The Power of Social Media in Influencing Customer Decision

Autor:	Indrianty Sudirman
Rok vydání:	2020
Předmět:	Power (social and political) media_common.quotation_subject Advertising Social media Business Brand equity Cosmetics Purchasing Social media marketing media_common
Zdroj:	Hasanuddin Journal of Business Strategy. 2:1-9
ISSN:	2656-2707
DOI:	10.26487/hjbs.v2i3.351
Popis:	Social media currently plays a very important role as a process of communication and interaction between humans that is not limited by time and space. It is also used as a promotional media by companies to introduce their products to consumers. Many Muslim brands cosmetics also use social media and brand equity to attract consumer interest. This research was conducted on Muslim brand users in Makassar, who were dominated by women with an age range of 20-22 years who were students. The results showed that social media marketing and brand equity had a positive and significant effect on Muslim Cosmetic Brand cosmetics purchasing decisions in Makassar. Marketing online using social media has successfully built brand equity, which in turn affects the buying decision.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::9a3875670e1fb6867fcf2eedb3b900d4 https://doi.org/10.26487/hjbs.v2i3.351 Zobrazit plný text záznamu