Social Media Marketing on Purchase Intention through Mediated Variables of Perceived Value and Perceived Risk

Authors

  • Muhammad Asep Awaludin Zainal Chafidon Master of Management, Brawijaya University, Malang, East Java, Indonesia
  • Margono Margono Master of Management, Brawijaya University, Malang, East Java, Indonesia
  • Sunaryo Sunaryo Master of Management, Brawijaya University, Malang, East Java, Indonesia

DOI:

https://doi.org/10.55324/iss.v1i9.228

Keywords:

social media marketing, purchase intention, perceived value, perceived risk

Abstract

During the COVID-19 pandemic, there was an increase in e-commerce transactions.  In 2020, there was an increase in the nominal e-commerce  transactions by 29.6% from IDR 205.5 trillion in 2019 to IDR 266.3 trillion. This increase in sales from e-commerce makes manufacturers one of the opportunities to increase sales of their products by utilizing the internet network to make it easier to communicate and market their products. The research discusses how social media marketing affects purchase intention through mediated variables, namely perceived value and perceived risk. This research used the quantitative approach with explanatory research. This research was conducted offline through the distribution of questionnaires and online through online questionnaires given to market place consumers who have the desire to make purchases in cash on delivery on e-commerce without a purchase platform. This research was conducted on e-commerce consumers  in Malang. Social media marketing in this study has a positive influence on purchase intention, perceived value, and perceive risk. Social media marketing in this study has been shown to affect purchase intentions that are mediated by perceived value. On the other hand, it does not affect purchase intentions that are mediated with perceived risk.

Downloads

Published

2022-06-15