ANALISA PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL TERHADAP PURCHASE INTENTION YANG DIMEDIASIKAN TRUST DAN BRAND IMAGE

Keywords: Marketing Content, Social Media, Corporate, Platform

Abstract

The research in this article aims to analyze the influence of entertainment, interaction, and trendiness on customer purchase intentions in social media marketing content which is mediated by trust and brand image. The method used in this research is a quantitative method with purposive sampling technique. This research uses primary data, namely data obtained by distributing questionnaires via Google Form to 318 respondents with 27 questions. This research data was processed using the PLS-SEM program. The results of this research are that entertainment, interaction, and trendiness have a positive effect on trust and brand image. Trust and brand image also have a significant influence on Purchase Intention. Apart from that, there is a significant relationship between Entertainment, Interaction, and Trendiness on Purchase Intention which is mediated by Trust and Brand Image, so it can be concluded that marketing activities carried out on social media through content can grow customer purchase intentions. Therefore, companies or businesses can be more active in cyberspace to carry out their marketing and advertising programs with social media platforms through more interesting marketing content.

References

Agustin, I. N. (2019). Modul Laboratorium Statistika Program Studi Manajemen -Aplikasi Software Spss dan SmartPLS.
Areiza-Padilla, J. A., Galindo-Becerra, T., & Del Río, M. C. (2021). Social networks and e-loyalty: A new means of sports training during covid-19 quarantines. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2808–2823. https://doi.org/10.3390/jtaer16070154
CHA, S.-S., & LYU, M.-S. (2019). Influence of SNS Characteristics on the Brand Image of Infant Food Products. Journal of Industrial Distribution & Business, 10(8), 7–15. https://doi.org/10.13106/ijidb.2019.vol10.no8.7.
Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides G. A. (Ed.). Modern Methods for Business Research, 295(2), 295–336.
Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust. Journal of Internet Commerce, 19(3), 262–297. https://doi.org/10.1080/15332861.2020.1756190
Edy, et al. (2022). Analisis Purchase Intention Layanan Streaming Online Di Kota Batam Pada Masa Pandemi Covid-19. 16(2), 286–298.
Faisal, A., & Ekawanto, I. (2021). IMAR Indonesian Management and Accounting Research The Role of Social Media Marketing in Increasing Brand Awareness, Brand Image and Purchase Intention. 20(02).
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12(July), 1–12. https://doi.org/10.3389/fpsyg.2021.697382
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Hair, et al. (2017). Multivari data analysis.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hasan, G., & Scorpianti, E. (2022). The influence of usefulness, entertainment, interaction, enjoyment, and familiarity to purchase music platform subscriptions in Millennials and Gen-z communities through trust mediation. Jurnal Manajemen Dan Pemasaran Jasa, 15(2), 161–176. https://doi.org/10.25105/jmpj.v15i2.14071
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31
Hu L.-T., & Bentler P. M. (1999). 103. Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(July 2012), 1–55.
Kharisma, H. P., Adiprasetya, K. M., Djohan, S. F., & Gunadi, W. (2019). Factors Influencing Online Video Advertising That Have an Impact on Brand Awareness , Brand Image , and Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal) : Humanitie, 5(2), 9171–9183.
Khoa, B. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. Journal of Asian Finance, Economics and Business, 7(2), 195–204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195
Lee, S. Y., & Park, H. Y. (2020). A study on the effect of social networking marketing on the purchase intention in the airline. Journal of Distribution Science, 18(9), 77–86. https://doi.org/10.15722/jds.18.9.202009.77
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13(August), 1–14. https://doi.org/10.3389/fpsyg.2022.995129
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1–20. https://doi.org/10.3390/su14021045
Mahdi Ivan. (2022). Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022. Data Indonesia, 1–8.
Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Naznen, F., & Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8(8), e10145. https://doi.org/10.1016/j.heliyon.2022.e10145
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability (Switzerland), 12(8), 1–22. https://doi.org/10.3390/SU12083391
Masa’deh, R., Al-Haddad, S., Abed, D. Al, Khalil, H., Almomani, L., & Khirfan, T. (2021). The impact of social media activities on brand equity. Information (Switzerland), 12(11), 1–17. https://doi.org/10.3390/info12110477
