Pengaruh Digital Marketing dan Brand Image terhadap Keputusan Pembelian (Purchase Decision) melalui Customer Trust sebagai Variabel Mediasi (Studi pada Konsumen Babi Guling Men Lari di Bali)

Ni Nyoman Mia Trianingsih, Hastuti Naibaho

Sari


Penelitian ini menganalisis pengaruh digital marketing dan brand image terhadap keputusan pembelian (purchase decision) melalui customer trust sebagai variabel mediasi pada konsumen Babi Guling Men Lari di Bali. Era digital telah mengubah cara konsumen berinteraksi dengan brand, terutama dalam industri kuliner tradisional yang beradaptasi dengan teknologi modern. Penelitian kuantitatif ini menggunakan metode survei terhadap 200 responden yang dipilih melalui purposive sampling. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4.0. Hasil penelitian menunjukkan digital marketing berpengaruh positif signifikan terhadap keputusan pembelian (β=0,245, p<0,05) dan brand image berpengaruh positif signifikan terhadap keputusan pembelian (β=0,321, p<0,01). Customer trust terbukti berperan sebagai mediator signifikan dalam kedua hubungan tersebut. Temuan mengkonfirmasi bahwa strategi digital marketing yang efektif dapat meningkatkan brand image dan membangun customer trust yang pada akhirnya mendorong keputusan pembelian konsumen.
Kata Kunci: Digital Marketing; Brand Image; Keputusan Pembelian; Customer Trust; Kuliner Tradisional; Bali

Teks Lengkap:

Download PDF

Referensi


Bagozzi, R. P. (1986). Principles of marketing management. Science Research Associates.

Bali Tourism Board. (2023). Consumer behavior study in Canggu culinary sector 2023. https://balitourismboard.org/research/consumer-behavior-2023

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education. https://www.pearson.com/en-gb/subject-catalog/p/digital-marketing/P200000003405

Chen, A., & Lin, W. (2022). The impact of social media marketing and content quality on restaurant visit intention. Journal of Hospitality and Tourism Technology, 13(3), 445-462. https://doi.org/10.1108/JHTT-08-2021-0245

Chen, H., & Rahman, I. (2022). Digital transparency and consumer trust in traditional Asian restaurants. Journal of Foodservice Business Research, 25(4), 512-534. https://doi.org/10.1080/15378020.2021.2001567

Cooper, D. R., & Schindler, P. S. (2022). Business research methods (14th ed.). McGraw-Hill Education.

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.

Dinas Pariwisata Kabupaten Badung. (2023). Statistik restoran dan warung makan kawasan Canggu 2023. Pemerintah Kabupaten Badung.

Faber, I., Perez-Cueto, F. J. A., & Aschemann-Witzel, J. (2022). Social media and food consumer behavior: A systematic review. Food Quality and Preference, 104, 104710. https://doi.org/10.1016/j.foodqual.2022.104710

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Cengage Learning.

Han, H., & Ryu, K. (2021). The roles of physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 45(1), 87-110. https://doi.org/10.1177/1096348020951640

Han, H., Yu, J., & Kim, W. (2022). Environmental corporate social responsibility and the strategy to boost the airline's image and customer loyalty intentions. Journal of Travel & Tourism Marketing, 39(2), 174-189. https://doi.org/10.1080/10548408.2022.2052236

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Jacoby, J. (2021). Stimulus-organism-response reconsidered: An evolutionary step in modeling consumer behavior. Journal of Consumer Psychology, 12(1), 51-57. https://doi.org/10.1207/S15327663JCP1201_05

Kannan, P. K., & Li, H. A. (2021). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 37(1), 22-45. https://doi.org/10.1016/j.ijresmar.2019.08.005

Keller, K. L. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson.

