THE INFLUENCE OF CUSTOMER INSPIRATION ON SOCIAL MEDIA MARKETING TOWARD ARCHITECTURAL SERVICE PURCHASE INTENTION

THE INFLUENCE OF CUSTOMER INSPIRATION ON SOCIAL MEDIA MARKETING TOWARD ARCHITECTURAL SERVICE PURCHASE INTENTION

Social media has been used as a marketing tool by architecture firms to generate purchase in­ten­tion. However, inspiration as a motivating internal response is needed to achieve the marketing ob­jec­tive. This study aims to examine the effect of utilitarian content, hedonic content, and openness a...

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Bibliographic Details
Main Authors: Sabrina Wissen, Lina Anatan
Format: Article
Language:English
Published: Petra Christian University 2023-06-01
Series:Jurnal Manajemen dan Wirausaha
Subjects:
Customer inspiration
purchase intention
utilitarian content
hedonic content
openness
Online Access:https://jurnalmanajemen.petra.ac.id/index.php/man/article/view/25723

Internet

https://jurnalmanajemen.petra.ac.id/index.php/man/article/view/25723

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