The Influence of Social Media Marketing Activity, Performance Expectancy, and Effort Expectancy on Repurchase Intention through the Mediator of Behavioral Intention for Cotton Mom Products on Shopee
DOI:
https://doi.org/10.31334/bijak.v22i1.4579Keywords:
Performance Expectancy, Social Media Marketing, Repurchase Intentions, Millennial Mothers, Consumer Behavior, SEM, Shopee,Abstract
In this research we investigate the impact of Performance Expectancy and Social Media Marketing Activity (SMM) on repurchase intentions among Millennial mothers purchasing Cotton Mom products on the Shopee platform. Utilizing a quantitative study via Structural Equation Modeling (SEM) with Partial Least Squares (PLS).Through a quantitative investigation of Structural Equation Modeling (SEM) with Partial Least Squares (PLS), responses obtained from a poll of mothers in the Millennial generation a significant positive relationship between SMM activities and Behavioral Intention, which subsequently affects Repurchase Intention. Additionally, Performance Expectancy is found to positively impact Behavioral Intention, while Effort Expectancy and Social Influence show no significant effects. The findings emphasize the importance of effective SMM strategies in driving consumer loyalty and suggest that marketers should focus on enhancing product performance perceptions to foster repurchase intentions.
References
Agag, G., El-masry, A., Alharbi, N. S., & Almamy, A. A. (2016). Development and validation of an instrument to measure online retailing ethics: Consumers’ perspective. Internet Research, 26(5), 1158–1180. https://doi.org/10.1108/IntR-09-2015-0272
Ajzen, I. (1985). From Intentions to Actions: A Theory pf Planned Behavior (I. J. K. and J. Beckman (ed.); Action-Co, Vol. 13, Issue Ii). Springer.
Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012
Ameen, N., & Willis, R. (2018). A generalized model for smartphone adoption and use in an Arab context : A cross-country comparison cross-country comparison. Information Systems Management, 35(3), 254–274. https://doi.org/10.1080/10580530.2018.1477300
Beck, L., & Ajzen, I. (1991). Predicting Dishonest Actions Using the Theory of Planned Behavior. 301, 285–301.
Ben Amor, N. E. H., & Mzoughi, M. N. (2023). Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads? SAGE Open, 13(3), 1–28. https://doi.org/10.1177/21582440231187875
Chadha, V. K., & Lemeshow, S. (2006). Sample size determination in health studies.
Chao, C. M. (2019). Factors determining the behavioral intention to use mobile learning: An application and extension of the UTAUT model. Frontiers in Psychology, 10(JULY), 1652. https://doi.org/10.3389/fpsyg.2019.01652
Chen, X., Shen, X., Huang, X., & Li, Y. (2021). Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052951
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Doeim, A. R., Hassan, T. H., Helal, M. Y., Saleh, M. I., Salem, A. E., & Elsayed, M. A. S. (2022). Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model. International Journal of Environmental Research and Public Health, 19(23). https://doi.org/10.3390/ijerph192315779
Fornell, C., & Larcker, D. F. (2012). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Hair, J. E., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM0. SAGE Publications, Inc. 2455.
Hair, J. F., G. Tomas M. Hult, Christian M. Ringle, & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage, Second edi(Los Angeles : Sage, [2017]), 165.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling. In Structural Equation Modeling (SEM) Lab (Edition: 3, Vol. 46, Issues 1–2). Sage Publishing. https://doi.org/10.1016/j.lrp.2013.01.002
Hellier, P. K., Geursen, G. M., & Rickard, J. A. (2016). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
Jakkaew, P., & Hemrungrote, S. (2017). The use of UTAUT2 model for understanding student perceptions using Google Classroom: A case study of Introduction to Information Technology course. 2nd Joint International Conference on Digital Arts, Media and Technology 2017: Digital Economy for Sustainable Growth, ICDAMT 2017, 205–209. https://doi.org/10.1109/ICDAMT.2017.7904962
Jean Lim, X., Cheng-Xi Aw, E., Guan-Cheng Teoh, K., & Malaysia, P. (2018). Journal of Applied Structural Equation Modeling Factors Influencing Repurchase Intention In Online Shopping Context: The Mediating Role Of Satisfaction. Journal of Applied Structural Equation Modeling, 2(1), 29–43.
Julyazti, N. F., Alfarisi, M. F., & Adrianto, F. (2023). Pengaruh Behavioral Intention dan User Behavioral terhadap Gender sebagai Variabel Moderasi. Jurnal Informatika Ekonomi Bisnis Vol., 5(1), 187–197. https://doi.org/10.37034/infeb.v5i1.220
Leksono, H. B., & Prasetyaningtyas, S. (2021). Influence Social Media Marketing Activity on Repurchase Intention in The E-Commerce Industry. Journal of Research in Business, Economics, and Education, 3(5), 1–25.
