The Analysis of Effect of Social Media Engagement to Purchase Intention (Study : Facebook Fan Page of Isotonic Drink in Indonesia)

Radita Dwiseptiani Adiningrum, Sri Rahayu Hijrah Hati

Research output: Contribution to conferencePaperpeer-review

Abstract

The evolution of social media nowadays has widened the horizon of communication, this also has an effect to marketing communication. Social media build the relationship with specific community and promote the active engagement with consumers as well as give the new challenges to the brand manager to develop their brand. Facebook is chosen as social media under study because it has the biggest number and quality of personal information of its users which can be accessed and identified. Healthy life style is increasing especially in young adult, the life style is shifted from fast food and soft drink consumption into healthy food and mineral water as well as isotonic drink. This study aims to analyze the effect of brand page commitment, brand awareness, word-of-mouth and annoyance to purchase intention of isotonic drink (Mizone, Pocari Sweat, HydroCoco) in Indonesia. The subject of this study is fan page member of those three brands mentioned earlier where the e-questionnaire is used as the research instrument and has been analyzed by Structural Equation Model with Path Analysis. The result shows that brand page commitment, brand awareness, word-of-mouth affect positively to purchase intention, while annoyance affect negatively to purchase intention. Among the three variables that affect positively, brand page commitment has the greatest influence to purchase intention. This study is expected to be able to contribute in marketing communication literature especially consumer interaction with selected brand in social media, as well as a reference to the digital marketing manager to increase the fan page engagement in social media.
Original languageEnglish
Publication statusPublished - 2017
Event13th International Conference on Business Management & Legal Studies (ICBMLS), 11-12 July 2017, Bali, Indonesia - ID, Bali, Indonesia
Duration: 1 Jan 2017 → …

Conference

Conference13th International Conference on Business Management & Legal Studies (ICBMLS), 11-12 July 2017, Bali, Indonesia
CountryIndonesia
CityBali
Period1/01/17 → …

Keywords

  • Path Analysis, Brand Page Commitment, Brand Awareness, Word-ofMouth. Annoyance, Purchase Intention, Social Media, Isotonic Drink

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