PENGARUH KETERLIBATAN KONSUMEN PADA LAMAN MEDIA SOCIAL MEREK, KUALITAS INFORMASI DAN KEKARABAN MEREK TERHADAP NIAT BELI MERCHANDISE MEREK “HYBE MERCH”
Abstract
Pada era saat ini penggunaan internet dalam kehidupan sehari- hari merupakan sebuah keharusan untuk orang lain. Karena dengan kemudahan dalam mengakses internet dimanfaatkan untuk berbagai keperluan untuk mencari informasi melalui search engine, melakukan komunikasi dengan orang lain melalui sosial media, menikmati hiburan melalui media online maupun melakukan bisnis. Penelitian ini bertujuan untuk mengetahui pengaruh keterlibatan konsumen pada laman sosial media, kualitas informasi dan keakraban merek terhadap niat beli pada produk merchandise Kpop merek “HYBE LABELS”. Populasi penelitian ini adalah penggemar Kpop yang menggunakan Weverse Shop dalam melakukan pembelian Merchandise Kpop. Teknik pengambilan sampel yang digunakan adalah teknik convenience sampling, dengan sampel 249 responden. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan data primer yang didapatkan melalui kuesioner yang disebar secara daring. Metode analisis data menggunakan analisis deskriptif yang diolah menggunakan software SPSS. Hasil dari penelitian ini menunjukkan bahwa keterlibatan laman pada sosial media merek, Kualitas informasi dan keakraban merek berpengaruh positif dan signifikan terhadap niat beli di masa depan
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Brady, M. J. (2008). Strategies To Offset Performance Failures : The Role Of Brand Equity.
Brodie, Roderick J. et all. (2011). Concumer engagement in a virtual brand community: An explaratory analysis. Journal of Business Research, 66, 105-114
Campbell, M.C., Keller, K.L., 2003. Brand Familiarity And Advertising Repetition. J. Consum.
Chen, J., & Paliwoda, S. (2004). The influence of company name in consumer variety seeking. Journal of Brand Management, 11, 219-231.
Cheung, L. &. (2018). Examining The Perceived Credibility Of Online Opinions: Information Adoption In The Online Environment. IEEE.
Chung, C., & Muk, A. (2017). Online shoppers’ social media usage and shopping behavior. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World: Proceedings of the 2011 World Marketing Congress (pp. 133-133). Springer International Publishing.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro. 2018.
Huang, C. (2010). Involment Theory In Counstructing Bloggers'intention To Purchase Travel Product. Tour Management, 31(4),513-526.
Hutter, K., Hautz, J., Dennhardt, S., Fuller, 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, 22 (5/6): 342–351.
Hybe Corp. (2022) . Company Info. https://hybecorp.com/eng/company/info (Di akses 25 Oktober 2022)
Icek Ajzen. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes Volume 50, Issue 2 179-211
Javadi, M. H., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An Analysis of Factors Affecting on Online Shopping Behavior of Consumers. International Journal of Marketing Studies, 4(5), 81-98.
K.W.Ho, E. W.-T. (2014). Value Co-Creation And Purchase Intention In Social Network Sites: The Role Of Electronic Word-Of-Mouth And Trust – A Theoretical Analysis. Computers In Human Behavior, 182- 189.
Kang, J. T. (2014). Enhancing Consumer–Brand Relationships On Restaurant Facebook Fan Pages : Maximizing Consumer Benefit And Increasing Active Participation. Int.J.Hosp.Manag, 145-155.
Katja Hutter, Julia Hautz, Severin Dennhardt, Johann Füller. (2013) The Impact Of User Interactions In Social Media On Brand Awareness And Purchase Intention: The Case Of MINI On Facebook. Journal Of Product & Brand Management, Vol. 22 Issue: 5/6, Pp.342-351, Https:// Doi.Org/10.1108/JPBM-05- 2013-0299
Kemp, S. (2022). Digital 2022: Indonesia. Datareportal. https://datareportal.com/reports/digital-2022- indonesia
Kumar, V., & Sundaram, B. (2012). An evolutionary road map to winning with social media marketing.
Marketing Research, 24(2), 4-7.
Maheswaran, D., Mackie, D. M., & Chaiken, S. (1992). Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments. Journal of consumer psychology, 1(4), 317-336.
Mcclure, C., & Seock, Y.-K. (2020). The Role Of Involvement: Investigating The Effect Of Brand’s Social Media Pages On Consumer Purchase Intention. Journal Of Retailing And Consumer Services,53,101975.Https://Doi.Org/10.1016/J.Jretconser.2019.101975
Miftahul, J. (2014). Gambaran identitas diri remaja akhir yang memiliki fanatisme k-pop di Semarang. Jurnal ilmiah psikologi, 2(2).
Naderibani, M., Adibzade, M., & Ghahnavihe, D. . (2016). The impact of innovation on going to buy electronics using structural equation modeling (SEM). Journal of Business Management, 7(4), 941– 966.
Park S ; Jo H : Kim T. (2023). Platformization In Local Cultural Production : Korean Platform Companies And The K-Pop Industry.
Park, C. Hoon dan Young-Gul Kim. (2003). Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context. International Journal of Retail & Distribution Management Volume 31 . Number 1 . pp. 16-2
Savolainen, R., 2011. Judging The Quality And Credibility Of Information In Internet Discussion Forums. J. Am. Soc. Inf. Sci. Tech. 62 (7), 1243–1256.
Schiffman & Kanuk,(2007). Consumer Behaviour. Singapore: Prentice Hall International Seock, Y., Macbride, J., 2012. The Impact Of Consumer Knowledge/Familiarity With Soc. Cloth. Text. 36 (6), 616–630.
Schivinski, Bruno, and Dariusz Dabrowski. 2016. The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications 22(2):1892
See-To, Eric. W. K dan Ho, Kevin. K.W. (2014). Value Co-Creation and Purchase Intention In Social Network Sites: The Role of Electronic Word of Mouth and Trust A Theoretical Analysis. Computers In Human Behavior. 31. 182- 189
Seock, Y. K. & Norton, M. (2007). Attitude toward internet web sites, online information search, and channel choices for purchasing. Journal of Fa-shion Marketing and Management, 11(4), 571–586.
Wang, X. (2012). Social Media Peer Communication And Impact On Purchase Intentions : A Consumer Socializations Framework. Jouurnal Interact Mark, 26(4),198-208.
Wikipedia Indonesia. (2022). Hybe Corporation. https://id.wikipedia.org/wiki/Hybe_Corporation diakses tanggal 23 Oktober 2022
X.-W. Wang, Et Al . (2019). The Relationships Among Community Experience, Community Commitment, Brand Attitude, And Purchase Intention In Social Media. International Journal Of
Yang, T. (2012). The Decision Behavior Of Facebookk User. J.Coumput.Inf.Syst, 52(3) 50-59.
Young-Shin Lim, B. V. (2015). Evaluating The Wisdom Of Strangers : The Preceived Credibility Of Online Consumer Reviews On Yelp. Journal Of Computer-Mediated Communication, 67-82.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of advertising, 15(2), 4-34. Zikmund Dkk., (2012). Business Research Method
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2023-07-22
How to Cite
Ristaningrum, D., & Risdanasti, E. (2023). PENGARUH KETERLIBATAN KONSUMEN PADA LAMAN MEDIA SOCIAL MEREK, KUALITAS INFORMASI DAN KEKARABAN MEREK TERHADAP NIAT BELI MERCHANDISE MEREK “HYBE MERCH”. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1491-1507. https://doi.org/10.31955/mea.v7i2.3104
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