainable marketing and how is managed through social media ...luiseduardomedinazam
The research involved:
• Analysis of how sustainable companies use social media to promote engagement to consumers.
• Evaluation of how sustainable marketing practices are impacting the customer journey.
Marketing assignment ultimate guide to advertising trends in 2019Total Assignment Help
The Big Tobacco Company discussed in this marketing assignment is utilizing social media as a weapon to trap the young generation of society with smoking addiction.
Kapinga kabuya IT management assignment 6.2KAPINGAKabuya
I had an IT management assignent requesting that I carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
At present, generation Y represents the most population in the world and their
acceptance either as consumers, users or clients plays a significant and important role in
making the business world doomed or brighter. Therefore, their behaviour plays the most
important role in ensuring e-commerce does well and making the online business industry
grow tremendously. Yet, little is known about the intention among generation Y with
regards to e-commerce. This study aims to identify the online fraud and trust towards the
technology influencing the intention to use e-commerce among generation Y. A total of
one hundred and twenty respondents of generation Y were recruited in this study through
convenience sampling at Kota Bharu city. This quantitative study using survey as a
method of data collection and a questionnaire was distributed to the respondents to fill.
The respondents were asked for consent before proceeding with the survey, in order to
ensure that the ethical consideration was taken into account while conducting the study.
Data were analysed using Pearson correlation and multiple regression analysis. Findings
revealed that trust and online fraud had a positive and significant relationship with
consumer intention, and they were significantly affecting the intention of generation Y.
This study would suggest that the online business companies and e-commerce
technologies should consider focusing on these variables in the development and
implementation of a strategy to attract and retain buyers in the future.
Literature Review: A Comprehensive Exploration of Key ThemesDolehKhan
Description: Delve into this literature review document, where critical themes are meticulously examined and synthesized. This comprehensive resource provides a thorough overview of existing research, offering insights and perspectives that contribute to a deeper understanding of the subject matter.
Consumers online purchase intention is significant guide for operating online organization in Bangladesh. The major purpose of this paper is to explore the key factors that influence consumers’ intention, satisfaction and loyalty towards online purchase in Bangladesh. This paper adopts quantitative analysis of possible factors that may influence consumers’ intention, satisfaction and loyalty towards online purchase. By using Convenient Sampling technique the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation and regression analysis. From the results of regression analysis, this research is found that security, personal hobby, payment method, appropriate pricing, privacy, social media and reference groups as the significant factors, which considerably influence consumers’ intention towards online purchase. This investigation is revealed that online purchases intention, product quality and product brand as the important factors, which significantly influence consumers’ satisfaction. This paper is also demonstrated that satisfaction as the momentous factor, which notably influences consumers loyalty in Bangladesh.
The Effect of Advertising and Celebrity Endorsement on Purchase Intention wit...AJHSSR Journal
ABSTRACT: Purchase intention is the intention of the customers to purchase a product of a certain brand in
the future. To increase purchase intention, a company can advertising their product and use celebrity
endorsement, and those also can use to increase the brand awareness. The aim of this study is to determine the
influence of advertising and celebrity endorsement on purchase intention and also to know the influence of
brand awareness as the intervening variable. This research’s object is Vivo V15 in Denpasar City. The number
of samples taken was 150 respondents, using purposive sampling methods. Questionnaires was conducted to
collect the data, measured by 15 indicators and using Likert’s scale. The study used Partial Least Square as the
analytical technique. The result of this research is each of advertising, celebrity endorsement, and brand
awareness has a positive and significant impact on purchase intention. The result also shown that brand
awareness can mediating the relationship between the effects of advertising and celebrity endorsement on
purchase intention. From the result, the management of Vivo V15 have to pay more attention on the factors that
influence purchase intention other than advertising, celebrity endorsement, and brand awareness.
Keywords: Advertising, Brand Awareness, Celebrity Endorsement, Purchase Intention.
The purpose of this study was to determine consumer behavior towards purchases
on social commerce in Indonesia. Research is quantitative using theories from
previous studies. Statistical analysis was performed using Multiple Linear Regression.
The data was collected using an online questionnaire on a sample of users who had
made transactions and accessed social commerce as many as 161 people. Data
analysis in this study using SPSS v25 software. The results of hypothesis testing show
that the variable E-WOM, Cu
Information have a significant effect on consumers' efforts to make purchases, while
variable sharing
This research discusses the phenomenon of the product of consumer goods to communicate with women online commercial advertising. The method used is descriptive that try to describe the phenomenon of products interaction to women on online advertisement. The results of this research show that for speaking to women, online commercial advertising sells the social value, like lifestyle and family. In conclusion, one type of communication that exists today besides interpersonal communication, organizational communication, and mass communication is the communication between humans and objects.
A DISSERTATION REPORT ON CONSUMER’S PERCEPTION AND AWARENESS ON ONLINE SHOPPING\MARKETING IN INDIA.
Including research methodology, data analysis, findings, conclusions, and survey questionnaire.
