ANTESEDEN PURCHASE INTENTION PADA E-COMMERCE
Abstract
Perkembangan ekonomi digital terutama melalui platform e-commerce, telah membawa perubahan signifikan dalam perilaku konsumen. Penelitian menunjukkan pemasaran digital diidentifikasi sebagai alat utama untuk berinteraksi dengan pelanggan dan memenuhi kebutuhan yang terus berubah. Meskipun demikian, terdapat kesenjangan dalam literatur mengenai manajemen strategi komunikasi di konteks e-commerce. Penelitian ini bertujuan untuk mengisi kesenjangan Firm Generated Content, Customer generated communication, mempengaruhi penjualan produk pada e-commerce di Indonesia, dengan Perceived Quality dan Brand Awareness sebagai mediator. Sampel yang digunakan berjumlah 220 yang didapat melalui penyebaran kuesioner secara online. Pengambilan sampel menggunakan purposive sampling dengan kriteria responden yang pernah menggunakan platform e-commerce dalam 3 bulan terakhir. Analisis data yang digunakan ialah Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil penelitian ini diharapkan dapat menjadi dasar untuk mengembangkan strategi komunikasi yang lebih efektif dalam konteks e-commerce, memberikan kontribusi pada literatur mengenai manajemen strategi komunikasi, dan memberikan implikasi praktis bagi perusahaan dan pengguna dalam penjualan online.
References
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Anees ur, R., M, W., Sultan P H, Y., & Merrilees, B. (2018). How brand-oriented strategy affects the financial performance of B2B SMEs. Journal of Business and Industrial Marketing, 33(3), 303–315.
Aribarg, A., & Schwartz, E. . (2020). Native advertising in online news: tradeoffs among clicks, brand recognition, and website trustworthiness. Ournal of Marketing Research, 57(1), 20–34.
Assael, H. (1998). Consumer Behavior and Marketing Action. InternationalThomson Publishing New York, 6.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: An International Journal, 6(1), 128–148.
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: the mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13 No 2, 142-161,. doi: 10.1108/JRIM-06-2018-0080
Cheung, M. ., Pires, G. ., & Rosenberger, P. . (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261. 10.1504/IJEBR.2019.098874
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Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social commerce success: antecedents of purchase intention and the mediating role of trust. Journal of Internet Commerce, 19(3), 262–297.
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Firmansyah, A. (2017). Kajian Kendala Implementasi E-Commerce di Indonesia Kajian Kendala Implementasi E-Commerce di Indonesia Overview Of Implementation Constraints Of E-Commerce In Indonesia. Jurnal Masyarakat Telematika Dan Informasi, 8(2), 127–136.
Gao, W., & Li, I. (2019). “Building presence in an online shopping website: the role of website quality”, , Vol. 38 No. 1, pp. 28-41. Ghorban,. Behaviour and Information Technology, 38(1), 28–41.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
Hanslim, F., Jaya, H. ., & Prasetyawati, Y. . (2020). “The influence of perceived quality on product purchase intention through event”, Communicare: Journal of Communication Studies, 07 No 2, 121-134,. doi: 10.37535/101007220202.
Huang, B., & Philp, M. (2021). When AI-based services fail: examining the effect of the self-AI connection on willingness to share negative word-of-mouth after service failures. The Service Industries Journal, 41(13–14), 877–899.
Keller, K. . (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–2. doi: 10.1177/002224299305700101
Keller, K. . (2003). Strategic Brand Management. Building, Measuring, and Managing Brand Equity, 2.
Keller, K. . (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15 Nos(2–3), 139–155.
Kim, Y., Park, H., & Kim, J. . (2019). Corporate association strategies and consumer responses: the relative effectiveness of CA versus CSR communication strategy by industry type. Journal of Marketing Communications, 25(2), 204–227.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Milberg, S.J. and Sinn, F. (2008). Vulnerability of global brands to negative feedback effects. Journal of Business Research, 61(6), 684–690.
