Main Article Content
Abstract
Penelitian ini bertujuan untuk menguji pengaruh pemasaran media sosial terhadap niat beli konsumen; pengaruh pemasaran media sosial terhadap kepercayaan pelanggan; pengaruh kepercayaan pelanggan terhadap niat beli konsumen; serta pengaruh niat beli konsumen terhadap pemasaran media sosial yang dimediasi oleh kepercayaan pelanggan; dengan studi yang dilakukan pada pengguna aplikasi TikTok. 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 metode non-probability sampling dengan menggunakan teknik purposive sampling yang kemudian diolah menggunakan alat analisis statistik PLS-SEM memakai perangkat lunak SmartPLS versi 3.0.
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Copyright (c) 2023 Natasya Mulyani, Murwanto Sigit
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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), hal. 100155. Tersedia pada: https://doi.org/10.1016/j.iedeen.2021.100155.
- Al-Sheikh, E.S. dan Hasanat, M.H.A. (2020) “Social Media Mining for Assessing Brand Popularity,” in Information Resources Management Association (ed.) Global Branding: Breakthroughs in Research and Practice (2 Volumes). Hershey: IGI Global, hal. 803–824. Tersedia pada: https://doi.org/10.4018/978-1-5225-9282-2.ch039.
- Annur, C.M. (2023) Indonesia Sabet Posisi Kedua Sebagai Negara Pengguna TikTok Terbanyak di Dunia pada Awal 2023, Databoks. Tersedia pada: https://databoks.katadata.co.id/datapublish/2023/02/27/indonesia-sabet-posisi-kedua-sebagai-negara-pengguna-tiktok-terbanyak-di-dunia-pada-awal-2023 (Diakses: 5 November 2023).
- Aydin, G., AR, A.A. dan Taşkin, Ç. (2014) “The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products,” Doğuş Üniversitesi Dergisi, 15(2), hal. 165–180. Tersedia pada: https://dergipark.org.tr/en/pub/doujournal/issue/66671/1043088.
- Balakrishnan, B.K.P.D., Dahnil, M.I. dan Yi, W.J. (2014) “The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y,” in Procedia - Social and Behavioral Sciences. Amsterdam: Elsevier Ltd., hal. 177–185. Tersedia pada: https://doi.org/10.1016/j.sbspro.2014.07.032.
- Chaffey, D. dan Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation, and Practice. 7 ed. London: Pearson Education Limited.
- Coursaris, C.K., Osch, W. Van dan Balogh, B.A. (2016) “Do Facebook Likes Lead to Shares or Sales? Exploring the Empirical Links between Social Media Content, Brand Equity, Purchase Intention, and Engagement,” in 2016 49th Hawaii International Conference on System Sciences (HICSS). Koloa: IEEE, hal. 3546–3555. Tersedia pada: https://doi.org/10.1109/HICSS.2016.444.
- Dabbous, A., Barakat, K.A. dan Sayegh, M.M. (2020) “Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust,” Journal of Internet Commerce, 19(3), hal. 262–297. Tersedia pada: https://doi.org/10.1080/15332861.2020.1756190.
- Hajli, M.N. (2014) “A study of the impact of social media on consumers,” International Journal of Market Research, 56(3), hal. 387–404. Tersedia pada: https://doi.org/10.2501/IJMR-2014-025.
- Hajli, N. (2015) “Social commerce constructs and consumer’s intention to buy,” International Journal of Information Management, 35(2), hal. 183–191. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2014.12.005.
- Hajli, N. et al. (2017) “A social commerce investigation of the role of trust in a social networking site on purchase intentions,” Journal of Business Research, 71, hal. 133–141. Tersedia pada: https://doi.org/10.1016/j.jbusres.2016.10.004.
- Hasan, M. dan Sohail, M.S. (2021) “The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands,” Journal of International Consumer Marketing, 33(3), hal. 350–367. Tersedia pada: https://doi.org/10.1080/08961530.2020.1795043.
- He, W. et al. (2017) “An exploratory investigation of social media adoption by small businesses,” Information Technology and Management, 18(2), hal. 149–160. Tersedia pada: https://doi.org/10.1007/s10799-015-0243-3.
- Herman, L.E. dan Athar, H.S. (2018) “Pengembangan Model Social Media Marketing dan Keputusan Berkunjung: Sebuah Pendekatan Konseptual,” Jurnal Ilmu Komunikasi (J-IKA), 5(2), hal. 147–155. Tersedia pada: https://doi.org/10.31294/kom.v5i2.4688.
- Kassim, N. dan Abdullah, N.A. (2010) “The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings,” Asia Pacific Journal of Marketing and Logistics, 22(3), hal. 351–371. Tersedia pada: https://doi.org/10.1108/13555851011062269.
