THE EFFECT OF ENDORSEMENT & ONLINE PROMOTION IN SOCIAL MEDIA ON PURCHASE INTENTION IN CULINARY BUSINESS (CASE STUDY ON UMKM IN THE CITY OF PALEMBANG)

OVINDA, STELLA and Andriana, Isni and Natalisa, Diah and Wahab, Zakaria (2022) THE EFFECT OF ENDORSEMENT & ONLINE PROMOTION IN SOCIAL MEDIA ON PURCHASE INTENTION IN CULINARY BUSINESS (CASE STUDY ON UMKM IN THE CITY OF PALEMBANG). INTERNATIONAL JOURNAL OF SOCIAL SERVICE AND RESEARCH, 2 (3). pp. 225-241.

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Abstract

This study aims to determine the effect of endorsements and online promotions on purchase intention in the MSME culinary business in Palembang City. This study uses the Theory of Planned Behavior. The total population in this study was 1.66 million respondents. The sampling method is through the Slovin formula with a total sample of 399 respondents. The data analysis technique used in this research is multiple linear regression. The results obtained are endorsements and online promotions have a significant positive effect on purchase intention in the MSME culinary business in the city of Palembang. Suggestions that can be given for further research are so that MSMEs are more selective in choosing the role of influencers who can be trusted, have culinary knowledge, are honest with the message conveyed, and can display culinary qualities that are easy to understand when doing online promotions on social media. Further researchers are expected to add other variables such as celebrity endorsement variables, word of mouth, online advertising, brand image, discount framing, and so on

Item Type:	Article
Uncontrolled Keywords:	Endorsements; Online Promotion; Purchase Intention.
Subjects:	#3 Repository of Lecturer Academic Credit Systems (TPAK) > Articles Access for TPAK (Not Open Sources) #3 Repository of Lecturer Academic Credit Systems (TPAK) > Corresponding Author
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Mrs Isni Andriana
Date Deposited:	27 Apr 2023 07:01
Last Modified:	27 Apr 2023 07:01
URI:	http://repository.unsri.ac.id/id/eprint/97570

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