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Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry

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  • Patria Laksamana

    (Perbanas Institute, Indonesia.)

Abstract

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.

Suggested Citation

  • Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 13-18.
    • Handle: RePEc:eco:journ3:2018-01-3
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    References listed on IDEAS

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    Cited by:

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    2. Mohamed Habuba Halima & Yongjun Li & Usman Ghani & Ataullah Kiani & Atamba Cynthia, 2021. "Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness," SAGE Open, , vol. 11(1), pages 21582440211, March.
    3. Adelina Emini & Jusuf Zeqiri, 2021. "Social Media Marketing And Purchase Intention: Evidence From Kosovo," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 30(2), pages 475-492, december.
    4. Khald S. Alatawy, 2023. "The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 17(1), pages 117-117, February.
    5. Massoud Moslehpour & Panita Chaiyapruk & Sahand Faez & Wing-Keung Wong, 2021. "Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products," Sustainability, MDPI, vol. 13(23), pages 1-14, December.
    6. Casper Ferm, Lars-Erik & Thaichon, Park, 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Emini, Adelina & Zeqiri, Jusuf, 2021. "The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 256-266, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    8. Forbes MAKUDZA & Maxwell SANDADA & David D. MADZIKANDA, 2022. "Modelling Social Commerce Buying Behaviour: An Adaption Of The Sequential Consumer Decision Making Model," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(1), pages 17-29, March.
    9. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    10. Ree Chan Ho & Muslim Amin, 2023. "Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 585-598, September.

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    More about this item

    Keywords

    Social media marketing; purchase intention; brand loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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