Pengaruh Aktivitas Pemasaran Media Sosial pada Tiktok terhadap Niat Beli Scarlett Whitening
Article Sidebar
Main Article Content
Abstract
Penelitian ini menguji pengaruh aktivitas pemasaran media sosial terhadap niat beli melalui percakapan elektronik dan kesadaran merek. Sampel dari penelitian ini adalah 250 pengikut akun TikTok Scarlett Whitening yang dipilih dengan metode sampel kenyamanan. Data dikumpulkan melalui kuesioner daring dan dianalisis dengan PLS-SEM. Hasil penelitian ini mengindikasikan bahwa pemasaran media sosial secara tidak langsung memengaruhi niat beli melalui kesadaran merek dan percakapan elektronik.
This study examines the effect of social media marketing activities on purchase intention through electronic word-of-mouth and brand awareness. The sample of this study was 250 followers of Scarlett Whitening TikTok account, which were selected using the convenience sampling method. Data were collected through online questionnaires and analyzed by PLS-SEM. The results of this study indicate that social media marketing indirectly affects purchase intention through brand awareness and electronic word-of-mouth.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Ardhiansyah, A. N., & Marlena, N. (2021). Pengaruh social media marketing dan e-wom terhadap minat beli produk Geoffmax. Akuntabel, 18(3), 379-391. http://dx.doi.org/10.29264/jakt.v18i3.9704
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness. Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 17(2), 156-168. http://dx.doi.org/10.31106/jema.v17i2.6916
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185. https://doi.org/10.1016/j.sbspro.2014.07.032
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. http://dx.doi.org/10.15295/bmij.v6i1.229
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9) 770-790. https://doi.org/10.1108/01409171211255948
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025
Cuong, P. H. (2021). Impact of social media marketing and e-wom on purchase intention of consumer goods buyers. Laplage em Revista, 7(Extra-C), 703-713. https://doi.org/10.24115/S2446-622020217Extra-C1146p.703-713
Dülek, B., & Aydin, İ. (2020). Effect of social media marketing on e-wom, brand loyalty, and purchase intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 271-288. https://doi.org/10.29029/busbed.734350
Fenetta, A., & Keni, K. (2020). Pengaruh brand awareness dan perceived quality terhadap purchase intention: Brand loyalty sebagai variabel mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(6), 270-275. http://dx.doi.org/10.24912/jmbk.v4i6.9792
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Laviana, V., & Cokki, C. (2022). Determinan niat pembelian produk Wardah di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 4(1), 252-262. https://doi.org/jmk.v4i1.17199
Malhotra, N. K. (2015). Essentials of Marketing Research: A Hands-on Orientation. Pearson.
Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal Manajemen Indonesia, 19(2), 107-122. https://doi.org/10.25124/jmi.v19i2.2234
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2021). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89-103. https://doi.org/10.3390/jtaer17010005
Pramudhita, N. D. E., & Madiawati, P. N. (2021). The role of social media marketing activities to improve e-wom and visit intention to Indonesia tourism destinations through brand equity. Jurnal Sekretaris dan Administrasi Bisnis, 5(1), 17-28. https://doi.org/10.31104/jsab.v5i1.18
Pudianigrat, A. & Ariyanti, M. (2020). The impact of customer interactions in social media marketing activity on brand awareness, e-wom, and purchase intention for internet plan based on imei (tau plan). Proceeding of the 8th ISCLO. http://repository.ibs.ac.id/2058/1/ISCLO-2020-Proceeding.pdf
Raharja, S. U. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: A study on digital happiness. International Journal of Trade and Global Markets, 13(1), 21-30. https://doi.org/10.1504/IJTGM.2020.10021566
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia. The Winners, 22(2), 173-182. https://doi.org/10.21512/tw.v22i2.7597
Seo, E. J., & Park, J. W. (2018). A study on the influence of the information characteristics of airline social media on e-wom, brand equity and trust. The Open Transportation Journal, 12(1), 289-300. https://doi.org/10.2174/1874447801812010289
Syahrivar, J., & Ichlas, A. M. (2018). The impact of electronic word of mouth (e-wom) on brand equity of imported shoes: Does a good online brand equity result in high customers' involvements in purchasing decisions?. The Asian Journal of Technology Management, 11(1), 57-69. https://dx.doi.org/10.12695/ajtm.2018.11.1.5
Xiao, Z., Zhang, J., Li, D., & Samutachak, B. (2016). The effect of e-wom on country image and purchase intention: an empirical study on Korean cosmetic products in China. International Journal of Services Technology and Management, 22(1-2), 18-30. https://doi.org/10.1504/IJSTM.2016.077652
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307. https://dx.doi.org/10.1016/j.tele.2017.06.001