Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry
<p>The purpose of the study is to explore the impact of social media marketing towards purchase intention and brand loyalty. The context of the study was retail banking in Indonesia and a questionnaire was developed with 286 respondents. It has been found that social media marketing leads to p...
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EconJournals
2018-01-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://www.econjournals.com/index.php/irmm/article/view/5838 |
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doaj-20d906eca7164400ad1ba8bc0fe2b3e92020-11-25T03:17:07ZengEconJournalsInternational Review of Management and Marketing 2146-44052018-01-018113183068Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking IndustryPatria Laksamana0Perbanas Instititute, Indonesia<p>The purpose of the study is to explore the impact of social media marketing towards purchase intention and brand loyalty. The context of the study was retail banking in Indonesia and a questionnaire was developed with 286 respondents. It has been found that social media marketing leads to purchase intention and brand loyalty. Hence, brand loyalty affected by purchase intention. The implications for marketing managerial and future research are discussed.</p><p><strong>Keywords:</strong> Social media marketing, purchase intention, brand loyalty</p><p><strong>JEL Classification:</strong> M31</p>https://www.econjournals.com/index.php/irmm/article/view/5838 |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Patria Laksamana |
| spellingShingle |
Patria Laksamana Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry International Review of Management and Marketing |
| author_facet |
Patria Laksamana |
| author_sort |
Patria Laksamana |
| title |
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry |
| title_short |
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry |
| title_full |
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry |
| title_fullStr |
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry |
| title_full_unstemmed |
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry |
| title_sort |
impact of social media marketing on purchase intention and brand loyalty: evidence from indonesia’s banking industry |
| publisher |
EconJournals |
| series |
International Review of Management and Marketing |
| issn |
2146-4405 |
| publishDate |
2018-01-01 |
| description |
<p>The purpose of the study is to explore the impact of social media marketing towards purchase intention and brand loyalty. The context of the study was retail banking in Indonesia and a questionnaire was developed with 286 respondents. It has been found that social media marketing leads to purchase intention and brand loyalty. Hence, brand loyalty affected by purchase intention. The implications for marketing managerial and future research are discussed.</p><p><strong>Keywords:</strong> Social media marketing, purchase intention, brand loyalty</p><p><strong>JEL Classification:</strong> M31</p> |
| url |
https://www.econjournals.com/index.php/irmm/article/view/5838 |
| work_keys_str_mv |
AT patrialaksamana impactofsocialmediamarketingonpurchaseintentionandbrandloyaltyevidencefromindonesiasbankingindustry |
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