The Effect of Social Media Marketing Activities on Continuance Intention: A Study of The Brand Fashion Industry
DOI:
https://doi.org/10.35877/454RI.qems1929Keywords:
Social Media Marketing Activity, Perceived Value, Customer Satisfaction, Continuance IntentionAbstract
Recently, both in Indonesia and globally, social media has become increasingly important, especially in the use of the Instagram platform. One of the interesting industries to discuss is the fashion brand industry. The development of fashion is so fast, and along with the increasing use of the Instagram platform in the community, Instagram is a means of selling and promoting fashion products that are marketed to the public. The research that the authors conducted started with the high use of Instagram, the fast development of fashion brands around the world, and their own attractiveness to society. From this phenomenon, the authors have determined the purpose of this study, among others, to find out how Instagram social media marketing activities influence customer satisfaction, perceived value, and repeat purchase intentions. Meanwhile, this study proposes the effect of perceived value on customer satisfaction and repeat purchase intention. The final paper considers the impact of customer satisfaction on repeat purchase intentions. This study uses an online survey of 135 Instagram users who have made purchases online for fashion products to examine the effect of SMMA on perceived value and customer satisfaction. The results of the analysis use partial least squares with smart PLS. Consistent with previous research, only three statements in the hypothesis were accepted, SMMA had a positive effect on CS and PV, then CS had a significant effect on CI, and indirectly, the SMMA variable had a positive and significant impact on CI.
References
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Hooshyar, D., Malva, L., Yang,Y., Pedaste, M., dan Wang, M. (2020). An adaptive educational computer game: Effects on students’ knowledge and learning attitude in computational thinking. Computers in Human Behavior, 114, 1–13.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/https://doi.org/10.1108/APJML-10-2015-0154
Jen, W., Tu, R., & Lu, T. (2011). Managing passenger behavioral intention: An integrated framework for service quality, satisfaction, perceived value, and switching barriers. Transportation, 38(2), 321–342. https://doi.org/https://doi.org/10.1007/s11116-010-9306-9
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.005
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. https://doi.org/https://doi.org/10.1016/j.chb.2009.03.003
Kuo, Y., Wu, C., & Deng, W. (2009). Computers in Human Behavior The relationships among service quality , perceived value , customer satisfaction , and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. https://doi.org/10.1016/j.chb.2009.03.003
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & D.Pederzoli. (2018). Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 9(3), 270–286. https://doi.org/oi:10.1080/20932685.2018.1461022
Mukherjee, K. (2020). Social media marketing and customers’ passion for brands. Marketing Intelligence and Planning, 38(4), 509–522. https://doi.org/https://doi.org/10.1108/MIP-10-2018-0440
Nadzira, N., Setiyawan, S., & Wiyarni, W. (2020). Revealing Online Media Marketing Communication Strategies on Instagram and Whatsapp during COVID-19 Pandemic (Case Study at MSME in Malang, East Java, Indonesia). International Journal of Business Marketing and Management, 5.
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Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/https://doi.org/10.1016/j.jairtraman.2017.09.014
Sherly, S., & Keni, K. (2022). S-Commerce Cues as a Predictor of Repurchase. Intention: Customer Satisfaction as Mediating Variable.
Song, Y., Liu, K., Guo, L., Yang, Z., & Jin, M. (2022). Does hotel customer satisfaction change during the COVID-19? A perspective from online reviews. Journal of Hospitality and Tourism Management, 51, 132–138. https://doi.org/https://doi.org/10.1016/j.jhtm.2022.02.027
Subawa. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo applications. International Research Journal of Management, IT and Social Sciences. https://doi.org/https://doi.org/10.21744/irjmis.v7n3.881
Suharto, Junaedi, W. R., Muhdar, H. M., Firmansyah, A., & Sarana. (2022). Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2), 383–390. https://doi.org/https://doi.org/10.5267/j.ijdns.2021.12.016
Ulfah Hidayati, A. (2017). Melatih Keterampilan Berpikir Tingkat Tinggi Dalam Pembelajaran Matematika Pada Siswa Sekolah Dasar. Jurnal Pendidikan Dan Pembelajaran Dasar.
