MEDIA SOSIAL, CITRA MEREK DAN KUALITAS PRODUK : KUNCI LOYALITAS KONSUMEN AIR MINERAL DALAM KEMASAN DI ERA DIGITAL
Keywords:
Social media marketing; brand image; product quality; purchase intention; bottled drinking water.
Abstract
Industri Air Minum Dalam Kemasan (AMDK) di Indonesia tumbuh pesat dengan persaingan yang semakin tajam, sehingga firma dituntut untuk terus berinovasi dalam strategi pemasaran guna menjaga dan meningkatkan minat beli konsumen. Riset ini mengkaji pengaruh pemasaran media sosial, citra merek, dan kualitas produk terhadap minat beli mahasiswa pengguna AMDK melalui survei kuantitatif pada 100 responden dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa ketiga variabel tersebut terbukti berdampak positip dan signifikan terhadap minat beli, menegaskan bahwa pemasaran digital yang efektif, citra merek yang kuat, serta kualitas produk yang baik merupakan faktor penting untuk menarik dan mempertahankan konsumen.
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Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Nazarani, M. R., & Suparna, G. (2021). the Effect of Luxury Brand, Brand Image, and Product Quality on Purchase Intention. American Journal of Humanities and Social Sciences Research, 5, 290–295. www.ajhssr.com
Nikmah, L. F., & Rina Rosia. (2023). Effect Of Product Quality, Brand Trust, and Brand Image on The Brand Loyalty of Aqua. International Economic and Finance Review, 2(2), 1–19. https://doi.org/10.56897/iefr.v2i2.30
Purnama, Y. I. (2024). and Word of Mouth on the Interest in Purchasing Toriyu. 2(5), 1670–1685.
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Sağtaş, S. (2022). The effect of social media marketing on brand equity and consumer purchasing intention. Journal of Life Economics, 9(1), 21–31. https://doi.org/10.15637/jlecon.9.1.02
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Shakuntala, B., & Ramantoko, G. (2023). The Influence of Social Media Communication on Purchase Intention and Purchase Decision Through Brand Equity in Mixue Indonesia. International Journal of Professional Business Review, 8(11), e03935. https://doi.org/10.26668/businessreview/2023.v8i11.3935
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Ummah, M. S. (2019). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. Sustainability (Switzerland), 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Widyarsih, A. V. R., Cahaya, Y. F., & Chairul, A. G. (2023). The Influence of Brand Image , Viral Marketing , And Product Quality On Purchase Intention. 2(1), 102–109.
Wijaya, S. M., Kevin, N., & Ie, M. (2023). Potensi Dan Hambatan Pemasaran Mobil Listrik Di Indonesia: Dampak Ekonomi Dan Transportasi Ramah Lingkungan. Jurnal Serina Ekonomi Dan Bisnis, 01(02), 316–328. https://www.emerald.com/insight/content/doi/10.1108/ITP-07-2021-0577/full/html
Ang, F. O., & Andreani, F. (2022). Pengaruh Social Media Marketing pada Facebook terhadap Minat Beli Feel in Taste di Kupang dengan Kepercayaan Konsumen Sebagai Variabel Mediasi. Jurnal Agora, 10(1), 188–204.
Ansori, Manual, U., Brämswig, K., Ploner, F., Martel, A., Bauernhofer, T., Hilbe, W., Kühr, T., Leitgeb, C., Mlineritsch, B., Petzer, A., Seebacher, V., Stöger, H., Girschikofsky, M., Hochreiner, G., Ressler, S., Romeder, F., Wöll, E., Brodowicz, T., … Baker, D. (2022). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. Science, 7(1), 1–8. http://link.springer.com/10.1007/s00232-014-9701-9%0Ahttp://link.springer.com/10.1007/s00232-014-9700-x%0Ahttp://dx.doi.org/10.1016/j.jmr.2008.11.017%0Ahttp://linkinghub.elsevier.com/retrieve/pii/S1090780708003674%0Ahttp://www.ncbi.nlm.nih.gov/pubmed/1191
Christiarini, R., William, & Edy Yulianto Putra. (2024). The Influence of Social Media Marketing Activities on Consumer Purchase Interest in Bottled Drinking Water Brands (AMDK). Journal of Global Business and Management Review, 6(2), 280–294. https://doi.org/10.37253/jgbmr.v6i2.9995
Desafitri Rb, L., Ingkadijaya, R., & Canistha Angelina, S. (2021). Pengaruh citra merek dan harga terhadap minat beli di Koi Thé Mall Central Park Jakarta. Jurnal Ilmiah Pariwisata, 26(2), 213–222.
