Pemasaran Media Sosial, Ulasan Pelanggan, dan Kesadaran Merek terhadap Keputusan Pembelian Xiaomi
Article Sidebar
Main Article Content
Abstract
Metode purposive sampling digunakan dengan cara menyebar kuesioner secara online, kemudian diolah dengan menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Kemudian ulasan pelanggan online memiliki pengaruh positif tetapi signifikan terhadap keputusan pembelian. Kesadaran merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian.
The purpose of this study is to determine whether social media marketing, online customer reviews and brand awareness influence purchasing decisions. The sample taken from this study was 195 Xiaomi smartphone users in Jakarta. The purposive sampling method was used by distributing questionnaires online, then processed using smartPLS-SEM. The results of this study are social media marketing has a positive and significant effect on purchasing decisions. Then online customer reviews have a positive and significant influence on purchasing decisions. Brand awareness has a positive and significant influence on purchasing decisions.
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
Aaker, D. A. (2020). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. New York: Free Press.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administrative Insight, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
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. https://doi.org/10.31106/jema.v17i2.6916
Blackwell, R. D., Miniard, P. W., Engel, J. F., & Rahman, Z. (2018). Consumer Behavior. India: Cengage.
Chaffey et al., (2019). Digital Business and e-Commerce Management: Strategy, Implementation and Practice. 7e. Pearson Education Limited, UK.
Changchit, C., Klaus, T., & Lonkani, R. (2020). Online Reviews: What Drives Consumers to Use Them. Journal of Computer Information Systems, 1–10. https://doi.org/10.1080/08874417.2020.1779149
Copp, C. M. (2022). What Is Brand Awareness? Definition, How It Works, and Strategies.
Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
Hair, J. (2022). A Primer on Partial Least Squares Structural Equation Modeling (Pls-Sem) Third Edition.
Hasan, M., & Sohail, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 1–18. https://doi.org/10.1080/08961530.2020.1795043
Julianto, A. & Rodhiah, R. (2023). The Effect of Item Based Loyalty Program, Social Media Marketing and Sales Promotion on Purchase Decision on E-Commerce Users. International Journal of Economics, Business and Accounting Research, 7(1), 1-9.
Kadek, L., Martini, B., Sembiring, E., & Paulus, D. F. (2022). Customer Online Customer Rating Dan Online Customer Review Terhadap Keputusan Pembelian Di Toko Modeliafashion Pada Marketplace Tokopedia Jakarta. 4(1), 15–24.
Keller, Kevin Lane., Swaminathan, Vanitha. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New York: Pearson
Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Kotler, P, Keller K (2016): Marketing Management, 15thEdition New Jersey: Pearson Pretice Hall, Inc.
Kotler, P., & Armstrong, G. (2018). Principle Of Marketing. Pearson Education Limited.
Kotler, P.T., Keller, K.L., Brady, M., Goodman, M., Hansen, T. (2019). Marketing Management. Singapore: Pearson Education.
Kristiawan, T. & Keni, K. (2020). Pengaruh Packaging Social Media Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Busana Brand Lokal. Jurnal Manajemen, 15 (2), 244-256. http://dx.doi.org/10.19166/derema.v15i2.2445
Mahmoud Al Azzam, A., Fattah Al-Azzam, A., & Al-Mizeed, K. (2021). The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. Journal of Asian Finance, 8(5), 455–0463. https://doi.org/10.13106/jafeb.2021.vol8.no5.0455
Malhotra, N. (2020). Marketing Research. An Applied Orientation. Pearson Education Limited.
McGruer, D. (2020). Dynamic digital marketing: Master the world of online and social media marketing to grow your business. John Wiley & Sons.
Pasha, K., & Hadibrata, B. (2019). The Impact of Brand Awareness, Brand Association and Perceived Quality on Consumer Purchase Decision of Sampoerna A Mild Products. https://doi.org/10.21276/sjef.2019.3.1.9
Sivaram, M., Hudaya, A., & Ali, H. (2019). Jakarta Indonesia 3) Senior Lecturer. Universitas Mercu Buana (UMB), 1(2). https://doi.org/10.31933/DIJEMSS
Stefanus, T. A. & Loisa, R. (2022). Pengaruh Selebgram Endorser, Online Consumer Review, dan Brand Image terhadap Minat Beli (Studi Kasus pada Brand Byoote). Jurnal Manajemen Bisnis dan Kewisausahaan, 6(6), 600-605. https://doi.org/10.24912/jmbk.v6i6.20662
Sugiyono. (2022). Metode Penelitiann Kuantitatif, Kualitatif dan RNB (2nd ed.). Alfabeta.
Suharto. (2021). Special Issue 6, 2021 1 Strategic Management & Decision Process. In Academy of Strategic Management Journal (Vol. 20).
Sukardi Kodrat, D. (2021). The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship, 1(1).
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59. https://doi.org/10.1016/j.jretconser.2017.11.002
Wang, X., Guo, J., Wu, Y., & Liu, N. (2020). Emotion as signal of product quality: Its effect on purchase decision based on online customer reviews. Internet Research, 30(2), 463–485. https://doi.org/10.1108/INTR-09-2018-0415
Xie, K. L., Chen, C., & Wu, S. (2016). Online Consumer Review Factors Affecting Offline Hotel Popularity: Evidence from Tripadvisor. Journal of Travel and Tourism Marketing, 33(2), 211– 223. https://doi.org/10.1080/10548408.2015.1050538