ANTESEDEN CONSUMER ENGAGEMENT: STUDI KASUS INSTAGRAM FOLLOWERS PADA PENGGUNA KOSMETIK WARDAH DI JAKARTA
Article Sidebar
Main Article Content
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh pleasantness, credibility, emotions, perceived influenced, dan innovativeness terhadap customer engagement pada pengikut influencer Instagram Wardah di Jakarta. Desain penelitian ini menggunakan penelitian deskriptif dan kausal, menggunakan skala likert yang menggunakan lima titik dalam pengukurannya. Metode penentuan sampel menggunakan metode purposive sampling dengan data primer dan sekunder. Sampel yang digunakan sebanyak 118 responden dan analisis data menggunakan regresi linier berganda. Hasil yang diperoleh dalam penelitian ini bahwa terdapat pengaruh pleasantness, emotions, perceived influenced, dan innovativeness terhadap customer engagement pengikut influencer Wardah instagram di Jakarta. Namun, credibility tidak berpengaruh terhadap keterlibatan pelanggan pengikut influencer Instagram Wardah di Jakarta.
The purpose of this study was to determine and analyze the effect of Pleasantness, Credibility, Emotions, Perceived Influenced, and Innovativeness on Customer Engagement of Wardah influencer Instagram followers in Jakarta. This research design uses descriptive and causal research, using a Likert scale that uses five points in its measurement. The method of determining the sample using purposive sampling method with primary and secondary data. The sample used is 118 respondents and data analysis using multiple linear regression. The results obtained in this study that there is an influence of Pleasantness, Emotions, Perceived Influenced, and Innovativeness on Customer Engagement of Wardah influencer Instagram followers in Jakarta. However, Credibility has no influence on Customer Engagement of Wardah influencer Instagram followers in Jakarta.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.
References
Anderson, David. R, et al. 2019. Statistics for Business and Economics (14th Edition). United States: Cengage Learning.
Abidin, Crystal. 2015. Communicative intimacies: Influencers and perceived interconnectedness. Ada: A Journal of Gender, New Media, and Technology. (No. 8)
Barreda et al. 2015. “Generating brand awareness in online social networks”. Computers in Human Behavior. (Vol. 50, 600-609)
Berita Update. 2021. “Mengenal Komposisi Penduduk Berdasarkan Agama di Indonesia”. Dalam https://kumparan.com/berita-update/mengenal-komposisi-penduduk-berdasarkan-agama-di-indonesia-1wkzfBGnNbB/full. (Diakses pada 8 September 2022)
Bhasir, Aqsa et al. 2018. “The Role of Consumer Affect on Visual Social Networking Sites: How Consumers Build Brand Relationships”. Journal of Current Issues & Research in Advertising. (Vol. 39 No. 2, 178–191)
Boerman, S. 2020. “The effects of the standardized Instagram disclosure for micro- and meso-influencers”. Computer in Human Behaviour, hlm 199-207.
Briliana, Vita dan Nurwanti Mursito. 2017. “Exploring antecedents and consequences of Indonesian Muslim youths' attitude towards halal cosmetic products: A case study in Jakarta”. Asia Pacific Management Review, hlm 1-9.
Castillo, David J. et al. 2019. “The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention”. International Journal of Information Management. (Vol 49, 366-376)
Chen, Charlie et al. 2016. “What Drives Electronic Word-Of-Mouth on Social Networking Sites? Perspectives Of Social Capital and Self Determination”. Telematics and Informatics. (Vol. 33 No. 4, 1034-1047)
Chen, Huan. 2018. College-aged young consumers' perceptions of social media marketing: The story of Instagram. Journal of Current Issues and Research in Advertising. (Vol. 39 No. 1, 22–36)
Christine, C. C., & Oktavianti, R. 2021. Pengaruh Pesan Persuasif Beauty Vlogger terhadap Keputusan Pembelian. PROLOGIA. (Vol.5 No.1, 108–114)
De Veirman, M. et al. 2017. “Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude”. International Journal Advertising. (Vol.36 No.5,798-828)
Dataindonesia.id (2023) Mayoritas Penduduk Indonesia Beragama Islam pada 2022. Retrieved September 25, 2023, from https://dataindonesia.id/ragam/detail/mayoritas-penduduk-indonesia-beragama-islam-pada-2022
Databoks.katadata.co.id (2021). Sebanyak 9,43 juta (83,81%) penduduk di ibu kota beragama Islam. Sebanyak 963,19 ribu (8,56%) penduduk Jakarta beragama Kristen. Retrieved Februari 3, 2023, from https://databoks.katadata.co.id/datapublish/2021/09/09/sebanyak-83-penduduk-dki-jakarta-beragama-islam.
Edell, J.A.; Burke, M.C. The Power of Feelings in Understanding Advertising Effects. J. Consum. Res. 1987, 14, 421.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariete SPSS 25 Edisi 9. Semarang: BUKUANDATIBA.
Hair, Joseph F et al. 2014. Multivariate Data Analysis. Harlow: Pearson.
