PENGUJIAN FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION SECONDATE

Main Article Content

Canny Canny
Hetty Karunia Tunjungsari

Abstract

Tujuan dari penelitian ini untuk mengetahui faktor-faktor yang mempengaruhi purchase intention produk kosmetik Korea merek Secondate. Variabel yang diteliti meliputi firm generated content, brand awarenesss, eWOM, brand loyalty, serta purchase intention. Terdapat 200  responden produk Secondate di Jabodetabek yang berpartisipasi dalam survei yang dilakukan secara online. Hasil dari penelitian ini menunjukkan bahwa brand loyalty dan brand awareness dapat memediasi pengaruh firm generated content pada purchase intention, namun eWOM tidak terbukti memiliki peran mediasi dalam pengaruh firm generated content pada purchase intention. Secara teoretis hasil penelitian ini memiliki implikasi dalam pengembangan literatur bidang pemasaran pada era digital. Adapun implikasi praktis hasil penelitian ini dapat dimanfaatkan bagi pemasar dalam menyusun strategi pemasaran digital, khususnya dalam pemasaran di media sosial dengan memanfaatkan firm generated content

 

The purpose of this study was to examine factors affecting purchase intention of Korean cosmetic products under the Secondate brand. Research variables consist of  firm generated content, brand awareness, eWOM, brand loyalty, and purchase intention. There are 200 Secondate respondents in Greater Jakarta who participated in the online survey. The results of this study indicate that brand loyalty and brand awareness have mediating effect in the relationship between firm generated content and purchase intention, however, eWOM had no mediating effect in the relationship between firm generated content and purchase intention. Theoretically, the results of this study have implications in the development of marketing literature in the digital era. The practical implications of the study can be used for marketers in developing digital marketing strategies, especially on social media marketing by utilizing firm generated content.

Article Details

Section
Articles
Author Biography

Hetty Karunia Tunjungsari, Universitas Tarumanagara

 

References

Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2019). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks: Evidence of Iran. Journal of Advances in Management Research, 17(1), 84–109. (https://doi.org/10.1108/JAMR-04-2019-0058)

balas.org. (2018). Firm Generated Content in Social Media Marketing and its impact on Brand Image, Purchase Intention and eWOM for Complex Decisión Making Track: Marketing Management KEY WORDS: social media marketing, electronic word of mouth, brand equity. Semantic Scholar.

Female Daily Network. (n.d.). SECONDATE Milky Gel Lip Tint Naughty - Review. Female Daily. (https://reviews.femaledaily.com/products/lips/lip-tint/secondate/milky-gel-lip-tint-27?tab=reviews)

Ghozali, I. (2012). Aplikasi Analisis Multivariabel Dengan program IBM SPSS 20. Semarang: BP Universitas Diponegoro.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in 57 business research. In European Business Review (Vol. 26, Issue 2). (https://doi.org/10.1108/EBR-10-2013-0128)

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In Advances in International Marketing (Vol. 20). (https://doi.org/10.1108/S1474-7979(2009)0000020014)

Hermaren, V., & Achyar, A. (2018). The effect of firm created content and user generated content evaluation on customer-based brand equity. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 2(1), 86–100. (https://doi.org/10.31842/jurnal-inobis.v2i1.63)

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. (https://doi.org/10.1108/APJML-10-2015-0154)

Kim, J., Melton, R., Min, J. E., & Kim, B. Y. (2020). Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention. Journal of Fashion Marketing and Management, 24(4), 611–630. (https://doi.org/10.1108/JFMM-03-2019-0041)

Lee, J. E., Goh, M. L., & Mohd Noor, M. N. Bin. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178. (https://doi.org/10.1108/prr-11-2018-0031)

Mahnoor M. (2018). The impact of Social Media Communication on Brand Awareness, Brand Equity and Purchase Intention: A study of Apparel Brands in Pakistan. 3(2), 204–213.

Malhotra. (2020). Marketing Research: Applied Insight.

Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387–404. (https://doi.org/10.1108/ITP-03-2018-0134)

Sekaran, U. dan Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). West Sussex: John Wiley & Sons.

Sidharta, M. W., Syah, T. Y. R., & Saptaningsih, A. B. (2021). The Relationship Between Social Media Communication and Word of Mouth Inside Brand Image and Purchase Intention. 05(01).

Sijoria, C., Mukherjee, S., & Datta, B. (2018). Impact of the antecedents of eWOM on CBBE. Marketing Intelligence and Planning, 36(5), 528–542. (https://doi.org/10.1108/MIP-10-2017-0221)

Susanti, S. A., Sawaki, I. A., Octora, Y., & Primadi, A. (2020). the Influence of Brand Awareness , Brand Image on E-Wom Mediated By Brand Trust in the Airasia Refund Process During Covid-19 Pandemic in Jakarta 2020. Crostlog 2020, 458–466.

Syamsiyah, M. N. (2020, December 30). 10 Brand Kosmetik Lokal yang Sukses Mencuri Perhatian di 2020. kumparan. (https://kumparan.com/kumparanwoman/10-brand-kosmetik-lokal-yang-sukses-mencuri-perhatian-di-2020-1uscUudMJrh.)

Taherdoost, H. (2019). What Is the Best Response Scale for Survey and Questionnaire Design; Review of Different Lengths of Rating Scale / Attitude Scale / Likert Scale. International Journal of Academic Research in Management (IJARM), Vol. 8. pp.-02557308

Wang, W. T., & Li, H. M. (2012). Factors influencing mobile services adoption: A brand-equity perspective. Internet Research, 22(2), 142–179. (https://doi.org/10.1108/10662241211214548)

Wijaya, K. R., & Kusumawati, A. (2018). The Power of Instagram Communication Between Firm and Endorsed Celebrities Towards Brand Awareness and Purchase Intention Amongst Millenials (Study of VIVO Smartphone Instagram Communication in Indonesia). Jurnal Administrasi Bisnis, 62(1), 181–189. administrasibisnis.studentjournal.ub.ac.id

Yan, X., Shah, A. M., Zhai, L., Khan, S., & Shah, S. A. (2018). Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchase Intentions in the Fast-Causal Restaurant Industry in Indonesia. Proceedings of the 51st Hawaii International Conference on System Sciences. (https://doi.org/10.24251/hicss.2018.479)