PENGARUH MARKETING DI SOCIAL MEDIA YOUTUBE TERHADAP NIAT BELI PRODUK SONY (KAMERA) DI INDONESIA
Abstract
This study aims to analyze whether Social Media Marketing Activity (SMMA) conducted by brands can have a positive impact on brand equity, e-WOM distribution that occurs on social media can increase customer buying intentions, as well as the impact of Social Media Marketing Activity (SMMA) on customer buying intentions. The respondent data collected in this study used an online questionnaire survey of 100 YouTube users in Indonesia. This study is using Partial Least Square- Structural Equation Modelling (PLS-SEM) which showed the positive effect of SMMA on brand equity. In addition, brand equity has a positive impact on e-WOM, and e-WOM retains a positive influence on customer purchase intentions. Lastly, SMMA has also shown a direct impact on customers' purchase intentions.
Keywords: Social Media Marketing, Brand Equity, e-WOM, Purchase Intention.
References
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Gómez, M., & Molina, A. 2013. Estrategias de gestión del valor de marca en los destinos enoturísticos. Revista Europea De Dirección Y Economía De La Empresa, 22(2), 69-79. doi: 10.1016/j.redee.2012.03.001
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Jeong, H., & Koo, D. 2015. Combined effects of valence and attributes of e-WOM on consumer judgment for message and product. Internet Research, 25(1), 2-29. doi: 10.1108/intr-09-2013-0199
Kapoor, K., Tamilmani, K., Rana, N., Patil, P., Dwivedi, Y., & Nerur, S. 2017. Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531-558. doi: 10.1007/s10796-017-9810-y
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Kim, A., & Ko, E. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. doi: 10.1016/j.jbusres.2011.10.014
Kim, D., & Perdue, R. 2013. The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246-257. doi: 10.1016/j.ijhm.2013.05.012
Koay, K. Y., Ong, D. L., Khoo, K. L., & Yeoh, H. J. 2021. Perceived social media marketing activities and consumer-based brand equity. doi:DOI: 10.1108/APJML-07-2019-0453
Kontan. 2020, Juni 29. Retrieved from https://industri.kontan.co.id/: https://industri.kontan.co.id/news/duh-pasar-kamera-digital-tergerus-pasar-ponsel-pintar-bagaimana-strategi-produsen
Liu, L., Lee, M., Liu, R., & Chen, J. 2018. Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13. doi: 10.1016/j.ijinfomgt.2018.02.006
Lu, J., & Xu, Y. 2015. Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity. Journal of Product & Brand Management, 24(4), 365-376. doi: 10.1108/jpbm-05-2014-0593
McKinsey. 2018. The digital archipelago: How online commerce is driving Indonesia’s economic development. McKinsey and Company.
Okazaki, S., Díaz-Martín, A., Rozano, M., & Menéndez-Benito, H. 2015. Using Twitter to engage with customers: a data mining approach. Internet Research, 25(3), 416-434. doi: 10.1108/intr-11-2013-0249
Pandey, A., Sahu, R., & Dash, M. 2018. Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147. doi: 10.1504/ijbis.2018.091861
Reza Jalilvand, M., & Samiei, N. 2012. The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30(4), 460-476. doi: 10.1108/02634501211231946
Rodriguez, P. 2017. Effectiveness of YouTube advertising: A study of audience analysis. In RIT Scholar. Retrieved from http://scholarworks.rit.edu/theses.
Ruhamak, M., & Rahayu, B. 2017. Pengaruh Word of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare. Ekonika : Jurnal Ekonomi Universitas Kadiri, 1(2). doi: 10.30737/ekonika. v1i2.14
Seo, E.-J., & Park, J.-W. 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. doi: http://dx.doi.org/10.1016/j.jairtraman.2017.09.014
Sony. 2021, Februari 3. Retrieved from https://www.sony.com/: https://www.sony.com/en/SonyInfo/IR/library/presen/er/archive.html
Washburn, J., & Plank, R. 2002. Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory And Practice, 10(1), 46-62. doi: 10.1080/10696679.2002.11501909
We Are Social. 2021. DIGITAL 2021: THE LATEST INSIGHTS INTO THE ‘STATE OF DIGITAL’. Singapore: We Are Social.
Xiao, Z., Zhang, J., Li, D., & Samutachak, B. 2016. The effect of e-WOM on country image and purchase intention: an empirical study on Korean cosmetic products in China. International Journal of Services Technology And Management, 22(1/2), 18. doi: 10.1504/ijstm.2016.077652.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Bae, B. 2019. The Effect of Relationship Marketing on Hotel Brand Equity and Customer Behavior Intention. International Journal of Tourism Management and Sciences, 34(1), 81-102. doi: 10.21719/ijtms.34.1.5
Baker, A., Donthu, N., & Kumar, V. (2016). Investigating how Word-of-Mouth Conversations about Brands Influence Purchase and Retransmission Intentions. Journal of Marketing Research, 53(2), 225-239. doi: 10.1509/jmr.14.0099
BİLGİN, Y. 2018. The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. doi: 10.15295/bmij. v6i1.229
BPS. 2020, November 27. Retrieved from https://www.bps.go.id/: https://www.bps.go.id/publication/2020/11/27/04732e2183e59325c47d8e73/perkembangan-indeks-produksi-industri-manufaktur-2019.html
Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), 30-45. doi: 10.1057/dddmp.2012.20
Chen, S.-C., & Lin, C.-P. 2019. Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting & Social Change. doi: https://doi.org/10.1016/j.techfore.2018.11.025
Cheung, C., & Thadani, D. 2012. The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470. doi: 10.1016/j.dss.2012.06.008
Cipa.jp. (2021). Retrieved from https://www.cipa.jp/: https://www.cipa.jp/stats/dc_e.html
Duarte, P., e Silva, S. C., & Ferreira, M. B. 2018. How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. doi: https://doi.org/10.1016/j.jretconser.2018.06.007
Ghozali, I., & Latan, H. 2015. Partial least squares: Konsep, teknik, dan aplikasi menggunakan program SmartPLS3.0, Universitas Diponegoro Semarang, ed. 2, Badan Penerbit Undip.
