The Impact of Instagram E-Marketing in SME Fashion Industry on Customer Satisfaction

Sanny, Lim; Marselli, Dahlia; Effandi, Rorie; Simek, Lea

doi:10.1109/icsecs52883.2021.00015

Cited by 5 publications

(5 citation statements)

References 10 publications

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“…Although in various industries variables have been found to affect customer loyalty, in the context of Small and Medium Enterprises in the field of fashion has not been done. Those arguments are supported by previous research that has been done in SMEs fashion industry by Gonda et al (2020), Ramadhanayanti et al (2022, AbdelAzis andSaad (2023), Senanu et al (2023) and Sanny et al (2021). Therefore, this study will close the gap regarding the validation of the variables that affect consumer loyalty in the field of Fashion SMEs.…”

Section: Introductionsupporting

confidence: 84%

Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands

Hapsari

Thitiya

Zaini

2023

APMBA

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This current study aims to examine the role of social media marketing, brand awareness, value, and trust in local fashion brand loyalty. This study uses the affective-cognitive theory that stated to create an emotional response, a customer of a brand needs to evaluate the affective and cognitive stimuli provided by the brand. This current study focuses on investigating the effect of social media marketing and brand awareness (cognitive); trust and perceived value (affective) on loyalty. One hundred and fifty respondents from Indonesian local fashion brands have participated in the survey were recruited by using a purposive sampling technique. Structural Equation Modelling (AMOS 20) was used to analyze the data, through two steps: Confirmatory Factor Analysis (CFA) and hypothesis testing. The result of the CFA test confirmed that the indices were all acceptable. The results of the hypothesis testing show that social media marketing positively influenced customers' perceived value, brand awareness, and brand trust while brand loyalty is influenced by the marketing activity that is done through social media, the degree of customers' brand awareness, brand trust, and perceived value. Based on the result of this study, to make the customers loyal to the brand in the fashion industry, fashion-preneur must deliver the right social media marketing campaign.

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Section: Introductionsupporting

confidence: 84%

Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands

Hapsari

Thitiya

Zaini

2023

APMBA

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“…Hassan and Alassouli's [57] research in Palestine and Muhammad's [73] study in Northeast Nigeria demonstrated a statistically significant detrimental effect of e-promotion on customer satisfaction. According to research by Sanny et al [85], e-promotion does not affect customer satisfaction in online SMEs on Instagram. International students' satisfaction with Coupang's customer service was not significantly impacted by e-promotion, according to research conducted in South Korea by Basnet, Sherpa, and Del Cid [75].…”

Section: -The Relationship Between E-promotion and Customer Satisfactionmentioning

confidence: 99%

The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries

Elfadel,

Othman,

Mat

et al. 2024

ISU

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This study employs Structural Equation Modeling (SEM) using Smart PLS 3.2.9 to offer valuable insight into the relationship between e-marketing mix (4Ps) and customer satisfaction with electronic information services provided by public university libraries in Jordan. The identified primary aspects within the e-marketing mix encompass e-product, e-pricing, e-place, and e-promotion. An online survey (questionnaire) targeting postgraduate student respondents at Jordanian public universities (a total of 792 participants) was used to gather data using a quantitative technique. Participants were chosen using voluntary response sampling. The study’s findings revealed that all relevant elements of the e-marketing mix establish significant relationships with customer satisfaction among postgraduate student respondents utilizing e-information services in public university libraries in Jordan. Notably, e-products, e-pricing, and e-promotion demonstrated substantial positive relationships with customer satisfaction. Conversely, there was a negative relationship observed with e-place. The novelty of this study lies in its exploration of the previously unexplored realm of the e-marketing mix framework (4Ps) in the context of customer satisfaction with electronic information services within university libraries in Jordan.

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“…Therefore, the intention to behave is the major element of the actual behavior Purchase intention process starts with the product evaluation. To do the evaluation individuals use their current knowledge, experience, and external information [1]. Hence, external factors also play a major role in purchase intention process by influencing on consumers attitudes and there is a correlation between perceived usefulness and purchase intention [6].…”

Section: Literature Reviewmentioning

confidence: 99%

“…Indonesia have the highest percentage of ecommerce platform user, with 90% of user from the age of 16-64 says that they have tried buying goods online through and e-commerce platform [1], but not all of the people who purchased the good online uses the same type of payment methods some still prefer manually wiring the money or using an e-wallet which is where you can wire the money to an online wallet then later on pay with that.…”

Section: Introductionmentioning

confidence: 99%

Effect of Payment Gateways towards Online Shopping Behavior in SME in Indonesia

Isanawikrama,

Hutomo,

Irawan

et al. 2023

E3S Web Conf.

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This study aims to examine the relationship between trust, types of payment methods, perceived usefulness, and convenience to the people’s purchase intention and whether that affect people’s online shopping behavior in SMEs in Indonesia—types of payment methods. Data were collected from 205 respondents in Indonesia using purposive sampling. Path Analysis was used in this study, and the results showed that Perceived Usefulness has a strong, unidirectional positive influence and significant effects on the Purchase Intention of payment gateway users but is not significant to Online Shopping Behavior. Convenience variables have a strong, unidirectional positive influence and significantly affect Purchase Intention and Online Shopping Behavior of payment gateway users in Indonesia.

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The Impact of Instagram E-Marketing in SME Fashion Industry on Customer Satisfaction

Cited by 5 publications

References 10 publications

Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands

Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands

The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries

Effect of Payment Gateways towards Online Shopping Behavior in SME in Indonesia

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