Impact Of Social Media Marketing And Electronic Word Of Mouth (E-Wom) On Purchase Intention (Case Study On Sunday Bowl Cereal Club) (doi:10.34820/FK2/MLFLQY)

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Part 1: Document Description
Part 2: Study Description
Part 3: Data Files Description
Part 4: Variable Description
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Document Description

Citation

Title:

Impact Of Social Media Marketing And Electronic Word Of Mouth (E-Wom) On Purchase Intention (Case Study On Sunday Bowl Cereal Club)

Identification Number:

doi:10.34820/FK2/MLFLQY

Distributor:

Telkom University Dataverse

Date of Distribution:

2022-09-21

Version:

1

Bibliographic Citation:

Telkom university, Indrawati; Kania Oktaviana Winarno, 2022, "Impact Of Social Media Marketing And Electronic Word Of Mouth (E-Wom) On Purchase Intention (Case Study On Sunday Bowl Cereal Club)", https://doi.org/10.34820/FK2/MLFLQY, Telkom University Dataverse, V1, UNF:6:hYEd2Cn2a4by2gTK7m0DEg== [fileUNF]

Study Description

Citation

Title:

Impact Of Social Media Marketing And Electronic Word Of Mouth (E-Wom) On Purchase Intention (Case Study On Sunday Bowl Cereal Club)

Identification Number:

doi:10.34820/FK2/MLFLQY

Authoring Entity:

Telkom university, Indrawati (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM))

Kania Oktaviana Winarno (Telkom university)

Distributor:

Telkom University Dataverse

Access Authority:

Telkom university, Indrawati

Depositor:

Telkom university, Indrawati

Date of Deposit:

2022-09-21

Study Scope

Keywords:

Business and Management, Electronic Word of Mouth (E-WOM), Purchase Intention, and Social Media Marketing

Abstract:

The present quantitative research is intended to conduct an investigation into the effect of social media marketing and electronic word of mouth (E-WOM), especially on Instagram, on the purchase intention of Sunday Bowl Cereal Club products. As for the sampling strategy, the non-probability purposive sampling method was employed in this research. Samples were drawn from up to 300 respondents. To analyze the data, this research employed the Structural Equation Modeling (SEM) models that are processed using SmartPLS 3.2.9. The results show that social media marketing has a positive and significant relationship to E-WOM. Age and gender moderate the relationship between social media marketing and E-WOM. Social media marketing has a positive and significant relationship on purchase intention. Age and gender do not moderate the relationship between social media marketing and purchase intention. E-WOM has a positive and significant relationship on purchase intention. Age moderate the relationship between E-WOM and purchase intention. Gender do not moderate the relationship between E-WOM and purchase intention. Social media marketing has a positive and significant relationship on purchase intention through E-WOM. Age moderate the relationship between Social media marketing and purchase intention through E-WOM. Gender do not moderate the relationship between social media marketing and purchase intention through E-WOM. Sunday Bowl Cereal Club needs to pay attention to the framework in the customer life cycle: Plan-Reach-Act to increase their social media marketing. Then Sunday Bowl Cereal Club needs to improve its marketing mix through E-WOM in encouraging purchase intention from potential customers.

Methodology and Processing

Sources Statement

Data Access

Notes:

CC0 Waiver

Other Study Description Materials

File Description--f9955

File: DATASET_KANIA.tab

  • Number of cases: 303

  • No. of variables per record: 40

  • Type of File: text/tab-separated-values

Notes:

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Variable Description

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  • P - P
  • Q - Q
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  • V - V
  • W - W
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  • AG - AG
  • AH - AH
  • AI - AI
  • AJ - AJ
  • AK - AK
  • AL - AL
  • AM - AM
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