Article Sidebar

Submitted
2 August 2026
Accepted
4 August 2026
Published
4 August 2026
Download
PDF
Statistic
Read Counter : 2 Download : 1

Main Article Content

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh keterlibatan merek di media sosial, familiaritas merek, dan kualitas informasi terhadap minat beli konsumen terhadap produk merek Acme de la vie yang dipasarkan melalui e-commerce platform Zalora. Urgensi penelitian ini didasarkan pada semakin meningkatnya persaingan pemasaran digital dalam industri fashion, sehingga perusahaan perlu memahami faktor-faktor yang mampu mendorong minat beli konsumen melalui media sosial dan platform digital. Penelitian ini menggunakan pendekatan kuantitatif serta menggunakan teknik non probability sampling dengan metode convenience sampling melalui survei penyebaran kuesioner kepada 200 responden yang pernah melakukan pembelian produk ADLV melalui Zalora. Hasil penelitian ini menemukan bahwa keterlibatan konsumen berpengaruh positif dan signifikan terhadap niat beli konsumen. Pengaruh familiaritas merek terhadap minat beli juga berpengaruh positif dan signifikan. Hubungan antara kualitas informasi juga dinyatakan positif dan signifikan terhadap niat beli. Penelitian ini memiliki keterbatasan dalam pengawasan yang tidak bisa dilakukan secara langsung dalam proses pengisian kuesioner oleh responden. Penelitian ini diharapkan dapat melakukan penguaran strategi pemasaran digital berbasis keterlibatan konsumen serta optimalisasi penyampaian informasi produk sebagai strategi komunikasi pemasaran yang menekankan kualitas informasi, sehingga dapat menjadi faktor penting dalam mendorong peningkatan minat beli konsumen.

