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Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh niat beli terhadap anteseden pemasaran media sosial dengan mediasi pemasaran media sosial dan loyalitas merek sebagai variabel intervening pada produk Maybelline. Pada penelitian ini, peneliti menggunakan convenience sampling yang dapat membantu peneliti menemukan informasi maupun data penelitian yang diinginkan. Penggunaan metode analisis data peneliti menggunakan analisis deskriptif, analisis faktor yang diolah dengan bantuan software SPSS sebanyak 50 responden dan analisis SEM yang diolah dengan alat bantu software Smart-PLS sebanyak 150 responden. Hasil dari penelitian ini menunjukkan bahwa variabel anteseden pemasaran media sosial berpengaruh positif dan signifikan terhadap variabel pemasaran media sosial. Adapun variabel anteseden pemasaran media sosial dan pemasaran media sosial berpengaruh positif dan signifikan terhadap loyalitas merek. Sama halnya variabel pemasaran media sosial dan loyalitas merek berpengaruh positif dan signifikan terhadap niat beli. Namun berbeda hal pada anteseden pemasaran media sosial tidak berpengaruh positif terhadap niat beli.
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Copyright (c) 2022 Syifa Nathania Farhani, Albari
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References
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References
Akkaya, M. (2021) “Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories,” European Research on Management and Business Economics, 27(3), p. 100155. doi: 10.1016/j.iedeen.2021.100155.
Almohaimmeed, B. M. A. (2019) “The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective,” Journal of Business & Retail Management Research, 13(4), pp. 146–158. doi: 10.24052/jbrmr/v13is04/art-13.
Balakrishnan, B. K. P. D., Dahnil, M. I. and Yi, W. J. (2014) “The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y,” Procedia - Social and Behavioral Sciences, 148(August 2014), pp. 177–185. doi: 10.1016/j.sbspro.2014.07.032.
Brech, F. M. et al. (2017) “Engaging fans and the community in social media : interaction with institutions of higher education on Facebook,” Journal of Marketing for Higher Education, 27(1), pp. 112–130. doi: 10.1080/08841241.2016.1219803.
Broto, G. S. D. (2014) Riset Kominfo dan UNICEF Mengenai Perilaku Anak dan Remaja Dalam Menggunakan Internet, Kementerian Komunikasi dan Informatika RI. Available at: https://www.kominfo.go.id/content/detail/3834/siaran-pers-no-17pihkominfo22014-tentang-riset-kominfo-dan-unicef-mengenai-perilaku-anak-dan-remaja-dalam-menggunakan-internet/0/siaran_pers (Accessed: August 12, 2022).
Chi, H. K., Yeh, H. R. and Yang, Y. T. (2009) “The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty,” Journal of International Management Studies, 4(1), pp. 135–144.
Constantinides, E. (2014) “Foundations of Social Media Marketing,” Procedia - Social and Behavioral Sciences, 148, pp. 40–57. doi: 10.1016/j.sbspro.2014.07.016.
Dehghani, M. and Tumer, M. (2015) “A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers,” Computers in Human Behavior, 49, pp. 597–600. doi: 10.1016/j.chb.2015.03.051.
Dessart, L. (2017) “Social media engagement: a model of antecedents and relational outcomes,” Journal of Marketing Management, 33(5–6), pp. 375–399. doi: 10.1080/0267257X.2017.1302975.
Dülek, B. and Aydin, İ. (2020) “Effect of Social Media Marketing on E-WOM, Brand Loyalty, and Purchase Intention,” Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(20), pp. 271–288. doi: 10.29029/busbed.734350.
Erdoğmuş, İ. E. and Çiçek, M. (2012) “The Impact of Social Media Marketing on Brand Loyalty,” Procedia - Social and Behavioral Sciences, 58, pp. 1353–1360. doi: 10.1016/j.sbspro.2012.09.1119.
Gautam, V. and Sharma, V. (2017) “The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands,” Journal of Promotion Management, 23(6), pp. 872–888. doi: 10.1080/10496491.2017.1323262.
Gul, R. (2014) “The Relationship between Reputation, Customer Satisfaction, Trust, and Loyalty,” Journal of Public Administration and Governance, 4(3), pp. 368–387. doi: 10.5296/jpag.v4i3.6678.
Ha, H. Y. et al. (2011) “The effects of advertising spending on brand loyalty in services,” European Journal of Marketing, 45(4), pp. 673–691. doi: 10.1108/03090561111111389.
Hair, J. F. et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publishing. SAGE Publications, Inc. Available at: https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book244583.
Hermawan, V. K. and Paramita, E. L. (2020) “Trust dan Perceived Usefulness dan Pengaruhnya Terhadap Preferensi Konsumen Dalam Menggunakan E-wallet,” Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), pp. 223–236. doi: 10.37932/j.e.v10i2.131.
Keh, H. T. and Xie, Y. (2009) “Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment,” Industrial Marketing Management, 38(7), pp. 732–742. doi: 10.1016/j.indmarman.2008.02.005.
Li, M. W., Teng, H. Y. and Chen, C. Y. (2020) “Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust,” Journal of Hospitality and Tourism Management, 44(November 2019), pp. 184–192. doi: 10.1016/j.jhtm.2020.06.015.
Moriansyah, L. (2015) “Pemasaran Melalui Media Sosial: Antecedents Dan Consequences,” Jurnal Penelitian Komunikasi dan Opini Publik, 19(3), p. 124068.
Munnukka, J. et al. (no date) “Effects of Social Media on Consumers ’ Sports Brand Experiences and Loyalty.” doi: 10.1007/978-3-319-45596-9.
Muntinga, D. G., Moorman, M. and Smit, E. G. (2011) “Introducing COBRAs,” International Journal of Advertising, 30(1), pp. 13–46. doi: 10.2501/ija-30-1-013-046.
Permana, R. W. (2015) Ini usia yang tepat untuk gadis mulai memakai make up, merdeka.com. Available at: https://www.merdeka.com/gaya/ini-usia-yang-tepat-untuk-gadis-mulai-memakai-make-up.html (Accessed: August 12, 2022).
Rialti, R. et al. (2017) “Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?,” Journal of Global Marketing, 30(3), pp. 147–160. doi: 10.1080/08911762.2017.1306899.
Šeinauskienė, B., Maščinskienė, J. and Jucaitytė, I. (2015) “The Relationship of Happiness, Impulse Buying and Brand Loyalty,” Procedia - Social and Behavioral Sciences, 213, pp. 687–693. doi: 10.1016/j.sbspro.2015.11.487.
Verdilla, V. and Albari, A. (2018) “Dampak Dimensi Ekuitas Merek Dalam Membentuk Minat Beli Ulang,” Jurnal Manajemen Maranatha, 17(2), pp. 81–90. doi: 10.28932/jmm.v17i2.802.
Wu, S.-I. and Chen, Y.-J. (2014) “The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products,” International Journal of Marketing Studies, 6(5), pp. 81–100. doi: 10.5539/ijms.v6n5p81.