The Impact of Social Media Marketing Activities on Consumer Purchase Intentio...ijtsrd
Marketing is an important part of a companys management in order to achieve success in meeting company goals. The purpose of this research is to determine The Impact of Social Media Marketing Activities on Consumer Purchase Intention Case of Facebook Live Streaming. The study was carried out with a total sample of 205 respondents using a convenient sampling technique. Quantitative surveys were used to collect data based on social media activities SMMA model constructs. The data were analysed using multiple regression analysis. It has been found that all social media marketing activities variables have a significant impact on Purchase Intention. Perceived Trust is the best predictors followed by eWord of Mouth eWOM , Entertainment, and Interactivity, respectively. The finding will help e commercial live streamers to be aware that although live streaming provides entertainment and interactivities to the audience as the engagement outcomes, trust and eWOM are the top influencing factors for consumers intention to purchase. Sompoach Jakwatanaham | Bordin Phayaphrom | Wasutida Nurittamont "The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49592.pdf Paper URL: https://www.ijtsrd.com/management/marketing/49592/the-impact-of-social-media-marketing-activities-on-consumer-purchase-intention-case-of-facebook-live-streaming/sompoach-jakwatanaham
An analysis of sustainable marketing and how is managed through social media ...luiseduardomedinazam
The research involved:
• Analysis of how sustainable companies use social media to promote engagement to consumers.
• Evaluation of how sustainable marketing practices are impacting the customer journey.
Marketing assignment ultimate guide to advertising trends in 2019Total Assignment Help
The Big Tobacco Company discussed in this marketing assignment is utilizing social media as a weapon to trap the young generation of society with smoking addiction.
Kapinga kabuya IT management assignment 6.2KAPINGAKabuya
I had an IT management assignent requesting that I carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
At present, generation Y represents the most population in the world and their
acceptance either as consumers, users or clients plays a significant and important role in
making the business world doomed or brighter. Therefore, their behaviour plays the most
important role in ensuring e-commerce does well and making the online business industry
grow tremendously. Yet, little is known about the intention among generation Y with
regards to e-commerce. This study aims to identify the online fraud and trust towards the
technology influencing the intention to use e-commerce among generation Y. A total of
one hundred and twenty respondents of generation Y were recruited in this study through
convenience sampling at Kota Bharu city. This quantitative study using survey as a
method of data collection and a questionnaire was distributed to the respondents to fill.
The respondents were asked for consent before proceeding with the survey, in order to
ensure that the ethical consideration was taken into account while conducting the study.
Data were analysed using Pearson correlation and multiple regression analysis. Findings
revealed that trust and online fraud had a positive and significant relationship with
consumer intention, and they were significantly affecting the intention of generation Y.
This study would suggest that the online business companies and e-commerce
technologies should consider focusing on these variables in the development and
implementation of a strategy to attract and retain buyers in the future.
Literature Review: A Comprehensive Exploration of Key ThemesDolehKhan
Description: Delve into this literature review document, where critical themes are meticulously examined and synthesized. This comprehensive resource provides a thorough overview of existing research, offering insights and perspectives that contribute to a deeper understanding of the subject matter.
Consumers online purchase intention is significant guide for operating online organization in Bangladesh. The major purpose of this paper is to explore the key factors that influence consumers’ intention, satisfaction and loyalty towards online purchase in Bangladesh. This paper adopts quantitative analysis of possible factors that may influence consumers’ intention, satisfaction and loyalty towards online purchase. By using Convenient Sampling technique the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation and regression analysis. From the results of regression analysis, this research is found that security, personal hobby, payment method, appropriate pricing, privacy, social media and reference groups as the significant factors, which considerably influence consumers’ intention towards online purchase. This investigation is revealed that online purchases intention, product quality and product brand as the important factors, which significantly influence consumers’ satisfaction. This paper is also demonstrated that satisfaction as the momentous factor, which notably influences consumers loyalty in Bangladesh.
The Effect of Advertising and Celebrity Endorsement on Purchase Intention wit...AJHSSR Journal
ABSTRACT: Purchase intention is the intention of the customers to purchase a product of a certain brand in
the future. To increase purchase intention, a company can advertising their product and use celebrity
endorsement, and those also can use to increase the brand awareness. The aim of this study is to determine the
influence of advertising and celebrity endorsement on purchase intention and also to know the influence of
brand awareness as the intervening variable. This research’s object is Vivo V15 in Denpasar City. The number
of samples taken was 150 respondents, using purposive sampling methods. Questionnaires was conducted to
collect the data, measured by 15 indicators and using Likert’s scale. The study used Partial Least Square as the
analytical technique. The result of this research is each of advertising, celebrity endorsement, and brand
awareness has a positive and significant impact on purchase intention. The result also shown that brand
awareness can mediating the relationship between the effects of advertising and celebrity endorsement on
purchase intention. From the result, the management of Vivo V15 have to pay more attention on the factors that
influence purchase intention other than advertising, celebrity endorsement, and brand awareness.
