Pengaruh Pemasaran Media Sosial terhadap Kesadaran Merek, Keterlibatan Merek dan Niat Beli di Kalangan Generasi Z Dan Y
Article Sidebar
Read Counter : 12
Download : 7
Main Article Content
Abstract
Penelitian ini bertujuan untuk menguji pengaruh pemasaran media sosial terhadap kesadaran merek, keterlibatan merek dan niat beli di kalangan generasi z dan y. Metode penelitian menggunakan pendekatan kuantitatif. Populasi yang digunakan dalam penelitian ini adalah generasi z dan y yang aktif menggunakan media sosial sebanyak 241 orang. Ada beberapa indikator, yaitu seperti seberapa berpengaruh media sosial terhadap suatu merek, berapa lama waktu penggunaan media social, serta seberapa berpengaruh terhadap niat beli suatu merek. Metode pengumpulan data yang digunakan adalah metode purposive sampling dengan mendistribusikan secara online kuesioner kepada pengguna media sosial di kalangan generasi z dan y. Hasil data yang dikumpulkan kemudian dianalisis menggunakan PLS-SEM. Hasil dari penelitian ini adalah pemasaran media sosial dapat mempengaruhi kesadaran merek, keterlibatan merek dan niat beli di kalangan generasi z dan y.
This study aims to examine the effect of social media marketing on brand awareness, brand involvement and purchase intention among generation z and y. The research method uses a quantitative approach. The population used in this study is generation z and y who actively use social media as many as 241 people. There are several indicators, such as how influential social media is on a brand, how long it takes to use social media, and how influential it is on a brand's purchase intention. The data collection method used was purposive sampling method by distributing online questionnaires to social media users among generation z and y. The results of the data collected were then analyzed using PLoS. The data collected were then analyzed using PLS-SEM. The result of this study is that social media marketing can influence brand awareness, brand involvement and purchase intention among generation z and y.
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
Almohaimmeed, B. (2019). The effect of social media marketing antecedents on social media marketing, brand loyalty and purchase intention: a customer perspective. Journal of Business and Retail Management Research, 13(4), 146-157. https://doi.org/10.24052/JBRMR/V13IS04/ART-13
Anand, A. (2023). Brand awareness. International Journal for Multidisciplinary Research, 5(3), 1-26. https://doi.org/10.36948/ijfmr.2023.v05i03.3571
Aziz, M. A., & Ahmed, M. A. (2023). Consumer brand identification and purchase intention: the mediating role of customer brand engagement. Journal of Entreprenuership and Business Venturing, 3(1), 221-239. http://dx.doi.org/10.56536/jebv.v3i1.38
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: An International Journal.
Changani, S. et al. (2022). Does Social Media Marketing Stimulate Customer Engagement in Virtual Brand Communities? Examining the Related Outcomes. Indian international Conference on Industrial Engineering and Operation Management.
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Metode Penelitian Pendekatan Kuantitatif.
Ghosh, M. (2024). Meta-analytic review of online purchase intention: conceptualising the study variables. Cogent Business and Management.
Hollebeek, L. C. (2014). Exploring positively- versus negatively- valenced brand engagement: a conceptual model. Journal of Product and Brand Management.
Jindal, M. (2019). A study on social media marketing. International Journal of Research in Marketing Management and Sales.
Manzoor, U. B. (2020). Impact of social media marketing on consumer's purchase intentions: The mediating role of customer trust. International Journal of Entrepreneurial Research.
Morwitz, V. (2012). Consumers' purchase intention and their behavior. Foundations and Trends.
Mujica-Luna, A et al. (2021). Micro-Learning Platforms Brand Awareness Using Social Media Marketing and Customer Brand Engagement. International Journal of Emerging Technologies in Learning.
Renu, B. S. (2020). The influence of social media on consumer purchase intention. International Journal of Scientific and Thecnology Research.
Reyvina, R., & Tjokrosaputra, M. (2024). The effect of social media marketing on awareness and brand image of local fashion through consumer brand engagement. International Journal of Application on Economics and Business, 2(2), 3417-3429. https://doi.org/10.24912/ijaeb.v2i2.3417-3429
Silaen, S. (2018). Metodologi Penelitian Sosial Untuk Penulisan Skripsi dan Tesis. Bandung: In Media.
Tanzaretha, C., & Rodhiah (2022). Experience quality, customer brand engagement, brand performance and brand loyalty to purchase intention. Budapest International Research and Critics Institute Journal, 5(1), 2396-2405. https://doi.org/10.33258/birci.v5i1.3841
Tariq, M. et al., (2017). EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image. Pakistan Administrative Review.
Yogesh, F. Y. (2014). Effect of social media on purchase intention. Pacific Business Review International.
Zeqiri, J. K. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning.
Zollo, L. F. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience. Journal of Business Research, 256-267.