Wang, Y., Zhang, Z., Zhu, M., & Wang, H. (2020). The Impact of Service Quality and Customer Satisfaction on Reuse Intention in Urban Rail Transit in Tianjin, China. SAGE Open, 10(1). https://doi.org/https://doi.org/10.1177/2158244019898803
Wijaya, R., Farida, N., & Andriyansah. (2018). Determinants of repurchase intentions at online stores in Indonesia. International Journal of E-Business Research, 14(3), 95–111. https://doi.org/https://doi.org/10.4018/IJEBR.2018070106
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/https://doi.org/10.1016/j.tele.2017.06.001
Yang, Y., Khan, Z., & Zhang, Y. (2020). The influence of social media marketing on apparel brands’ customers’ satisfaction: The mediation of perceived value. Asian Academy of Management Journal, 25(2), 167–188. https://doi.org/https://doi.org/10.21315/aamj2020.25.2.7
Yilmaz, V., & Ari, E. (2017). The effects of service quality, image, and customer satisfaction on customer complaints and loyalty in high-speed rail service in Turkey: a proposal of the structural equation model. Transportmetrica A: Transport Science, 13(1), 67–90. https://doi.org/https://doi.org/10.1080/23249935.2016.1209255
Zibarzani, M., Abumalloh, R. A., Nilashi, M., Samad, S., Alghamdi, O. A., Nayer, F. K., Ismail, M. Y., Mohd, S., & Mohammed Akib, N. A. (2022). Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, 70. https://doi.org/https://doi.org/10.1016/j.techsoc.2022.101977
Alavi, S. A., Rezaei, S., Valaei, N., & Wan Ismail, W. K. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. International Review of Retail, Distribution and Consumer Research, 26(3), 272–303. https://doi.org/https://doi.org/10.1080/09593969.2015.1096808
Annur. (2021). Ada 91 Juta Pengguna Instagram di Indonesia, Mayoritas Usia Berapa? Databoks.
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ Expectation, Satisfaction, and Repurchase Intention of Used Products Online: Empirical Evidence From China. SAGE Open, 9(2). https://doi.org/https://doi.org/10.1177/2158244019846212
Ayu, E., Zakiyah, S., Ponirin, Z., Manajemen, J., & Ekonomi, F. (2016). Pengaruh Promosi Melalui Media Sosial Terh Adap Repurchase Intention Melalui Electronic Word Of Mouth. 2(3), 241–250.
Ayu, G., & Adnyani, D. (2022). Journal of Business Management and Analysis of The Effect of Locus of Control And Individual Characteristics on Performance With Work Ethics As A Moderating Variables ( Study on LPD in Badung District ). Journal of Business Management and Economic, 5(6), 183–195. https://doi.org/10.29226/TR1001.2022.285
Aziz, N. A. B. A., Aziz, N. N. B. A., Aris, Y. B. W., & Aziz, N. A. B. A. (2015). Factors Influencing the Paddy Farmers’ Intention to Participate in Agriculture Takaful. Procedia Economics and Finance, 31, 237–242. https://doi.org/https://doi.org/10.1016/s2212-5671(15)01225-3
Chen, C. L., Weng, P. Y., & Lin, Y. C. (2020). Global Financial Crisis, Institutional Ownership, and the Earnings Informativeness of Income Smoothing. Journal of Accounting, Auditing and Finance, 35(1), 53–78. https://doi.org/10.1177/0148558X17696759
Chen, S. C., & Lin, C. P. (2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting and Social Change, 96, 40–50. https://doi.org/https://doi.org/10.1016/j.techfore.2014.11.011
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/https://doi.org/10.1016/j.techfore.2018.11.025
Chi, T. (2018). Mobile Commerce Website Success: Antecedents of Consumer Satisfaction and Purchase Intention. Journal of Internet Commerce, 17(3), 189–215. https://doi.org/https://doi.org/10.1080/15332861.2018
Chinomona, R., Masinge, G., & Sandada, M. (2014). The influence of E-service quality on customer perceived value, customer satisfaction and loyalty in South Africa. Mediterranean Journal of Social Sciences, 5(9), 331–341. https://doi.org/https://doi.org/10.5901/mjss.2014.v5n9p331
Choedon, T., & Lee, Y.-C. (2020). Knowledge Management Research. https://doi.org/https://doi.org/10.15813/kmr.2020.21.3.008
Demircioglu, A. O., Bhatti, F., & Ababneh, B. (2021). Improving student satisfaction through social media marketing activities: The mediating role of perceived quality. International Journal of Data and Network Science, 5(2), 143–150. https://doi.org/https://doi.org/10.5267/j.ijdns.2021.1.002
Fajriansyah, R., Herlina, M., & Ilmu Komunikasi, F. (n.d.). Pengaruh Tayangan Ilook Net Tv Terhadap Tingkat Pengetahuan Busana Dan Make Up (Survey Terhadap Siswa-Siswi Ekstrakurikuler SMA Negeri 1 Maja Creative Production).
