Main Article Content
Abstract
Saat ini pengguna internet di Indonesia terus mengalami peningkatan dari tahun ke tahun. Bahkan, mereka juga menyatakan bahwa pengguna internet didominasi oleh mereka yang menggunakan media sosial. Media yang awalnya hanya digunakan oleh masyarakat sebagai sarana bertukar informasi, kini juga bermanfaat sebagai alat bagi penjual untuk memasarkan produknya. Dalam pemasaran, penjual perlu meningkatkan nilai merek produknya di mata konsumen, yang berguna untuk meningkatkan ekuitas merek yang melekat pada merek produk yang dipasarkan. Pada platform penjualan online terdapat berbagai macam produk yang dijual, salah satunya adalah produk dalam kategori elektronik. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek terhadap niat beli konsumen pada salah satu produk elektronik yaitu Samsung. Sampel dalam penelitian ini diambil dengan menggunakan teknik non-probability sampling dengan purposive sampling sebanyak 200 responden di seluruh Indonesia. Hasil dari penelitian ini menunjukkan bahwa loyalitas merek yang merupakan bagian dari ekuitas merek berpengaruh signifikan terhadap niat beli konsumen terhadap produk dari merek Samsung. Nilai koefisien determinasi menunjukkan bahwa variabel-variabel independen yang diteliti secara bersama-sama mempengaruhi niat beli sebesar 57,2% dan sisanya sebesar 42,8% dipengaruhi oleh variabel independen lain di luar penelitian ini.
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Copyright (c) 2023 Peggy, Muchsin Muthohar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- 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, hlm. 101966. Tersedia pada: https://doi.org/10.1016/j.jretconser.2019.101966.
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- Guha, S., Mandal, A., dan Kujur, F. (2021) "The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India", Journal of Research in Marketing and Entrepreneurship, 23(2), hlm. 339–364. Tersedia pada: https://doi.org/10.1108/JRME-07-2020-0097.
- Hadi, M. Z. dan Keni, K. (2022) "Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Purchase Intention pada Produk Kecantikan Ramah Lingkungan", Jurnal Manajemen Bisnis dan Kewirausahaan, 6(3), hlm. 254-259.
- Hafez, Md. (2022) "Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness", International Journal of Information Management Data Insights, 2(2), hlm. 100140. Tersedia pada: https://doi.org/10.1016/j.jjimei.2022.100140.
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- Lee, J. E., Goh, M. L., dan Mohd Noor, M. N. B. (2019) "Understanding purchase intention of university students towards skin care products", PSU Research Review, 3(3), hlm. 161–178. Tersedia pada: https://doi.org/10.1108/prr-11-2018-0031.
- Liyono, A. (2022) "Pengaruh Brand Image, Electronic Word Of Mouth (E-Wom) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi", Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), hlm. 73-91.
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- Muthukannan, P., Tan, B., Chian Tan, F. Ter, dan Leong, C. (2021) "Novel mechanisms of scalability of financial services in an emerging market context: Insights from Indonesian Fintech Ecosystem", International Journal of Information Management, 61, hlm. 102403. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2021.102403.
- Pramitha, T. (2021) "Pengaruh Country of Origin, Brand Image dan Brand Awareness terhadap Purchase Intention", Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), hlm. 453-458.
- Prasetyo, A., Sedianingsih, dan Ratnasari, R. T. (2021) "Determinants of Health Visit Appeal Based on Medical Tourism", International Journal of Innovation, Creativity and Change, 13(10), hlm. 1432–1447.
- Rahmawati, A. F., Farida, N., dan Ngatno, N. (2023) "Pengaruh Brand Prestige Dan Perceived Quality Terhadap Purchase Intention Melalui Brand Attitude", Jurnal Ilmu Administrasi Bisnis, 12(1), hlm. 131-139.
- Ratnasari, R. T., Prajasari, A. C., dan Kassim, S. (2022) "Does religious knowledge level affect brand association and purchase intention of luxury cars? Case of the Lexus cars in Indonesia", Journal of Islamic Marketing, 14(4), hlm. 988-1006. Tersedia pada: https://doi.org/10.1108/JIMA-01-2020-0004.
- Rois, D. I. N., Yudha, A., dan Riftian, Y. R. (2020) "ANALISIS PENGARUH BRAND ASSOCIATION, BRAND AWARENESS, PRICE, DAN ROLE MODEL TERHADAP PURCHASE INTENTION (STUDI PADA SEPATU FUTSAL NIKE CR7)", Edunomika, 4(1), hlm. 327-337.
- Schivinski, B. dan Dabrowski, D. (2016) "The effect of social media communication on consumer perceptions of brands", Journal of Marketing Communications, 22(2), hlm. 189–214. Tersedia pada: https://doi.org/10.1080/13527266.2013.871323.
