THE IMPACT OF SOCIAL MEDIA MARKETING AND CUSTOMER EXPERIENCE ON CUSTOMER BEHAVIOUR WITH RELATIONSHIP QUALITY AS AN INTERVENING VARIABLE: CASE STUDY ON ERIGO CLOTHING BRAND
DOI:
https://doi.org/10.35794/jmbi.v11i1.56376Abstract
Following the development of technology, people are more inclined to buy fashion products online instead of going to physical stores. Erigo also changed its sales channel to entirely online and experienced a drastic increase in sales. This research was conducted to find out whether the sales strategy carried out by Erigo is effective for online sales. This study used quantitative methods and obtained data from questionnaires distributed online which resulted in 105 respondents who met the criteria. The data was analyzed using SmartPLS 3.0 software with Partial Least Square technique. The sample was determined using purposive sampling and determined by the Cochran formula. The results of the study indicate that all hypotheses are accepted. The research shows that Social Media Marketing and Customer Experience have a significant influence on Relationship Quality and Relationship Quality significantly affects Purchase Intention, Loyalty Intention and Participation Intention.
Keywords:Social Media Marketing, Customer Experience, Relationship Quality, Purchase Intention, Loyalty Intention, Participation Intenton, Erigo
References
Agustina, R., Hinggo, H. T., & Zaki, H. (2023). Tabel 1 Data Penjualan Produk Erigo Dari Platform Shopee. Jurnal Ilmiah Mahasiswa Merdeka EMBA, 2(1).
Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77.
Alahverdi, Z., & Landaran Esfahani, S. (2022). Management and Sustainable Development Studies Volume 2, Issue 1-Spring 2022-Pages 65-90 Investigating the Role of Social Media Marketing and Experience for Loyalty Intention and Participation Intention, Considering the Mediating Role of Relationship Quality (Case Study: BaniMode Online Cosmetics Store). https://doi.org/10.30495/msds.2022.1955946.1047
Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, 31(2), 398-418.
Bisnis.Com (2023), " Perjalanan Muhammad Sadad Bangun Erigo, Berawal dari Bisnis Batik" http://bit.ly/AppsBisniscomIOShttps://entrepreneur.bisnis.com/read/20231104/265/1711036/perjalanan-muhammad-sadad-bangun-erigo-berawal-dari-bisnis-batik. Accessed Jan 12th 2024
Dila, E. S. (2022). Analisis Pengaruh Brand Awareness Dan Brand Image Terhadap Purchase Intention Dengan Perceived Quality Dan Brand Loyalty Sebagai Variabel Intervening (Studi Pada Konsumen Brand Erigo Apparel di Solo Raya) (Doctoral dissertation, Universitas Muhammadiyah Surakarta).
Elizayanti, Y., & Riorini, V. (2023). Anteseden Of Purchase Intention, Loyality Intention Dan Participation Intention. In JBEE (Vol. 5, Issue 2). http://jurnal.shantibhuana.ac.id/jurnal/index.php/bee
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26. Edisi 10. Badan Penerbit Universitas Diponegoro
Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872-888.
Haribowo, R., Tannady, H., Yusuf, M., & Wisnu Wardhana, G. (2022). Analysis Of The Role Of Social Media Marketing, Product Quality And Brand Awareness On Buying Decisions For Restaurant Customers In West Java Analisis Peran Social Media Marketing, Kualitas Produk Dan Brand Awareness. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 6). http://journal.yrpipku.com/index.php/msej
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in human behavior, 37, 152-161.
Kembau, A. S. (2020, August). The effect of consumer interaction on social media (e-WOM) towards desire to visit Tomohon city. In First International Conference on Applied Science and Technology (iCAST 2018) (pp. 170-174). Atlantis Press.
Khan, M. T. (2013). Customers loyalty: Concept & definition (a review). International Journal of Information, Business and Management, 5(3), 168-191.
Lo, A. (2020). Effects of customer experience in engaging in hotels’ CSR activities on brand relationship quality and behavioural intention. Journal of Travel and Tourism Marketing, 37(2), 185–199. https://doi.org/10.1080/10548408.2020.1740140
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising research, 52(1), 40-52.
Li, W., Feng, T., Timmermans, H. J., Li, Z., Zhang, M., & Li, B. (2020). Analysis of citizens' motivation and participation intention in urban planning. Cities, 106, 102921.
Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting, 23(3), 347-364.
Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence & Planning, 37(4), 386-400.
Rane, N. L., Achari, A., & Choudhary, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), 427-452.
Shopee (2023) "55 Brand Lokal Indonesia Terbaik dan Paling Terkenal", https://shopee.co.id/inspirasi-shopee/brand-lokal-indonesia-terkenal/. Accessed Jan 12th 2024
Wei, C. L. (2022). How Relationship Quality, Service Quality, and Value Affect the Intention to Purchase IT/IS Outsourcing Services. Information Systems Management, 39(3), 202–219. https://doi.org/10.1080/10580530.2021.1883776
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Wardhana, A., Kembau, A. S., Kumaat, A. P., & Sunara, T. A. (2023). The Antesenden Kepuasan Konsumen Melalui Kualitas Layanan Elektronik Pada Pembelanjaan Online Urban Consumer Di Dki Jakarta. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 10(2), 1395-1401.
