Pengaruh social media marketing terhadap purchase intention produk kendaraan listrik berdasarkan Theory of Planned Behavior
Article Sidebar
Read Counter : 1
Download : 0
Main Article Content
Abstract
The number of motor vehicles in Indonesia has increased from 2019 to 2021. This has led to emissions of exhaust gases, such as carbon dioxide (CO2) and nitrogen oxides (NOx), which damage air quality and harm the environment. The automotive industry in Indonesia has shifted to adopt environmentally friendly technology, but public interest in electric vehicles remains low. This research aims to analyze the influence of social media marketing on the purchase intention of electric vehicles. The research model is developed from the theory of planned behavior using two intervening variables, namely personal attitude and subjective norms. This study uses a structural equation modelling approach to test the constructs and hypotheses. The results of this study indicate that social media marketing has a positive impact on the purchase intention of electric vehicle products in Indonesia, both directly and indirectly, considering personal attitude and subjective norms. Future research could conduct comparative studies between countries and explore the influence of specific social media platforms, as well as the role of influencers in increasing purchase intention for electric vehicles. More specific market segmentation and research on content quality and engagement are also needed.
Jumlah kendaraan bermotor di Indonesia mengalami peningkatan dari tahun 2019 hingga 2021. Hal ini menyebabkan emisi gas buang, seperti karbon dioksida (CO2) dan nitrogen oksida (NOx) yang merusak kualitas udara dan membahayakan lingkungan. Industri otomotif di Indonesia telah berubah untuk mengadopsi teknologi ramah lingkungan, tetapi minat masyarakat terhadap kendaraan listrik masih rendah. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap purchase intention kendaraan listrik. Model penelitian dikembangkan dari theory of planned behavior dengan menggunakan dua variabel intervening, yaitu personal attitude dan subjective norms. Penelitian ini menggunakan pendekatan structural equation modelling untuk munguji konstruk dan hipotesis. Hasil penelitian ini menunjukkan bahwa social media marketing berdampak positif terhadap purchase intention produk kendaraan listrik di Indonesia secara langsung dan tidak langsung dengan mempertimbangkan personal attitude dan subjective norms seseorang. Penelitian selanjutnya dapat melakukan studi komparatif antar negara dan mengeksplorasi pengaruh platform media sosial spesifik, serta peran influencer dalam meningkatkan purchase intention pada kendaraan listrik. Segmentasi pasar yang lebih spesifik dan penelitian mengenai kualitas konten serta engagement juga diperlukan.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Allcott, H. (2011). Social norms and energy conservation. Journal of Public Economics, 95(9–10), 1082–1095. https://doi.org/10.1016/j.jpubeco.2011.03.003
Badan Pusat Statistik. (2022). Perkembangan Jumlah Kendaraan Bermotor Menurut Jenis (Unit), 2019-2021. https://www.bps.go.id/indicator/17/57/1/jumlah-kendaraan-bermotor.html
Bengstone, S. (1992). Enforcement of data protection, privacy and security in medical informatics? Journal of Medical Informatics, 9(6), 1561-1565. Retrieved February 24, 2007, from http://www.idai.or.id/saripediatri/pedoman.asp database.
Byrne, B. M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming.
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184. https://doi.org/10.1016/j.techfore.2022.121997
Cheah, I., Phau, I., & Liang, J. (2015). Factors influencing consumers’ attitudes and purchase intentions of e-deals. Marketing Intelligence and Planning, 33(5), 763–783. https://doi.org/10.1108/MIP-05-2014-0081
Chen, M. F., & Tung, P. J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221–230. https://doi.org/10.1016/j.ijhm.2013.09.006
Chen, S. C., & Hung, C. W. (2016). Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior. Technological Forecasting and Social Change, 112, 155–163. https://doi.org/10.1016/j.techfore.2016.08.022
Chen, S. C., Jong, D., Hsu, C. S., & Lin, C. H. (2023). Understanding Extended Theory of Planned Behavior to Access Backpackers’ Intention in Self-Service Travel Websites. Journal of Hospitality and Tourism Research, 47(1), 106–132. https://doi.org/10.1177/1096348021994166
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Chu, S. C., Chen, H. T., & Sung, Y. (2016). Following brands on twitter: An extension of theory of planned behavior. International Journal of Advertising, 35(3), 421–437. https://doi.org/10.1080/02650487.2015.1037708
CNN Indonesia. (2022). Survei: Minat Beli Kendaraan Listrik di Indonesia. https://www.cnnindonesia.com/otomotif/20221013104729-603-859979/survei-minat-beli-kendaraan-listrik-di-indonesia
Curran, P. J., West, S. G., & Finch, J. F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Psychological Methods, 1(1), 16–29. https://doi.org/10.1037//1082-989x.1.1.16
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.
