Pengaruh Visual Social Media Marketing pada Customer Purchase Intention: E-WOM sebagai Mediasi di Industri Skincare

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Published: Apr 30, 2024
DOI: https://doi.org/10.24912/jmk.v6i2.29857
Keywords:
visual social media marketing purchase intention electronic word of mouth

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Virla Morelin Marlie
Universitas Tarumanagara
Hetty Karunia Tunjungsari
Universitas Tarumanagara

Abstract

Penelitian ini untuk mengetahui pengaruh visual social media marketing pada purchase intention yang dimediasi oleh e-WOM. Metode penelitian yang digunakan adalah kuantitatif dengan menggunakan kuesioner melalui google form yang disebar secara sistematis. Sebanyak 230 responden diikut sertakan dalam penelitian ini. Pendekatan penelitian melibatkan analisis validitas, analisis data, pengujian hipotesis, dan analisis mediasi. Hasil uji penelitian menunjukkan bahwa visual social media marketing memberikan pengaruh positif terhadap purchase intention, juga memberikan dampak positif terhadap e-WOM. E-WOM juga memiliki pengaruh positif terhadap purchase intention. Terakhir, e-WOM sebagai mediator dapat memediasi pengaruh visual social media marketing terhadap purchase intention.
 

This research aims to determine the effect of visual social media marketing on purchase intention mediated by e-WOM (electronic Word of Mouth). The research method employed is quantitative, utilizing a systematically distributed questionnaire through Google Forms. A total of 230 respondents participated in this study. The research approach involves validity analysis, data analysis, hypothesis testing, and mediation analysis. The results of the study indicate that visual social media marketing has a positive impact on purchase intention and also has a positive influence on e-WOM. E-WOM has a positive impact on purchase intention. Lastly, e-WOM as a mediator, effectively mediates the effect of visual social media marketing on purchase intention.

Article Details

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Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
Section
Articles
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Author Biographies

Virla Morelin Marlie, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Hetty Karunia Tunjungsari, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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