Social Media Content, General Online Social Interaction Propensity (GOSIP), and Customers' Online Brand-Related Activities (COBRAS) in Vehicle Leasing Market

Abstract

In forming purchase intentions, today’s consumers seek information and evaluate alternatives through social media. The purpose of this study was to determine the effect of social media content and GOSIP on COBRAs and their impact on purchase intention, as well as the preferences of social media followers to increase COBRAs. The data analysis method used was a questionnaire and distributed to 122 social media followers of PT IMFI. The data analysis method used is path analysis and conjoint analysis. The results show that social media content and GOSIP have a direct influence on COBRAs, also social media content and GOSIP have an indirect effect on purchase intention through COBRAs, while social media content variables have a direct influence on purchase intention. According to consumers, the most important attribute is social media content with the most preferred form being product information and the most preferred format being images.