Examining The Impact of Social Media Marketing Perceptions on Purchase Intention Through Persona Clustering in E-Commerce Clothing Line

Indonesia is known as digital-first nation which is given based on the high usage of online platform, especially in the clothing category.Understanding customer behaviour and preference is mentioned as one of the key successes for marketers because it can lead to customer decision to consume the product and will have purchase intention as the result.Social media plays as a big role as a tool for marketers to influence purchasing decisions of consumers and enhance their brand images.This research used K-Means clustering for persona segmentation of 413 social media users which will give wide perspective of demographic, psychographic, and behaviour of consumers in Indonesia which measured by their social media marketing perceptions.This study segmented customer based on their social media marketing perceptions of performance expectancy, hedonic motivation, interactivity, informativeness, and perceived relevance.The aim is to examine how customer's social media marketing perceptions influence purchase intention in e-commerce clothing line.Resulted from seven times iteration of data segmentation, there are two-clustering named "susceptible" and "impervious" that both have the same significance result of performance expectancy towards purchase intention through regression testing.While regression found performance expectancy significant for both clusters, limitations exist regarding the even sampling distribution from all over Indonesia.Another finding from the regression for this research states that informativeness is also important for the "susceptible" cluster.The findings indicate that people are more likely to be attached if they find the advertisement on social media as more useful, valuable, and informative about the product and discounts.