PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL, KEPERCAYAAN MEREK DAN PERSEPSI NILAI TERHADAP NIAT BELI MAKEUP LOKAL
Abstract
Penelitian ini untuk mengetahui pengaruh aktivitas pemasaran media sosial, kepercayaan merek, persepsi nilai, dan niat beli pada produk makeup lokal untuk konsumen wanita. Penelitian ini merupakan penelitian kuantitatif. Pengujian model dan hipotesis dilakukan dengan menggunakan sampel 235 responden. Data diambil secara langsung menggunakan kuesioner dengan populasi pengguna produk makeup lokal Make Over, Somethinc, Dear Me Beauty, Wardah, dan Emina. Pengambilan sampel menggunakan teknik purposive sampling. Uji hipotesis menggunakan model Structural Equation Modeling (SEM) yang diolah menggunakan program SmartPLS 3.0. Variabel pada penelitian ini yaitu aktivitas pemasaran media sosial, kepercayaan merek, persepsi nilai, dan niat beli. Variabel-variabel tersebut membentuk lima hipotesis dalam penelitian ini. Penelitian ini memberikan hasil bahwa aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap kepercayaan merek, aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap persepsi nilai, aktivitas pemasaran media sosial berpengaruh positif tetapi tidak signifikan terhadap niat beli, kepercayaan merek berpengaruh positif dan signifikan terhadap niat beli, dan persepsi nilai berpengaruh positif dan signifikan terhadap niat beli.
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Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 1–9. https://doi.org/10.1016/j.jbusres.2019.11.040
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Dewi, A. K., & Artanti, Y. (2020). Peran Online Customer Review, City Image dan Perceived Price terhadap Purchase Intention pada Wisata Kuliner Surabaya. Jurnal Manajemen Dan Keuangan, 9(1), 88–100. https://doi.org/10.33059/jmk.v9i1.2442
F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL PLS. PT. Intermedia Personalia Utama.
Juliana Putri, A., & Syahputra. (2023). The Influence Of Celebrity Endorser, Advertising, And Brand Image On Purchase Intention Of Beauty Products In Bandung. Management Studies and Entrepreneurship Journal, 4(3), 3399–3409. https://doi.org/10.37385/msej.v4i4.2444
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071
Lam, L. W. (2012). Impact of competitiveness on salespeople’s commitment and performance. Journal of Business Research, 65(9), 1328–1334. https://doi.org/10.1016/j.jbusres.2011.10.026
Liu, yujie, Liao, C., Yan, Q., Zhou, N., & Zhou, Q. (2021). Impact of social media marketing activities (SMMAs) on consumers’ purchase intentions in mainland China: the case of a luxury brand during the COVID-19 pandemic. http://dspace.cityu.edu.hk/handle/2031/9547
Lotulung, P. V, Mandey, S. L., & Lintong, D. C. (2023). PENGARUH PERSEPSI KONSUMEN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BAJU BEKAS IMPOR PADA MASYARAKAT KELURAHAN KAROMBASAN UTARA LINGKUNGAN 8 KECAMATAN WANEA. Jurnal EMBA, 11(2), 561–572. https://doi.org/10.35794/emba.v11i02.48635
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1), 1–17. https://doi.org/10.1080/23311975.2020.1870797
Mirella, N. N. R., Nurlela, R., Erviana, H., & Farrel, M. H. (2022). FAKTOR YANG MEMPENGARUHI: KEPUASAN PELANGGAN DAN MINAT PEMBELIAN: KUALITAS PRODUK, DAN PERSEPSI HARGA (LITERATUR REVIEW MANAJEMEN PEMASARAN). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 350–363. https://doi.org/10.38035/jmpis.v3i1.880
Mranani, N. A., & Lastianti, S. D. (2022). HUBUNGAN KELOMPOK ACUAN, PERCEIVED VALUE, PERCEIVED QUALITY DAN MEDIA SOSIAL TERHADAP NIAT PEMBELIAN SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN SEPEDA PUSHBIKE (STUDI PADA KOMUNITAS PUSHBIKE SURABAYA). Jurnal Media Mahardhika, 20(2), 252–263. https://ojs.stiemahardhika.ac.id/index.php/mahardika/article/view/393.
Noor, J. (2017). Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Kencana.
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Shalmont, J. (2020). SUSTAINABLE BEAUTY: KESIAPAN KONSUMEN DI INDONESIA DALAM MENGINTEGRASIKAN KONSEP KEBERLANJUTAN DALAM PENGELOLAAN SAMPAH KEMASAN PLASTIK PRODUK INDUSTRI KECANTIKAN. Law Review, XX(2), 138–168. https://scholar.archive.org/work/wfb3cljhsjegjfw42neljl443y/access/wayback/https://ojs.uph.edu/index.php/LR/article/download/2591/pdf_1.
Suhardi, D., & Irmayanti, R. (2019). Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 3(1), 53–62. http://jurnal.unswagati.ac.id/index.php/jibm
Yang, Y., Khan, Z., & Zhang, Y. (2020). THE INFLUENCE OF SOCIAL MEDIA MARKETING ON APPAREL BRANDS’ CUSTOMERS’ SATISFACTION: THE MEDIATION OF PERCEIVED VALUE. Asian Academy of Management Journal, 25(2), 167–188. https://doi.org/10.21315/aamj2020.25.2.7
Zulkarnaen, W., & Fitriani, I. (2023). Analysis Of The Influence Of Celebrity Endoser And Social Media Marketing On Brand Awareness In E-Commerce Customers. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1934-1948. https://doi.org/10.31955/mea.v7i2.3922.
Published
2024-06-03
How to Cite
Afni, C., & Roostika, R. R. (2024). PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL, KEPERCAYAAN MEREK DAN PERSEPSI NILAI TERHADAP NIAT BELI MAKEUP LOKAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 710-725. https://doi.org/10.31955/mea.v8i2.4065
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