Garg, S., & Sharma, S. (2020). User Satisfaction and Continuance Intention for Using E-Training: A Structural Equation Model. Vision, 24(4), 441–451. https://doi.org/https://doi.org/10.1177/0972262920926827
Guerra-Tamez, C. R., & Franco-García, M. L. (2022). Influence of Flow Experience, Perceived Value and CSR in Craft Beer Consumer Loyalty: A Comparison between Mexico and The Netherlands. Sustainability (Switzerland), 14(3). https://doi.org/https://doi.org/10.3390/su14138202
Heryana, D. K. (2020). Effect of electronic word of mouth on repurchase intention mediated by brand attitude. International Research Journal of Management, IT and Social Sciences. https://doi.org/10.21744/irjmis.v7n2.854
Hidayat, A. (2021). Tutorial Partial Least Square dalam PLS SEM. Statistikian.
Hooshyar, D., Malva, L., Yang,Y., Pedaste, M., dan Wang, M. (2020). An adaptive educational computer game: Effects on students’ knowledge and learning attitude in computational thinking. Computers in Human Behavior, 114, 1–13.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/https://doi.org/10.1108/APJML-10-2015-0154
Jen, W., Tu, R., & Lu, T. (2011). Managing passenger behavioral intention: An integrated framework for service quality, satisfaction, perceived value, and switching barriers. Transportation, 38(2), 321–342. https://doi.org/https://doi.org/10.1007/s11116-010-9306-9
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.005
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. https://doi.org/https://doi.org/10.1016/j.chb.2009.03.003
Kuo, Y., Wu, C., & Deng, W. (2009). Computers in Human Behavior The relationships among service quality , perceived value , customer satisfaction , and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. https://doi.org/10.1016/j.chb.2009.03.003
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & D.Pederzoli. (2018). Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 9(3), 270–286. https://doi.org/oi:10.1080/20932685.2018.1461022
Mukherjee, K. (2020). Social media marketing and customers’ passion for brands. Marketing Intelligence and Planning, 38(4), 509–522. https://doi.org/https://doi.org/10.1108/MIP-10-2018-0440
Nadzira, N., Setiyawan, S., & Wiyarni, W. (2020). Revealing Online Media Marketing Communication Strategies on Instagram and Whatsapp during COVID-19 Pandemic (Case Study at MSME in Malang, East Java, Indonesia). International Journal of Business Marketing and Management, 5.
Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital Fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32–46. https://doi.org/https://doi.org/10.1080/20932685.2020.1835522
NURFARIDA, N., I., Sarwoko, E., & Arief, M. (2021). The Impact of Social Media Adoption on Customer Orientation and SME Performance: An Empirical Study in Indonesia. Journal of Asian Finance, 8(6), 357–0365. https://doi.org/https://doi.org/10.13106/jafeb.2021.vol8.no6.0357
Olaivar, R., & Loayon, L. (2022). School Heads’ Human Resource Management Practices, Teachers’ School Engagement, and Teaching Performance. International Journal of Research -GRANTHAALAYAH, 10(9), 27–41. https://doi.org/10.29121/granthaalayah.v10.i9.2022.4758
Permatasari, D., Amirudin, & Sittika, A. J. (2021). Persepsi Mahasiswa terhadap Pembelajaran Daring Mata Kuliah Pendidikan Agama Islam di Masa Pandemi Covid-19. EDUKATIF: Jurnal Ilmu Pendidikan, 7(2), 150–161.
Purba, B., & Wong, W. K. (2022). Moslehpour, M., Ismail, T., What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/https://doi.org/10.3390/jtaer17010005
Riyanto, A. D. (2022). Data (Tren) Pengguna Internet dan Media sosial Tahun 2022 di Dunia.
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/https://doi.org/10.1016/j.jairtraman.2017.09.014
Sherly, S., & Keni, K. (2022). S-Commerce Cues as a Predictor of Repurchase. Intention: Customer Satisfaction as Mediating Variable.
Song, Y., Liu, K., Guo, L., Yang, Z., & Jin, M. (2022). Does hotel customer satisfaction change during the COVID-19? A perspective from online reviews. Journal of Hospitality and Tourism Management, 51, 132–138. https://doi.org/https://doi.org/10.1016/j.jhtm.2022.02.027
Subawa. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo applications. International Research Journal of Management, IT and Social Sciences. https://doi.org/https://doi.org/10.21744/irjmis.v7n3.881
Suharto, Junaedi, W. R., Muhdar, H. M., Firmansyah, A., & Sarana. (2022). Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2), 383–390. https://doi.org/https://doi.org/10.5267/j.ijdns.2021.12.016
Ulfah Hidayati, A. (2017). Melatih Keterampilan Berpikir Tingkat Tinggi Dalam Pembelajaran Matematika Pada Siswa Sekolah Dasar. Jurnal Pendidikan Dan Pembelajaran Dasar.
Wang, Y., Zhang, Z., Zhu, M., & Wang, H. (2020). The Impact of Service Quality and Customer Satisfaction on Reuse Intention in Urban Rail Transit in Tianjin, China. SAGE Open, 10(1). https://doi.org/https://doi.org/10.1177/2158244019898803
Wijaya, R., Farida, N., & Andriyansah. (2018). Determinants of repurchase intentions at online stores in Indonesia. International Journal of E-Business Research, 14(3), 95–111. https://doi.org/https://doi.org/10.4018/IJEBR.2018070106
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/https://doi.org/10.1016/j.tele.2017.06.001
Yang, Y., Khan, Z., & Zhang, Y. (2020). The influence of social media marketing on apparel brands’ customers’ satisfaction: The mediation of perceived value. Asian Academy of Management Journal, 25(2), 167–188. https://doi.org/https://doi.org/10.21315/aamj2020.25.2.7
Yilmaz, V., & Ari, E. (2017). The effects of service quality, image, and customer satisfaction on customer complaints and loyalty in high-speed rail service in Turkey: a proposal of the structural equation model. Transportmetrica A: Transport Science, 13(1), 67–90. https://doi.org/https://doi.org/10.1080/23249935.2016.1209255
Zibarzani, M., Abumalloh, R. A., Nilashi, M., Samad, S., Alghamdi, O. A., Nayer, F. K., Ismail, M. Y., Mohd, S., & Mohammed Akib, N. A. (2022). Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, 70. https://doi.org/https://doi.org/10.1016/j.techsoc.2022.101977
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Published
2023-08-03
How to Cite
Roni Setiawan, & Sekar Wulan Prasetyaningtyas. (2023). The Effect of Social Media Marketing Activities on Continuance Intention: A Study of The Brand Fashion Industry. Quantitative Economics and Management Studies, 4(5), 925–935. https://doi.org/10.35877/454RI.qems1929
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