Track: Modeling and Simulation

Abstract

This research was conducted in Bandung, Indonesia, to obtain empirical evidence regarding the variety of social media marketing activities that can significantly increase consumer purchasing intentions. This study uses a quantitative approach to the object of research in social media marketing activities and consumer purchasing intentions. This study uses an action research strategy through the stages of planning, action, observing, and reflecting for six months. The research participants consist of owners as researchers and consumers as respondents who will directly assess the results of the actions taken. Data collection related to the assessment of the action research results was carried out randomly using an online questionnaire as an instrument. The data analysis technique used descriptive analysis and verification analysis with SPSS20. Empirical evidence states that entertaining, interactive, up-to-date, campaign, and customized social media marketing activities can positively and significantly increase consumer purchasing intentions. The results of this study provide evidence that can help fashion businesspeople plan marketing strategies through their social media.