THE EFFECT OF SOCIAL MEDIA MARKETING FACEBOOK TOWARDS PURCHASE INTENTION OF SECURITY TRAINING PT. CARAKA SAKTI UTAMA
Al Amin

Magister Management Telkom University

Abstract

There are 2 million people work as security officers in Indonesia. This jobs demand increases year by year along with the development and improvement of companies in Indonesia. To be a security officer, someone needs to reach at least Gada Pratama qualification.
PT. Caraka Sakti Utama is one of official companies that conduct security training in West Java which has legal permit from Police Chief of Republic Indonesia. There are 200 security training companies located in West Java that makes tight competition among companies. To attract more customers, PT. Caraka Sakti Utama uses 7 media social platforms especially Facebook.
Official Facebook of PT. Caraka Sakti Utama has 13.000 followers, 242.000 reach of audience, 4.418.000 fans page appearance, 7.673 fans page likes, and 48.800 interaction every month. This amount significantly affects number of student enrolment of Security training. Number of students increase every year and gain higher number compared to other companies that do not use Facebook as marketing channel
According to previous study, it is stated that social media has significant impact on purchase intention. Social Media marketing as a part of Digital marketing contributes to build a trusted brand, improves business perform, measures business activity, improves customer satisfaction, and increases sales.
Based on the information above, this study is aimed to analyze how digital marketing strategy e.g. Opinion Seeking, Viral Advertisement, Brand Page Commitment, Lack of Irritation has effect to Brand Awareness and EWOM so that affect to Purchase Intention.
This study uses Quantitative Method. Population of this study is prospective costumers who follow PT. Caraka Sakti Utama Facebook account and reached promotion by marketing activity. Sample of this study is 210 participants. Sampling Technique used in this study is Sample random sampling. Data analysis technique used in this study is Structural Equation Modelling (SEM) that is SmartPLS.

Keywords: Social Media Marketing, Brand Awareness, Electronic Word of Mouth, SEM, SmartPLS

Topic: Digital Marketing