Loureiro, S., Kaufmann, H., & Vrontis, D. (2012). Brand Emotional Connection and Loyalty. Journal of Brand Management, 20, 13. https://doi.org/10.1057/bm.2012.3
Mangold, W. G., & Faulds, D. J. (2009). Social media : The new hybrid element of the promotion mix. Kelley School of Business. https://doi.org/10.1016/j.bushor.2009.03.002
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/jasem.4(2)01
Moch Anton Maulana, & Novi Sri Sandyawati. (2023). Using Tiktok Social Media As a Marketing Promotion Media in Online Business. International Journal of Social Science, 3(4), 507–514. https://doi.org/10.53625/ijss.v3i4.7151
Mom, C. (2024). Brand Architecture. Cotton Mom Brand. https://www.instagram.com/cottonmom.official/p/C_fRNUJtUVW/?img_index=1
Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “ Like †Button : The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76(November), 105–120.
Olutade, E. O., Potgieter, M., & Adeogun, A. W. (2020). Effect Of Social Media Platforms As Marketing Strategy Of Achieving Organisational Marketing Goals And Objectives Among Innovative Consumers : A Comparative Study Effect Of Social Media Platforms As Marketing Strategy Of Achieving Organisational Marketing. International Journal OfBusiness AndManagement Studies, February.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Rakib, M. R. H. K., Pramanik, S. A. K., Amran, M. Al, Islam, M. N., & Sarker, M. O. F. (2022). Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic. Heliyon, 8(9). https://doi.org/10.1016/j.heliyon.2022.e10599
Salim, B., & Isaa, M. (2024). The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City. Entrepreneurship Journal for Fiinance and Business, 01(January), 91–112. https://doi.org/10.56967/ejfb2024379
Timbula, M. A., & Marvadi, C. (2023). Digital transformation: acceptance and use of technology among microfinance institutions in developing country: an application of UTAUT2 mode. International Journal of Information Technology (Singapore), 15(8), 4459–4468. https://doi.org/10.1007/s41870-023-01535-w
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). USER Acceptance Of Information Technology: Toward A Unified View1. MIS Quarterly Vol. 27 No. 3, Pp. 425-478/September 2003, 27(3), 425–478.
Wibowo, A., Chen, S., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing : The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(189). https://doi.org/10.3390/su13010189
Here is the **list of references** based on the citations used in the research gap and discussion section:
- **Affiani, M.** (2020). Efektivitas Pelaksanaan Pelatihan Dasar (LATSAR) CPNS Golongan III Angkatan III Berbasis e-Learning di Kabupaten Tanjung Jabung Barat. *Eksis: Jurnal Ilmiah Ekonomi dan Bisnis*, 11(2), pp. 104-109.
- **Agustinus, A., Muttaqin, M., & Agustina, R.** (2024). Implementasi Model Context, Input, Process, Product dalam Evaluasi Program Distance Learning Latsar CPNS. *Jurnal Ilmiah Profesi Pendidikan*, 9(2), pp. 712–720.
- **Amalyah, D., Prasetyo, H., & Sari, R.** (2024). The Impact of Digital Learning Preferences on Gen-Z and Millennials: A Case Study of Online Training Engagement. *Journal of Educational Technology and Innovation*, 12(1), pp. 87-102.
- **Fuadi, R.** (2021). Evaluasi Pembelajaran Daring dalam Pelatihan Dasar CPNS. *Jurnal Pendidikan dan Pelatihan ASN*, 5(1), pp. 56-70.
- **Gnawali, Y.P., Ram, P., Sharma, B., & Belbase, S.** (2021). Access, Efficiency, Inconvenience, and Scarcity as Issues of Online and Distance Learning in Higher Education. *European Journal of Educational Research*, 11(2), pp. 1115-1131.
- **Goh, W.W., Wong, S.Y., & Ayub, E.** (2018). The Effectiveness of MOOC Among Learners Based on Kirkpatrick’s Model. *Redesigning Learning for Greater Social Impact*, pp. 313–323.
- **Lu, M., Cui, T., Huang, Z., Li, T., & Wang, K.** (2021). A Systematic Review of Questionnaire-Based Quantitative Research on MOOCs. *International Review of Research in Open and Distributed Learning*, 22(2).
- **Maharani, L., Ekawati, N., & Yugatama, A.** (2020). Development, Validation, and Testing of Effectivity of Online Learning Questionnaire (KEPO) in Pharmacy Students of Public Universities in Central Java Province, Indonesia. *Ann Trop Med & Public Health*, 24(3).
- **Rohman, M., Baskoro, F., & Ningrum, L. E.** (2020). The Effectiveness and Efficiency of Google Classroom as an Alternative Online Learning Media to Overcome Physical Distancing in Lectures Due to the Covid-19 Pandemic: Student Perspectives. *The Third International Conference on Vocational Education and Electrical Engineering*.
- **Salter, S., Karia, A., Sanfilippo, F.M., & Clifford, R.M.** (2014). Effectiveness of E-learning in Pharmacy Education. *American Journal of Pharmaceutical Education*, 78(4), pp. 1–12.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Please find the rights and licenses in Majalah Ilmiah Bijak By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
- License
The commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
Majalah Ilmiah Bijak spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Majalah Ilmiah Bijak permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Majalah Ilmiah Bijak on distributing works in the journal and other media of publications.
4. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Jurnal Bijak will not be held liable for anything that may arise due to the author(s) internal dispute. Majalah Ilmiah Bijak will only communicate with the corresponding author.
5. Miscellaneous
Majalah Ilmiah Bijak will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Jurnal Bijak editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.
1.png)