Keywords: Advertising, Brand Awareness, Celebrity Endorsement, Purchase Intention.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Exploring Patterns of Connection with Social Dreaming
M411129142.pdf
1. American International Journal of Business Management (AIJBM)
ISSN- 2379-106X, www.aijbm.com Volume 4, Issue 11 (November-2021), PP 129-142
*Corresponding Author: HariyadiTriwahyu Putra1
www.aijbm.com 129 | Page
The Important Role of Social Media Marketing, Corporate
Reputation, and Trust in Online Shopping Post Covid-19
Pandemic
HariyadiTriwahyu Putra1
,Dian Lestari2
,M. Imron S. Rahmat3
,Widi A. Rahayu4
1,3,4
Department of Marketing Management, Faculty of Economic and Business, JenderalAchmadYani University,
Cimahi, Indonesia
2
Department of Human Resource Management, Faculty Economic and Business, JenderalAchmadYani
University, Cimahi, Indonesia
*Corresponding Author: HariyadiTriwahyu Putra1
ABSTRACT:This study is a causal investigation into the impact of social media marketing and corporate
reputation on purchase intention, as mediated by trust, in the period of the Covid-19 pandemic in Bandung,
Indonesia. Deductive reasoning is used in this study as a basis for formulating hypotheses based on general
theories. The four variables were measured by involving several statements on the questionnaire using a Likert
scale which was included in the interval category. Data were collected using a questionnaire that was
distributed to those who met the criteria as research respondents based on the purposive sampling technique
with a sample of 260 respondents. Furthermore, the data is processed and analyzed using the validity test,
reliability test, multiple regression test, and Sobel test as the basis for hypothesis testing. This research is
expected to contribute to the business owner in the fashion sector, especially those belonging to MSMEs. The
findings of this study can be used to better understand the characteristics of online customers in the fashion
industry and to develop future marketing strategies to increase sales turnover during the Covid-19 pandemic,
which many business owners in the fashion industry have complained about seeing a significant drop in sales
during the pandemic.
KEYWORDS -Corporate Reputation, Covid-19, Purchase Intention, Social Media Marketing, Trust
I. INTRODUCTION
Along with the times, technology is also developing rapidly and increasingly sophisticated. With the
development of increasingly sophisticated technology, the internet seems to have become a daily consumption in
human life and the business world (Mulyadi, A., Eka, D., & Nailis, 2018). The internet offers multiple qualities
that assist attract a large number of potential and loyal customers, and consumers utilize the internet for a variety
of purposes, including gathering information on online purchases that they believe are secure, quick, and time-
saving (Gilchrist, 2016). Covid-19 pandemic influencing the shopping behavior of Indonesians people who
previously shopped offline at physical outlets are now starting to switch to online shopping (Pertiwi, 2020).
Interestingly, the moment when people have to obey the rules of Large-Scale Social Restrictions (PSBB) by
staying at home, makes them more inclined to shop online. Judging from the volume of Tweets, as many as 89%
of Twitter users in Indonesia made online purchases in the first quarter of 2020(Princess, 2020). Through
interaction between social media and e-commerce, social commerce has created a new paradigm of doing
business by completing online transactions through social media (Chen, 2015). Facebook, Instagram, Snapchat,
TikTok, Twitter, and YouTube are all examples of social media. Furthermore, the utilization of this platform is
critical for the development of business entrepreneurs (Olanrewaju et al, 2020). Today, Instagram is one of the
most popular social networking platforms (Hootsuite, 2020). In Indonesia, up to 81 percent of Instagram users
utilize the platform to learn more about a product or business they're interested in (DailySocial, 2018). The
millennial generation is synonymous with technological advancements (Cahya, 2018). Cahya (2018) explained
that based on research from the IPSOS business consulting firm, it was revealed that 64% of the 400 millennial
netizen respondents did online shopping where 43% was done once a month with the most loved products being
clothing and sports equipment for both men and women with the income they had every month. The utilization
of information technology in addition to providing benefits to society, especially this millennial generation, also
has the opportunity to be misused to commit crimes (Afiah, 2018). Several potential crimes can occur in e-
commerce such as incompatibility of products ordered, fraud, credit card piracy (carding), illegal transfer of
funds from certain accounts to the theft of personal data (Rafidah, 2017). Cybercrimes of the type of fraud are
rampant during the Covid-19 pandemic, the DittipidsiberBareskrimPolri received 649 reports during January -
September 2020 and this cannot be separated from increasing public digital transactions and the lack of
awareness of securing data, while globally The International Criminal Police (Interpol) recorded 907 thousand
junk messages, 737 malware attacks and 48 thousand malicious uniform resource locator (URL) related to
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Covid-19 (Annur, 2020). In a meeting with the Tourism Recovery Committee at the House of Representatives
Commission X, the Director-General of Post and Information Technology (PPI) of the Ministry of
Communication and Information, Ahmad M. Ramli, noted that online shopping activities increased by 400
percent during the Covid-19 pandemic (Ministry of Communication and Information Technology, 2020). The
Covid-19 corona pandemic has not passed, but slowly there are many shops and other shopping centers are
starting to reopen after being closed for several months due to the regional quarantine and PSBB (Large-Scale
Social Restrictions) (Henry, 2020). This data illustrates that consumer buying interest during the Covid-19
pandemic is quite high in online shopping, especially for clothing, although there are still many fraudulent acts
during the pandemic and even though clothing stores have been operating offline at certain times.
