Research Article
Modelling of Social Media Marketing and Green Purchasing Intention
@INPROCEEDINGS{10.4108/eai.3-8-2021.2315135, author={Kurniawati Kurniawati and Husna Leila Yusran}, title={Modelling of Social Media Marketing and Green Purchasing Intention}, proceedings={Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia}, publisher={EAI}, proceedings_a={LEPALISSHE}, year={2022}, month={1}, keywords={social media marketing activities; brand experience; consumer based brand equity; green purchasing intention}, doi={10.4108/eai.3-8-2021.2315135} }- Kurniawati Kurniawati
Husna Leila Yusran
Year: 2022
Modelling of Social Media Marketing and Green Purchasing Intention
LEPALISSHE
EAI
DOI: 10.4108/eai.3-8-2021.2315135
Abstract
The purpose of this study is to analyze the factors that shape the intent to buy green products and the results of social media marketing activities. This study uses a hypothesis test based on a data collection method using questionnaires distributed online to respondents. The sampling process used an unlikely sampling process, a subjective sampling process, and a targeted sampling process. The number of respondents to this survey was 220 who purchased green products through social media in the last six months. The result of this study is to analyze the factors that shape the intent to buy green products. Next, we will analyze the results of social media marketing activities. Based on the results of the hypothesis test, there are three (three) supported hypotheses and two (two) unsupported hypotheses. The advantage of this study is that business managers can understand the important role that social media activities play in business development. Business managers can also understand that a brand's customer experience impacts business development. Business managers can implement marketing strategies by increasing their brand value and ultimately understanding that green marketing strategies have a positive impact on their development.
