IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-443-3_88.html

Social Media as a Contributing Factor to the Potential Decline of Commercial Sales Jobs in the Future and the Driving Factors Behind the Increased Intention to Buy Among Generation Y and a Segment of Generation Z in Indonesia

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Fachry Hasan

    (Universitas Pendidikan Indonesia)

  • Tazar Marta Kurniawan

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Mokh. Adib Sultan

    (Universitas Pendidikan Indonesia)

Abstract

This research aims to investigate the impact of social media on the reduction of commercial sales jobs and the increase in purchasing intent among Generation Y and part of Generation Z in Indonesia. The study also considers the influence of word of mouth, customer experience, and brand equity on purchasing intent. In addition, customer experience and brand equity serve as intervening variables that link social media and word of mouth to purchasing intent. This study provides valuable insights into changes in consumer behavior and market dynamics in the digital era. The results of this research can assist companies in developing more effective and innovative sales and marketing strategies, as well as creating stronger brand value in an increasingly competitive market.

Suggested Citation

  • Fachry Hasan & Tazar Marta Kurniawan & Ratih Hurriyati & Mokh. Adib Sultan, 2024. "Social Media as a Contributing Factor to the Potential Decline of Commercial Sales Jobs in the Future and the Driving Factors Behind the Increased Intention to Buy Among Generation Y and a Segment of Generation Z in Indonesia," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 669-682, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_88
    DOI: 10.2991/978-94-6463-443-3_88
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-443-3_88. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.