DEI WorldWide. (2008). Engaging Consumers Online: The Impact of Social Media on Purchasing Behavior. https://themarketingguy.files.wordpress.com/2008/12/dei-study-engaging-consumers-online-summary.pdf
Dewantara, N., Rai, N. G. M., & Noer, L. R. (2024). Educational Support Effects on Entrepreneurship Behavior: A Study of Entrepreneurship Training Program. International Journal of Professional Business Review, 9(5), 1–20. https://doi.org/10.26668/businessreview/2024.v9i5.4689
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). International Journal of Information Management Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872–888. https://doi.org/10.1080/10496491.2017.1323262
Hailemariam, S. (2001). Corporate Value Creation, Governance and Privatization: Proceeding of the third annual conference of Restructuring and Managing Enterprises in Transition. Ethiopia: Restructuring and Managing Enterprises in Transition.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Ed.). Pearson.
Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216, 361–372. https://doi.org/10.1016/j.jclepro.2019.01.231
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(2009), 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kimura J., & Shibasaki H. (1995). “Recent Advances in Clinical Neurophysiology”. Proceedings from the 10th International Congres of EMG & Clinical Neurophysiology, Kyoto, Jepang. Retrieved February 24, 2007, from http://www.idai.or.id/saripediatri/pedoman.asp database.
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1–9. https://doi.org/10.1016/j.jretconser.2016.09.004
Kelly, F. J., & Fussell, J. C. (2015). Air pollution and public health : emerging hazards and improved understanding of risk. Environmental Geochemistry and Health, 37, 631–649. https://doi.org/10.1007/s10653-015-9720-1
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185. https://doi.org/10.1016/j.techfore.2022.122067
Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243. https://doi.org/10.1016/j.jclepro.2019.118575
Pop, R. A., Saplacan, Z., & Alt, M. A. (2020). Social media goes green-the impact of social media on green cosmetics purchase motivation and intention. Information (Switzerland), 11(9). https://doi.org/10.3390/INFO11090447
Pope III, C. A., & Dockery, D. W. (2012). Health Effects of Fine Particulate Air Pollution: Lines that Connect. Journal of the Air & Waste Management Association, 56(6), 709–742. https://doi.org/10.1080/10473289.2006.10464485
Ramaswamy, K. & Glinow, M.A.V. (2000). Organizational performance following changes in ownership: modelling post-privatization outcomes. Journal of Strategic Change, 9(8), 297-310.
Ramayah, T., Lee, J. W. C., & Lim, S. (2012). Sustaining the environment through recycling: An empirical study. Journal of Environmental Management, 102, 141–147. https://doi.org/10.1016/j.jenvman.2012.02.025
Ruangkanjanases, A., Hsu, S. L., Wu, Y. J., Chen, S. C., & Chang, J. Y. (2020). What drives continuance intention towards social media? Social influence and identity perspectives. Sustainability (Switzerland), 12(17). https://doi.org/10.3390/su12177081
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A skill Building Approach (7th Ed). John Wiley & Sons, Inc.
Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878. https://doi.org/10.1108/APJML-03-2019-0178
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Shin, D. H. (2013). Erratum: User experience in social commerce: In friends we trust (Behaviour & Information Technology (2013) 32: 1). In Behaviour and Information Technology (Vol. 32, Issue 11, pp. 1191–1192). https://doi.org/10.1080/0144929X.2013.782138
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878. https://doi.org/10.1108/APJML-03-2019-0178
Thondoo, M., Marquet, O., Márquez, S., & Nieuwenhuijsen, M. J. (2020). Small cities, big needs: Urban transport planning in cities of developing countries. Journal of Transport and Health, 19, 1–14. https://doi.org/10.1016/j.jth.2020.100944
Walsh, C. (2003). Key Management Ratios: Rasio-rasio Manajemen Penting Penggerak dan Pengendali Bisnis (3rd ed.). Jakarta: Penerbit Erlangga.
Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains: An empirical study in China. International Journal of Physical Distribution and Logistics Management, 43(10), 866–888. https://doi.org/10.1108/IJPDLM-01-2013-0011
We Are Social. (2024, January). Digital 2024: 5 Billion Social Media Users. Https://Wearesocial.Com/Id/Blog/2024/01/Digital-2024-5-Billion-Social-Media-Users/.
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Wilonoyudho, S., Rijanta, R., Keban, Y. T., & Setiawan, B. (2017). Urbanization and regional imbalances in Indonesia. Indonesian Journal of Geography, 49(2), 125–132. https://doi.org/10.22146/ijg.13039
Xie, M. C., Chang, Y. C., & Cai, C. M. (2022). Understanding the effect of social media marketing activity for promoting intention to participate in martial arts. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.999153
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
Zait, A., & Bertea, P. E. (2011). Methods for Testing Discriminant Validity. Management&Marketing, IX(2), 217–224.