- Shaalan, A., Hegazy, A., Tourky, M., Elshaer, I., dan Ashour, H. (2022) "Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt", Journal of Marketing Communications, 28(1), hlm. 38–72. Tersedia pada: https://doi.org/10.1080/13527266.2020.1832137.
- Sultan, T., Hasni, M. J. S., dan Raza, A. (2020) "Brand Equity and Its Impact on Customer Purchase Intention: Empirical Evidence of the Telecommunication Sector of Sargodha", Journal of Business & Economics, 12(2), hlm. 99-110.
- Tan, H., dan Brahmana, R. K. M. R. (2019) "Pengaruh Perceived Value Terhadap Repurchase Intention Melalui Customer Satisfaction Sebagai Variabel Intervening Pada Pada Shopee", AGORA, 7(1).
- Wei, L. H., Huat, O. C., dan Thurasamy, R. (2023) "The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic", International Marketing Review, 40(5), hlm. 1213-1244. Tersedia pada: https://doi.org/10.1108/IMR-12-2021-0353.
- Wijaya, R. H. dan Indriyanti, I. S. (2022) "Faktor yang Mempengaruhi Purchase Intention Pelanggan Super Indo di Kota Bekasi", E-Jurnal Manajemen Trisakti School of Management (TSM), 2(1), hlm. 87-98.
- Yapa, U. A. S. (2017) "The Impact of Social Media on Brand awareness (With Special Reference to Facebook Use in Fast Moving Consumer Goods in Sri Lanka)", International Journal of Engineering and Management Research (IJEMR), 7(5), hlm. 262-272.
- Yunus, F. F. dan Arief, R. F. (2022) "Analisa Pengaruh Brand (Awareness, Association & Image) Dan Perceived (Quality & Value) Terhadap Purchase Intention Melalui Peran Mediasi Brand Loyalty", Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi (JMBI Unsrat), 9(3), hlm. 1816-1832.
References
Ali, A., Sherwani, M., Ali, A., Ali, Z., dan Sherwani, M. (2020) "Investigating the antecedents of halal brand product purchase intention: an empirical investigation", Journal of Islamic Marketing, 12(7), hlm. 1339–1362. Tersedia pada: https://doi.org/10.1108/JIMA-03-2019-0063.
Ali, A., Xiaoling, G., Sherwani, M., dan Ali, A. (2018) "Antecedents of consumers’ Halal brand purchase intention: an integrated approach", Management Decision, 56(4), hlm. 715–735. Tersedia pada: https://doi.org/10.1108/MD-11-2016-0785.
Ansary, A. dan Hashim, N. M. H. N. (2018) "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth", Review of Managerial Science, 12, hlm. 969–1002. Tersedia pada: https://doi.org/10.1007/s11846-017-0235-2.
Bahroni, I. dan Manggala, H. K. (2023) "PENGARUH BRAND IMAGE TERHADAP PURCHASE INTENTION MELALUI E-TRUST (STUDI PADA CALON KONSUMEN ONLINE STORE HOODIEKU)", ECOBISMA (Journal of Economics, Business and Management), 10(2), hlm. 146-156.
Bimantari, C. (2019) "Pengaruh Kesadaran Merek, Kualitas yang Dirasakan, dan Sikap Merek pada Niat Beli Biskuit Oreo di Surabaya", Journal of Business and Banking, 8(2), hlm. 195-212. Tersedia pada: https://doi.org/10.14414/jbb.v8i2.1548.
Büyükdağ, N. (2021) "The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media", Business & Management Studies: An International Journal, 9(4), hlm. 1380-1398.
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, hlm. 101966. Tersedia pada: https://doi.org/10.1016/j.jretconser.2019.101966.
Durianto, D., Sugiarto dan Sitinjak, T. (2004) Strategi Menaklukan Pasar: Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utama.
Guha, S., Mandal, A., dan Kujur, F. (2021) "The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India", Journal of Research in Marketing and Entrepreneurship, 23(2), hlm. 339–364. Tersedia pada: https://doi.org/10.1108/JRME-07-2020-0097.
Hadi, M. Z. dan Keni, K. (2022) "Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Purchase Intention pada Produk Kecantikan Ramah Lingkungan", Jurnal Manajemen Bisnis dan Kewirausahaan, 6(3), hlm. 254-259.
Hafez, Md. (2022) "Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness", International Journal of Information Management Data Insights, 2(2), hlm. 100140. Tersedia pada: https://doi.org/10.1016/j.jjimei.2022.100140.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
Le-Hoang, V. P., Nguyen, G. T., Phung, H. T. T., Ho, V. T., dan Phan, T. N. (2020) "The Relationship Between Brand Equity and Intention To Buy: The Case Of Convenience Stores", Sao Paulo: Independent Journal of Management & Production, I J M & P.
