Pengaruh Social Media Marketing Terhadap Purchase Intention Dimediasi Customer Bonding

  • I Komang Prema Satya Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
  • Ni Luh Adisti Abiyoga Wulandari Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
  • I.A Mashyuni Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Keywords: Customer Bonding, Social Media Marketing, Purchase Intention

Abstract

ABSTRACT

This study aims to determine the effect of social media marketing on purchase intention with customer bonding as an intervening variable at DHD distributions in Petemon Pejeng Kelod Gianyar. The population in this study were all consumers of DHD distributions in 2020, which amounted to 8,763 people. Determination of the sample using the Slovin formula obtained 99 people as a sample and taken by accidental sampling method. Data analysis using path analysis or (path analysis). The results of the analysis show that the social media marketing variable has a positive and significant effect on purchase intention. Social media marketing has a positive and significant effect on customer bonding. Customer bonding has a positive and significant effect on purchase intention. And customer bonding can mediate the relationship between social media marketing and purchase intention on DHD distributions in Petemon Pejeng Kelod Gianyar.

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Published
2022-05-01
How to Cite
Satya, I. K., Abiyoga Wulandari, N. L. A., & Mashyuni, I. (2022). Pengaruh Social Media Marketing Terhadap Purchase Intention Dimediasi Customer Bonding. WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(2), 505-515. https://doi.org/10.32795/widyaamrita.v2i2.1853