Mehmetoglu, M., & Venturini, S. (2021). Structural Equation Modelling with Partial Least Square using Stata and R. CRC Press.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. C. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia. ACM International Conference Proceeding Series, 5–10. https://doi.org/10.1145/3387263.3387282
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Nguyen, H. M., & Khoa, B. T. (2019). The relationship between the perceived mental benefits, online trust, and personal information disclosure in online shopping. Journal of Asian Finance, Economics and Business, 6(4), 261–270. https://doi.org/10.13106/jafeb.2019.vol6.no4.261
Nhlabathi, M., Mgiba, F. M., & Ligaraba, N. (2022). Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study. Real Estate Management and Valuation, 30(1), 34–52. https://doi.org/10.2478/remav-2022-0004
Park, C. I., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031657
Putra, E. Y., & Aprilson, L. (2022). the Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam. Jurnal Manajemen Dan Bisnis, 11(1), 41–54. https://doi.org/10.34006/jmbi.v11i1.440
Putra, E. Y., & Tan, K. (2022). Roles Of Influencer On Consumer Purchase Intention Towards Fashion Products In Batam. The 2nd Conference on Management, Business, Innovation, Education, and Social Science (CoMBInES), 38–45.
Rafqi Ilhamalimy, R., & Ali, H. (2021). Model Perceived Risk and Trust: E-Wom and Purchase Intention (the Role of Trust Mediating in Online Shopping in Shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204–221. https://doi.org/10.31933/dijdbm.v2i2.651
Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers’ activity in india. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602–617. https://doi.org/10.3390/jtaer16040036
Sohaib, M., Safeer, A. A., & Majeed, A. (2022). Role of social media marketing activities in China’s e-commerce industry: A stimulus organism response theory context. Frontiers in Psychology, 13(August), 1–16. https://doi.org/10.3389/fpsyg.2022.941058
Subasinghe, U., & Weerasisri, R. A. S. (2020). The Impact of Digital Content Marketing on the Purchase Intention of Connected Consumers: A Study Based on Natural Ingredient- Based Personal Care Products. Sri Lanka Journal of Marketing, 5(1), 59. https://doi.org/10.4038/sljmuok.v5i1.39
Thuy, T., Ngo, A., My, T., Le, T., Nguyen, T. H., Giang, T., Ngo, G. T., Duong Nguyen, T., & Le, T. G. (2022). The Impact of SNS Advertisements on Online Purchase Intention of Generation Z: An Empirical Study of TikTok in Vietnam. Journal of Asian Finance, 9(5), 497–0506. https://doi.org/10.13106/jafeb.2022.vol9.no5.0497
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Yang, Q., Hayat, N., Mamun, A. Al, Makhbul, Z. K. M., & Zainol, N. R. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. PLoS ONE, 17(3 March), 1–23. https://doi.org/10.1371/journal.pone.0264899
Zarei, A., Farjoo, H., & Bagheri Garabollagh, H. (2022). How Social Media Marketing Activities (SMMAs) and Brand Equity Affect the Customer’s Response: Does Overall Flow Moderate It? Journal of Internet Commerce, 21(2), 160–182. https://doi.org/10.1080/15332861.2021.1955461
Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K. L., & Yap, S. S. N. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467. https://doi.org/10.1108/YC-08-2021-1367
Agustin, I. N. (2019). Modul Laboratorium Statistika Program Studi Manajemen -Aplikasi Software Spss dan SmartPLS.
Areiza-Padilla, J. A., Galindo-Becerra, T., & Del Río, M. C. (2021). Social networks and e-loyalty: A new means of sports training during covid-19 quarantines. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2808–2823. https://doi.org/10.3390/jtaer16070154
CHA, S.-S., & LYU, M.-S. (2019). Influence of SNS Characteristics on the Brand Image of Infant Food Products. Journal of Industrial Distribution & Business, 10(8), 7–15. https://doi.org/10.13106/ijidb.2019.vol10.no8.7.
Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides G. A. (Ed.). Modern Methods for Business Research, 295(2), 295–336.
Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust. Journal of Internet Commerce, 19(3), 262–297. https://doi.org/10.1080/15332861.2020.1756190
Edy, et al. (2022). Analisis Purchase Intention Layanan Streaming Online Di Kota Batam Pada Masa Pandemi Covid-19. 16(2), 286–298.
Faisal, A., & Ekawanto, I. (2021). IMAR Indonesian Management and Accounting Research The Role of Social Media Marketing in Increasing Brand Awareness, Brand Image and Purchase Intention. 20(02).
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12(July), 1–12. https://doi.org/10.3389/fpsyg.2021.697382
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Hair, et al. (2017). Multivari data analysis.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hasan, G., & Scorpianti, E. (2022). The influence of usefulness, entertainment, interaction, enjoyment, and familiarity to purchase music platform subscriptions in Millennials and Gen-z communities through trust mediation. Jurnal Manajemen Dan Pemasaran Jasa, 15(2), 161–176. https://doi.org/10.25105/jmpj.v15i2.14071
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31