Purchase intention is a collection of interactions of perceptions, attitudes, and customer needs for a
product and its brand that affect the possibility to buy the product (Akhter et al, 2014). Meanwhile, according to
Baadullah et al (2019), a consumer's purchase intention is a combination of their interest and likelihood of
purchasing a product and is an attitude variable used to measure their future contribution to purchasing a
product. Because predicting future consumer behavior is a critical issue for businesses, it should be estimated
more precisely. Reputation is reflected when online sellers want to build significant relationships with their
consumers based on considerations to improve their image or good name in the eyes of the public and reputation
also increases the opportunities for online sellers to expand their good name to online consumers who are not
experienced in buying and selling online so that these consumers can become potential consumers of online
sellers (Varma et al., 2020). Trust is an important factor in online shopping and trust can encourage consumer
buying interest. The greater the impact on purchase intent, the better the consumer trust (Yin, X. et al, 2019).
Purchase intent is influenced by trust in a positive and significant way (Octaviano et al, 2017). Client trust is one
of the most important conditions for strong customer purchase intentions in the online and social media
ecosystem (Lu et al, 2016). Customer trust is defined in marketing as customers' willingness to return to a brand
(Ramanathan et al, 2017). Belief is one direction of trust, while intention is the other (Lim, 2015). Customer
trust is a willingness to buy and a good expectation (Chinomona, 2015). Traditional aspects of the promotional
mix are perceived as less trustworthy by consumers than social media (Schivinski&Dabrowski, 2016). This
could be due to the fact that social media allows for real-time networking, immediate feedback, and more
concrete, customer-generated material. Consumer trust in transactions and networks influences online shoppers
(Pappas, 2016) and increases purchase intention (Hajli et al, 2017). As a result, under the approach described in
this study, consumer trust is critical and significant (Saleem et al, 2017). When it comes to consumer buying
intentions, trust is a critical factor (Basha & Lal, 2019). Increasing purchasing intent is linked to increased
consumer trust (Hasbullah et al, 2016). As a result, customer trust has a significant impact on the decision to
trade (Ofori et al, 2017). Increasing purchasing intent is linked to increased consumer trust (Hasbullah et al,
2016). As a result, customer trust has a significant impact on the decision to purchase (Ofori et al,
2017).Marketing through social media will affect external factors that affect consumer perceptions of a product,
which will then affect consumer buying interest (Maoyan et al, 2014). Consumer confidence rises as a result of
social media use, which leads to increased purchase intent (Manzoor et al., 2020). Social media marketing is
defined by Karimi, S., and Naghibi (2015) as a method that allows anyone to advertise their blog, goods, or
services online to reach a bigger audience that is not reachable through traditional means. Because social
support is formed through social media contacts, it has an impact on trust (N. Hajili, 2015). Increased trust is
also aided by more good reviews, social media input, and ratings (Utz et al, 2009). Consumer trust is influenced
by consumer social ties formed through social media (Chahal & Rani, 2017). A stable company reputation will
have a very positive effect on consumer confidence (Chrysanthos, 2003). The company's reputation will have a
significant effect on the basic trust of online consumers (Caruana, A., & Ewing, 2010). The reputation of the
company affects the personal choice of his choice in buying goods and benefits through business on the internet
(Hess Jr., 2008). Varma et al (2020) went on to say that trust has a beneficial impact on purchasing intent. It is
backed up by Keh&Xie (2009), who claim that trust influences purchasing intent. Between social media
marketing and buying interest, trust acts as a mediator (Manzoor et al., 2020). Next, according to HN Nguyen
(2018), trust acts as a mediator between social media marketing and customer buying interest. After taking into
account several constraints, this study should be able to describe the impact of social media marketing and brand
reputation on the desire to shop for fashion products online, as mediated by trust, following the Covid-19
pandemic. This research involves employees & entrepreneurs using social media in the city of Bandung,
Indonesia, who are classified as millennials, born in 1980-1995 or 2020 will be in the age range of 25-40 years.
II. LITERATURE REVIEW
2.1 Social Media Marketing
As'ad (2014) defines social media marketing as a type of marketing strategy that takes the shape of an
online network where consumers may connect and discuss. User involvement and participation are encouraged
in the social media ecosystem. Such social media activities, in particular the exchange of brand information,
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help to build confidence in this website (Schultz, 2016). In these settings, the underlying elements of social
commerce, such as social connection and social exchange, help to build trust (MN Hajili, 2014).
