ANALISIS PENGARUH VIRAL MARKETING DAN SOSIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI
Keywords:
Viral Marketing, Social Media Marketing, Brand Trust, Purchase Decision
Abstract
Analisis ini bertujuan untuk menguji pengaruh viral marketing dan sosial media marketing terhadap keputusan pembelian, pengaruh brand trust memediasi viral marketing terhadap purchase decision dan mediasi sosial media marketing terhadap purchase decision yang diterapkan pada Tiktok Shop. Metode survei berupa kuesioner melalui skala diferensial dengan rasio 1-10. Kuesioner di bagikan kepada 235 responden dengan teknik purposive sampling dengan kualifikasi sampel berupa konsumen Tiktok Shop minimal 17 tahun, berdomisili di Jawa Barat dan pernah menggunakan Tiktok Shop lebih dari sekali. Analisis ini menggunakan Structural Equation Modeling (SEM) dengan softwere AMOS. Hasil analisis menunjukan bahwa Viral Marketing berpengaruh terhadap Brand Trust, Sosial Media Marketing berpengaruh terhadap Brand Trust, Brand Trust berpengaruh terhadap Purchase Decision serta Brand Trust dapat memediasi secara positif antara hubungan Viral Marketing dan Sosial Media Marketing terhadap Purchase Decision.
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Ashley, C., & Tuten, T. (2022). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing.
Ayeh, J. K., & Law, R. (2022). “Do We Believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research.
Ballester, E., & Munuera-Alemán, J. L. (2023). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
Byrne, B. M. (2020). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming (3rd ed.). Routledge.
Chaudhuri, A., & Holbrook, M. B. (2022). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing.
Coursaris, & Van Osch. (2022). Social media marketing in the food industry: Impact on purchase intentions and the role of brand trust. Journal of Business Research.
De Bruyn, A., & Lilien, G. L. (2022). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing.
Delgado-Ballester, E. (2023). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing.
Erdem, T., & Swait, J. (2022). Brand credibility, brand consideration, and choice. Journal of Consumer Research.
Erkan, I., & Evans, C. (2023). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior.
Ertimur, B., & Gilly, M. C. (2023). So whaddya think? Consumers create ads and other consumers critique them. J. Ournal of Interactive Marketing, 26(3), 115-130.
Gefen, D. (2024). (E-commerce: The role of familiarity and trust. Omega.
Hayes Moloney, C., & Willoughby, J. (2021). Influencer marketing on TikTok: How does viral marketing impact consumers’ purchasing decisions? International Journal of Digital Marketing.
Hudson Roth, & Madden R. (2021). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. Journal of Business Research.
Jin, S. V., & Phua, J. (2023). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising.
Kaplan, & Haenlein. (2021). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance.
Karahanna, E., & Straub, D. W., (2022). MIS Quarterly) Brand trust is crucial in e-commerce as it mitigates the perceived risk associated with online purchasing and enhances consumers’ purchase intentions.
Kline, R. B. (2021). Principles and Practice of Structural Equation Modeling (4th ed.). The Guilford Press.
Laroche, R., & Sankaranarayanan, R. (2023). The effects of social media based brand communities on brand trust, and brand loyalty. Computers in Human Behavior.
Leskovec Adamic, & Huberman. (2022). The dynamics of viral marketing. ACM Transactions on the Web (TWEB).
Loureiro, & G. J., & Guerreiro, J. (2022). How fashion brands engage on social media: A netnography approach. Journal of Promotion Management.
Morgan, R. M., & Hunt, S. D. (2021). The commitment-trust theory of relationship marketing. Journal of Marketing.
Oorveld van Noort Muntinga, D. G. , & Bronner, F. (2023). (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising.
Peltier J, & Clavé M. (2022). Social media’s evolving role in shaping brand trust and loyalty. Journal of Consumer Behaviour.
Schivinski, B., & Dabrowski, D. (2023). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications.
Tuten, T. L., & Solomon, M. R. (2023). Social media marketing. Sage.
Whiting, A., & Williams, D. (2022). Why people use social media: A uses and gratifications approach. Qualitative Market Research: An International Journal.
Yadav, M., & Rahman, Z. (2022). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics.
Zhou, L., & Zhang, P. (2021). How social media influencers’ narrative impact consumers’ purchase decisions. Journal of Business Research.
Published
2024-11-06
Section
Articles
Copyright (c) 2024 Adhesti Iriani Melani
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