Mustajab, R. (2023). Pengguna E-Commerce RI Diproyeksi Capai 196,47 Juta pada 2023. Dataindonesia.Id. https://dataindonesia.id/ekonomi-digital/detail/pengguna-ecommerce-ri-diproyeksi-capai-19647-juta-pada-2023
Nugraheni, A. (2020). Ulasan Palsu Bayangi Konsumen E-Commerce.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: an emerging market perspective. Journal of Marketing Theory and Practice, Vol. 27 No, 103–121.
Poturak, M., & Softić, S. (2019). Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity. Eurasian Journal of Business and Economics, 12(23), 17–43.
Radjamin, I. P., & Hermawan, J. (2024). Hubungan Antara Pengguna Internet, Produk Domestik Bruto Per Kapita Dan Tingkat Ketenagakerjaan Dalam Perspektif E-Commerce. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 160–169. https://doi.org/10.31955/mea.v8i2.4020
Sadek, H., Elwy, S., & Eldallal, M. (2018). The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: the case of Egypt”,. Journal of Business and Retail Management Research, 12(2), 107–120. doi: 10.24052/jbrmr/v12is02/tiosmbcocbbedtfifmcgtcoe.
Shanahan, T., Tran, T. ., & Taylor, E. . (2018). Getting to know you: social media personalization as a means of enhancing brand loyalty and perceived quality”, ,. Journal of Retailing and Consumer Services, 47(january), 57–65.
Situmorang, E., Letsoin, B., Briyan, A., Suryani, L., Ekasari, A., & Kurniawati, K. (2021). Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 778–786. https://doi.org/10.17358/jabm.7.3.778
Switała, M., Gamrot, W., Reformat, B., & Bilinska-Reformat, K. (2018). The influence of brand awareness and brand image on brand equity–an empirical study of logistics service providers. Journal of Economics and Management, 33, 96-119.
Tamarasari, L., Kurniawati, Mulyati, D., Windy, O., Kurnia, E., & Banirohim, G. (2021). Peran Komunikasi Media Sosial Yang Dibuat Perusahaan, Komunikasi Media Sosial Yang Dibuat Pengguna Terhadap Niat Beli Dimediasi Brand Passion. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2), 304–318. https://doi.org/10.30596/jimb.v22i2.7694
Toor, A., Husnain, M., & Hussain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: consumer engagement as a mediator. Asian Journal of Business and Accounting, 10 No. 1, 167-199.
Wang, H. . (2017). Determinants of consumers’ purchase behavior towards green brands. The Service Industries Journal, 37(Nos 13-14), 896–918.
Wardani, Reinaldy, & Tyas. (2021). Analisis Faktor-Faktor Keputusan Pembelian Makanan Dengan Menggunakan Jasa Shopeefood. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-204-0_62
Wei, L. H., Huat, O. C., & Thurasamy, R. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review. https://doi.org/10.1108/IMR-12-2021-0353
Wilk, V., Soutar, G. ., & Harrigan, P. (2021). Online brand advocacy and brand loyalty: a reciprocal relationship? Asia Pacific Journal of Marketing and Logistics, 33(10), 197–1993.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity”,. Journal of the Academy of Marketing Science, 28 No. 2, 195–211.
Yowanda, D., & Kurniawati. (2022). Penentu sikap dan pengaruhnya terhadap Niat Pembelian pada situs web penjualan kembali. Creative Research Management Journal, 5, 40–53.