- Kujur, F. dan Singh, S. (2016) “Social Media as an Enabler of Marketing Strategies,” International Journal of Economic Research, 13(1), hal. 373–381.
- Kyriakopoulou, E. dan Kitsios, F. (2017) “The influence of social media on consumers’ behavior,” in 6th International Symposium and 28th National Conference on Operation Research. Thessaloniki: University of Macedonia, hal. 62–66. Tersedia pada: https://www.researchgate.net/profile/Fotis-Kitsios/publication/354202288_OR_in_the_digital_era_-_ICT_challenges/links/612b82fbc69a4e487964bb37/OR-in-the-digital-era-ICT-challenges.pdf#page=84.
- Li, X. dan Wu, L. (2018) “Herding and Social Media Word-of-Mouth: Evidence from Groupon,” MIS Quarterly: Management Information Systems, 42(4), hal. 1331–1351. Tersedia pada: https://misq.umn.edu/herding-and-social-media-word-of-mouth-evidence-from-groupon.html.
- Mainardes, E.W. dan Cardoso, M.V. (2019) “Effect of the use of social media in trust, loyalty and purchase intention in physical stores,” The International Review of Retail, Distribution and Consumer Research, 29(4), hal. 456–477. Tersedia pada: https://doi.org/10.1080/09593969.2019.1583593.
- 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.
- Mooij, M. de (2011) Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. 2 ed. California: Sage Publications.
- Muntinga, D.G., Moorman, M. dan Smit, E.G. (2011) “Introducing COBRAs,” International Journal of Advertising, 30(1), hal. 13–46. Tersedia pada: https://doi.org/10.2501/IJA-30-1-013-046.
- Naeem, M. (2019) “Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country,” Journal of Islamic Marketing, 10(3), hal. 811–826. Tersedia pada: https://doi.org/10.1108/JIMA-11-2018-0214.
- Ofori, K.S. et al. (2017) “Examining customers’ continuance intentions towards internet banking usage,” Marketing Intelligence & Planning, 35(6), hal. 756–773. Tersedia pada: https://doi.org/10.1108/MIP-11-2016-0214.
- Omar, B. dan Dequan, W. (2020) “Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage,” International Journal of Interactive Mobile Technologies, 14(4), hal. 121–137. Tersedia pada: https://doi.org/10.3991/ijim.v14i04.12429.
- Oosthuizen, D., Spowart, J. dan Meyer-Heydenrych, C.F. De (2015) “The relationship between perceived price and consumers’ purchase intentions of private label wine brands,” African Journal of Hospitality, Tourism and Leisure, 4(2), hal. 1–17. Tersedia pada: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article58vol4_2_july-nov_2015.pdf.
- Pappas, N. (2016) “Marketing strategies, perceived risks, and consumer trust in online buying behaviour,” Journal of Retailing and Consumer Services, 29, hal. 92–103. Tersedia pada: https://doi.org/10.1016/j.jretconser.2015.11.007.
- Rahadi, D.R. dan Zanial (2016) “Sosial Media Marketin dalam Mewujudkan E-Marketing,” in Konferensi Nasional Teknologi Informasi dan Aplikasinya. Palembang: Universitas Sriwijaya, hal. 71–78. Tersedia pada: https://seminar.ilkom.unsri.ac.id/index.php/kntia/article/view/1179.
- Ramanathan, U. et al. (2022) “A New Perspective of E-Trust in the Era of Social Media: Insights From Customer Satisfaction Data,” IEEE Transactions on Engineering Management, 69(4), hal. 1417–1431. Tersedia pada: https://doi.org/10.1109/TEM.2020.2985379.
- Rizaty, M.A. (2022) TikTok, Aplikasi yang Paling Banyak Diunduh pada 2021, Databoks. Tersedia pada: https://databoks.katadata.co.id/datapublish/2022/01/04/tiktok-aplikasi-yang-paling-banyak-diunduh-pada-2021#:~:text=TikTok menjadi aplikasi yang paling,656 juta unduhan pada 2021. (Diakses: 5 November 2023).
- Schivinski, B. dan Dabrowski, D. (2016) “The effect of social media communication on consumer perceptions of brands,” Journal of Marketing Communications, 22(2), hal. 189–214. Tersedia pada: https://doi.org/10.1080/13527266.2013.871323.
- Septianto, I.D. (2020) Pengaruh Citra Merek dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan UNIQLO (Studi pada Mahasiswa di Kabupaten Sleman). Universitas Islam Indonesia. Tersedia pada: https://dspace.uii.ac.id/handle/123456789/23572.
- Sidharta, I. dan Sidh, R. (2014) “Pengukuran Persepsi Manfaat Dan Persepsi Kemudahan Terhadap Sikap Serta Dampaknya Atas Penggunaan Ulang Online Shopphing Pada E-Commerce,” Jurnal Computech & Bisnis, 8(2), hal. 92–100. Tersedia pada: https://garuda.kemdikbud.go.id/documents/detail/350259.
