Pengaruh Pemasaran Media Sosial terhadap Niat Membeli Implusif dengan Mediasi Resonansi Merek dan Respons Emosional
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial terhadap niat membeli impulsif online. Penelitian ini menggunakan metode kuantitatif melalui kuesioner yang disebarkan kepada pengguna aktif media sosial yang mengikuti akun merek tersebut. Teori Stimulus-Organism-Response (S-O-R) digunakan untuk menjelaskan pemasaran media sosial sebagai stimulus yang dapat mempengaruhi respons emosional dan resonansi merek, yang akan mempengaruhi niat membeli impulsif. Hasil penelitian menunjukkan bahwa pemasaran media sosial berpengaruh signifikan terhadap niat membeli impulsif online, dengan resonansi merek dan respons emosional berperan sebagai mediator yang signifikan. Selain itu, kecenderungan jejaring sosial terbukti berpengaruh signifikan langsung terhadap niat membeli impulsif. Temuan ini memberikan wawasan bahwa pemasaran media sosial dapat mendorong pembelian impulsif secara online.
This research paper is to analyze the influence of social media marketing on online impulse buying intentions. This study uses a quantitative method through a questionnaire distributed to active social media users who follow that brand accounts. The Stimulus-Organism-Response (S-O-R) theory is used to explain social media marketing as a stimulus that can affect a emotional response and brand resonance, which in turn will affect impulsive purchase intent. The results showed that social media marketing had a significant effect on impulse purchase intent online, with brand resonance and emotional response acting as significant mediators. In addition, social network proneness have been shown to have a direct significant effect on impulse buying intentions. These findings provide insight into how social media marketing can drive impulse purchases online.
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