THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON THE PURCHASE INTENTION OF SAMSUNG Z FLIP SMARTPHONES
Abstract
Penurunan penjualan pada smartphone Samsung yang cukup signifikan dibandingkan dengan kompetitornya tidak menghalangi Samsung untuk dapat mempertahankan posisinya sebagai market leader pada industri smartphone Indonesia. Ketika minat beli ditingkatkan maka konversi konsumen menjadi pembeli aktif akan meningkat yang dapat berpotensi untuk memberikan peluang bagi perusahaan dalam memperluas pangsa pasar, meningkatkan pendapatan dan memperkuat posisi market leader dalam industri. Pada penelitan ini penulis akan melakukan pengujian terhadap pengaruh social media marketing terhadap purchase intention yang dimediasi oleh trust dan brand image. Penelitian ini bertujuan untuk menganalisis fakor-faktor setiap variabelnya. Hasil penelitian ini diharapkan menjadi preferensi Samsung dalam melakukan pengambilan keputusan pemasaran yang cukup efektif untuk membantu perusahaan dan memenuhi kebutuhan konsumen. Populasi pada penelitian ini yaitu masyarakat Indonesia yang ingin menggunakan smatphone Samsung. Penelitian ini bersifat kuantitatif, dengan jumlah sampel yang dibulatkan menjadi 350. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan sampling purposive. Teknik analisis data yang digunakan adalah Smart PLS. Penelitian ini menunjukan bahwa variabel social media marketing berpegaruh terhadap trust, social media marketing berpengaruh terhadap brand image, social media marketing berpengaruh terhadap purchase, kemudian trust berpengaruh terhadap purchase intention, brand image berpengaruh terhadap purchase intention.
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Azizah, Indarwati, and Miftahul Huda. 2022. “Pengaruh Content Marketing Of Tiktok Dan E-Wom Terhadap Brand Awareness Dan Minat Beli Produk Umkm Sektor Kuliner Di Kabupaten Pasuruan.” Jurnal Pendidikan Ekonomi dan Kewirausahaan) 6(2): 261–75. https://e-journal.hamzanwadi.ac.id/index.php/jpek/article/view/6336/pdf.
Barreda, Albert A. et al. 2020. “The Impact of Social Media Activities on Brand Image and Emotional Attachment: A Case in the Travel Context.” Journal of Hospitality and Tourism Technology 11(1): 109–35.
Bilgin, Yusuf, and Önder Kethüda. 2022. “Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention.” Voluntas 33(5): 1091–1102.
Brunet, Johanne et al. 2018. “Marketing Management. In Cheneliere Education.” : 416.
Chaffey, Dave, and PR Smith. 2017. Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing.
Clow, Kenneth E, and Donald Baack. 2018. 9 Pearson Integrated Advertising, Promotion, and Marketing Communications.
Dewi, Maria Grace Herlina, and Adine Esther Mutiha Boetar Boetar. 2022. “The Effect of Social Media Marketing on Purchase Intention in Fashion Industry.” International Journal of Data and Network Science 6(2): 355–62.
Ellitan, Lena, Laurencia Geraldine Dinda Harvina, and Robertus Sigit Haribowo Lukito. 2022. “The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya.” Journal of Entrepreneurship & Business 3(2): 104–14.
Evans, D., Bratton, S., & McKee, J. (2021). 2021. Social Media Marketing.
Firdaus, Rizki, and Osa Omar Sharif. 2020. “Analisis Pengaruh Electronic Word of Mouth (E-Wom) Pada Brand Image Dan Purchase Intention Terhadap Produk Sepatu Nike (Studi Pada Konsumen Di Kota Bandung).” Jurnal Mitra Manajemen 4(6): 900–914.
Hamid, Rahmad Solling, Abror Abror, Suhardi M. Anwar, and Andi Hartati. 2022. “The Role of Social Media in the Political Involvement of Millennials.” Spanish Journal of Marketing - ESIC 26(1): 61–79.
Hanaysha, Jalal Rajeh. 2022. “Impact of Social Media Marketing Features on Consumer’s Purchase Decision in the Fast-Food Industry: Brand Trust as a Mediator.” International Journal of Information Management Data Insights 2(2).
Henseler, Jörg, Christian M. Ringle, and Marko Sarstedt. 2015. “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling.” Journal of the Academy of Marketing Science 43(1): 115–35.
Hermawan, F. 2022. “PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN VARIABEL MEDIASI BRAND IMAGE DAN BRAND TRUST PADA PRODUK SUKU CADANG HYDRAULIC EXCAVATOR DI INDONESIA.”
Herzallah, Doaa, Francisco Muñoz-Leiva, and Francisco Liebana-Cabanillas. 2022. “Drivers of Purchase Intention in Instagram Commerce.” Spanish Journal of Marketing - ESIC 26(2): 168–88.
