THE INFLUENCE OF SOCIAL MEDIA MARKETING ON THE PURCHASE INTENTION OF ELECTRONIC PRODUCTS

Abstract

This research aims to study the influence of social media marketing on the purchase intention of electronic products. The researcher used the questionnaire as the research tool and collected data from 400 samples of customers in Beijing, China. Descriptive statistics were used to analyze data, including Frequency, Percentage, Mean, Standard Deviation, and inferential statistics, including Independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most respondents were 25-40 years old, primarily male, and most had a bachelor's degree education and a monthly income of less than 3000 yuan. The first hypotheses were tested, and the results found that demographic factors (Age, Gender, Income, Education level) significantly influence purchase intention in Beijing, China. The results of the second hypothesis found that social media marketing (content quality, posting frequency, user engagement, and platform choice) significantly influences purchase intention.