The effect of social network marketing of gen Z on purchase intention : evidence from coffee shops industry in South Jakarta, A mediating role of customer perception

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Alamsjah, Alessi (2022) The effect of social network marketing of gen Z on purchase intention : evidence from coffee shops industry in South Jakarta, A mediating role of customer perception. Graduate thesis, IPMI Business School.

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Abstract

There is a change in the communication between business and customer. Business in the past used banners, billboard, magazines, and many more to advertise their business. Now they use social media as their platform to communicate with their customers. Social media is also used by coffee shops as their marketing platform, for example Starbucks uses social media such a facebook, instagram, and tiktok to post their product , give information about their campaign, and spread out information about what is going on in the coffee shops, etc. Even though there are many studies that have tried to research and analyze the connection between social network marketing, and purchase intention, there is not much research between social network marketing, customer perception, and purchase intention in coffee shops. Therefore, the main purpose of this thesis is to get a better understanding and fill the gap from previous research of the impact of social networking marketing and Gen Z customers' perception on purchase intention. Using the quantitative approach, primary data was gathered by distributing online questionnaires with a total of 103 respondents statistically analyzed in Smart PLS. According to the findings, social network marketing has no significant effect on purchase intention. Customer perception, on the other hand, plays a mediating role and has a positive influence on purchase intention. Furthermore, the outcomes of this study will add to previous research while also assisting coffee shops in applying the most efficient social network marketing tactics to boost product purchase.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 05 Aug 2022 03:01
Last Modified: 05 Aug 2022 03:01
URI: http://repository.ipmi.ac.id/id/eprint/1481

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