Abstract
Businesses must use social media if they want to survive in this modern era. Almost all industries need social media to increase market share, boost brand credibility, and increase customer trust. Social media is also necessary for the transportation industry to function properly. Until now, there has not been much research on transportation related to marketing activities on social media, especially buses. This study provides a new perspective on efforts to improve SMMA purchasing decisions. It was found that customer experience and promotion variables are necessary as mediating variables between SMMA and purchase decisions. This study collects and analyzes quantitative data. In this study, purposive sampling method was used to 506 sample bus passengers at PO Bejeu Jepara. The empirical model was tested with Smart PLS 4.0 software.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Economics, Management and Accounting
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