2.2 Corporate Reputation
A company's reputation is, in general, an expectation and estimation of particular organizational
characteristics (Weigelt& Camerer, 1988). It is defined as a global impression that reflects the perceptions of a
group of stakeholders, such as consumers, employees, and investors, according to Corporate Reputation
(Deephouse, 2000). In line with the institutional viewpoint, corporate reputation is defined as an overall
assessment of how "good" or "bad" a corporation is (Weiss, AM, et al, 1999).
2.3 Trust
When assessing risk in all transactions, trust in e-sellers is critical in business-to-consumer partnerships (Harris
& Goode, 2004). Trust is crucial in e-commerce (Kwortnik& Han, 2011). The concept of trust is expressed in a
variety of ways, but it is all founded on the qualities of honesty, capacity, competence, and recognition (Pirson
et al, 2017). Organizational trust, according to Vidotto et al (2008), is an individual's or group's conviction that
other individuals or groups will maintain commitments, be honest in negotiations, and not make excessive
profits when the opportunity arises.
2.4 Purchase Intention
The basic definition of purchase intention in the company's glossary is the choice to acquire a specific
product or service. Purchase intention, on the other hand, is developed from behavioral research and is a
departure from the term intention (Oosthuizen et al, 2015). The purchase intention of a customer is defined as
the total of their interest and likelihood of purchasing a product. Purchase intention is an attitude variable used
to assess a customer's likelihood of purchasing a product in the future. Because anticipating future consumer
behavior is such a vital issue for businesses, it needs to be anticipated more precisely (Baadullah et al., 2019).
The creation of a consumer's buying intentions is influenced by their overall attitude about a product (Cheruiyot
& Maru, 2013). The more positive this mindset is, the higher the likelihood of making a purchase (Gremler et al,
2001). Positive purchase intentions often reflect positive customer engagement or loyalty to the product,
according to Beneke et al (2013), Faryabi et al (2015), and Wu (2015), who all focus on consumers' willingness
to buy a particular product rather than suggesting a high risk of actually making a purchase. According to Farah
(2017), intention refers to the perceived likelihood of performing a specific action. Consumer buy intentions,
which represent the possibility that customers will undertake a purchase action, have been extended to this
concept (Kahraman & Kazançoğlu, 2019). According to Hajli et al. (2017), consumers' purchase intentions
exhibit predictable behavior, implying that purchase intentions can be utilized to anticipate what things they
should buy the next time they shop. The subjective likelihood of performing a specific action is indicated by
intention. According to Hajli et al. (2017), consumers' purchase intentions exhibit predictable behavior,
implying that purchase intentions can be utilized to anticipate what things they should buy the next time they
shop. The subjective likelihood of performing a specific action is indicated by intention. Consumer buy
intentions, which represent the chance that customers will undertake a purchase action, have been added to the
concept (Kahraman & Kazançoğlu, 2019).
III. HYPOTHESES AND RESEARCH MODEL
Social media improves trust, which improves purchasing intent (Manzoor et al., 2020). Such social
connections are enabled via social networks that create online social support, such as online forums, groups,
ratings, comments, and recommendations. Merchants and e-commerce buyers may be more trusting as a result
of this. Furthermore, social media research allows us to understand how people shape their online social
connections (Kuss, DJ, & Griffiths, 2011). Online communities provide incentives and forums for businesses
and organizations to build a stronger customer service management framework (Ang, 2011), entering a new era
in which businesses can increase efficiency and members can connect on sites that provide a potential source of
trust and social experience (Lu, Y., Zhao, L., & Wang, 2010). External elements that influence consumer
perceptions of a product will be influenced by social media marketing, which will influence consumer buying
interest (Maoyan&Zhujunxuan, 2014). Social media improves trust, which improves purchasing intent
(Manzoor et al., 2020). Refers to Smith (2014)whereas social media marketing is measured by several
indicators, namely, social media makes life easier; enthusiastic in searching for product descriptions on the
internet, e-mail, or the web; social media provides accurate and sufficient product knowledge; social media
efficiently innovates product advertising; consumer pleasure by buying and selling on social media; marketing
through social media inspires consumers in purchasing decisions; consumers will spend time accessing social
media because to see the latest trends, and consumer innovation shown through social media. While the trust
variable, according to Naylor et al (2012) measured by indicators, namely consumers buy products on the
internet immediately, the ease of finding honest and informative online stores, social media marketing makes
consumers current, service satisfaction on the internet, and social media marketing service satisfaction. Purchase
intentions variable, according to McKnight et al (2002)consists of saving time, the advantage of buying products
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on social media; difficulty in shopping online; lower prices, longer online product delivery times, and clear
product information. Thus the first hypothesis is as follows:
H1a: Social Media Marketing has a positive effect on Trust.
H1b: Social Media Marketing has a positive effect on Purchase Intention.