Keywords

keterlibatan merek familiaritas merek kualitas informasi minat beli

Article Details

License

Copyright (c) 2026 Katlhea Salsabila Yasmin

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Yasmin, K. S. (2026). Pengaruh Keterlibatan Konsumen Brand Familiarity dan Kualitas Informasi terhadap Minat Beli Konsumen: Pengaruh Keterlibatan Konsumen Brand Familiarity dan Kualitas Informasi terhadap Minat Beli Konsumen: Studi pada Brand ADLV “Acme De La Vie “ di Platform Perbelanja Online Zalora. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(4), 84–96. Retrieved from https://journal.uii.ac.id/selma/article/view/51392
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Acharya, A. (2021) “The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth,” South Asian Journal of Business Studies, 10(1), hal. 29–48. Tersedia pada: https://doi.org/10.1108/SAJBS-07-2019-0126.
  2. acmé de la vie (2026) acmé de la vie, acmé de la vie. Tersedia pada: https://acmedelavie.co.id/id?srsltid=AfmBOor0zl1kotVRI5tjteOMirfscGshJjUUTUv27rmoHS_h6Pku4L_a (Diakses: 1 Juli 2026).
  3. Ajzen, I. (1991) “The Theory of Planend Behavior,” in Organizational Behaviour and Human Decision Processes. 2 ed. Massachusetts: Academic Prees, Inc., hal. 179–211. Tersedia pada: https://doi.org/10.47985/dcidj.475.
  4. Ajzen, I. (2020) “The theory of planned behavior: Frequently asked questions,” Human Behavior and Emerging Technologies, 2(4), hal. 314–324. Tersedia pada: https://doi.org/10.1002/hbe2.195.
  5. Amrullah, M.M. dan Kaluge, D. (2019) “Implementasi Theory of Planned Behavior dalam Mendeteksi Whistle-Blowing Intentions di Sektor Publik,” Arthavidya Jurnal Ilmiah Ekonomi, 21(1), hal. 77–94. Tersedia pada: https://arthavidya.wisnuwardhana.ac.id/index.php/arthavidya/article/view/120.
  6. Aziz, M.A. dan Ahmed, M.A. (2023) “Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement,” Journal of Entrepreneurship and Business Venturing, 3(1), hal. 221–239. Tersedia pada: https://pdfs.semanticscholar.org/d569/f1fdff619436fa5b24ac05c26da46bd30006.pdf.
  7. Bhati, N.S., Vijayvargy, L. dan Pandey, A. (2022) “Role of E-Service Quality (E-SQ) on Customers’ Online Buying Intention: An Extended Theory of Planned Behavior,” IEEE Access, 10, hal. 77337–77350. Tersedia pada: https://doi.org/10.1109/ACCESS.2022.3190637.
  8. Bilal, M., Jianqu, Z. dan Ming, J. (2021) “How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements,” Journal of Business Strategy, Finance and Management, 2(1 & 2), hal. 44–55. Tersedia pada: https://www.jbsfm.org/pdf/vol2no1/JBSFM_Vol2_No1_p_44-55.pdf.
  9. Budhaye, L.M. dan Oktavia, T. (2023) “Exploring Factors Influencing Customer Purchase Behavior in Live Shopping Platforms,” Journal of System and Management Sciences, 13(5), hal. 180–195. Tersedia pada: https://www.aasmr.org/jsms/Vol13/No.5/Vol.13 No.5.12.pdf.
  10. Chen, Y.-L., Chang, C.-L. dan Sung, A.-Q. (2021) “Predicting eWOM’s Influence on Purchase Intention Based on Helpfulness, Credibility, Information Quality and Professionalism,” Sustainability, 13(13), hal. 7486. Tersedia pada: https://doi.org/10.3390/su13137486.
  11. Emini, A. dan Zeqiri, J. (2021) “The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement,” ENTRENOVA -ENTerprise REsearch InNOVAtion, 7(1), hal. 256–266. Tersedia pada: https://doi.org/10.54820/FDOR9238.
  12. Ghozali, I. (2018) Aplikasi Analisis Multivarite dengan Program IBM SPSS 25. 9 ed. Semarang: Badan Penerbit Universitas Diponegoro.
  13. Goyal, A. dan Verma, P. (2024) “The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention,” Journal of Strategic Marketing, 32(1), hal. 65–79. Tersedia pada: https://doi.org/10.1080/0965254X.2022.2149839.
  14. Hair, J.F. et al. (2012) “An assessment of the use of partial least squares structural equation modeling in marketing research,” Journal of the Academy of Marketing Science, 40(3), hal. 414–433. Tersedia pada: https://doi.org/10.1007/s11747-011-0261-6.
  15. Hsiao, W.-H., Lin, Y.-H. dan Wu, I.-L. (2022) “ADVERGAME FOR PURCHASE INTENTION VIA GAME AND BRAND ATTITUDES FROM ANTECEDENTS OF SYSTEM DESIGN, PSYCHOLOGICAL STATE, AND GAME CONTENT: INTERACTIVE ROLE OF BRAND FAMILIARITY,” Journal of Organizational Computing and Electronic Commerce, 32(1), hal. 45–68. Tersedia pada: https://doi.org/10.1080/10919392.2022.2038526.
