Pengaruh social media marketing, brand image, brand awareness, dan brand preference terhadap purchase intention produk minuman di Jakarta
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Abstract
The Covid-19 pandemic had a major impact on the Indonesian economy, especially Indonesia's economic growth in the food and beverage subsector which has decreased. The condition motivated a YouTuber and influencer in Indonesia to create a beverage brand to support economic growth in Indonesia by offering a franchise system that offers a payback period within a year. However, the franchisee reported that the product’s sales were not as expected, thereby it is essential for the brand to identify factors affecting customers’ intention to purchase the product to support the franchisee. Hence, this research aims to determine the influence of social media marketing, brand image, brand awareness, and brand preference on customers’ purchase intention in Jakarta. This research collected data from 164 respondents in Jakarta by distributing questionnaires online. The data was analyzed by using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method using Smart-PLS software. This research shows that social media marketing, brand image, and brand preference have a positive and significant effect on purchase intention, but brand awareness doesn’t have a significant effect on purchase intention.
Pandemi Covid-19 memberikan dampak besar bagi perekonomian Indonesia, khususnya pertumbuhan ekonomi Indonesia pada sub sektor makanan dan minuman yang menurun. Kondisi tersebut memotivasi seorang YouTuber dan influencer di Indonesia untuk mengembangkan sebuah merek minuman dalam rangka mendukung pertumbuhan ekonomi Indonesia dengan menawarkan sistem franchise dengan payback period selama 1 tahun. Namun, franchisee mencatatkan bahwa tingkat penjualan tidak sesuai dengan yang diharapkan, sehingga perlu mempelajari faktor-faktor yang dapat memengaruhi intensi pelanggan untuk membeli produk yang ditawarkan dalam rangka mendukung franchisee. Oleh sebab itu, penelitian ini bertujuan untuk mengetahui pengaruh pemasaran media sosial, citra merek, kesadaran merek, dan brand preference terhadap intensi pelanggan untuk membeli produk minuman di Jakarta. Penelitian ini mengumpulkan data dari 164 responden di Jakarta dengan menyebarkan kuesioner secara online. Data tersebut dianalisis dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan menggunakan software SmartPLS. Penelitian ini menunjukkan bahwa pemasaran media sosial, citra merek, dan kecenderungan merek berpengaruh positif dan signifikan terhadap intensi membeli, tetapi kesadaran merek tidak berpengaruh signifikan terhadap purchase intention.
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