Analysis of Social Media Marketing Consumer Purchase Interest in South Sulawesi

被引：0
|
作者：
Daga, Rosnaini [1 ]
Karim, Abdul [2 ]
Nawir, Fadliyani [1 ]
Lutfi, Andi [3 ]
Jumady, Edy [4 ]
机构：
[1] Nitro Makassar Inst Business & Finance, Grad Program, Makassar, Indonesia
[2] Univ Bosowa, Fac Econ & Business, South Sulawesi, Indonesia
[3] STIE Tri Dharma Nusantara Makassar, Dept Management, Makassar, Indonesia
[4] STIEM Bongaya Makassar, Dept Management, South Sulawesi, Indonesia
来源：
QUALITY-ACCESS TO SUCCESS | 2024年 / 25卷 / 199期
关键词：
marketing technology; consumer buying interest; business competitiveness; business continuity; COMPETITIVENESS;
D O I：
10.47750/QAS/25.199.36
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
This study aimed to analyze and explain the influence of marketing technology and consumer buying interest on the effectiveness of business continuity through business competitiveness. The population in this study includes owners or managers of online-based micro, small, and medium enterprises (MSMEs) who are members of associations in South Sulawesi Province spread in 6 regencies and cities, including Makassar, Gowa, Takalar, Jeneponto, Bantaeng, and Bulukumba. A total of 706 owners or managers of online-based MSMEs were identified and 250 respondents were selected as the sample using probability sampling technique, multistage random sampling, or cluster sampling based on gradual division of regions. Lisreal Ver,-2022 Structure Equation Modeling (SEM) program was used as the analytical technique for hypothesis testing. The results showed that: (1) marketing technology has a significant indirect effect on business competitiveness, (2) consumer buying interest has a significant indirect effect on business competitiveness, (3) marketing technology has a significant direct effect on the effectiveness of business continuity, (4) consumer buying interest has a direct and insignificant effect on the effectiveness of business continuity, and (5) business competitiveness has a significant direct effect on the effectiveness of business continuity.
引用
收藏
页码：330 / 337
页数：8
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