Pengaruh social media marketing dan e-WOM terhadap purchase intention aksesoris motor kustom pada AK Industries dengan trust sebagai variabel mediasi
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Abstract
Custom motorcycle modifiers began to enliven the market by showing their creativity, but custom accessories products are not easily found in traditional markets or modern markets, consumers must look for products needed in other ways, for example through the internet or recommendations from friends. This study aims to determine the influence of social media marketing and electronic word of mouth on purchase intention and how trust mediates the influence of social media marketing and electronic word of mouth on purchase intention. The sampling technique used in this study was non-probability sampling with an accidental sampling technique, which obtained a research sample of 318 respondents. The data analysis technique used is PLS-SEM (Partial Least Squares-Structural Equation Modeling) using the SmartPLS 3 tool. Based on the test results, it is known that social media marketing and electronic word of mouth affect trust. Then, social media marketing, electronic word of mouth and trust affect purchase intention. Trust did not succeed in mediating the influence of social media marketing on purchase intention, but trust succeeded in mediating the influence of electronic word of mouth on purchase intention. This research confirms that with good social media marketing management, good electronic word of mouth can be obtained, which will increase trust so that it can stimulate consumer purchase intention of custom motorcycle accessories products at AK Industries, meaning that these three variables play an essential role to be able to improve purchase intention.
Modifikator motor kustom mulai banyak meramaikan pasar dengan menunjukkan kreativitasnya, namun produk aksesoris kustom belum mudah ditemui di pasar tradisional ataupun pasar modern, konsumen harus mencari produk yang dibutuhkan dengan cara lain, misalnya melalui internet atau rekomendasi dari teman. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh social media marketing dan electronic word of mouth terhadap purchase intention, serta bagaimana trust memediasi pengaruh social media marketing dan electronic word of mouth terhadap purchase intention. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik accidental sampling, yang berhasil memperoleh sampel penelitian sebanyak 318 responden. Teknik analisis data yang digunakan adalah PLS-SEM (Partial Least Squares-Structural Equation Modeling) dengan menggunakan alat bantu SmartPLS 3. Berdasarkan hasil pengujian, diketahui social media marketing dan electronic word of mouth berpengaruh terhadap trust. Kemudian, social media marketing, electronic word of mouth, dan trust berpengaruh terhadap purchase intention. Lalu, trust tidak berhasil memediasi pengaruh social media marketing terhadap purchase intention, namun trust berhasil memediasi pengaruh electronic word of mouth terhadap purchase intention sehingga perlu ditingkatkan pengelolaan media social marketing tersebut. Penelitian ini menegaskan dengan pengelolaan social media marketing yang baik maka electronic word of mouth yang bagus bisa didapat, yang mana hal tersebut akan meningkatkan trust sehingga dapat menstimulus purchase intention konsumen produk aksesoris motor kustom pada AK Industries, artinya ketiga variabel memainkan peran penting untuk dapat meningkatkan purchase intention.
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