PENGARUH ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT, DAN INFLUENCER ENDORSEMENT TERHADAP ONLINE PURCHASE INTENTION PRODUK AZARINE DI KOTA BANDUNG
Abstract
One strategy so that companies can compete in the era of globalization is to utilize information technology through internet media. When shopping online, consumers are very interested in beauty and care products. Several factors influence online purchase intentions, including online consumer reviews, social media advertising and influencer support. The research objective was to measure the impact of online consumer reviews, social media advertising, and influencer endorsements on online purchase intention of Azarine products in Bandung City. This study uses a quantitative approach and uses a sample of 130 respondents. Data was collected through an online questionnaire via the Google form. As a data analysis method, Partial Least Squares Structural Equation Modeling (PLS-SEM) is used. The findings are that online consumer reviews, social media advertising, and influencer support have a significant effect on the intention to buy Azarine products online.
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Awobamise, A. O., & Jarrar, Y. (2018). Celebrity Endorsement and Its Impact on Consumer Perception: a Study of Globacom Nigeria Limited. The Online Journal of Communication and Media Technologies, 2(3), 1–13.
Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, 295–336.
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Fauziah, N., & Mubarok, D. A. A. (2019). Pengaruh Citra Merek Terhadap Minat Beli : Studi Pada Produk Kecantikan. Image : Jurnal Riset Manajemen, 8(1), 37–44. https://doi.org/10.17509/image.v8i1.22686
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Badan Penerbit Universitas Diponogoro.
Ghozali, I. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris, 3/E. Badan Penerbit Undip.
Ghozali, I., & Latan, H. (2015). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit Undip.
Hariyanti, N. T., & Wirapraja, A. (2018). PENGARUH INFLUENCER MARKETING SEBAGAI STRATEGI PEMASARAN DIGITAL ERA MODEREN. JURNAL EKSEKUTIF, 15(1), 133–146.
Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. (2021). Pengaruh Iklan Di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(1), 217–228. https://doi.org/10.35794/jmbi.v8i1.33853
Jarrar, Y., Awobamise, A. O., & Aderibigbe, A. A. (2020). Effectiveness of influencer marketing vs social media sponsored advertising. Utopia y Praxis Latinoamericana, 25(Extra12), 40–54. https://doi.org/10.5281/zenodo.4280084
Karina, M., Hernaningsih, F., & Rivanto, R. (2022). Strategi Pemasaran dengan Pemanfaatan Fenomena Viral Dan Komunikasi Electronic Word Of Mouth melalui Sosial Media di Indonesia. Jurnal Manajemen, Ekonomi Dan Akutansi, 6(3), 924–942.
Kholifah, S. (2022). Pengertian, Kelebihan, Jenis Dan Strategi Digital Marketing. Universitas Stekom. https://komputerisasi-akuntansi-d4.stekom.ac.id/informasi/baca/Pengertian-Kelebihan-Jenis-dan-Strategi-Digital-Marketing/d11829602a44885efef97d863b081f10997a9a30
Kotler, P. (2012). Manajemen Pemasaran. Rajawali.
Kotler, P., & Keller, K. L. (2013). Manajemen Pemasaran. Erlangga.
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review dan Customer Rating terhadap Keputusan Pembelian Produk Kosmetik di Sociolla. Jurnal Mirai Managemnt, 6(1), 139–154.
Nurfitriana, S., & Iriani, F. (2018). Citra Merek, Kualitas Produk, Harga Dan Pengaruhnya Pada Minat Beli Ulang Produk Kecantikan Wardah. Sebatik, 2(2), 56–63.
Pangestika, W. (2022). Digital Marketing : Pengertian dan Jenis Strategi Penerapan Bisnis. Mekari Journal. https://www.jurnal.id/id/blog/mengenal-digital-marketing-konsep-dan-penerapannya/
Prasetio, A., Rahman, D. A., Sary, F. P., Pasaribu, R. D., & Sutjipto, M. R. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4), 1195–1200. https://doi.org/10.5267/j.ijdns.2022.6.014
Priansa, D. J. (2017). Komunikasi pemasaran terpadu pada era media sosial. Pustaka Setia.
Rahmania, F. D., Soetjipto, B. E., & Rahayu, W. P. (2018). Online Marketing Using Social Media Performed by Star-Up Entrepreneurs in Kediri Regency. Jurnal Pendidikan, 3(5), 641–647. http://journal.um.ac.id/index.php/jptpp/
Resmawa, I. N. (2017). Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention dengan Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya. Jurnal Aplikasi Manajemen, Ekonomi Dan Bisnis, 1(2), 1–11.
Septiani, I. D., Sampurno, & Derriawan. (2019). PENGARUH ENDORSER NON-SELEBRITI TERHADAP BRAND IMAGE DAN BRAND TRUST SERTA BERDAMPAK PADA MINAT BELI KONSUMEN PRODUK POND’S INSTABRIGHT TONE UP MILK CREAM MELALUI MEDIA SOSIAL INSTAGRAM. JURNAL INOVASI MANAJEMEN EKONOMI DAN AKUNTASI, 1(2), 172–187.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(November 2017), 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Shubhangam, K., Srivastava, M., Ravi, R., & Singh, R. (2020). Influence of Social Media Advertisement on Customer’s Purchase Decision: a Literature Review. International Journal on Recent Trends in Business and Tourism, 4(4), 1–7.
Yaacob, A., Gan, J. L., & Yusuf, S. (2021). THE ROLE OF ONLINE CONSUMER REVIEW , SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19. Journal of Content, Community & Communication, 14, 17–33. https://doi.org/10.31620/JCCC.12.21/03
Zheng, L. (2021). The classification of online consumer reviews: A systematic literature review and integrative framework. Journal of Business Research, 135, 226–251. https://doi.org/10.1016/j.jbusres.2021.06.038
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2023-06-30
How to Cite
Mardotillah, A., & Ariyanti, M. (2023). PENGARUH ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT, DAN INFLUENCER ENDORSEMENT TERHADAP ONLINE PURCHASE INTENTION PRODUK AZARINE DI KOTA BANDUNG. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 950-968. https://doi.org/10.31955/mea.v7i2.3088
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Articles
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