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.v11i1.56376Abstrak
Mengikuti perkembangan teknologi, orang orang lebih cenderung untuk membeli produk fashion secara online dibandingkan datang langsung ke toko fisik. Erigo juga mengubah channel penjualannya menjadi online secara keseluruhan dan mengalami peningkatan penjualan yang cukup drastis. Penelitian ini dilakukan untuk mengetahui apakah strategi penjualan yang dilakukan oleh Erigo efektif untuk penjualannya secara online. Penelitian ini menggunakan metode kuantitatif dan mendapatkan data dari kuisioner yang disebar secara online yang menghasilkan 105 responden yang memenuhi kriteria. Data dianalisis menggunakan software SmartPLS 3.0 dengan teknik Partial Least Square. Sampel ditentukan denggan menggunakan purposive sampling dan ditentukan dengan rumus cochran. Hasil dari penelitian menunjukan bahwa semua hipotesis diterima. Penelitian menunjukkan bahwa Social Media Marketing dan Customer Experience memiliki pengaruh yang signifikan terhadap Relationship Quality dan Relationship Quality mempengaruhi Purchase Intention, Loyalty Intention dan Participation Intention secara signifikan.
Keywords: Social Media Marketing, Customer Experience, Relationship Quality, Purchase Intention, Loyalty Intention, Participation Intenton, Erigo
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