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Abstract
Tujuan penelitian ini untuk menganalisis faktor-faktor yang mempengaruhi interaksi media sosial terhadap niat pembelian dan keterlibatan perilaku pada produk skincare Avoskin. Metodologi yang digunakan menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel yaitu purposive sampling. Kriteria responden dalam penelitian ini yaitu pengguna aktif media sosial Instagram berusia 18-25 tahun yang berdomisili di Yogyakarta. Jumlah responden yang valid adalah 145. Pengolahan data menggunakan metode PLS-SEM. Variabel yang digunakan dalam penelitian ini adalah interaksi media sosial, kredibilitas sumber, homofili sumber, kualitas konten, niat pembelian, dan keterlibatan perilaku. Adapun hasil dari penelitian ini menunjukkan bahwa interaksi media sosial berpengaruh positif terhadap kredibilitas sumber, homofili sumber, dan kualitas konten. Homofili sumber dan kualitas konten berpengaruh positif terhadap niat pembelian dan keterlibatan perilaku. Sedangkan, kredibilitas sumber tidak berpengaruh terhadap niat pembelian dan keterlibatan perilaku. Hasil dari penelitian skripsi ini diharapkan dapat membantu perusahaan dan pemasar dalam mengembangkan hubungan yang lebih intim dengan konsumen dan mendorong niat konsumen untuk membeli melalui interaksi media sosial.
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Copyright (c) 2023 Shaylla Lavanya Putri Sonata, Budi Astuti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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References
AbdelAziz, K., Saad, N.H.M. dan Thurasamy, R. (2023) “Analysing the factors influencing customer engagement and value co-creation during COVID-19 pandemic: the case of online modest fashion SMEs in Egypt,” Journal of Islamic Marketing, 14(1), hal. 146–173. Tersedia pada: https://doi.org/10.1108/JIMA-09-2020-0294.
Chen, C.-C. dan Chang, Y.-C. (2018) “What drives purchase intention on Airbnb? Perspectives of consumer reviews, information quality, and media richness,” Telematics and Informatics, 35(5), hal. 1512–1523. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.tele.2018.03.019.
Chin, W.W. dan Todd, P.A. (1995) “On the Use, Usefulness, and Ease of Use of Structural Equation Modeling in MIS Research: A Note of Caution,” MIS Quarterly, 19(2), hal. 237–246. Tersedia pada: https://doi.org/10.2307/249690.
Dabbous, A. dan Barakat, K.A. (2020) “Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention,” Journal of Retailing and Consumer Services, 53, hal. 101966. Tersedia pada: https://doi.org/10.1016/j.jretconser.2019.101966.
Fan, X., Ning, N. dan Deng, N. (2020) “The impact of the quality of intelligent experience on smart retail engagement,” Marketing Intelligence & Planning, 38(7), hal. 877–891. Tersedia pada: https://doi.org/10.1108/MIP-09-2019-0439.
Filieri, R. (2015) “What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM,” Journal of Business Research, 68(6), hal. 1261–1270. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jbusres.2014.11.006.
Fox, A.K., Nakhata, C. dan Deitz, G.D. (2019) “Eat, drink, and create content: a multi-method exploration of visual social media marketing content,” International Journal of Advertising, 38(3), hal. 450–470. Tersedia pada: https://doi.org/10.1080/02650487.2018.1535223.
Ghozali, I. dan Latan, H. (2015) Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Gummesson, E. (2007) “Exit services marketing - enter service marketing,” Journal of Customer Behaviour, 2(6), hal. 113-141(29). Tersedia pada: https://doi.org/10.1362/147539207X223357.
Kapoor, P.S. et al. (2020) “eWOM via social networking site: source versus message credibility,” International Journal of Internet Marketing and Advertising, 14(1), hal. 19–47. Tersedia pada: https://doi.org/10.1504/IJIMA.2020.106043.
Kim, M.J., Lee, C.-K. dan Jung, T. (2018) “Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model,” Journal of Travel Research, 59(1), hal. 69–89. Tersedia pada: https://doi.org/10.1177/0047287518818915.
Kim, S., Kandampully, J. dan Bilgihan, A. (2018) “The influence of eWOM communications: An application of online social network framework,” Computers in Human Behavior, 80, hal. 243–254. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.chb.2017.11.015.
Kuzgun, E. dan Asugman, G. (2015) “Value in Services – A Service Dominant Logic Perspective,” in Procedia - Social and Behavioral Sciences. Amsterdam: Elsevier B.V., hal. 242–251. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.sbspro.2015.10.093.
Lou, C. dan Yuan, S. (2019) “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media,” Journal of Interactive Advertising, 19(1), hal. 58–73. Tersedia pada: https://doi.org/10.1080/15252019.2018.1533501.