- Takaya, R. (2017) “The Effect Of Celebrity Endorsment On Brand Image And Trust Brand And It’s Impact To Purchase intention Case Study: Oppo Smartphone,” Business and Entrepreneurial Review, 17(2), hal. 183–196. Tersedia pada: https://doi.org/10.25105/ber.v17i2.5228.
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), hal. 100155. Tersedia pada: https://doi.org/10.1016/j.iedeen.2021.100155.
Al-Sheikh, E.S. dan Hasanat, M.H.A. (2020) “Social Media Mining for Assessing Brand Popularity,” in Information Resources Management Association (ed.) Global Branding: Breakthroughs in Research and Practice (2 Volumes). Hershey: IGI Global, hal. 803–824. Tersedia pada: https://doi.org/10.4018/978-1-5225-9282-2.ch039.
Annur, C.M. (2023) Indonesia Sabet Posisi Kedua Sebagai Negara Pengguna TikTok Terbanyak di Dunia pada Awal 2023, Databoks. Tersedia pada: https://databoks.katadata.co.id/datapublish/2023/02/27/indonesia-sabet-posisi-kedua-sebagai-negara-pengguna-tiktok-terbanyak-di-dunia-pada-awal-2023 (Diakses: 5 November 2023).
Aydin, G., AR, A.A. dan Taşkin, Ç. (2014) “The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products,” Doğuş Üniversitesi Dergisi, 15(2), hal. 165–180. Tersedia pada: https://dergipark.org.tr/en/pub/doujournal/issue/66671/1043088.
Balakrishnan, B.K.P.D., Dahnil, M.I. dan Yi, W.J. (2014) “The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y,” in Procedia - Social and Behavioral Sciences. Amsterdam: Elsevier Ltd., hal. 177–185. Tersedia pada: https://doi.org/10.1016/j.sbspro.2014.07.032.
Chaffey, D. dan Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation, and Practice. 7 ed. London: Pearson Education Limited.
Coursaris, C.K., Osch, W. Van dan Balogh, B.A. (2016) “Do Facebook Likes Lead to Shares or Sales? Exploring the Empirical Links between Social Media Content, Brand Equity, Purchase Intention, and Engagement,” in 2016 49th Hawaii International Conference on System Sciences (HICSS). Koloa: IEEE, hal. 3546–3555. Tersedia pada: https://doi.org/10.1109/HICSS.2016.444.
Dabbous, A., Barakat, K.A. dan Sayegh, M.M. (2020) “Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust,” Journal of Internet Commerce, 19(3), hal. 262–297. Tersedia pada: https://doi.org/10.1080/15332861.2020.1756190.
Hajli, M.N. (2014) “A study of the impact of social media on consumers,” International Journal of Market Research, 56(3), hal. 387–404. Tersedia pada: https://doi.org/10.2501/IJMR-2014-025.
Hajli, N. (2015) “Social commerce constructs and consumer’s intention to buy,” International Journal of Information Management, 35(2), hal. 183–191. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2014.12.005.
Hajli, N. et al. (2017) “A social commerce investigation of the role of trust in a social networking site on purchase intentions,” Journal of Business Research, 71, hal. 133–141. Tersedia pada: https://doi.org/10.1016/j.jbusres.2016.10.004.
Hasan, M. dan Sohail, M.S. (2021) “The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands,” Journal of International Consumer Marketing, 33(3), hal. 350–367. Tersedia pada: https://doi.org/10.1080/08961530.2020.1795043.
He, W. et al. (2017) “An exploratory investigation of social media adoption by small businesses,” Information Technology and Management, 18(2), hal. 149–160. Tersedia pada: https://doi.org/10.1007/s10799-015-0243-3.
Herman, L.E. dan Athar, H.S. (2018) “Pengembangan Model Social Media Marketing dan Keputusan Berkunjung: Sebuah Pendekatan Konseptual,” Jurnal Ilmu Komunikasi (J-IKA), 5(2), hal. 147–155. Tersedia pada: https://doi.org/10.31294/kom.v5i2.4688.
Kassim, N. dan Abdullah, N.A. (2010) “The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings,” Asia Pacific Journal of Marketing and Logistics, 22(3), hal. 351–371. Tersedia pada: https://doi.org/10.1108/13555851011062269.
Kujur, F. dan Singh, S. (2016) “Social Media as an Enabler of Marketing Strategies,” International Journal of Economic Research, 13(1), hal. 373–381.
Kyriakopoulou, E. dan Kitsios, F. (2017) “The influence of social media on consumers’ behavior,” in 6th International Symposium and 28th National Conference on Operation Research. Thessaloniki: University of Macedonia, hal. 62–66. Tersedia pada: https://www.researchgate.net/profile/Fotis-Kitsios/publication/354202288_OR_in_the_digital_era_-_ICT_challenges/links/612b82fbc69a4e487964bb37/OR-in-the-digital-era-ICT-challenges.pdf#page=84.
