Pengaruh Influencer Dan Social Media Sebagai Strategi Marketing Baba Rafi Enterprise Terhadap Keputusan Pembelian Produk Ngikan Dengan Brand Awareness Sebagai Variabel Moderating

Virgo Simamora, Riska Aulia Umry

Abstract


This study aims to examine the influence of Influencers and Social Media as Baba Rafi Enterprise's Marketing Strategy on Ngikan Product Purchase Decisions with Brand Awarness as Moderating Variables. The population in this study are consumers ngikan products. The data collection technique was carried out by purposive sampling by distributing questionnaires to 100 respondents of Ngikan consumers using partial least square (PLS) data analysis. Based on statistical tests, The results showed that influencers had a significant effect on Ngikan Product Purchase Decisions, Social Media did not significantly influence Ngikan Product Purchasing Decisions, Brand Awareness had a significant effect on Ngikan Product Purchase Decisions. Moderation of Brand Awareness has insignificant effect and weakens the influence of Influencers on Ngikan Product Purchase Decisions. Brand Awareness moderation has a significant effect and has the character of strengthening the influence of Social Media on the Ngikan Product Purchase Decision.


Full Text:

PDF

References


Albanese, A. (2018). Tapping the Power Of Influencers. Publishers Weekly.

Azwar. (2013). Metode Penelitian. Yogyakarta: Pustaka Pelajar. Azwar.

Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011). Everyone’s an influencer. https://doi.org/10.1145/1935826.1935845

Brown, D., & Hayes, N. (2008). Influencer marketing. In Influencer marketing. https://doi.org/10.4324/9780080557700

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons. https://doi.org/10.1016/j.bushor.2020.03.003

Černikovaitė, M. (2019). The impact of Influencer marketing on consumer buying behavior in social networks. https://doi.org/10.3846/cibmee.2019.082

Chinn, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modelling. Modern Methods for Business Research.

Chopra, A., Avhad, V., & Jaju, and S. (2020). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research. https://doi.org/10.1177/2278533720923486

Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2014.07.016

Ewers, N. L. (2017). Influencer Marketing on Instagram. University of Twente.

Fauzi, V. P. (2016). Pemanfaatan instagram sebagai social media marketing er-corner boutique dalam membangun brand awareness di kota pekanbaru. Jom Fisip, 3(1), 1–15.

Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2013.09.004

Ghozali, I. (2016). Aplikasi Analisis Multivariete IBM SPSS. In Semarang, Universitas Diponegoro.

Ghozali, Imam. (2013). Ghozali, Imam (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.

Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Eksekutif, 15(1), 133–146.

Hartanto, H., & Silalahi, E. (2013). Efektivitas Penggunaan Media Sosial Untuk Meningkatkan Brand Awareness, Functional Brand Image, Dan Hedonic Brand Image Dari Produk–Produk Samsung Galaxy. Jurnal Manajemen, 10(2), 187–203.

Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research. https://doi.org/10.1086/208544

Hutabarat, J. R. (2020). PENGARUH INFLUENCER MARKETING PADA PRODUK EIGER SEBAGAI STRATEGI PEMASARAN ERA MODERN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS MAHASISWA DI KECAMATAN MEDAN TIMUR).

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-05-2013-0299

Impression, S. M. (2010). Advertising Effectiveness : a Social Media Impression. Measurement.

Jogiyanto, & Abdillah, W. (2009). Konsep dan Aplikasi PLS (Partial Least Square) untuk Penelitian Empiris. Yogyakarta: BPFE.

Johansen, I. K., Guldvik, C. S., Supervisor, G., & Hem, L. E. (2017). Influencer Marketing and Purchase Intentions. Master Thesis in Marketing and Brand Management.

Kotler. (2013). Manajemen Pemasaran Jilid 2. In Penerbit Erlangga.

Kotler dan Amstrong. (2013). Prinsip-Prinsip Pemasaran Jilid I. In Erlangga.

Kotler, & Keller. (2007). ManajemenPemasaran,Edisi12,Jilid1,PT.Indeks,Jakarta.

Kuang Chi, H., Ren Yeh, H., & Ting Yang, Y. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies.

Lim, X. J. (2017). Dampak Sosial Media Influencer pada Pembelian Niat dan Mediasi Pengaruh Sikap Pelanggan. Asian Journal of Penelitian Bisnis.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research. https://doi.org/10.1086/319618

Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing. https://doi.org/10.1002/mar.4220090402

Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the ‘Rarity Principle.’ Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540013

Priyatno, D. (2013). Mandiri Belajar Analisis Data Dengan SPSS. In Yogyakarta: Media Kom.

Putri, C. S. (2016). Pengaruh media sosial terhadap keputusan pembelian konsumen cherie melalui minat beli. Jurnal Manajemen Dan Start-Up Bisnis, 1(5), 594–603.

Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-06-2016-1242

Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal. https://doi.org/10.5937/markt1704254k

Sekaran. (2006). Penelitian Kausatif. Penelitian Kausatif Berguna Untuk Menganalisis Pengaruh Antara Satu Variabel Dengan Beberapa Variabel Lainnya Yang Bertujuan Untuk Melihat Seberapa Jauh Variabel Bebas Mempengaruhi Variabel Terikat (Sekaran,2006).

Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science. https://doi.org/10.5539/ass.v9n3p125

Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing. https://doi.org/10.4172/2168-9601.1000223

Subianto, T. (2007). Studi tentang perilaku konsumen beserta implikasinya terhadap keputusan pembelian. Jurnal Ekonomi Modernisasi, 3(3), 165–182.

Sugianto Putri, C. (2016). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Cherie Melalui Minat Beli. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis.

Sugiharto, S. A., Ramadhana, M. R., Psi, S., & Psi, M. (2018). PENGARUH KREDIBILITAS INFLUENCER TERHADAP SIKAP PADA MEREK (Studi pada Mahasiswa Fakultas Komunikasi dan Bisnis Universitas Telkom). Jurnal Ilmu Politik Dan Komunikasi.

Suprapti, L., & IDRIS, I. (2010). Analisis Pengaruh Brand Awareness, Perceived Value, Organizational Association, Dan Perceived Quality Terhadap keputusan Pembelian Konsumen (Studi Pada Pemilik Sepeda Motor Yamaha Mio CW di Harpindo Semarang). UNIVERSITAS DIPONEGORO.

Tjiptono, F. (2014). Pemasaran Jasa - Prinsip, Penerapan, dan Penelitiab. In 1.

Viciana, P. (2014). Pengaruh Iklan Melalui Social Media terhadap Keputusan Pembelian Produk Maicih. Universitas Widyatama.


Refbacks

  • There are currently no refbacks.


Copyright Pusat Penelitian Fakultas Ekonomi Bisnis dan Ilmu Sosial

Universitas 17 Agustus 1945 Jakarta

Pengunjung