Lusch, R.F. dan Vargo, S.L. (2006) “Service-dominant logic: reactions, reflections and refinements,” Marketing Theory, 6(3), hal. 281–288. Tersedia pada: https://doi.org/10.1177/1470593106066781.
Mahdi, M.I. (2022) Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022, DataIndonesia.id. Tersedia pada: https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022 (Diakses: 29 Maret 2023).
Mainolfi, G. et al. (2022) “‘YOU POST, I TRAVEL.’ Bloggers’ credibility, digital engagement, and travelers’ behavioral intention: The mediating role of hedonic and utilitarian motivations,” Psychology & Marketing, 39(5), hal. 1022–1034. Tersedia pada: https://doi.org/https://doi.org/10.1002/mar.21638.
Mazzarolo, A.H., Mainardes, E.W. dan Innocencio, F.A. (2021) “Antecedents and consequents of user satisfaction on Instagram,” Marketing Intelligence & Planning, 39(5), hal. 687–701. Tersedia pada: https://doi.org/10.1108/MIP-08-2020-0370.
McClure, C. dan Seock, Y.-K. (2020) “The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention,” Journal of Retailing and Consumer Services, 53, hal. 101975. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretconser.2019.101975.
Mehrabian, A. dan Russell, J.A. (1974) An approach to environmental psychology., An approach to environmental psychology. Cambridge, MA, US: The MIT Press.
Muda, M. dan Hamzah, M.I. (2021) “Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention,” Journal of Research in Interactive Marketing, 15(3), hal. 441–459. Tersedia pada: https://doi.org/10.1108/JRIM-04-2020-0072.
Onofrei, G., Filieri, R. dan Kennedy, L. (2022) “Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors,” Journal of Business Research, 142, hal. 100–112. Tersedia pada: https://doi.org/10.1016/j.jbusres.2021.12.031.
Osei-Frimpong, K. et al. (2022) “What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement,” Journal of Business Research, 146, hal. 288–307. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jbusres.2022.03.057.
Pour, M.J. et al. (2021) “Developing a scale of social commerce service quality: an exploratory study,” Kybernetes, 50(8), hal. 2232–2263. Tersedia pada: https://doi.org/10.1108/K-06-2020-0373.
Schouten, A.P., Janssen, L. dan Verspaget, M. (2020) “Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit,” International Journal of Advertising, 39(2), hal. 258–281. Tersedia pada: https://doi.org/10.1080/02650487.2019.1634898.
Sekaran, U. dan Bougie, R. (2017) Metode Penelitian Bisnis. 6 ed. Jakarta: Salemba Empat.
Shaheen, M. et al. (2020) “Engaging customers through credible and useful reviews: the role of online trust,” Young Consumers, 21(2), hal. 137–153. Tersedia pada: https://doi.org/10.1108/YC-01-2019-0943.
Smailhodzic, E., Boonstra, A. dan Langley, D.J. (2021) “Social media enabled interactions in healthcare: Towards a taxonomy,” Social Science & Medicine, 291, hal. 114469. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.socscimed.2021.114469.
Sussman, S.W. dan Siegal, W.S. (2003) “Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption,” Information Systems Research, 14(1), hal. 47–65. Tersedia pada: https://doi.org/10.1287/isre.14.1.47.14767.
Suwandee, S., Surachartkumtonkun, J. dan Lertwannawit, A. (2020) “EWOM firestorm: young consumers and online community,” Young Consumers, 21(1), hal. 1–15. Tersedia pada: https://doi.org/10.1108/YC-03-2019-0982.
Tien, D.H., Amaya Rivas, A.A. dan Liao, Y.-K. (2019) “Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites,” Asia Pacific Management Review, 24(3), hal. 238–249. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.apmrv.2018.06.003.
Tsai, W.-H.S. dan Men, L.R. (2013) “Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites,” Journal of Interactive Advertising, 13(2), hal. 76–87. Tersedia pada: https://doi.org/10.1080/15252019.2013.826549.
We Are Social Ltd (2022) Digital 2022: Another Year of Bumper Growth, We Are Social. Tersedia pada: https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/ (Diakses: 29 Maret 2023).
Weismueller, J. et al. (2020) “Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media,” Australasian Marketing Journal, 28(4), hal. 160–170. Tersedia pada: https://doi.org/10.1016/j.ausmj.2020.03.002.
Xu, Z. et al. (2021) “‘I’m like you, and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model,” Journal of Retailing and Consumer Services, 63, hal. 102737. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102737.
Zhu, L. et al. (2020) “How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework,” Aslib Journal of Information Management, 72(4), hal. 463–488. Tersedia pada: https://doi.org/10.1108/AJIM-11-2019-0308.