The effects of social media marketing on consumers' purchase intention of automotive lubricants product : the mediating role of trust, and brand image

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Kurnianto, Agustinus Uki (2024) The effects of social media marketing on consumers' purchase intention of automotive lubricants product : the mediating role of trust, and brand image. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

The highest growth of 15% in vehicle sales was always followed by business growth in the lubricants industry and tough competition. Growth in the automotive lubricants segment is expected to average 2% per year over the next decade. On the other hand, data shows that more people are using the internet, with social media users making up the majority. A survey was conducted with 73 participants, distributing online questionnaires to consumers of lubricant products in the automotive sector in Jabodetabek who access social media. The collected data was then subjected to analysis using structural equation modeling (SEM). This research expands its view on the technology acceptance model (TAM). By discussing the relationship between social media marketing influences purchase intention and mediated by trust and brand image as mediating variables that influences purchase intention. By focusing on the lubricants sector, this research closes a significant gap in current knowledge. The results not only enrich the understanding of the topic, but also offer pragmatic implications for companies operating in this area, with the aim of exploiting the potential of social media marketing, particularly through the theory of acceptance model (TAM) is underpinned. The study results show that social media marketing and brand image are crucial for purchase intention, while trust is not a determining factor for consumers to purchase automotive lubricants. The study will provide automotive brand lubricants with input into how it develops social media marketing to drive sales in the digital age. The investigation only covers the Jabodetabek region, social media users and lubricant users, with the employment being middle-income workers. It would be better if the research was conducted on a larger sample distribution and on a specific user.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 06 Sep 2024 03:55
Last Modified: 06 Sep 2024 03:55
URI: http://repository.ipmi.ac.id/id/eprint/2572

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