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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh dari pemasaran media sosial dan keterlibatan konsumen terhadap niat beli konsumen pada produk skincare Ms Glow Beauty. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Teknik pengumpulan data dengan menyebarkan kuesioner online kepada 100 responden menggunakan Google Form. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan menggunakan metode purposive sampling yang kemudian diolah menggunakan alat analisis statistik SPSS 27 serta telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan dalam penelitian ini yaitu uji asumsi klasik, regresi linier sederhana, regresi linier berganda, uji-f, uji-t, dan koefisien determinasi (R-Square). Hasil dari penelitian ini adalah pemasaran media sosial berpengaruh positif dan signifikan terhadap niat beli, pemasaran media sosial berpengaruh positif dan signifikan terhadap keterlibatan konsumen, dan keterlibatan konsumen berpengaruh positif dan signifikan terhadap niat beli.
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Copyright (c) 2022 Vera Dwi Nurcahyani, Murwanto Sigit
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References
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- Shofiya, N.A. dan Fachira, I. (2021) “Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator,” Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(8), hal. 518–531. Tersedia pada: https://doi.org/10.47405/mjssh.v6i8.943.
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References
Barhemmati, N. dan Ahmad, A. (2015) “Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement,” Journal of Advanced Management Science, 3(4), hal. 307–311. Tersedia pada: https://doi.org/10.12720/joams.3.4.307-311.
Chen, Y.-R.R. (2017) “Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality and purchase intention: A study of WeChat in China,” Public Relations Review, 43(5), hal. 945–954. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.pubrev.2017.07.005.
Cummings, M. (2007) Consumer Engagement Perspectives: A Tool for Ensuring Advertising’s Impact? Rochester Institute of Technology. Tersedia pada: https://scholarworks.rit.edu/cgi/viewcontent.cgi?article=4896&context=theses.
Dessart, L., Veloutsou, C. dan Morgan-Thomas, A. (2015) “Consumer engagement in online brand communities: a social media perspective,” Journal of Product & Brand Management, 24(1), hal. 28–42. Tersedia pada: https://doi.org/10.1108/JPBM-06-2014-0635.
Dodds, W.B., Monroe, K.B. dan Grewal, D. (1991) “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28(3), hal. 307–319. Tersedia pada: https://doi.org/10.2307/3172866.
Hutter, K. et al. (2013) “The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook,” Journal of Product & Brand Management, 22(5/6), hal. 342–351. Tersedia pada: https://doi.org/10.1108/JPBM-05-2013-0299.
Kemp, S. (2022) Digital 2022: Indonesia, Data Reportal. Tersedia pada: https://datareportal.com/reports/digital-2022-indonesia (Diakses: 9 Oktober 2022).
Kotler, P. dan Keller, K.L. (2009) Manajemen Pemasaran. 13 ed. Jakarta: Erlangga.
Kotler, P. dan Keller, K.L. (2016) A Framework for Marketing Management. 6 ed. USA: Pearson Prentice Hall.
Manzoor, U. et al. (2020) “Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust,” International Journal of Entrepreneurial Research, 3(2), hal. 41–48. Tersedia pada: https://doi.org/10.31580/ijer.v3i2.1386.
Mersey, R.D., Malthouse, E.C. dan Calder, B.J. (2010) “Engagement with Online Media,” Journal of Media Business Studies, 7(2), hal. 39–56. Tersedia pada: https://doi.org/10.1080/16522354.2010.11073506.
Phan, M., Thomas, R. dan Heine, K. (2011) “Social Media and Luxury Brand Management: The Case of Burberry,” Journal of Global Fashion Marketing, 2(4), hal. 213–222. Tersedia pada: https://doi.org/10.1080/20932685.2011.10593099.
Rudyanto (2018) “Pengaruh Pemasaran Jejaring Media Sosial Dan Keterkaitan Konsumen Terhadap Niat Beli Konsumen,” Jurnal Manajemen dan Pemasaran Jasa, 11(2), hal. 177–200. Tersedia pada: https://www.trijurnal.trisakti.ac.id/index.php/jasa/article/view/3126.
Shinta, A. (2011) Manajemen Pemasaran. Malang: Universitas Brawijaya Press (UB Press). Tersedia pada: http://shinta.lecture.ub.ac.id/files/2012/11/Manajemen-Pemasaran-Agustina-Shinta.pdf.
Shofiya, N.A. dan Fachira, I. (2021) “Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator,” Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(8), hal. 518–531. Tersedia pada: https://doi.org/10.47405/mjssh.v6i8.943.
Toor, A., Husnain, M. dan Hussain, T. (2017) “The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator,” Asian Journal of Business and Accounting, 10(1), hal. 167–199. Tersedia pada: https://ajba.um.edu.my/index.php/AJBA/article/view/3478.
Yu, X. dan Yuan, C. (2019) “How consumers’ brand experience in social media can improve brand perception and customer equity,” Asia Pacific Journal of Marketing and Logistics, 31(5), hal. 1233–1251. Tersedia pada: https://doi.org/10.1108/APJML-01-2018-0034.