Inovasi produk dan social media marketing terhadap intensi pembelian kopi pada Generasi Z di Jakarta: Ekuitas merek sebagai variabel mediasi
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Abstract
This study explores the dynamics influencing the purchase intentions of Generation Z consumers in Jakarta toward coffee products, focusing on the roles of product innovation and social media marketing mediated by brand equity. The research aims to identify the direct impact of product innovation and social media marketing on purchase intentions, as well as to explore the mediating role of brand equity in this relationship. By using purposive sampling, this study involved 179 respondents. Data analysis was conducted using PLS-SEM (Partial Least Squares-Structural Equation Modeling) with SmartPLS 4. The results indicate that product innovation and social media marketing have a positive and significant impact on brand equity and purchase intentions. However, the mediating effect of brand equity was found to be low. The implications of this study suggest that while brand equity is important, marketing strategies should focus on continuous product innovation and strong interaction through social media marketing to enhance purchase intentions. The study also emphasizes the importance of expanding demographic and geographic coverage to obtain more representative results and consider additional factors such as price, service quality, and customer experience for more effective marketing strategies.
Penelitian ini mengeksplorasi dinamika yang memengaruhi intensi pembelian konsumen Generasi Z di Jakarta terhadap produk perusahaan kopi, dengan fokus pada peran inovasi produk dan social media marketing, serta dimediasi oleh ekuitas merek. Penelitian ini bertujuan untuk mengidentifikasi dampak langsung dari inovasi produk dan social media marketing terhadap intensi pembelian, serta mengeksplorasi peran mediasi ekuitas merek dalam hubungan tersebut. Menggunakan teknik purposive sampling, penelitian ini melibatkan 179 responden. Analisis data dilakukan menggunakan PLS-SEM (Partial Least Squares-Structural Equation Modeling) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa inovasi produk dan social media marketing memiliki pengaruh positif dan signifikan terhadap ekuitas merek dan intensi pembelian. Namun, efek mediasi ekuitas merek ditemukan rendah. Implikasi dari penelitian ini menunjukkan bahwa meskipun ekuitas merek penting, strategi pemasaran harus tetap fokus pada inovasi produk yang berkelanjutan dan interaksi yang kuat melalui social media marketing untuk meningkatkan intensi pembelian. Penelitian ini juga menekankan pentingnya memperluas cakupan demografis dan geografis untuk mendapatkan hasil yang lebih representatif, serta mempertimbangkan faktor-faktor tambahan seperti harga, kualitas layanan, dan pengalaman pelanggan untuk strategi pemasaran yang lebih efektif.
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