PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND PREFERENCE TERHADAP PURCHASE INTENTION PADA KONSUMEN PERUSAHAAN ERIGO DI INDONESIA
Abstract
Studi ini menyelidiki keterkaitan antara pemasaran media sosial dengan citra merek, preferensi merek, dan niat beli dalam industri mode dan pakaian di Indonesia. Penelitian ini mengaplikasikan metode penelitian kuantitatif. Populasinya terdiri dari individu yang pernah membeli produk mode dan pakaian selain produk Erigo, di mana responden dipilih melalui teknik non-probabilitas dan purposive sampling. Data dikumpulkan lewat survei online dengan melibatkan 95 responden. Uji hipotesis dilakukan dengan metode Warp PLS. Hasil penelitian menunjukkan bahwa pemasaran media sosial memiliki dampak terhadap citra merek. Pemasaran media sosial juga berpengaruh terhadap preferensi merek. Pemasaran media sosial berpengaruh terhadap niat beli. Preferensi merek memiliki pengaruh terhadap niat beli. Namun, citra merek tidak berpengaruh terhadap niat beli.
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References
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Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41-48., 3(2), 41–48.
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Ceyhan, A. (2019) ‘The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention’, EMAJ: Emerging Markets Journal, 9(1), pp. 88–100.
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Chen, S.-C. et al. (2020) ‘Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience’, Sustainability, 13(1), p. 189.
Cyntara, R. (2021) Bangga! Erigo Jadi Wakil Indonesia di New York Fashion Week 2021, KOMPAS.com. Available at: https://www.kompas.com/hype/read/2021/08/24/072225166/bangga-erigo-jadi-wakil-indonesia-di-new-york-fashion-week-2021 (Accessed: 14 March 2023).
DAM, T.C. (2020) ‘Influence of Brand Trust, perceived value on brand preference and purchase intention’, The Journal of Asian Finance, Economics and Business, 7(10), p. 939–947.
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158.
De Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228.
Economy, O. (2022) ISU Erigo Phk Besar-Besaran, Apa Yang Terjadi? : Okezone Economy, https://economy.okezone.com/. Available at: https://economy.okezone.com/read/2022/11/04/320/2701152/isu-erigo-phk-besar-besaran-apa-yang-terjadi (Accessed: 22 April 2023).
Hair, J. F., Howard, M. A., & Nitzl, C. (2018). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110.
Harmony. (2021). Pengertian Strategi pemasaran Dan Cara Memaksimalkannya. Available at: https://www.harmony.co.id/blog/pengertian-strategi-pemasaran-dan-cara-memaksimalkannya/ (Accessed on 25 February 2023)
Hien, N., Phuong, N. T., Tran, T., & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 1205–1212.
Isyanto, P., Sapitri, R. O., & Sinaga, O. (2020). Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. Systematic Reviews in Pharmacy, 11(1), 601–605. https://doi.org/10.5530/srp.2020.1.75
Jaafreh, A.-, & Mehyar, H. (2020). The Impact Of Electronic Word Of Mouth On Consumers Purchasing Intention. Journal of Theoretical and Applied Information Technology, 98(02).
Jauhari, M. T., Kusumawati, A., & Nuralam, I. P. (2019). The Impact Of Website Quality On Consumer Satisfaction And Purchase Intention (Study Case of E-Commerce Lazada Indonesia in Malang City). Jurnal Administrasi Bisnis, 67(1), 54–61
Jebb, A. T., Ng, V., & Tay, L. (2021). A Review of Key Likert Scale Development Advances: 1995–2019. Frontiers in Psychology.
Kurniawan, S. (2021, December 18). Sepanjang 2018, Bisnis Banyak Dicari Anak Muda di Instagram. www.marketeers.com. https://marketeers.com/sepanjang-2018-bisnis-banyak-dicari-anak-muda-di-instagram (Accessed on 25 February 2023)
Kusuma, A., Indrayani, I., Satriawan, B., & Wibisono, C. (2022). The Influence Of Organizational Culture And Work Environment On Employee Loyalty Which An Impact On The Performance Of Employees Of Pt Patria Maritim Perkasa (Pmp) Batam. International Journal of Educational Review, Law and Social Sciences (IJERLAS), 2(1), 67-74., 2(1), 67–74.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70.
