PERAN PEMASARAN MEDIA SOSIAL, KETERLIBATAN PENGGEMAR, DAN PERCAKAPAN MULUT KE MULUT SECARA ELEKTRONIK TERHADAP NIAT PEMBELIAN CENDERA MATA PERSIJA
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh pemasaran media sosial, keterlibatan penggemar dan percakapan mulut ke mulut secara elektronik terhadap niat pembelian cendera mata Persija di Jakarta. Sampel yang diambil adalah 200 orang merupakan Jakmania dan yang memiliki niat untuk membeli cendera mata Persija. Metode yang digunakan adalah convenience sampling lalu digunakan dengan cara menyebarkan kuesioner yang diolah menggunakan PLS-SEM. Hasil dari penelitian ini adalah pemasaran media sosial, keterlibatan penggemar dan percakapan mulut ke mulut memiliki pengaruh yang positif terhadap niat beli. Pemasaran media sosial dan percakapan mulut ke mulut memiliki pengaruh yang positif terhadap keterlibatan penggemar. Kemudian, pemasaran media sosial dan percakapan mulut ke mulut berpengaruh positif terhadap niat beli melalui keterlibatan penggemar.
This research bridges the gap in previous studies by exploring consumer purchase intentions of Persija’s Merchandise in DKI Jakarta. The variables under investigation include social media marketing, electronic word of mouth, fans engagement and purchase intention. Using a sample of 200 Persija’s fans and have an intention to buy Persija’s merchandise, purposive sampling was employed, and online questionnaires were distributed, with data analyzed using PLS-SEM. The findings indicate that social media marketing, electronic word of mouth on purchase intention, both directly and through fans engagement have a positive influence on purchase Intention, social media marketing, and electronic word of mouth have a positive influence on Fans Engagement.
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