Kim, J. J., & Lee, S. Y. (2021). Effects of brand authenticity of traditional Korean restaurants on brand trust and brand attachment. Journal of Hospitality Marketing & Management, 30(7), 864-883. https://doi.org/10.1080/19368623.2021.1926037

Kim, S., & Peterson, R. A. (2021). Trust and purchase intention in online consumer behavior: A meta-analytical review. Electronic Commerce Research and Applications, 48, 101065. https://doi.org/10.1016/j.elerap.2021.101065

Kim, S., & Song, H. (2021). The power of symbolic image in heritage restaurants: Moderating cultural values. International Journal of Hospitality Management, 96, 102975. https://doi.org/10.1016/j.ijhm.2021.102975

Kotler, P., Keller, K. L., & Alexander, N. (2021). Marketing management (16th ed.). Pearson Education Limited.

Kumar, V., & Reinartz, W. (2021). Creating enduring customer value. Journal of Marketing, 85(5), 28-47. https://doi.org/10.1177/00222429211021258

Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877. https://doi.org/10.1016/j.jbusres.2020.12.060

Li, H., & Kannan, P. K. (2021). Digital marketing effectiveness: A systematic review and future research directions. Journal of Interactive Marketing, 52, 79-95. https://doi.org/10.1016/j.intmar.2020.06.001

Liu, Y., Wang, S., & Chen, X. (2022). Brand image and consumer trust: Evidence from the Chinese service market in digital era. Asia Pacific Journal of Marketing and Logistics, 34(8), 1765-1785. https://doi.org/10.1108/APJML-08-2021-0611

Martinez, E., & De Chernatony, L. (2022). The impact of ethnic restaurant brand dimensions on customer-based brand equity. Journal of Product & Brand Management, 31(4), 532-548. https://doi.org/10.1108/JPBM-03-2021-3389

McKnight, D. H., Choudhury, V., & Kacmar, C. (2022). Digital trust building: A comprehensive framework for online consumer behavior. The Journal of Strategic Information Systems, 31(2), 101715. https://doi.org/10.1016/j.jsis.2022.101715

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Moorman, C., Zaltman, G., & Deshpande, R. (2021). Relationships between providers and users of market research: The dynamics of trust in digital age. Journal of Marketing Research, 57(3), 314-335. https://doi.org/10.1177/0022243720908399

Ryu, K., Lee, H. R., & Gon Kim, W. (2022). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141

Sekaran, U., & Bougie, R. (2021). Research methods for business: A skill building approach (8th ed.). John Wiley & Sons.

Spears, N., & Singh, S. N. (2021). Measuring attitude toward the brand and purchase intentions in digital context. Journal of Current Issues & Research in Advertising, 42(2), 153-172. https://doi.org/10.1080/10641734.2020.1834921

Statistik Pariwisata Bali. (2023). Perkembangan industri kuliner Bali 2018-2023. Dinas Pariwisata Provinsi Bali. https://disparda.baliprov.go.id/statistik-pariwisata/

Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D (3rd ed.). Alfabeta.

Thompson, M., & Chen, R. (2022). Brand trust as mediator: Digital marketing and consumer intentions in food industry. Journal of Hospitality Marketing & Management, 31(3), 315-338. https://doi.org/10.1080/19368623.2021.1983521

Wang, M., & Yang, S. (2021). Restaurant brand image dimensions and purchase decision: An empirical study in China. International Journal of Contemporary Hospitality Management, 33(9), 3111-3134.

We Are Social & Meltwater. (2023). Digital 2023: Global overview report. https://wearesocial.com/id/blog/2023/01/digital-2023/

Zhang, W., & Wang, J. (2023). Trust mediation in digital marketing effectiveness: A structural equation modeling approach in hospitality sector. Journal of Hospitality and Tourism Technology, 14(2), 289-308. https://doi.org/10.1108/JHTT-06-2022-0198

Zhou, T., Li, H., & Liu, Y. (2023). Digital marketing communications and trust building: An empirical investigation in food service industry. Journal of Foodservice Business Research, 26(2), 445-468. https://doi.org/10.1080/15378020.2022.2087654




DOI: https://doi.org/10.37531/mirai.v11i1.11752

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web Analytics