Trust will benefit greatly from a steady corporate reputation (Chrysanthos, 2003). The basic trust of
internet consumers will be strongly influenced by corporate reputation (Caruana, A., & Ewing, 2010). Following
that, according to Keh and Xie (2009), corporate reputation has a favorable impact on customer trust. Corporate
Reputation affects personal choices for their choices in buying goods and benefits through business on the
internet (Hess Jr., 2008). Varma et al (2020) explained that the customer commitment in which the Corporate
Reputation was discussed was related to trust and purchase intention. Following that, according to Keh&Xie
(2009), corporate reputation has a beneficial impact on purchase intention. Corporate Reputation by Whetten &
Mackey (2002) measured by indicators, namely good management, having a focus on customer service, being
informative to customers, and being a good company for the community. Thus the second hypothesis is as
follows:
H2a: Corporate Reputation has a positive effect on Trust.
H2b: Corporate Reputation has a positive effect on Purchase Intention.
Varma et al (2020) explained that trust has a positive influence on purchase intention. It is backed up
by Keh&Xie (2009), who claim that trust influences purchasing intention. Thus the third hypothesis is as
follows:
H3: Trust has a positive effect on Purchase Intention.
Between social media marketing and buying interest, trust acts as a mediator (Manzoor et al., 2020).
Next, according to HN Nguyen (2018), trust acts as a mediator between social media marketing and customer
buying interest. Trust mediates the relationship between reputation and purchase intention in e-commerce
(Kusumawati&Diyani, 2021). Furthermore, trust mediates the effect of bank reputation and religiosity on
purchase intention (Jasin et al., 2021). Thus the fourth hypothesis is as follows:
H4a: Trust mediates the effect of Social Media Marketing on Purchase Intention.
H4b: Trust mediates the effect of Corporate Reputation on Purchase Intention.
The relationship between variables as described above is outlined in a conceptual model about the
influence of social media marketing and corporate reputation on purchase intention mediated by the trust as
shown as follows:
Figure 2.1 The Effect of Social Media Marketing and Corporate Reputation on Purchase Intention
Mediated by Trust.
IV. METHODOLOGY
4.1 Research Objectives, Approaches, and Strategies
This research will be guided by deductive reasoning where the aim is to test the hypothesis in a positive
directional format (causal study) to validate the theory used as the basis for developing the hypothesis. This
research approach is quantitative. While the strategy used is a survey. This study had four variables that were
measured using the variable operationalization procedure utilizing a Likert scale to see how strongly the
individuals agreed or disagreed with the statement on a five-point scale of 5, 4, 3, 2, 1. Primary data from
respondents was collected using a questionnaire in which each statement on the instrument was tested first using
the Product Moment correlation technique for validity testing and Cronbach's Alpha coefficient measurement
techniques for reliability testing. The technique for determining the sample is incidentally chosen related to the
characteristics of the population with an unknown number.
4.2 Characteristics of Research Population
The characteristics of the population in this study are employees and entrepreneurs who use social
media in the city of Bandung who belong to the millennial generation, namely: born in 1980-1995 or 2020 will
be in the age range of 25-40 years. Purposive sampling is defined as a technique in determining the sample with
the aim that someone who is taken as a sample can provide the information needed for research. The number of
samples is determined to be 240 people obtained from multiplying the number of variables by 60 as conveyed
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by Roscoe (1975) that the minimum sample size is 10 times the number of variables, but in this study more
samples were obtained, namely 260 people.
4.3 Data Processing and Analysis Method
Checking data (editing), coding (coding), and expanding tables (tabulating) were the data processing
strategies used in this study. In the meantime, the data analysis technique used in this study is quantitative data
analysis. To evaluate the hypothesis of this study, multiple regression analysis was utilized utilizing the
Statistical Program of Social Science (SPSS) software version 25 as a data analysis process. In addition, the
Sobel test was also used to analyze the role of the intervening variable (Trust) in mediating the effect of the
independent variable (Social Media Marketing and Corporate Reputation) on the dependent variable (Purchase
Intention).
V. RESULT AND DISCUSSIONS
In this case, the variables in this study are social media marketing, corporate reputation, trust, and purchase
intention, and the descriptive analysis contains data linked to respondent profiles and respondents' opinions of
research variables.
Table 5.1 Respondent Profile
RESPONDENT PROFILE
Information Amount (%)
Gender
Woman 127 49
Man 133 51
TOTAL 260 100
Age (Years)
<25 0 0
25-35 213 82
36-41 47 18
>41 0 0
TOTAL 260 100
Work Area
Bandung 260 100
Outside Bandung 0 0
TOTAL 260 100
Work
entrepreneur 91 35
civil servant 26 10
State-owned enterprise employee 16 6
Private employees 127 49
Does not work 0 0
TOTAL 260 100
Monthly Income
<Rp 1,000,000 17 7
IDR 1,000,000 - IDR 5,000,000 156 60
IDR 5,000,000 - IDR 10,000,000 83 32
>Rp 10,000,000 4 2
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TOTAL 260 100
Frequently used social media
Facebook 61 23
Instagram 96 37
Twitter 34 13
LinkedIn 16 6
Tiktok 47 18
Other 6 2
TOTAL 260 100
The following are the results of the recapitulation of validity and reliability testing for all research
variables based on table 5.2, it can be seen that all statement items are considered valid and categorized as
reliable.
