The Implementation of Social Media Marketing and Service Quality in Increasing Customer Purchase Intention at PT. SUCOFINDO (Persero) SBU Mineral
DOI:
https://doi.org/10.55606/jupiman.v5i1.6965Keywords:
Customer Preference, Digital Communication, Purchase Intention, Service Quality, Social Media MarketingAbstract
This study aims to analyze the influence of Social Media Marketing (X1) and Service Quality (X2) on the Purchase Intention (Y) of customers at PT Sucofindo (Persero) SBU Mineral. Employing a quantitative approach, data were gathered using Likert-scale questionnaires distributed to 100 corporate respondents representing Key Account and Regular Account customers. The data analysis technique used was multiple linear regression executed through SPSS software. The instrument testing results confirmed that all questionnaire items were valid and reliable. Classical assumption tests verified that the regression model met the normality requirements and was free from multicollinearity. Partially, both Social Media Marketing and Service Quality proved to have a positive and significant effect on Purchase Intention. Through a strong coefficient of determination (Adjusted R Square), this research model is able to significantly explain the variance in customer purchase intention, while the remainder is influenced by other factors outside the model. These findings emphasize the vital importance of integrating interactive digital communication activities and consistent technical operational service quality in maintaining customer preferences in the B2B mineral sector market
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Copyright (c) 2026 Dedih Budiawan Sugianto, Amrin Amrin, Anwar T., Andi Ningrat, Arifin H. Abd Majid, Muhammad Ilham
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