Jakpat survey report. 2018. "Wardah’s Beauty Campaign: Online & Offline Overview". Dalam https://blog.jakpat.net/Wardah-beauty-campaign-online-and-offline-overview-survey-report/. (Diakses pada 1 Mei 2022).
Kang, Moon Young dan Byungho Park. 2018. “Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator”. Sustainability. (Vol.10. 1-14)
Kemp, Simon. 2022. "Digital 2022 Indonesia". Dalam https://datareportal.com/reports/digital-2020-indonesia. (Diakses pada 1 Mei 2022).
Kotler, Philip dan Kevine Lane Keller. 2016. Marketing Management 15. Harlow: Pearson.
Liu, Siti. 2021. “The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework”. Advances in Social Science, Education and Humanities Research. (Vol. 615, 2219-2224)
Lou, Chen dan Shupei Yuan. 2019. “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media”. Journal of Interactive Advertising. (Vol.19, No.1, 58–73).
Lu et al. 2016. “Social presence, trust, and social commerce purchase intention: an empirical research”. Computers in Human Behavior. (Vol. 56, 225-237)
Magno, Francesca. 2017. “The influence of cultural blogs on their readers’ cultural product choices”. International Journal of Information Management. (Vol 37 No. 3, 142–149)
Manero, Carmen B dan Mercedes M Navarro. 2020. “Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability”. Journal sustainability. (Vol.12,1-19)
Morgan, R.M.; Hunt, S.D. The commitment-trust theory of relationship marketing. J. Mark. 1994, 58, 20–38.
Munnukka, Juha et al. 2019. “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in Human Behavior. (Vol. 93, 226-234)
Pansari, Anita dan V.Kumar. 2016. “Customer Engagement: the construct, antecedents, and consequences”. Journal of the Academic Marketing Science. (Vol 45, 294-311)
Rezaee, Zabihollah. 2017. “Corporate sustainability: Theoretical and integrated strategic imperative and pragmatic approach”. Journal of Business Inquiry. (Vol.16 Issue 1, 60-87)
Sashi, C. M. 2012. “Customer Engagement, buyer‐seller relationships, and social media”. Management Decision. (Vol.50 No.2, 253–272)
Schiffman, Leon G. dan Joseph L, Wisenblit. 2015. Consumer Behavior eleventh edition. Harlow: Pearson.
Schouten, Alexander P et al. 2019. “Celebrity vs. Influencer endorsements in advertising: the role of identification, Credibility, and Product-Endorser fit”. International Journal of Advertising, hlm 1-24.
Sekaran, Uma dan Roger Bougie. 2016. Research Methods for Business, Seventh Editition. Chichester: Wiley.
Setiawan, C. R dan Briliana Vita. 2019. “Entertainment, Infomativeness, Credibility, Attitudes terhadap Purchase Intention pada Subscriber Channel Youtube”. Jurnal Bisnis Dan Akuntansi. (Vol. 23, No. 1, Hlm. 111-120)
Sokolova, Karina dan Hajer Kefi. 2019. Instagram and Youtube bloggers promote it, why should I buy? How Credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services. (Vol. 53)
Sugiyono. 2021. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: ALFABETA.
Tallion, Brian J et al. 2020. “Understanding the relationships between socialmedia influencers and their followers: the moderating role of closeness”. Journal of Product and Brand Management. (Vol 29, No 6, 767-782)
The Jakarta Post. 2019. Dalam https://www.thejakartapost.com/life/2019/08/10/beauty-enthusiasts-trust-influencers-more-than-celebrities-report.html. (Diakses 17 Desember 2022)
Topbrand-award.com (2022). Top Brand Award diberikan untuk merek-merek unggul dengan performa yang luar biasa di pasar Indonesia. Retrieved May 1, 2022, from https://www.topbrandaward.com/komparasi_brand/bandingkan?id_award=3&id_kategori=6&id_subkategori=157
Valentini, Chiara et al. 2018. “Digital visual engagement: influencing purchase intentions on Instagram”. Journal of Communication Management, (Vol. 22, No. 4, 362-381)
Wang, Chunyan. 2016. “The influence of electronic word-of mouth on the decision-making of online travel booking”. International Symposium on Computer, Consumer and Control (IS3C). (hlm 934-937)
Wang, Yichuan dan Chiahui Yu. 2017. “Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management”. (Vol 37 No. 3, 179–189)
Wibowo, Ardy et al. 2021. Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainabilit. (Vol 13 No.1 189)
Wardah Inspiring Movements. Dalam https://inspiringmovement.Wardahbeauty.com/about. (Diakses 3 Mei 2022)
Whalar Influencer Marketing Agency. Dalam https://www.thedrum.com/news/2019/06/18/ influencer-ads-more-emotionally-intense-and-memorable-tv-claims-neuroscience-study. (Diakses 31 Agustus 2022).
Yılmaz, Cengiz et al. 2011. “Source characteristics and advertising effectiveness: The roles of message processing motivation and product category knowledge”. international journal of Advertising. (Vol.30 No.5, 889-914).
Yusuf, Ali Sahabi et al. 2018. "Influence Of E-WOM Engagement on Consumer Purchase Intention in Social Commerce", Journal of Services Marketing. (Vol. 32 No. 4, pp. 493-504).