Analisis Pengaruh Influencer Marketing dan Social Media Marketing terhadap Purchase Intention Melalui Customer Trust pada Produk Mother of Pearl di Jakarta
Article Sidebar
Read Counter : 11
Download : 11
Main Article Content
Abstract
Tujuan dari penelitian ini adalah untuk menguji Influencer Marketing dan Social Media Marketing terhadap Purchase Intention serta menguji Customer Trust sebagai mediasi Influencer Marketing dan Social Media Marketing terhadap Purchase Intention. Populasi dari penelitian ini adalah konsumen dari produk Mother of Pearl di Jakarta. Populasi yang digunakan dalam penelitian ini sebanyak 178 responden yang Valid dari 180 responden. Penelitian ini menggunakan metode Non-Probability Sampling dengan metode Purposive Sampling dalam mengumpulkan secara online melalui g-form lalu diolah menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah Influencer Marketing dan Social Media Marketing dapat mempengaruhi Purchase Intention, Influencer Marketing dan Social Media Marketing dapat mempengaruhi Customer Trust dan Customer Trust dapat memediasi Influencer Marketing terhadap Purchase Intention namun, Customer Trust tidak dapat memediasi Social Media Marketing terhadap Purchase Intention.
The purpose of this research is to examine Influencer Marketing and Social Media Marketing on Purchase Intention and examine Customer Trust as a mediator of Influencer Marketing and Social Media Marketing on Purchase Intention. The population of this research is consumers of Mother of Pearl products in Jakarta. The population used in this research was 178 valid respondents out of 180 respondents. This research uses the Non-Probability Sampling method with the Purposive Sampling method to collect online via g-form and then process using smartPLS-SEM. The results of this research are that Influencer Marketing and Social Media Marketing can affect Purchase Intention, Influencer Marketing and Social Media Marketing can affect Customer Trust and Customer Trust can mediate Influencer Marketing on Purchase Intention, however, Customer Trust cannot mediate Social Media Marketing on Purchase Intention.
Article Details
Section
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
Anggrenita, E., & Sander, O. A. (2022). Pengaruh social media marketing terhadap purchase intention yang dimediasi customer trust produk MS Glow. Journal of Business & Applied Management, 15(2), 143-152. http://dx.doi.org/10.30813/jbam.v15i2.3774
Azizah, D. U., & Rafikasari, E. F. (2022). Pengaruh content marketing dan social media marketing Instagram terhadap minat beli konsumen @souvenirmurah_ta di masa pandemi. Juremi : Jurnal Riset Ekonomi, 2(1), 135-146. https://doi.org/10.53625/juremi.v2i1.2418
Blegur, P., & Cokki, C. (2023). Maybelline purchase intention: the interplay of influencer marketing, brand image, and electronic word of mouth. International Journal of Applied Business and Economic Research, 1(4), 2559-2568. https://doi.org/10.24912/ijaeb.v1i4.2559-2568
Chaffey, Dave, Tanya Hemphill, & David Edmunson-Bird. 2019. Digital Business and E-Commerce Management. 7th ed. Pearson Education Ltd
Fitriana, D. F., & Achmad, N. (2024). Pengaruh Influencer Dan Kualitas Produk Terhadap Minat Beli Pada Live Streaming Tiktok Dengan Kepercayaan Konsumen Sebagai Variabel Mediasi (Studi Kasus Pada Konsumen Locana Label). Innovative: Journal Of Social Science Research.
Ghozali, I. & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro.
Helianthusonfri, Jefferly. (2019). Belajar Social Media Marketing. Jakarta: PT Elex Media Komputindo.
Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16–24.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut). Jurnal Pengembangan Manajemen, Bisnis, Keuangan Dan Perbankan, 18(1), 33–38.
Lou, C., & Yuan, S. (2019), “Influencer marketing: how message value and credibility affect consumer trust of branded content on social media”, Journal of Interactive Advertising, Vol. 19 No. 1, pp. 58-73
Oktaviani, S., & Nurlinda, R. (2023). Pengaruh Social Media Marketing Dan Viral Marketing Terhadap Purchase Intention Melalui Customer Trust Produk Es Teh Indonesia. Journal of Applied in Business Management and Accounting.
Pramudya, A. K., Sudiro, A., & Sunaryo. (2018). The Role Of Customer Trust In Mediating Influence Of Brand Image And Brand Awareness Of The Purchase Intention In Airline Tickets Online. Journal of Applied Management.
Rebelo, M. (2017). How influencers’credibility on Instagram is perceived by consumers and its
Sari, D. P., & Widodo, T. (2022). Pengaruh Social Media Marketing Terhadap Consumer Purchase Intentions Yang Dimediasi Oleh Customer Trust (Kasus Pada Produk Skincare Scarlett Whitening). e-Proceeding of Management.
Saktiana, G. M. (2023). Penerapan aktivitas social media marketing (SMM) pada pemilihan destinasi liburan. Akmenika Jurnal Akuntansi dan Manajemen, 20(1), 733-748. https://doi.org/10.31316/akmenika.v20i1.4562
Suryani, P. A. D., & Yulianthini, N. N. (2023). Pengaruh Influencer Marketing Terhadap Niat Beli Yang Dimediasi Oleh Kepercayaan Pada Produk Skincare Merek MS Glow Di Kecamatan Buleleng. Prospek: Jurnal Manajemen dan Bisnis.
Sustiyatik, E., Ruhamak, D., Susilo, U., W Dede Gustiawan, & Suharyati. (2021). Pengaruh Harga, Persepsi Risiko Dan Kepercayaan Terhadap Minat Beli Pada Ud. Tri Jaya Rizki Abadi Di Kabupaten Kediri. Risk : Jurnal Riset Bisnis dan Ekonomi.
Utami, N., Ningrum, N. K., & Cahya, A. D. (2023). Pengaruh Social Media Instagram Marketing dan Brand Image terhadap Purchase Intention Produk Avoskin dimediasi oleh Brand Trust. Jurnal Ilmiah Universitas Batanghari Jambi.