Zeithaml, V. . (1998). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zhang, K., Fang, W., Luo, B., & Wan, L. (2021). New product launching: the effect of firm-generated content on purchase intention. Journal of University of Science and Technology of China, 51 No. 12, 912–926. doi: 10.52396/JUST-2021-0107
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Ahdiat, A. (2023). 5 E-Commerce dengan Pengunjung Terbanyak Kuartal I 2023. https://databoks.katadata.co.id/datapublish/2023/05/03/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2023
Ahn, J. (2023). Charting the path between communication strategies and overseas purchasing service performance in the e-commerce context. Asia Pacific Journal of Marketing and Logistics, 35(4), 997–1010. https://doi.org/10.1108/APJML-01-2022-0043
Akoglu, H. ., & Ozbek, O. (2021). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34 No 10, 2130–2148. doi: 10.1108/APJML-05-2021-0333.
Anees ur, R., M, W., Sultan P H, Y., & Merrilees, B. (2018). How brand-oriented strategy affects the financial performance of B2B SMEs. Journal of Business and Industrial Marketing, 33(3), 303–315.
Aribarg, A., & Schwartz, E. . (2020). Native advertising in online news: tradeoffs among clicks, brand recognition, and website trustworthiness. Ournal of Marketing Research, 57(1), 20–34.
Assael, H. (1998). Consumer Behavior and Marketing Action. InternationalThomson Publishing New York, 6.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: An International Journal, 6(1), 128–148.
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: the mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13 No 2, 142-161,. doi: 10.1108/JRIM-06-2018-0080
Cheung, M. ., Pires, G. ., & Rosenberger, P. . (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261. 10.1504/IJEBR.2019.098874
Cheung, M. ., Pires, G., Rosenberger, P. ., III, Leung, W. ., & Chang, M. . (2021). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics, 33(10), 1994–2018.
Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social commerce success: antecedents of purchase intention and the mediating role of trust. Journal of Internet Commerce, 19(3), 262–297.
Dabbous, A., & Barakat, K. . (2020). Bridging the online offline gap: assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(March 2019). doi: 10.1016/j.jretconser.%0A2019.101966.
Debora, Y. (2018). Hati-Hati dengan Ulasan Palsu di E-Commerce. https://tirto.id/b8pZ
Dedeoglu, B. ., van Niekerk, M., K uç€ ukergin, K. ., De Martino, M., & Okumus € ¸, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33–56.
Dwivedi, A., Johnson, L. ., Wilkie, D. ., & De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity”, European Journal of Marketing. Vol. 53 No, 1176-1204,. doi: 10.1108/EJM-09-2016-0511/FULL/XML
Firmansyah, A. (2017). Kajian Kendala Implementasi E-Commerce di Indonesia Kajian Kendala Implementasi E-Commerce di Indonesia Overview Of Implementation Constraints Of E-Commerce In Indonesia. Jurnal Masyarakat Telematika Dan Informasi, 8(2), 127–136.
Gao, W., & Li, I. (2019). “Building presence in an online shopping website: the role of website quality”, , Vol. 38 No. 1, pp. 28-41. Ghorban,. Behaviour and Information Technology, 38(1), 28–41.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
Hanslim, F., Jaya, H. ., & Prasetyawati, Y. . (2020). “The influence of perceived quality on product purchase intention through event”, Communicare: Journal of Communication Studies, 07 No 2, 121-134,. doi: 10.37535/101007220202.
Huang, B., & Philp, M. (2021). When AI-based services fail: examining the effect of the self-AI connection on willingness to share negative word-of-mouth after service failures. The Service Industries Journal, 41(13–14), 877–899.
Keller, K. . (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–2. doi: 10.1177/002224299305700101
Keller, K. . (2003). Strategic Brand Management. Building, Measuring, and Managing Brand Equity, 2.
Keller, K. . (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15 Nos(2–3), 139–155.
Kim, Y., Park, H., & Kim, J. . (2019). Corporate association strategies and consumer responses: the relative effectiveness of CA versus CSR communication strategy by industry type. Journal of Marketing Communications, 25(2), 204–227.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Milberg, S.J. and Sinn, F. (2008). Vulnerability of global brands to negative feedback effects. Journal of Business Research, 61(6), 684–690.
