PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP NIAT BELI KONSUMEN PADA KOPI JANJI JIWA
نویسندگان
چکیده
This study aims to analyze the effect of Social Media Marketing Activity on Brand Equity, Equity e-WOM, e-WOM Purchase Intention, and Intention used purposive sampling with 215 valid questionnaires. Respondents were selected based determined criteria; respondents who know social media Jiwa Jiwa's Instagram have purchased Janji either online or directly outlets. Partial Least Square was chosen as method analysis evaluate research result. In first results this study, it is known that has a positive significant Equity. The these two studies show e-WOM. three e- WOM Intention. four Intention.
 Keywords: Activity, Electronic Word Mouth,
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ژورنال
عنوان ژورنال: Journal of management : small and medium enterprises (SMEs)
سال: 2021
ISSN: ['2502-2385', '2723-469X']
DOI: https://doi.org/10.35508/jom.v14i3.5064