Title: The influence of social media platforms on the customer purchase intention post COVID-19 outbreaks

Authors: Maria Venensia Sarita Putri; Farras Ramadhan; Kemri Agustine Dameria Simangunsong; Willy Gunadi

Addresses: Bina Nusantara University, Jl. Hang Lekir I No.6, RT.1/RW.6, Senayan, Kec. Kby. Baru, Kota Jakarta Pusat, Daerah, Indonesia ' Bina Nusantara University, Jl. Hang Lekir I No.6, RT.1/RW.6, Senayan, Kec. Kby. Baru, Kota Jakarta Pusat, Daerah, Indonesia ' Bina Nusantara University, Jl. Hang Lekir I No.6, RT.1/RW.6, Senayan, Kec. Kby. Baru, Kota Jakarta Pusat, Daerah, Indonesia ' Bina Nusantara University, Jl. Hang Lekir I No.6, RT.1/RW.6, Senayan, Kec. Kby. Baru, Kota Jakarta Pusat, Daerah, Indonesia

Abstract: Social media platforms are the most used tools to find out information, while at the same time act like a bridging tool towards an online shopping platform, because it can definitely influence the customer's intention to purchase. This study will investigate an understanding regarding the capability of social media to influence the customers, so it will give an insight of how to do the right marketing target, based on the result of the influence that social media platforms can give towards the customer purchase intention. This study will use the UTAUT2 framework and will be measuring it all along with the additional variable 'informativeness'. This study will also use the multiple regression as an analysing tool. By using the tools and variables we will further analyse the additional variable 'informativeness' and its relation with the capability and effect that the social media platform can give towards a customer purchase intentions.

Keywords: purchase intention; social media platform; social media usage; informativeness; UTAUT2.

DOI: 10.1504/IJTMKT.2021.116902

International Journal of Technology Marketing, 2021 Vol.15 No.1, pp.82 - 100

Received: 03 Dec 2020
Accepted: 30 Apr 2021

Published online: 27 Jul 2021 *

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