Mustajab, R. (2023). Pengguna E-Commerce RI Diproyeksi Capai 196,47 Juta pada 2023. Dataindonesia.Id. https://dataindonesia.id/ekonomi-digital/detail/pengguna-ecommerce-ri-diproyeksi-capai-19647-juta-pada-2023
Nugraheni, A. (2020). Ulasan Palsu Bayangi Konsumen E-Commerce.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: an emerging market perspective. Journal of Marketing Theory and Practice, Vol. 27 No, 103–121.
Poturak, M., & Softić, S. (2019). Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity. Eurasian Journal of Business and Economics, 12(23), 17–43.
Radjamin, I. P., & Hermawan, J. (2024). Hubungan Antara Pengguna Internet, Produk Domestik Bruto Per Kapita Dan Tingkat Ketenagakerjaan Dalam Perspektif E-Commerce. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 160–169. https://doi.org/10.31955/mea.v8i2.4020
Sadek, H., Elwy, S., & Eldallal, M. (2018). The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: the case of Egypt”,. Journal of Business and Retail Management Research, 12(2), 107–120. doi: 10.24052/jbrmr/v12is02/tiosmbcocbbedtfifmcgtcoe.
Shanahan, T., Tran, T. ., & Taylor, E. . (2018). Getting to know you: social media personalization as a means of enhancing brand loyalty and perceived quality”, ,. Journal of Retailing and Consumer Services, 47(january), 57–65.
Situmorang, E., Letsoin, B., Briyan, A., Suryani, L., Ekasari, A., & Kurniawati, K. (2021). Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 778–786. https://doi.org/10.17358/jabm.7.3.778
Switała, M., Gamrot, W., Reformat, B., & Bilinska-Reformat, K. (2018). The influence of brand awareness and brand image on brand equity–an empirical study of logistics service providers. Journal of Economics and Management, 33, 96-119.
Tamarasari, L., Kurniawati, Mulyati, D., Windy, O., Kurnia, E., & Banirohim, G. (2021). Peran Komunikasi Media Sosial Yang Dibuat Perusahaan, Komunikasi Media Sosial Yang Dibuat Pengguna Terhadap Niat Beli Dimediasi Brand Passion. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2), 304–318. https://doi.org/10.30596/jimb.v22i2.7694
Toor, A., Husnain, M., & Hussain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: consumer engagement as a mediator. Asian Journal of Business and Accounting, 10 No. 1, 167-199.
Wang, H. . (2017). Determinants of consumers’ purchase behavior towards green brands. The Service Industries Journal, 37(Nos 13-14), 896–918.
Wardani, Reinaldy, & Tyas. (2021). Analisis Faktor-Faktor Keputusan Pembelian Makanan Dengan Menggunakan Jasa Shopeefood. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-204-0_62
Wei, L. H., Huat, O. C., & Thurasamy, R. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review. https://doi.org/10.1108/IMR-12-2021-0353
Wilk, V., Soutar, G. ., & Harrigan, P. (2021). Online brand advocacy and brand loyalty: a reciprocal relationship? Asia Pacific Journal of Marketing and Logistics, 33(10), 197–1993.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity”,. Journal of the Academy of Marketing Science, 28 No. 2, 195–211.
Yowanda, D., & Kurniawati. (2022). Penentu sikap dan pengaruhnya terhadap Niat Pembelian pada situs web penjualan kembali. Creative Research Management Journal, 5, 40–53.
Zeithaml, V. . (1998). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zhang, K., Fang, W., Luo, B., & Wan, L. (2021). New product launching: the effect of firm-generated content on purchase intention. Journal of University of Science and Technology of China, 51 No. 12, 912–926. doi: 10.52396/JUST-2021-0107
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-07-17
How to Cite
Huda, M., & Kurniawati, K. (2024). ANTESEDEN PURCHASE INTENTION PADA E-COMMERCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1883-1903. https://doi.org/10.31955/mea.v8i2.4254
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