Pengaruh penggunaan media sosial, sikap konsumen terhadap media sosial, dan online review terhadap niat beli food and beverage pada usaha kecil di Jakarta
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Abstract
Small businesses in Jakarta, especially in the food and beverage sector, continue to develop, but most of them have problems that threaten development and growth. Of the various problems faced, one of the problems small businesses focus on how to improve purchase intention of consumers using digital technology. This research was conducted with the aim of examining the influence of social media use, consumer attitudes towards social media, and online reviews on consumer purchasing intentions in the food and beverage sector with a focus on small businesses in Jakarta. A non-probability sampling method with convenience sampling approach was used in this research. Instrument to collect the data was by distributing questionnaires via Google Form. 502 respondents were successfully collected with 466 respondents meeting the research criteria. Data testing and analysis was carried out by using PLS-SEM. The findings reveal that there is a significant influence between social media use, consumer attitudes towards social media, and online reviews on consumer purchasing intentions. The results of this research show the important role of the relationship between social media use, consumer attitudes towards social media, and online reviews in influencing consumers' choice of purchasing intentions. This study provides a valuable suggestion for future researchers who are expected to study in more depth the importance of digitalization and effective use of social media to increase customer engagement and encourage sales.
Bisnis kecil di Jakarta, khususnya di sektor makanan dan minuman, terus berkembang, tetapi sebagian besar menghadapi masalah yang mengancam perkembangan dan pertumbuhan mereka. Dari berbagai masalah yang dihadapi, salah satu fokus utama bisnis kecil adalah bagaimana meningkatkan niat beli konsumen dengan memanfaatkan teknologi digital. Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh penggunaan media sosial, sikap konsumen pada media sosial, dan ulasan online terhadap niat beli konsumen di sektor makanan dan minuman dengan fokus pada bisnis kecil di Jakarta. Metode pengambilan sampel yang digunakan adalah metode non-probabilitas dengan pendekatan convenience sampling. Instrumen pengumpulan data dilakukan dengan menyebarkan kuesioner melalui Google Form. Sebanyak 502 responden berhasil dikumpulkan, dengan 466 responden memenuhi kriteria penelitian. Pengujian dan analisis data dilakukan menggunakan PLS-SEM.Hasil penelitian menunjukkan adanya pengaruh signifikan antara penggunaan media sosial, sikap konsumen terhadap media sosial, dan ulasan online terhadap niat beli konsumen. Temuan penelitian ini menyoroti pentingnya hubungan antara penggunaan media sosial, sikap konsumen terhadap media sosial, dan ulasan online dalam memengaruhi pilihan niat beli konsumen. Studi ini memberikan saran berharga bagi peneliti selanjutnya untuk lebih mendalami pentingnya digitalisasi dan penggunaan media sosial yang efektif guna meningkatkan keterlibatan pelanggan dan mendorong penjualan.
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