INSTASTORY INSTAGRAM DAN KEPUTUSAN PEMBELIAN ONLINE
Abstract
Pemasaran digital merupakan salah satu bentuk pemasaran yang sedang menjadi trend saat ini. Pemasaran digital berkembang pesat seiring dengan berkembangnya penggunaan internet pada masyarakat. Salah satunya adalah penggunaan e-commerce dan platform media sosial sebagai sarana bisnis digital. Instagram sebagai salah satu media sosial memiliki fitur instastory yang sering dimanfaatkan sebagai media promosi online. Namun, persepsi konsumen terhadap fitur tersebut perlu dikaji lebih dalam. Populasi dalam penelitian ini adalah seluruh followers Instagram brand footwear Kota Denpasar, responden yang digunakan adalah 115 responden dengan teknik sampling adalah purposive sampling. Data dikumpulkan dengan menggunakan kuesioner, selanjutnya dianalisis dengan SEM-PLS. Hasil penelitian ini menunjukkan bahwa kualitas konten yang ditampilkan pada instastory berpengaruh positif terhadap pembelian online sedangkan informativeness tidak berpengaruh. Begitu pula dengan sikap konsumen dan kepercayaan konsumen yang berpengaruh positif terhadap keputusan pembelian produk. Penelitian ini berkontribusi terhadap perkembangan ilmu pemasaran digital khususnya dalam hal pemanfaatan media-media inovatif dan kreatif dalam rangkaian pemasaran.
References
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Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
Aristio, A. P., Supardi, S., Hendrawan, R. A., & Hidayat, A. A. (2019). Analysis on purchase intention of Indonesian backpacker in accommodation booking through online travel agent. Procedia Computer Science, 161, 885–893. https://doi.org/10.1016/j.procs.2019.11.196
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use , electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6, 81–90. https://doi.org/10.5267/j.ijdns.2021.10.001
Barata, M. L., & Coelho, P. S. (2021). Music streaming services: understanding the drivers of customer purchase and intention to recommend. Heliyon, 7(8). https://doi.org/10.1016/j.heliyon.2021.e07783
Caraman, A., Racovita, M., & Gora, A. A. (2021). Online and Physical Stores: Determinant Factors Influencing the Purchasing Decision and Customers Satisfaction. Business Excellence and Management, S.I.(2), 41–56. https://doi.org/10.24818/beman/2021.s.i.2-04
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues and Research in Advertising, 39(1), 22–36. https://doi.org/10.1080/10641734.2017.1372321
Esfahbodi, A., Pang, G., & Peng, L. (2022). Determinants of consumers ’ adoption intention for blockchain technology in E-commerce. Journal of Digital Economy, 1(2), 89–101. https://doi.org/10.1016/j.jdec.2022.11.001
Ferreira, L., Oliveira, T., & Neves, C. (2022). Consumer’s intention to use and recommend smart home technologies: The role of environmental awareness. Energy, 263(PC), 125814. https://doi.org/10.1016/j.energy.2022.125814
Filho, J. M. de, Matos, S., Trajano, S., & Lessa, B. (2020). Determinants of social entrepreneurial intentions in a developing country context. Journal of Business Venturing Insights, 14(April). https://doi.org/10.1016/j.jbvi.2020.e00207
Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1618431
Gao, B., & Huang, L. (2019). Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors. Heliyon, 5(12), e02983. https://doi.org/10.1016/j.heliyon.2019.e02983
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information (Switzerland), 12(4), 1–10. https://doi.org/10.3390/info12040145
Huang, S. L., & Lin, Y. H. (2021). Exploring consumer online purchase and search behavior: An FCB grid perspective. Asia Pacific Management Review, xxxx. https://doi.org/10.1016/j.apmrv.2021.10.003
Husin, H., Dewanto, W., Destarianto, P., & Murti, G. (2019). Analysis of Online Advertising Content on Purchase Decision in Marketplace. Proceedings - 2019 International Conference on Computer Science, Information Technology, and Electrical Engineering, ICOMITEE 2019, 1, 59–64. https://doi.org/10.1109/ICOMITEE.2019.8921198
Indrawati, Yones, P. C. P., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Elsevier, xxxx. https://doi.org/10.1016/j.apmrv.2022.07.007
Irianto, D. R. (2021). Pengaruh Content Marketing Dan Brand Image Terhadap Minat Beli Produk Mitra Bukalapak (Studi pada Konsumen Mitra Bukalapak di Kota Malang) [Universitas Islam Negeri (UIN) Maulana Malik Ibrahim Malang]. http://etheses.uin-malang.ac.id/30130/7/17510159.pdf
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065. https://doi.org/10.1016/j.jjimei.2022.100065
Jonathan Sarwono. (2018). Statistik Untuk Riset Skripsi. ANDI OFFSET.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (12th ed.). Salemba Empat.
Lestari, N., & Roshinta, W. (2022). Effect of Tax Planning on Corporate Value with Audit Quality Moderating. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 10(1), 24–35.