Li, X. dan Wu, L. (2018) “Herding and Social Media Word-of-Mouth: Evidence from Groupon,” MIS Quarterly: Management Information Systems, 42(4), hal. 1331–1351. Tersedia pada: https://misq.umn.edu/herding-and-social-media-word-of-mouth-evidence-from-groupon.html.
Mainardes, E.W. dan Cardoso, M.V. (2019) “Effect of the use of social media in trust, loyalty and purchase intention in physical stores,” The International Review of Retail, Distribution and Consumer Research, 29(4), hal. 456–477. Tersedia pada: https://doi.org/10.1080/09593969.2019.1583593.
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.
Mooij, M. de (2011) Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. 2 ed. California: Sage Publications.
Muntinga, D.G., Moorman, M. dan Smit, E.G. (2011) “Introducing COBRAs,” International Journal of Advertising, 30(1), hal. 13–46. Tersedia pada: https://doi.org/10.2501/IJA-30-1-013-046.
Naeem, M. (2019) “Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country,” Journal of Islamic Marketing, 10(3), hal. 811–826. Tersedia pada: https://doi.org/10.1108/JIMA-11-2018-0214.
Ofori, K.S. et al. (2017) “Examining customers’ continuance intentions towards internet banking usage,” Marketing Intelligence & Planning, 35(6), hal. 756–773. Tersedia pada: https://doi.org/10.1108/MIP-11-2016-0214.
Omar, B. dan Dequan, W. (2020) “Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage,” International Journal of Interactive Mobile Technologies, 14(4), hal. 121–137. Tersedia pada: https://doi.org/10.3991/ijim.v14i04.12429.
Oosthuizen, D., Spowart, J. dan Meyer-Heydenrych, C.F. De (2015) “The relationship between perceived price and consumers’ purchase intentions of private label wine brands,” African Journal of Hospitality, Tourism and Leisure, 4(2), hal. 1–17. Tersedia pada: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article58vol4_2_july-nov_2015.pdf.
Pappas, N. (2016) “Marketing strategies, perceived risks, and consumer trust in online buying behaviour,” Journal of Retailing and Consumer Services, 29, hal. 92–103. Tersedia pada: https://doi.org/10.1016/j.jretconser.2015.11.007.
Rahadi, D.R. dan Zanial (2016) “Sosial Media Marketin dalam Mewujudkan E-Marketing,” in Konferensi Nasional Teknologi Informasi dan Aplikasinya. Palembang: Universitas Sriwijaya, hal. 71–78. Tersedia pada: https://seminar.ilkom.unsri.ac.id/index.php/kntia/article/view/1179.
Ramanathan, U. et al. (2022) “A New Perspective of E-Trust in the Era of Social Media: Insights From Customer Satisfaction Data,” IEEE Transactions on Engineering Management, 69(4), hal. 1417–1431. Tersedia pada: https://doi.org/10.1109/TEM.2020.2985379.
Rizaty, M.A. (2022) TikTok, Aplikasi yang Paling Banyak Diunduh pada 2021, Databoks. Tersedia pada: https://databoks.katadata.co.id/datapublish/2022/01/04/tiktok-aplikasi-yang-paling-banyak-diunduh-pada-2021#:~:text=TikTok menjadi aplikasi yang paling,656 juta unduhan pada 2021. (Diakses: 5 November 2023).
Schivinski, B. dan Dabrowski, D. (2016) “The effect of social media communication on consumer perceptions of brands,” Journal of Marketing Communications, 22(2), hal. 189–214. Tersedia pada: https://doi.org/10.1080/13527266.2013.871323.
Septianto, I.D. (2020) Pengaruh Citra Merek dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan UNIQLO (Studi pada Mahasiswa di Kabupaten Sleman). Universitas Islam Indonesia. Tersedia pada: https://dspace.uii.ac.id/handle/123456789/23572.
Sidharta, I. dan Sidh, R. (2014) “Pengukuran Persepsi Manfaat Dan Persepsi Kemudahan Terhadap Sikap Serta Dampaknya Atas Penggunaan Ulang Online Shopphing Pada E-Commerce,” Jurnal Computech & Bisnis, 8(2), hal. 92–100. Tersedia pada: https://garuda.kemdikbud.go.id/documents/detail/350259.
Takaya, R. (2017) “The Effect Of Celebrity Endorsment On Brand Image And Trust Brand And It’s Impact To Purchase intention Case Study: Oppo Smartphone,” Business and Entrepreneurial Review, 17(2), hal. 183–196. Tersedia pada: https://doi.org/10.25105/ber.v17i2.5228.