Analisis Pengaruh Kualitas Konten Media Sosial Merek Terhadap Kesadaran Merek dan Niat Pembelian pada Merek Fashion Muslim

Ika Muflichah; Istyakara Muslichah

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25 January 2023

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29 January 2023

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29 January 2023

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas konten dan interaktivitas merek dalam media sosial terhadap kesadaran merek konsumen dan niat belinya. Populasi dalam penelitian ini adalah siapapun pengikut media sosial fashion muslim di Indonesia. Data primer yang digunakan berasal dari 200 responden yang diperoleh dengan menyebarkan kuesioner secara daring. Metode sampling yang digunakan dalam penelitian ini adalah purposive sampling. Alat analisis data yang digunakan adalah Structural equation modeling (SEM) yang dioperasikan menggunakan aplikasi AMOS versi 22. Hasil analisis data membuktikan bahwa sebelas hipotesis dinyatakan berhasil dan signifikan. Kualitas konten dan interaktivitas merek berpengaruh positif dan signifikan terhadap kesadaran merek. Kualitas konten dan interaktivitas merek berpengaruh positif dan signifikan terhadap motivasi hedonis dan utilitarian. Motivasi hedonis dan utilitarian berpengaruh positif dan signifikan terhadap keterlibatan konsumen. Keterlibatan konsumen berpengaruh positif dan signifikan terhadap kesadaran merek. Keterlibatan konsumen dan kesadaran merek berpengaruh positif dan signifikan terhadap niat pembelian.

Keywords

kualitas konten interaktivitas merek niat pembelian media sosial model SOR

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Muflichah, I., & Muslichah , I. (2023). Analisis Pengaruh Kualitas Konten Media Sosial Merek terhadap Kesadaran Merek dan Niat Pembelian pada Merek Fashion Muslim. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 251–272. Retrieved from https://journal.uii.ac.id/selma/article/view/27396

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References

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Dwivedi, Y.K. et al. (2017) “Exploring the Role of Social Media in e-Government: an Analysis of Emerging Literature,” in ICEGOV ’17: Proceedings of the 10th International Conference on Theory and Practice of Electronic Governance. Association for Computing Machinery, pp. 97–106. Available at: https://doi.org/10.1145/3047273.3047374.

Eroglu, S.A., Machleit, K.A. and Davis, L.M. (2001) “Atmospheric qualities of online retailing: A conceptual model and implications,” Journal of Business Research, 54(2), pp. 177–184. Available at: https://doi.org/https://doi.org/10.1016/S0148-2963(99)00087-9.

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Gursoy, D., Chen, J.S. and Chi, C.G. (2014) “Theoretical examination of destination loyalty formation,” International Journal of Contemporary Hospitality Management, 26(5), pp. 809–827. Available at: https://doi.org/10.1108/IJCHM-12-2013-0539.

Hair, J. et al. (2010) Multivariate Data Analysis: A Global Perspective. 7th ed. Boston: Pearson Education Limited.

Hallock, W.B., Roggeveen, A. and Crittenden, V.L. (2016) “Social Media and Customer Engagement: Dyadic Word-of-Mouth,” in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer, p. 439. Available at: https://doi.org/doi.

Hsu, C.L. and Lin, J.C.C. (2008) “Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation,” Information and Management, 45(1), pp. 65–74. Available at: https://doi.org/10.1016/j.im.2007.11.001.

Instagram (2023) Instagram Business: Marketing di Instagram, Instagram. Available at: https://business.instagram.com/?locale=id_ID (Accessed: January 25, 2023).

Islam, J. and Rahman, Z. (2017) “The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm,” Telematics and Informatics, 34(4), pp. 96–109. Available at: https://doi.org/10.1016/j.tele.2017.01.004.

Jakeli, K., & Tchumburidze, T. (2012) “Brand awareness matrix in political marketing area,” Journal of Business, 1(1), pp. 25–28.

Javornik, A., Filieri, R. and Gumann, R. (2020) “‘Don’t Forget that Others Are Watching, Too!’ The Effect of Conversational Human Voice and Reply Length on Observers’ Perceptions of Complaint Handling in Social Media,” Journal of Interactive Marketing, 50, pp. 100–119. Available at: https://doi.org/10.1016/j.intmar.2020.02.002.

Kapferer, J.-N. (2008) The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page Publishers.

Kim, W.G., Lee, C. and Hiemstra, S.J. (2004) “Effects of an online virtual community on customer loyalty and travel product purchases,” Tourism Management, 25(3), pp. 343–355. Available at: https://doi.org/10.1016/S0261-5177(03)00142-0.

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Analisis Pengaruh Kualitas Konten Media Sosial Merek terhadap Kesadaran Merek dan Niat Pembelian pada Merek Fashion Muslim

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