Lou, C., Xie, Q., Feng, Y., & Kim, W. (2019). Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building. Journal of Product and Brand Management, 28(7), 773–786. https://doi.org/10.1108/JPBM-07-2018-1948
Maharani, Y. (2021). Minat Generasi Z Menggunakan Kembali Transaksi Mobile Payment: Pendekatan Model UTAUT 2. Jurnal Akuntansi Dan Bisnis : Jurnal Program Studi Akuntansi, 7(2), 140–154. https://doi.org/10.31289/jab.v7i2.5641
Mardiani, N. F., Wijayanto, H., & Santoso, E. (2020). Pengaruh Persepsi Kualitas Informasi, Gaya Hidup, dan Kepercayaan Merek terhadap Keputusan Pembelian Tas Sophie Martin Paris di Ponorogo. ASSET: Jurnal Manajemen Dan Bisnis, 3(1). https://doi.org/10.24269/asset.v3i1.2703
Matubatuba, R., & De Meyer-Heydenrych, C. F. (2022). Developing an intention to use amongst non-users of the Bus Rapid Transit (BRT) System: An emerging market perspective. Research in Transportation Business and Management, May, 100858. https://doi.org/10.1016/j.rtbm.2022.100858
Mican, D., & Sitar-Taut, D.-A. (2020). Analysis of the Factors Impacting the Online Shopping Decision-Making Process. Studia Universitatis Babes-Bolyai Oeconomica, 65(1), 54–66. https://doi.org/10.2478/subboec-2020-0004
Muslimah, S., Hamid, R. S., & Aqsa, M. (2020). Analisis Dampak Kepercayaan Terhadap Keputusan Pembelian Online: Perspektif Marketing MIX. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 137–150. https://doi.org/10.36778/jesya.v4i1.306
Muzakki, M. R. (2019). Pengaruh Informativeness, Entertainment dan Irritation Isi Iklan di Facebook terhadap Attitude Toward Advertising: dengan Mediator Advertising Value pada Generasi Milenial di Yogyakarta [Universitas Islam Indonesia]. https://dspace.uii.ac.id/bitstream/handle/123456789/16194/15311109.pdf?sequence=13&isAllowed=y
Naseri, R. N. N., Hussin, H., Esa, M. M., Emellia, N. M. A., & Nordin, M. N. bin. (2021). What is a Population in Online Shopping Research? A perspective from Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 654–658. https://doi.org/10.17762/turcomat.v12i4.549
Oemar, U., & Tores, R. (2020). Pengaruh Kepercayaan Dan Harga Terhadap Keputusan Pembelian Online Melalui Media Sosial Instragram Pada Mahasiswa Stie Rahmaniyah. Jurnal Manajemen Kompeten, 2(2), 52–65. https://doi.org/10.51877/mnjm.v2i2.119
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Pereira, T., Limberger, D. P. F., & Ardigó, D. C. M. (2021). The moderating effect of the need for interaction with a service employee on purchase intention in chatbots. Telematics and Informatics Reports, 1–4(December 2021), 100003. https://doi.org/10.1016/j.teler.2022.100003
Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10), e08169. https://doi.org/10.1016/j.heliyon.2021.e08169
Prastia, S., & Hasanah, A. (2022). Pengaruh Kepemilikan Keluarga dan Leverage terhadap Kinerja Perusahaan. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 10(1), 36. www.idx.co.id
Pratami, A., Rahman, A., & Hadi, M. (2022). Prospek E-Commerce Syariah pada Masa Pandemi Covid-19 Prospects of Sharia E-Commerce during the Covid-19 Pandemic. Jurnal Akuntansi Dan Bisnis : Jurnal Program Studi Akuntansi, 8(1), 29–40. https://doi.org/10.31289/jab.v8i1.5950
Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2018). Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business and Management, 5(1), 1–22. https://doi.org/10.1080/23311975.2018.1514940
Rakib, M. R. H. K., Pramanik, S. A. K., Amran, M. Al, Islam, M. N., & Sarker, M. O. F. (2022). Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic. Heliyon, 8(9), e10599. https://doi.org/10.1016/j.heliyon.2022.e10599
Riyanto, A. D. (2022). Hootsuite (We are Social): Indonesian Digital Report 2022. We Are Social. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/
Salminen, J., Yoganathan, V., Corporan, J., Jansen, B. J., & Jung, S. G. (2019). Machine learning approach to auto-tagging online content for content marketing efficiency: A comparative analysis between methods and content type. Journal of Business Research, 101, 203–217. https://doi.org/10.1016/j.jbusres.2019.04.018
Salsabila, F. K. (2021). The Influence of Motivation, Perception, Consumer Attitude Towards Consumer Purchasing decisions Olive Fried Chicken in Glagahsari Yogyakarta. Management Studies and Entrepreneurship Journal, 2(2), 92–99. http://journal.yrpipku.com/index.php/msej
Setyowati, D. (2019). Instagram Klaim 70% Pengguna Akun Bisnisnya Serap Tenaga Kerja. Katadata.Co.Id. https://katadata.co.id/desysetyowati/digital/5e9a55215fcd7/instagram-klaim-70-pengguna-akun-bisnisnya-serap-tenaga-kerja
Shakeel, U. (2022). Electric vehicle development in Pakistan: Predicting consumer purchase intention. Cleaner and Responsible Consumption, 5(March), 100065. https://doi.org/10.1016/j.clrc.2022.100065
Shanmugavel, N., & Micheal, M. (2022). Exploring the marketing related stimuli and personal innovativeness on the purchase intention of electric vehicles through Technology Acceptance Model. Cleaner Logistics and Supply Chain, 3(September 2021), 100029. https://doi.org/10.1016/j.clscn.2022.100029
Sitinjak, I. (2019). The Effect of Entrepreneurial Self-efficacy and Entrepreneurial Competence on The Entrepreneurial Entry Decision and The Success of Start-up MSMEs in Medan City. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 8(3), 204. https://doi.org/10.26418/jebik.v8i3.35670
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Published
2023-04-04
How to Cite
Puspitayani, L. M. S., & Maradona, A. F. (2023). INSTASTORY INSTAGRAM DAN KEPUTUSAN PEMBELIAN ONLINE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(1), 216-235. https://doi.org/10.31955/mea.v7i1.2910
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Articles
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