Pengaruh Social Media Marketing Terhadap Customer Bonding

Pengaruh Social Media Marketing Terhadap Customer Bonding

• By Kuspriyono, Taat;
• Jurnal Nasional Terakreditasi
• 292
• 235-242

Abstrak
The use of social media is very widespread in recent years. Companies try to promote their products by utilizing social media such as Facebook and Twitter in marketing activities. This study aims to determine the effect of social media marceting on customer bonding and the willingness to buy on consumers of the Oriflame product in Depok. Data collection was done by distributing questionnaires distributed to 100 members of Oriflame, Depok. The method used  is  descriptive analysis and  quantitative approach using path  analysis (Structural Equation Modeling). The results of this study indicate that based on path analysis, Social Media Marketing has a relationship and a positive and significant influence on Customer Bonding and purchase intentions on Oriflame consumers in Depok because the P-value or significance is below 0.05. Then Customer Bonding  has  a  relationship and  a  positive  and  significant influence  on  purchase  intentions on  Oriflame consumers in Depok because the P-value or significance is below 0.05. So, Oriflame needs to maintain and improve the Social Media Marketing strategy so that the level of customer bonding and Purchase Intention of consumers becomes higher.

 

Key Word: Social Media Marketing, Customer Bonding, Purchase to Intention

 

• Katakunci Social Media Marketing, Customer Bonding, Minat Beli
• URL https://ejournal.bsi.ac.id/ejurnal/index.php/cakrawala/article/view/4301/2617
• Penerbit ,

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