Table 5.2 Recapitulation of Validity and Reliability Test Results
Pearson
Correlation
Note:
Cronbach's
Alpha
Note:
SOCIAL MEDIA MARKETING (X1)
1
I feel that social media can make
life easier.
0.517 Valid
0.760 Reliable
2
I feel enthusiastic in searching
for explanations of fashion
products on the internet, e-mail,
or the web.
0.514 Valid
3
I feel that social media provides
accurate and sufficient
knowledge about fashion
products.
0.612 Valid
4
I feel that social media
efficiently innovates fashion
product advertising.
0.614 Valid
5
I'm pleased with the way I can
buy and sell stylish items on
social media.
0.634 Valid
6
I think that marketing through
social media inspires me in my
buying decisions.
0.666 Valid
7
I schedule time on social media
to keep up with the current
fashion trends.
0.676 Valid
8
I can show my innovation to
friends through advertising
messages sent to mobile phones
on social media.
0.646 Valid
CORPORATE REPUTATION (X2)
1
Fashion companies should have
good management.
0.767 Valid
0.815 Reliable
2
Fashion companies should have
a focus on customer service.
0.819 Valid
3
Fashion companies should be
informative to customers.
0.821 Valid
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4
Fashion companies should be
good companies for society.
0.801 Valid
TRUST (Y)
1
I believe in buying fashion
products on social media
0.768 Valid
0.765 Reliable
2
I can find honest and
informative fashion shops
regarding fashion products on
social media
0.671 Valid
3
Social media marketing keeps
me up to date on the current
fashion trends.
0.735 Valid
4
In general, I am pleased with the
services offered on the Internet,
particularly when it comes to
trendy items.
0.779 Valid
5
In terms of fashion product
marketing, I am satisfied with
social media.
0.626 Valid
PURCHASE INTENTION (Z)
1
I feel that shopping for fashion
products on social media can
save time.
0.519 Valid
0.648 Reliable
2
I feel lucky to be able to buy
fashion products anytime on
social media
0.625 Valid
3
I find it difficult to shop for
fashion products on social
media.
0.643 valid
4
I will choose to shop online if
the price of fashion products is
cheaper than in physical stores.
0.492 Valid
5
I feel that the delivery of fashion
products purchased through
social media takes a long time.
0.648 Valid
6
I feel shopping online on social
media is as safe as shopping in
person at a physical store.
0.528 Valid
7
I feel that the information on
fashion products provided
through social media is quite
clear.
0.535 Valid
If the normality test is analyzed through a P-Plot diagram, then the data can be presented as follows:
Figure 5.1 P-Plot Diagram of Normality Test
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Based on the two diagrams, it can be concluded that through testing the two equations it is determined
that the data is normally distributed as evidenced by the plot points are still on or following the diagonal line.
Table 5.3 Multicollinearity Test Results
NO TYPE OF
CLASSIC
ASSUMPTION
TEST
TEST RESULT
ACCEPTANCE
CRITERIA
TEST
RESULTS
INTERPRETATION
Multicollinearity Test
1 Social Media
Marketing &
Corporate Reputation
Trust
Tolerance
value > 0.10
VIF 10
Tolerance
Values :
SCM = 0.643
CR = 0.643
VIF :
SCM = 1.554
CR = 1.554
There is
nocorrelationbetweenindependent
variable or regression model free
from multicollinearity
2 Social Media
Marketing,Corporate
Reputation & Trust
Purchase Intention
Tolerance
value > 0.1
VIF 10
Tolerance
Values :
SCM = 0.567
CR = 0.634
Tr = 0.762
VIF :
SCM = 1.763
CR = 1.576
Tr = 1.312
There is nocorrelationbetween
independent variable or
regression model free from
multicollinearity
When presented in a Scatter Plot diagram, it can be analyzed as follows:
Figure 5.2 Scatter Plot Heteroscedasticity Test
Figure 5.2 above shows that the plots of statement items spread on the Scatter Plot where it shows that
the regression model does not occur heteroscedasticity.
The path diagram of the structural model I is as follows:
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Figure 5.3 Path Diagram of I Structural Model
Output Regression Model I can be obtained the results of the multiple regression equation as follows:
Y = 6.631 + 0.314X1 + 0.145X2
The path diagram of the structure model II is as follows:
Figure 5.4 Structural Model Path Diagram II
Output Regression Model II can be obtained the results of the multiple regression equation as follows:
Z = 12.960 + 0.216X1- 0.014X2 + 0.363Y
Table 5.4 Significance Test of Social Media Marketing Variables on Trust
Based on Table 5.4 above, it can be explained in the Coefficients table section that it can be seen that
the calculated T value is 8.707 > 1.651 and the significance value of the Social Media Marketing (X1) = 0.000
<0.05. According to these findings, the Social Media Marketing (X1) variable has a considerable impact on
Trust (Y). As a result, Ho is refused, whereas H1a is acceptable.
