Social Media as a Contributing Factor to the Potential Decline of Commercial Sales Jobs in the Future and the Driving Factors Behind the Increased Intention to Buy Among Generation Y and a Segment of Generation Z in Indonesia

Fachry Hasan (), Tazar Marta Kurniawan, Ratih Hurriyati and Mokh. Adib Sultan
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Fachry Hasan: Universitas Pendidikan Indonesia
Tazar Marta Kurniawan: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Mokh. Adib Sultan: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 669-682 from Springer

Abstract: Abstract This research aims to investigate the impact of social media on the reduction of commercial sales jobs and the increase in purchasing intent among Generation Y and part of Generation Z in Indonesia. The study also considers the influence of word of mouth, customer experience, and brand equity on purchasing intent. In addition, customer experience and brand equity serve as intervening variables that link social media and word of mouth to purchasing intent. This study provides valuable insights into changes in consumer behavior and market dynamics in the digital era. The results of this research can assist companies in developing more effective and innovative sales and marketing strategies, as well as creating stronger brand value in an increasingly competitive market.

Keywords: Brand Equity; Customer Experience; Intention To Buy; Social Media (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-443-3_88

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DOI: 10.2991/978-94-6463-443-3_88

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