Lee, J. E., Goh, M. L., dan Mohd Noor, M. N. B. (2019) "Understanding purchase intention of university students towards skin care products", PSU Research Review, 3(3), hlm. 161–178. Tersedia pada: https://doi.org/10.1108/prr-11-2018-0031.
Liyono, A. (2022) "Pengaruh Brand Image, Electronic Word Of Mouth (E-Wom) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi", Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), hlm. 73-91.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Riaz, U., Hassan, N. U., Mustafa, M., dan Shahbaz, S. (2013) "Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer", International Journal of Business and Social Science, 4(5), hlm. 167–171.
Muthukannan, P., Tan, B., Chian Tan, F. Ter, dan Leong, C. (2021) "Novel mechanisms of scalability of financial services in an emerging market context: Insights from Indonesian Fintech Ecosystem", International Journal of Information Management, 61, hlm. 102403. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2021.102403.
Pramitha, T. (2021) "Pengaruh Country of Origin, Brand Image dan Brand Awareness terhadap Purchase Intention", Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), hlm. 453-458.
Prasetyo, A., Sedianingsih, dan Ratnasari, R. T. (2021) "Determinants of Health Visit Appeal Based on Medical Tourism", International Journal of Innovation, Creativity and Change, 13(10), hlm. 1432–1447.
Rahmawati, A. F., Farida, N., dan Ngatno, N. (2023) "Pengaruh Brand Prestige Dan Perceived Quality Terhadap Purchase Intention Melalui Brand Attitude", Jurnal Ilmu Administrasi Bisnis, 12(1), hlm. 131-139.
Ratnasari, R. T., Prajasari, A. C., dan Kassim, S. (2022) "Does religious knowledge level affect brand association and purchase intention of luxury cars? Case of the Lexus cars in Indonesia", Journal of Islamic Marketing, 14(4), hlm. 988-1006. Tersedia pada: https://doi.org/10.1108/JIMA-01-2020-0004.
Rois, D. I. N., Yudha, A., dan Riftian, Y. R. (2020) "ANALISIS PENGARUH BRAND ASSOCIATION, BRAND AWARENESS, PRICE, DAN ROLE MODEL TERHADAP PURCHASE INTENTION (STUDI PADA SEPATU FUTSAL NIKE CR7)", Edunomika, 4(1), hlm. 327-337.
Schivinski, B. dan Dabrowski, D. (2016) "The effect of social media communication on consumer perceptions of brands", Journal of Marketing Communications, 22(2), hlm. 189–214. Tersedia pada: https://doi.org/10.1080/13527266.2013.871323.
Shaalan, A., Hegazy, A., Tourky, M., Elshaer, I., dan Ashour, H. (2022) "Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt", Journal of Marketing Communications, 28(1), hlm. 38–72. Tersedia pada: https://doi.org/10.1080/13527266.2020.1832137.
Sultan, T., Hasni, M. J. S., dan Raza, A. (2020) "Brand Equity and Its Impact on Customer Purchase Intention: Empirical Evidence of the Telecommunication Sector of Sargodha", Journal of Business & Economics, 12(2), hlm. 99-110.
Tan, H., dan Brahmana, R. K. M. R. (2019) "Pengaruh Perceived Value Terhadap Repurchase Intention Melalui Customer Satisfaction Sebagai Variabel Intervening Pada Pada Shopee", AGORA, 7(1).
Wei, L. H., Huat, O. C., dan Thurasamy, R. (2023) "The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic", International Marketing Review, 40(5), hlm. 1213-1244. Tersedia pada: https://doi.org/10.1108/IMR-12-2021-0353.
Wijaya, R. H. dan Indriyanti, I. S. (2022) "Faktor yang Mempengaruhi Purchase Intention Pelanggan Super Indo di Kota Bekasi", E-Jurnal Manajemen Trisakti School of Management (TSM), 2(1), hlm. 87-98.
Yapa, U. A. S. (2017) "The Impact of Social Media on Brand awareness (With Special Reference to Facebook Use in Fast Moving Consumer Goods in Sri Lanka)", International Journal of Engineering and Management Research (IJEMR), 7(5), hlm. 262-272.
Yunus, F. F. dan Arief, R. F. (2022) "Analisa Pengaruh Brand (Awareness, Association & Image) Dan Perceived (Quality & Value) Terhadap Purchase Intention Melalui Peran Mediasi Brand Loyalty", Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi (JMBI Unsrat), 9(3), hlm. 1816-1832.