Table 5.5 Significance Test of Social Media Marketing Variables on Purchase Intention
Based on Table 5.5 above, it can be explained in the Coefficients table section, it can be seen that the
calculated T value is 2.329 > 1.651 and the significance value of the Social Media Marketing (X1) = 0.021 <
0.05. According to these findings, the Social Media Marketing (X1) variable has a considerable impact on
Purchase Intention (Z). As a result, Ho is refused, whereas H1b is acceptable.
Table 5.6 Significance Test of Corporate Reputation Variable on Trust
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Based on Table 5.6 above, it can be explained in the Coefficients table section, it can be seen that the
calculated T value is 6.359 > 1.651 and the significance value of the Corporate Reputation variable (X2) = 0.000
<0.05. These results conclude that the Corporate Reputation (X2) variable influences Trust (Y). Thus Ho is
rejected and accepts H2a.
Table 5.7 Significance Test of Corporate Reputation Variables on Purchase Intention
Based on Table 5.7 above, it can be explained in the Coefficients table section that it can be seen that
the calculated T value is 2.719 > 1.651 and the significance value of the Corporate Reputation variable (X2) =
0.007 < 0.05. These results conclude that the Corporate Reputation (X2) variable influences Purchase Intention
(Z). Thus Ho is rejected and accepts H2b.
Table 5.8 Significance Test of Trust Variable on Purchase Intention
Based on Table 5.8 above, it can be explained in the Coefficients table that the calculated T value is
4.810 > 1.651 and the significance value of the Trust variable (Y) = 0.000 <0.05. These results conclude that the
Trust variable (Y) has a significant effect on Purchase Intention (Z). Thus Ho is rejected and can accept H3.
The results of calculations with the Sobel calculator can be presented as follows:
Figure 5.5 Test Results of the Sobel Calculator Equation I
For the path coefficient model I, it is known that the value of a = 0.314 {Variable Social Media
Marketing (X1) on Trust (Y)}, value of b = 0.363 {Variable of Trust (Y) on Purchase Intention (Z)}, Sa = 0.053
and Sb = 0.116. The Sobel test results for these data are 2.767, where 2.767 > 1.96, indicating that the Trust
variable (Y) can mediate the influence of Social Media Marketing on Purchase Intention (Z). Alternatively, the
T value for Sobel's test is 2.767, where 2.767 > 1.651 (T table) and the p-value is 0.0056 < 0.05, according to
another interpretation. As a result, Ho is rejected and H4a is accepted, implying that Trust (Y) mediates the
effect of Social Media Marketing (X1) on Purchase Intention (Z).
The results of calculations with the Sobel calculator can be presented as follows:
Figure 5.6 Test Results of the Sobel Calculator Equation II
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For the path coefficient model II, it is known that the value of a = 0.145 {Corporate Reputation
Variable (X2) to Trust (Y)}, b = 0.363 {Trust Variable (Y) to Purchase Intention (Z)}, Sa = 0.076 and Sb =
0.116 . From these data, it can be calculated that the Sobel test results are 1.629, where 1.629 < 1.96 which
means that the Trust variable (Y) is not able to mediate the effect of Corporate Reputation (X2) on Purchase
Intention (Z). Or another interpretation shows that the T value of the Sobel test is 1.629, where 1.629 < 1.651 (T
table) and the p-value is 0.103 > 0.05. Thus Ho is accepted and H4b is rejected, As a result, the influence of
Corporate Reputation (X2) on Purchase Intention (Z) is not mediated by Trust (Y).
VI. CONCLUSION
Of the 7 (seven) null hypotheses in this study, 6 (six) were rejected and 1 (one) was accepted which
illustrates that the research hypothesis developed based on the relevant theory is fully supported by empirical
data. The results of this study in addition to having limitations are expected to provide benefits both
scientifically and managerially. The locus in this study was only in the city of Bandung, West Java so that
further researchers could research with a wider locus to better represent the population. The sample of this study
was 260 respondents, so it is hoped that further research can use more samples to obtain better results. In the
sample characteristics, This research is limited to the millennial generation wherein 2020 they will be at the age
of 25-40 years or they were born in 1980-1995, so further research is recommended to use a sample with a wider
age range so that it can represent a wider population and obtain more complete information. Business people,
especially managers whose businesses are engaged in fashion, can pay close attention to how to do marketing
through social media where the consumer trust factor is very necessary for making purchasing decisions for
fashion products, especially during the post-Covid-19 pandemic. In using social media as a means for marketing
fashion products, consumers are presented with easy transactions and features, complete product info,
Furthermore, Corporate Reputation is important for consumers, especially trust in transactions and
purchasing decisions for fashion products in the company. Business people and fashion business managers can
pay attention and maintain anything that makes the company's reputation positive in the eyes of consumers
because this proves that the company's reputation will affect consumer trust and purchasing decisions for
fashion products. The reputation of the company here can be proven by good management, good service, and
having a good name in the eyes of the community.
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*Corresponding Author: HariyadiTriwahyu Putra1
1
(Department of Marketing Management, Faculty of Economic and Business, JenderalAchmadYani University,
Cimahi, Indonesia)