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. 2014. A primer on partial least-squares structural equation modeling (PLS-SEM). Los Angeles: SAGE Publications, Inc.
Gómez, M., & Molina, A. 2013. Estrategias de gestión del valor de marca en los destinos enoturísticos. Revista Europea De Dirección Y Economía De La Empresa, 22(2), 69-79. doi: 10.1016/j.redee.2012.03.001
Husnain, M., & Toor, A. 2017. The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. AJBA, 10(1), 167-199.
Ismail, A. 2017. The influence of perceived social media marketing activities on brand loyalty. Asia Pacific Journal of Marketing And Logistics, 29(1), 129-144. doi: 10.1108/apjml-10-2015-0154
Ismail, A. R. 2016. The influence of perceived social media marketing activities on brand loyalty. Social media marketing activities. doi: http://dx.doi.org/10.1108/APJML-10-2015-0154
Jeong, H., & Koo, D. 2015. Combined effects of valence and attributes of e-WOM on consumer judgment for message and product. Internet Research, 25(1), 2-29. doi: 10.1108/intr-09-2013-0199
Kapoor, K., Tamilmani, K., Rana, N., Patil, P., Dwivedi, Y., & Nerur, S. 2017. Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531-558. doi: 10.1007/s10796-017-9810-y
Katadata. 2020, Oktober 22. Retrieved from https://katadata.co.id/: https://katadata.co.id/ekarina/brand/5f910fffd4e8a/tergerus-disrupsi-digital-nikon-tutup-setelah-8-tahun-operasi-di-ri
Keller, K. 2016. Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 6(1-2), 1-16. doi: 10.1007/s13162-016-0078-z
Kementerian Perindustrian Republik Indonesia. 2020, Agustus 3. Retrieved from https://kemenperin.go.id/: https://kemenperin.go.id/artikel/21895/Kabar-Baik,-Indeks-Manufaktur-Indonesia-Terus-Merangkak-Naik
Kim, A., & Ko, E. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. doi: 10.1016/j.jbusres.2011.10.014
Kim, D., & Perdue, R. 2013. The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246-257. doi: 10.1016/j.ijhm.2013.05.012
Koay, K. Y., Ong, D. L., Khoo, K. L., & Yeoh, H. J. 2021. Perceived social media marketing activities and consumer-based brand equity. doi:DOI: 10.1108/APJML-07-2019-0453
Kontan. 2020, Juni 29. Retrieved from https://industri.kontan.co.id/: https://industri.kontan.co.id/news/duh-pasar-kamera-digital-tergerus-pasar-ponsel-pintar-bagaimana-strategi-produsen
Liu, L., Lee, M., Liu, R., & Chen, J. 2018. Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13. doi: 10.1016/j.ijinfomgt.2018.02.006
Lu, J., & Xu, Y. 2015. Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity. Journal of Product & Brand Management, 24(4), 365-376. doi: 10.1108/jpbm-05-2014-0593
McKinsey. 2018. The digital archipelago: How online commerce is driving Indonesia’s economic development. McKinsey and Company.
Okazaki, S., Díaz-Martín, A., Rozano, M., & Menéndez-Benito, H. 2015. Using Twitter to engage with customers: a data mining approach. Internet Research, 25(3), 416-434. doi: 10.1108/intr-11-2013-0249
Pandey, A., Sahu, R., & Dash, M. 2018. Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147. doi: 10.1504/ijbis.2018.091861
Reza Jalilvand, M., & Samiei, N. 2012. The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30(4), 460-476. doi: 10.1108/02634501211231946
Rodriguez, P. 2017. Effectiveness of YouTube advertising: A study of audience analysis. In RIT Scholar. Retrieved from http://scholarworks.rit.edu/theses.
Ruhamak, M., & Rahayu, B. 2017. Pengaruh Word of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare. Ekonika : Jurnal Ekonomi Universitas Kadiri, 1(2). doi: 10.30737/ekonika. v1i2.14
Seo, E.-J., & Park, J.-W. 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. doi: http://dx.doi.org/10.1016/j.jairtraman.2017.09.014
Sony. 2021, Februari 3. Retrieved from https://www.sony.com/: https://www.sony.com/en/SonyInfo/IR/library/presen/er/archive.html
Washburn, J., & Plank, R. 2002. Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory And Practice, 10(1), 46-62. doi: 10.1080/10696679.2002.11501909
We Are Social. 2021. DIGITAL 2021: THE LATEST INSIGHTS INTO THE ‘STATE OF DIGITAL’. Singapore: We Are Social.
Xiao, Z., Zhang, J., Li, D., & Samutachak, B. 2016. The effect of e-WOM on country image and purchase intention: an empirical study on Korean cosmetic products in China. International Journal of Services Technology And Management, 22(1/2), 18. doi: 10.1504/ijstm.2016.077652.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2021-09-08
How to Cite
Ariana, I. M., Putra, G. A. S., & Bernarto, I. (2021). PENGARUH MARKETING DI SOCIAL MEDIA YOUTUBE TERHADAP NIAT BELI PRODUK SONY (KAMERA) DI INDONESIA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(3), 275-291. https://doi.org/10.31955/mea.v5i3.1435
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Articles
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