Dewi, I. K. (2020). Analisis Pengukuran Kualitas Layanan Nasabah Secara Online Menggunakan Metode Structural Equation Model (Studi Kasus Bank Mandiri Tangerang Harvest Bintaro). Tesis, 1–201.
Gunawan, N. F. (2021). Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Minat Beli Pada Two Good Bakery. Jurnal Mitra Manajemen, 4(12), 1617–1634. https://doi.org/10.52160/ejmm.v4i12.491
Harjanti, S. (2021). The Impact of Social Media Marketing, Word of Mouth and Brand Image on Shopee Consumer’s Purchase Intention in Yogyakarta. Journal of International Conference Proceedings, 4(3), 418–425. https://doi.org/10.32535/jicp.v4i3.1343
Haryanto, H., Suharman, H., Koeswayo, P. S., & Umar, H. (2023). Employee Engagement in Indonesian Logistics Industry. Quality - Access to Success, 24(194), 80–86. https://doi.org/10.47750/QAS/24.194.09
Hasannah, N.-, Karnowahadi, K.-, & Purnamasari, E.-. (2022). The Influence of Organizational Justice, Job Environment and Job Insecurity on Job Satisfaction of Honorary Employee in Bappeda Provinsi Jawa Tengah. JOBS (Jurnal Of Business Studies), 7(2), 159. https://doi.org/10.32497/jobs.v7i2.3685
Icha Putri, F., & Agus, A. (2024). The Influence of Social Media Marketing on Purchase Intentions with Brand Trust and Brand Image as a mediating role in Avoskin Products. International Journal of Applied and Advanced Multidisciplinary Research, 2(3), 173–184.
Khusuma, D. T., & Utomo, H. (2021). Pengaruh Dimensi Kualitas Produk Terhadap Kepuasan Konsumen Venice Pure Aesthetic Clinic Salatiga. Among Makarti, 13(2), 78–88. https://doi.org/10.52353/ama.v13i2.199
Kodriyah, L., & Putra, H. B. (2024). Influence of Memorable Culinary Experience on Revisit Intention Mediated by Place Identity in Semarang. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 9(2), 294–301. https://doi.org/10.36636/dialektika.v9i2.3995
Kotler, P., & Amstrong, G. (2020). Principles of Marketing (Prentice Hall (ed.); 15th ed.).
Kotler, P., & Keller, K. L. (2019). Manajemen Pemasaran (PT. Indeks (ed.); 12th ed.).
Mar’ati, A. C., & Murwanti, S. (2025). The Influence of Social Media Marketing and Brand Image on Brand Loyalty with Brand Awareness as Mediation on Le Minerale Products. International Journal of Multidisciplinary Research and Publications (IJMRAP), 7(7), 205–210.
Masdjojo, G. N., Suwarti, T., Nuswandari, C., & Sudiyatno, B. (2023). The relationship between profitability and capital buffer in the Indonesian banking sector. Banks and Bank Systems, 18(2), 13–23. https://doi.org/10.21511/bbs.18(2).2023.02
Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Nazarani, M. R., & Suparna, G. (2021). the Effect of Luxury Brand, Brand Image, and Product Quality on Purchase Intention. American Journal of Humanities and Social Sciences Research, 5, 290–295. www.ajhssr.com
Nikmah, L. F., & Rina Rosia. (2023). Effect Of Product Quality, Brand Trust, and Brand Image on The Brand Loyalty of Aqua. International Economic and Finance Review, 2(2), 1–19. https://doi.org/10.56897/iefr.v2i2.30
Purnama, Y. I. (2024). and Word of Mouth on the Interest in Purchasing Toriyu. 2(5), 1670–1685.