Hu L.-T., & Bentler P. M. (1999). 103. Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(July 2012), 1–55.
Kharisma, H. P., Adiprasetya, K. M., Djohan, S. F., & Gunadi, W. (2019). Factors Influencing Online Video Advertising That Have an Impact on Brand Awareness , Brand Image , and Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal) : Humanitie, 5(2), 9171–9183.
Khoa, B. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. Journal of Asian Finance, Economics and Business, 7(2), 195–204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195
Lee, S. Y., & Park, H. Y. (2020). A study on the effect of social networking marketing on the purchase intention in the airline. Journal of Distribution Science, 18(9), 77–86. https://doi.org/10.15722/jds.18.9.202009.77
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13(August), 1–14. https://doi.org/10.3389/fpsyg.2022.995129
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1–20. https://doi.org/10.3390/su14021045
Mahdi Ivan. (2022). Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022. Data Indonesia, 1–8.
Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Naznen, F., & Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8(8), e10145. https://doi.org/10.1016/j.heliyon.2022.e10145
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability (Switzerland), 12(8), 1–22. https://doi.org/10.3390/SU12083391
Masa’deh, R., Al-Haddad, S., Abed, D. Al, Khalil, H., Almomani, L., & Khirfan, T. (2021). The impact of social media activities on brand equity. Information (Switzerland), 12(11), 1–17. https://doi.org/10.3390/info12110477
Mehmetoglu, M., & Venturini, S. (2021). Structural Equation Modelling with Partial Least Square using Stata and R. CRC Press.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. C. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia. ACM International Conference Proceeding Series, 5–10. https://doi.org/10.1145/3387263.3387282
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Nguyen, H. M., & Khoa, B. T. (2019). The relationship between the perceived mental benefits, online trust, and personal information disclosure in online shopping. Journal of Asian Finance, Economics and Business, 6(4), 261–270. https://doi.org/10.13106/jafeb.2019.vol6.no4.261
Nhlabathi, M., Mgiba, F. M., & Ligaraba, N. (2022). Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study. Real Estate Management and Valuation, 30(1), 34–52. https://doi.org/10.2478/remav-2022-0004
Park, C. I., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031657
Putra, E. Y., & Aprilson, L. (2022). the Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam. Jurnal Manajemen Dan Bisnis, 11(1), 41–54. https://doi.org/10.34006/jmbi.v11i1.440
Putra, E. Y., & Tan, K. (2022). Roles Of Influencer On Consumer Purchase Intention Towards Fashion Products In Batam. The 2nd Conference on Management, Business, Innovation, Education, and Social Science (CoMBInES), 38–45.
Rafqi Ilhamalimy, R., & Ali, H. (2021). Model Perceived Risk and Trust: E-Wom and Purchase Intention (the Role of Trust Mediating in Online Shopping in Shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204–221. https://doi.org/10.31933/dijdbm.v2i2.651
Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers’ activity in india. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602–617. https://doi.org/10.3390/jtaer16040036
Sohaib, M., Safeer, A. A., & Majeed, A. (2022). Role of social media marketing activities in China’s e-commerce industry: A stimulus organism response theory context. Frontiers in Psychology, 13(August), 1–16. https://doi.org/10.3389/fpsyg.2022.941058
Subasinghe, U., & Weerasisri, R. A. S. (2020). The Impact of Digital Content Marketing on the Purchase Intention of Connected Consumers: A Study Based on Natural Ingredient- Based Personal Care Products. Sri Lanka Journal of Marketing, 5(1), 59. https://doi.org/10.4038/sljmuok.v5i1.39
Thuy, T., Ngo, A., My, T., Le, T., Nguyen, T. H., Giang, T., Ngo, G. T., Duong Nguyen, T., & Le, T. G. (2022). The Impact of SNS Advertisements on Online Purchase Intention of Generation Z: An Empirical Study of TikTok in Vietnam. Journal of Asian Finance, 9(5), 497–0506. https://doi.org/10.13106/jafeb.2022.vol9.no5.0497
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Yang, Q., Hayat, N., Mamun, A. Al, Makhbul, Z. K. M., & Zainol, N. R. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. PLoS ONE, 17(3 March), 1–23. https://doi.org/10.1371/journal.pone.0264899
Zarei, A., Farjoo, H., & Bagheri Garabollagh, H. (2022). How Social Media Marketing Activities (SMMAs) and Brand Equity Affect the Customer’s Response: Does Overall Flow Moderate It? Journal of Internet Commerce, 21(2), 160–182. https://doi.org/10.1080/15332861.2021.1955461
Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K. L., & Yap, S. S. N. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467. https://doi.org/10.1108/YC-08-2021-1367
Published
2024-03-31
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