Pengaruh Informativeness, Entertainment, Credibility, Word of Mouth, dan Trendiness Terhadap Purchase Intention yang Dimediasi Oleh Advertising Value (Studi Kasus Pada Brand Skincare Lokal)
Abstract
Iklan kerap dapat menarik perhatian konsumen untuk membuat keputusan membeli konsumen dan telah menjadi bagian penting dalam suatu produk. Tentu saja, banyak perusahaan terjun ke era digital untuk melakukan pemasaran secara online. Pemasaran yang dilakukan secara online memberikan banyak keuntungan bagi pemasar. Pada penelitian ini, peneliti mengambil beberapa variabel kegiatan pemasaran pada media sosial yang diuji terhadap brand skincare lokal di Indonesia. Penelitian ini dilakukan secara empiris untuk tujuan mengetahui pengaruh kegiatan pemasaran media sosial terhadap keputusan membeli konsumen yang dimediasi oleh nilai iklan.
Penelitian ini dilakukan dengan melakukan pendekatan secara kuantitatif. Metode yang digunakan pada penelitian ini adalah probability sampling. Penelitian ini memiliki total sample sebanyak 446 responden dengan parameter 1:15 yang didapat dari 29 pertanyaan yang disebarluaskan. Hasil dari penelitian ini diolah menggunakan SmartPLS versi 26. Hasil pada penelitian ini menunjukan variabel informativeness dan variabel word of mouth tidak berpengaruh signifikikan terhadap variabel advertising value, namun pada variabel credibility, variabel trendiness dan variabel entertainment memiliki hubungan signifikan terhadap advertising value serta variabel advertising value memiliki hubungan signifikan terhadap variabel purchase intention.
Kata kunci: kegiatan pemasaran media sosial, niat beli konsumen, nilai iklan, merek skincare lokal
Abstract
Advertising can often attract the attention of consumers to make consumer’s purchase intention increase and has become an important part of a product. Of course, many companies are jumping into the digital age to do marketing online. Marketing done online provides many advantages for marketers. In this study, researchers took several variables of marketing activities on social media which were tested against local skincare brands in Indonesia. This research was conducted empirically for the purpose of knowing the effect of social media marketing activities on consumer buying decisions mediated by advertising value.
This research was conducted by using a quantitative approach. The method used in this study is probability sampling. This study has a total sample of 446 respondents with a parameter of 1:15 obtained from 29 questions distributed. The results of this study are processed using SmartPLS version 26. The results of this study show that the informativeness variable and the word-of-mouth variable have no significant effect on the advertising value variable, but the credibility variable, the trendiness variable and the entertainment variable have a significant relationship to advertising value and the advertising value variable has a significant relationship to the purchase intention variable.
Keywords: social media marketing activities, consumer purchase intentions, advertising value, local skincare brands
Full Text:
Download PDFReferences
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(June), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Aryadhe, T., Suryani, A., & Sudiksa, I. B. (2018). Pengaruh Sikap Dan Norma Subjektif Terhadap Niat Beli Dan Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 7(3), 255052.
Ayesh, O., & Otaibi, L. Al. (2021). The Impact of Social Media Advertisements on Purchase Intentions : An Empirical Study on Food Industry in Jordan. 17(October), 611–624.
Aziza, D. N., & Astuti, R. D. (2019). Evaluating The Effect of YouTube Advertising towards Young Customers’ Purchase Intention. 72(December 2017), 93–98. https://doi.org/10.2991/icbmr-18.2019.16
Gozali, N. F., Yugopuspito, P., Universitas, E., & Harapan, P. (2021). Antecedents of Advertising Value to Brand Awareness and Subscription Intention ( Case of Disney + Hotstar Ads on Youtube Ads ). Journal of Management, 12(1), 228–231. https://eprajournals.org/index.php/IJMR/article/view/263
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hashim, N. H., Normalini, & Sajali, N. (2018). The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention. Global Business Review, 19(5), 1187–1206.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Khan, M. M., Memon, Z. & Kumar, S. (2019). Celebrity Endorsement and Purchase Intentions : The Role of Perceived Quality and Brand Loyalty. Market Forces College of Management Sciences Volume, 14(2), 99–120. https://ssrn.com/abstract=3670188
Mustafi, M. A. A., & Hosain, M. S. (2020). The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. Journal of Contemporary Marketing Science, 3(3), 385–410.
Nathani, D., & Budiono, H. (2021). Pengaruh Kepercayaan, Popularitas, Dan Citra Merek Terhadap Minat Beli Produk Kamera Sony. Jurnal Manajerial Dan Kewirausahaan, 3(4), 953.
Priono, Q. M. B., & Prohimi, A. H. A. (2021). Pengaruh Celebrity Endorse Terhadap Purchase Intention Melalui Brand Trust Pada Produk Scarlett Whitening. Prosiding Seminar Nasional KBK, 1(2). http://conference.um.ac.id/index.php/mnj/article/view/1750
Savitri, N. (2017). Pengaruh Celebrity Endorser Dan Iklan Melalui Media Televisi Terhadap Minat Beli Pada Tokopedia Di Denpasar. E-Jurnal Manajemen Universitas Udayana, 6(8), 253221.
Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers’ activity in india. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602–617.
Susanto, R. (2021). Pengaruh Harga dan Iklan terhadap Keputusan Pembelian Smartphone Oppo di Tangerang Selatan. JABE (Journal of Applied Business and Economics), 7(4), 450–457. https://journal.lppmunindra.ac.id/index.php/JABE/article/view/10038
Wardhani, P. K., & Alif, M. G. (2019). The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and Purchase Intention in Instagram. 348(APRiSH 2018), 196–204.
DOI: https://doi.org/10.37531/sejaman.v5i2.2414
Refbacks
- There are currently no refbacks.
