The Influence of Social Media Marketing and Shopping Experience on Customer Inspiration and Purchase Intention: A Study of Marketplace Users

Abstract

The development of social media has changed the advertising and marketing landscape and has turned into a tool that businesses and companies can put to good use. E-commerce or more popular with online buying and selling is currently being loved by the Indonesian people. In the context of marketing, new ideas are usually provided through marketing stimuli and can generate motivation to buy products. Therefore, this study aims to determine the effect of social media marketing, shopping experience, on customer inspiration and purchase intention. The research sample was 170 respondents taken from online questionnaires distributed. Researchers used IBM SPSS Version 25 software as a data analysis technique. The results showed that there is an effect of social media marketing, shopping experience has a positive and significant effect on customer inspiration, social media marketing has no positive effect on purchase intention, shopping experience has a positive effect on purchase intention and there is an effect of social media marketing, shopping experience on purchase intention mediated by customer inspiration is positive and significant.