  16. IBM (tanpa tanggal) “IBM SPSS Statistics.” IBM. Tersedia pada: https://www.ibm.com/products/spss-statistics.
  17. Kareem, Shaply Abdul dan Venugopal, Pulidindi (2023) “Social Media Influencers’ Traits and Purchase Intention: A Moderated Mediation Effect of Attitude Towards Brand Credibility and Brand Familiarity,” FIIB Business Review, hal. 23197145231162256. Tersedia pada: https://doi.org/10.1177/23197145231162257.
  18. Khwaja, M.G., Mahmood, S. dan Jusoh, A. (2020) “Online information bombardment! How does eWOM on social media lead to consumer purchase intentions?,” International Journal of Grid and Utility Computing, 11(6), hal. 857–867. Tersedia pada: https://doi.org/10.1504/IJGUC.2020.110918.
  19. Kim, J. dan Liu, W.E. (2023) “Airbnb purchase intentions: How familiarity and social media impacts millennials,” Journal of Global Hospitality and Tourism, 2(2), hal. 183–202. Tersedia pada: https://digitalcommons.usf.edu/jght/vol2/iss2/5/.
  20. Kingsnorth, S. (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing. London: Kogan Page Publishers. Tersedia pada: https://www.scirp.org/reference/referencespapers?referenceid=2929887.
  21. Leong, C.-M., Loi, A.M.-W. dan Woon, S. (2022) “The influence of social media eWOM information on purchase intention,” Journal of Marketing Analytics, 10(2), hal. 145–157. Tersedia pada: https://doi.org/10.1057/s41270-021-00132-9.
  22. Nguyen, C., Nguyen, N. dan Duong, A. (2020) “The Relationships of Social Media Marketing, Consumer Engagement and Purchase Intention,” Test Engineering and Management, 83, hal. 24653– 24666. Tersedia pada: https://www.researchgate.net/profile/Cuong-Nguyen-79/publication/342976186_The_Relationships_of_Social_Media_Marketing_Consumer_Engagement_and_Purchase_Intention/links/5f3ccbcda6fdcccc43d32681/The-Relationships-of-Social-Media-Marketing-Consumer-Engagemen.
  23. Peña-García, N. et al. (2020) “Purchase intention and purchase behavior online: A cross-cultural approach,” Heliyon, 6(6), hal. e04284. Tersedia pada: https://doi.org/10.1016/j.heliyon.2020.e04284.
  24. Purwianti, L. et al. (2024) “The Impact of TAM, Social Influence, and Information Quality on Purchase Intention in E-commerce,” Jurnal Organisasi Dan Manajemen, 20(2), hal. 187–206. Tersedia pada: https://doi.org/10.33830/jom.v20i2.9123.2024.
  25. Sanam, A. et al. (2024) “The Role of Information Quality, Quantity, Credibility, Usefulness, and Adoption in Shaping Purchase Intention: Insights from Social Media Marketing on Tiktok and Instagram,” Journal of Management & Social Science, 1(4), hal. 227–244. Tersedia pada: https://rjmssjournal.com/index.php/7/article/download/47/41.
  26. Treiblmaier, H. dan Garaus, M. (2023) “Using blockchain to signal quality in the food supply chain: The impact on consumer purchase intentions and the moderating effect of brand familiarity,” International Journal of Information Management, 68, hal. 102514. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2022.102514.
  27. Verma, P. (2021) “The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model,” Journal of Promotion Management, 27(1), hal. 103–132. Tersedia pada: https://doi.org/10.1080/10496491.2020.1809591.
  28. Wardani, S. (2023) “Transformasi Interaksi Bisnis dan Konsumen dalam Era Komunikasi Digital,” Jurnal Tadbir Peradaban, 3(2), hal. 26–35. Tersedia pada: https://journal-stiehidayatullah.ac.id/index.php/tadbir/article/view/426.
  29. Wu, S. et al. (2024) “How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge,” Technology in Society, 77, hal. 102572. Tersedia pada: https://doi.org/10.1016/j.techsoc.2024.102572.
  30. Yegina, N.A. et al. (2020) “Model of Consumer Behavior during the Digital Transformation of the Economy,” Industrial Engineering & Management Systems, 19(3), hal. 576–588. Tersedia pada: https://doi.org/10.7232/iems.2020.19.3.576.
  31. ZALORA (2026) ZALORA, ZALORA. Tersedia pada: https://www.zalora.co.id/sale/tebar-voucher?gad_source=1&gad_campaignid=10225934528&gbraid=0AAAAADxUZPpWzV0PZ6m9EcdG6ZLmRHt7c&gclid=Cj0KCQjwm8bTBhDWARIsAC9Hi8kZMgrBwBOiz4MNk08H3lDR1a_6or4l-OjDdRv1Br3ZhwrG6n1ghwsaAvf3EALw_wcB (Diakses: 1 Juli 2026).
  32. Zeqiri, J. et al. (2025) “The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies,” Marketing Intelligence & Planning, 43(1), hal. 28–49. Tersedia pada: https://doi.org/10.1108/MIP-06-2023-0248.