Using Social Media Marketing To Stimulate Customers To Use Ride - Hailing Service In Potential Financial Crisis: The Case Study Of Gojek

Abstract

This study examines the relationship between social media marketing activities and purchase intention, as mediated by trust and brand image, to corroborate the constructs' practical applicability, particularly in a swiftly expanding online ride-hailing service company. This study employs a quantitative methodology and a causal research design to evaluate the proposed hypotheses and establish the relationships between each pair of constructs. Using an offline questionnaire as the primary source of data collection, 400 Ho Chi Minh social media users who had previously utilized GO-JEK services were surveyed. In addition, SmartPLS methods were utilized to analyze these research data. Social Media Marketing has a significant impact on the purchase intent of consumers across three user groups: Monthly users, Weekly users, and Daily users, whereas Trust and Brand Image have a feeble and moderate influence on purchase behavior, respectively. The findings indicate that, of the five dimensions of social media marketing, two, namely trendiness and customization, have the most significant direct effect on the purchase intentions of three user groups: Monthly users, Weekly users, and Daily users, respectively. Brand Image and Trust moderate the association between Social Media Marketing and Purchase Intent. This research provides organizations with useful recommendations. It first reveals the social media factors that have direct influence on consumers' purchase intent. Second, it describes how consumer trust and brand image can amplify the influence of each variable on purchase intent. GO-JEK is an example of an online ride-hailing industry that contributes to the issue of generalizability in diverse business contexts. Very few studies have examined the role of social media marketing in the GO-JEK business model in the Vietnamese context. Through the influence of social media activities, this study offers an in-depth examination of the significant factors that influence the purchasing decisions of Vietnamese consumers.