THE EFFECT OF SOCIAL MEDIA MARKETING, SOCIAL MEDIA COMMUNITY, CUSTOMER ENGAGEMENT AND PERMISSION MARKETING IN DEVELOPING ATTITUDE AND PURCHASE INTENTION AFTER PANDEMIC SLOWING DOWN IN INDONESIA

Abstract

The pandemic actually from other side of view led the society to be more familiar with internet. Business people needed to promote their products and persuaded consumers to buy by means of using internet. While the quantity of ads presented in social media increased, consumers then were in difficulty to make a choice. The aim of the study was to investigate the effect of social media marketing, social media community, customer engagement and permission marketing on customers’ attitude and purchase intention when a lot of various product ads, whether coming from existing subscribers or new social media adopters, flooded the social media. A sample consisted of 123 respondents was withdrawn through judgment and convenience technique. Data submitted by questionnaires, employing Likert scale, ranging from 1= completely disagree to 5= completely agree, and distributed through Google Form. An Amos 22.0 and SPSS 21.0 were exercised to analyze data. The finding showed that social media marketing, social media community and permission marketing did not have effect on attitude. On the contrary, customer engagement did have. In addition, attitude and permission marketing affected purchase intention significantly.