Indika, Deru R, and Cindy Jovita. 2017. “MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN.” Jurnal Bisnis Terapan 1(01).
Keller, Kevin Lane, Philip Kotler, A Koshy, and M Jha. 2013. “Marketing Management: A South Asian Perspectives.”
Kotler, Philip, and Kevin Lane Keller. 2016. A Framework for Marketing Management. Boston: Pearson Prentice Hall.
Momen, Md Abdul, Seyama Sultana, and A. K.M.Ahasanul Haque. 2020. “Web-Based Marketing Communication to Develop Brand Image and Brand Equity of Higher Educational Institutions: A Structural Equation Modelling Approach.” Global Knowledge, Memory and Communication 69(3): 151–69.
Moslehpour, Massoud, Alaleh Dadvari, Wahyudi Nugroho, and Ben Roy Do. 2021. “The Dynamic Stimulus of Social Media Marketing on Purchase Intention of Indonesian Airline Products and Services.” Asia Pacific Journal of Marketing and Logistics 33(2): 561–83.
Moslehpour, Massoud, Taufiq Ismail, Bey Purba, and Wing Keung Wong. 2022. “What Makes Go-Jek Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention.” Journal of Theoretical and Applied Electronic Commerce Research 17(1): 89–103.
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Mushanif, AMAR. 2022. “15 Merk HP Terbaik Desember 2022 Di Indonesia & Dunia.” YATEKNO. https://www.yatekno.com/merk-hp-terbaik/ (December 1, 2022).
Permatasari, Shinta, and Indira Rachmawati. 2022. “Pengaruh Social Media Marketing Activities Terhadap Customer Brand Engagement Dan Brand Loyalty Dengan Age Sebagai Variabel Moderating Pada Instagram Telkomjabar Influence Of Social Media Marketing Activities On Customer Brand Engagement And Brand Loyalty.” 9(4): 1959–66.
Priansa, Donni Juni. 2017. CV. Pustaka Setia Komunikasi Pemasaran Terpadu: Pada Era Media Sosial.
Pusparisa, Yosepha. 2020. “Pengguna Smartphone Diperkirakan Mencapai 89% Populasi Pada 2025.” https://databoks.katadata.co.id/datapublish/2020/09/15/pengguna-smartphone-diperkirakan-mencapai-89-populasi-pada-2025 (December 1, 2022).
Ruhamak, M Dian, and Budi Rahayu. 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): 188–204.
Sawaftah, Dima Anwer, Cemal Çalıcıoğlu, and Razan Ibrahim Awadallah. 2020. “The Relationship between Viral Marketing and Consumer Purchase Intention, the Moderator Role of Brand Image and Age: Evidence from Smartphone Users in North Cyprus.” Management Science Letters 10(6): 1307–20.
Shiau, Wen Lung, Marko Sarstedt, and Joseph F. Hair. 2019. “Internet Research Using Partial Least Squares Structural Equation Modeling (PLS-SEM).” Internet Research 29(3): 398–406.
Sugiat, Maria, Ina Primiana, Umi Kaltum, and Aldrin Herwany. 2020. “Innovative Marketing of Emerging Moslem Fashion in the Province of West Java Indonesia.” Journal of Sustainability Science and Management 15(5): 165–73.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D.
Suranto, Suranto et al. 2022. “Optimalisasi Penggunaan Digital Marketing Melalui Sosial Media Dan E-Commerce Pada Industri Kecil Menengah Di Desa Kingkang, Kabupaten Klaten.” Jurnal Pengabdian Kepada Masyarakat) 6(1): 123–36. http://ejurnal.ikippgribojonegoro.ac.id/index.php/J-ABDIPAMAS.
Top Brand Award. 2021. “Komparasi Brand Index.” https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=10&id_subkategori=166&tahun_awal=2020&tahun_akhir=2021&brand1=iPhone&brand2=Oppo&brand3=Samsung (December 1, 2022).
Wang, Bin, Fengyuan Xie, Jay Kandampully, and Jin Wang. 2022. “Increase Hedonic Products Purchase Intention through Livestreaming: The Mediating Effects of Mental Imagery Quality and Customer Trust.” Journal of Retailing and Consumer Services 69(May): 103109. https://doi.org/10.1016/j.jretconser.2022.103109.
Zamrudi, Zakky, Imam Suyadi, and Yusri Abdillah. 2019. THE EFFECT OF SOCIAL COMMERCE CONSTRUCT AND BRAND IMAGE ON CONSUMER TRUST AND PURCHASE INTENTION.
Zhang, Haixin et al. 2019. Social Media Marketing Activities and Customers’ Purchase Intention: The Mediating Effect of Brand Image. IEEE.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2023-07-07
How to Cite
Hidayah, R., & Akmal, M. (2023). THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON THE PURCHASE INTENTION OF SAMSUNG Z FLIP SMARTPHONES. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1136-1152. https://doi.org/10.31955/mea.v7i2.3096
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Articles
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