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand’s social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815–826.
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41-48., 3(2), 41–48.
Nadia, N., TN Anisah, & Eni Andari. (2023). The role of brand preference as moderation in the relationship between Social Media Influencer, Brand Trust, and purchase intention. International Journal of Economics (IJEC), 2(1), 102–110.
Octavianus, V. (2020). Pengaruh brand image Dan Online Store Image Terhadap purchase intention melalui perceived risk pada produk sneakers adidas. Agora Journal. (https://publication.petra.ac.id/index.php/manajemenbisnis/article/view/10601/9423) (Accessed on 9 June 2023)
Parmar, S. M. (2019). A study on impact of social media marketing on brand awareness, brand preference, and purchase intention with special reference to young customer https://unnayan.ipsacademy.org/v11/Paper-19.pdf (Accesed on 25 January 2023)
Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). Pengaruh e-WOM TERHADAP Brand Image dan Purchase Intention Pada Hotel bintang tiga di bali. Jurnal Manajemen Perhotelan, 5(1), 26–35.
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.
Prabowo, B. (2019) Pengertian utama media sosial Instagram. Available at: http://e-journal.uajy.ac.id/22869/3/13%2003%20220335.pdf. (Accessed: 19 March 2023).
Puriwat, W., & Tripopsakul, S. (2021). The Impact of Digital Social Responsibility on Preference and Purchase Intentions: The Implication for Open Innovation. Journal of Open Innovation.
Purwanto, A. (2022). Journal of Industrial Engineering & Management Research. Available at: (http://www.jiemar.org/) (Accessed: 8 June 2023)
Rafiola, R. H., Setyosari, P., Radjah, C. L., & Ramli, M. (2020). The Effect of Learning Motivation, Self-Efficacy, and Blended Learning on Students’ Achievement in The Industrial Revolution 4.0. International Journal of Emerging Technologies in Learning (Ijet), 15(08), 71.
Saifudin, A., Aima, M. H., Sutawidjaya, A. H., & Sugiyono, S. (2021). Hospital digitalization in the era of industry 4.0 based on GHRM and service quality. International Journal of Data and Network Science.
Sanny, L., Arina, A. N., Maulidya, R., & 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.
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1).
Sehar, R. (2019). The influence of social media’s marketing efforts on Brand Equity and ConsumerResponse(https://www.researchgate.net/profile/Sarfraz-Ashraf/publication/335291550_The_Influence_of_Social_Media%27s_Marketing_Efforts_on_Brand_Equity_and_Consumer_Response/links/5d5cc7de458515210254ddd4/The-Influence-of-Social-Medias-Marketing-Efforts-on-Brand-Equity-and-Consumer-Response.pdf)
Selemparan, C. (2022). Erigo. Selemparan Profil Usaha Erigo dan Web Erigo. https://selemparan.com/general/erigo/133 (Accessed on 25 February 2023)
Sinurat, M., Heikal, M., Simanjuntak, A., Siahaan, R., & Ilham, R. N. (2021). Product Quality On Consumer Purchase Interest With Customer Satisfaction As A Variable Intervening In Black Online Store High Click Market. Multidiciplinary Output Research for Actual and International Issue, 1(1), 13–21.
Triwijanarko, R. (2021). Insight dari 45 Juta Pengguna Aktif Instagram di Indonesia. www.marketeers.com. https://www.marketeers.com/45-juta-orang-indonesia-punya-instagram/ (Accessed on 25 February 2023)
Wang, Y., Ahmed, S., Deng, S., & Wang, H. (2019). Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market. Sustainability, 11(13), 3596.
Wibowo, A., Chen, S., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), 189.
Yasri, Y., Susanto, P., Hoque, M. O., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? Heliyon, 6(11), e05532.
Yoong, L. C., & Lian, S. (2019). Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business & Social Sciences, 9(1).
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2026-01-20
How to Cite
Alfitra, E. (2026). PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND PREFERENCE TERHADAP PURCHASE INTENTION PADA KONSUMEN PERUSAHAAN ERIGO DI INDONESIA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 211-235. https://doi.org/10.31955/mea.v10i1.6792
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Articles
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
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