Putri, G. A., Nofirda, F. A., & Siregar, D. I. (2023). Pengaruh Sosial Media dan Harga Terhadap Minat Beli Konsumen (Studi Konsumen Pengguna Instagram di Pekanbaru). Ilmliah Mahasiswa Merdeka EMBA, 2(1), 286–302.
Putri, S. W. D. G., & Nilowardono, S. (2021). The Influence of Brand Image, Service Quality, and Social Media Marketing on Purchase Decision at Restaurant Navy Seals Surabaya. Quantitative Economics and Management Studies, 2(4), 251–260. https://doi.org/10.35877/454ri.qems322
Rahmawati, N., & Widodo, A. (2023). Analisis Pengaruh Tingkat Suku Bunga, Kualitas Pelayanan Kredit Dan Presedur Kredit Terhadap Keputusan Pengambilan Kredit Pada Bank Rembang. Primanomics : Jurnal Ekonomi & Bisnis, 21(3), 73–81. https://doi.org/10.31253/pe.v21i3.2073
Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). the Influence of Brand Image, and Product Quality on Purchase Decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
Sağtaş, S. (2022). The effect of social media marketing on brand equity and consumer purchasing intention. Journal of Life Economics, 9(1), 21–31. https://doi.org/10.15637/jlecon.9.1.02
Sayekti, N. P., & Setyawan, A. A. (2025). The Influence Of Brand Experience, Brand Satisfaction, And Perceived Quality On Brand Loyalty Toward Bottled Drinking Water Products (AMDK). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(1), 1548–1563.
Shakuntala, B., & Ramantoko, G. (2023). The Influence of Social Media Communication on Purchase Intention and Purchase Decision Through Brand Equity in Mixue Indonesia. International Journal of Professional Business Review, 8(11), e03935. https://doi.org/10.26668/businessreview/2023.v8i11.3935
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Then, N., & Johan, S. (2021). Effect of Product Quality, Brand Image, and Brand Trust on Purchase Intention of SK-II Skincare Products Brand in Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 530. https://doi.org/10.24912/jmbk.v5i5.13327
Trianasari, N., Fitriani, N., & Rachmawati, I. (2023). The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the Tiktok Application. International Journal of Professional Business Review, 8(10), e03793. https://doi.org/10.26668/businessreview/2023.v8i10.3793
Ul Rehman, W., Saltik, O., Degirmen, S., Ocak, M., & Shabbir, H. (2023). Dynamics of intellectual capital and financial performance in ASEAN banks. Arab Gulf Journal of Scientific Research. https://doi.org/10.1108/AGJSR-12-2022-0287
Ummah, M. S. (2019). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. Sustainability (Switzerland), 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Widyarsih, A. V. R., Cahaya, Y. F., & Chairul, A. G. (2023). The Influence of Brand Image , Viral Marketing , And Product Quality On Purchase Intention. 2(1), 102–109.
Wijaya, S. M., Kevin, N., & Ie, M. (2023). Potensi Dan Hambatan Pemasaran Mobil Listrik Di Indonesia: Dampak Ekonomi Dan Transportasi Ramah Lingkungan. Jurnal Serina Ekonomi Dan Bisnis, 01(02), 316–328. https://www.emerald.com/insight/content/doi/10.1108/ITP-07-2021-0577/full/html
Published
2025-12-31
How to Cite
Alvian, A., & Putra, H. B. (2025). MEDIA SOSIAL, CITRA MEREK DAN KUALITAS PRODUK : KUNCI LOYALITAS KONSUMEN AIR MINERAL DALAM KEMASAN DI ERA DIGITAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 2952-2968. https://doi.org/10.31955/mea.v9i3.6332
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