KEKUATAN ADVOKASI MEREK: BAGAIMANA KONTEN BUATAN PENGGUNA MENDORONG KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.31539/costing.v7i6.13514Keywords:
Keputusan Pembelian, Advokasi Merek, Konten Buatan Pengguna, Persepsi Konsumen.Abstract
Penelitian ini menyelidiki dampak dari advokasi merek dan konten yang dibuat oleh pengguna (user-generated content/UGC) terhadap persepsi konsumen dan keputusan pembelian di Warung Kopi Asiang Pontianak. Dengan meneliti bagaimana advokasi merek dan UGC membentuk sikap konsumen, penelitian ini mengungkapkan bahwa kedua faktor tersebut secara signifikan mempengaruhi kepercayaan konsumen, persepsi terhadap merek, dan pada akhirnya, perilaku pembelian. Melalui pendekatan kuantitatif dengan menggunakan sampel acak terhadap 90 pelanggan, data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Smart PLS untuk menguji pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa advokasi merek dan UGC meningkatkan persepsi konsumen, yang pada gilirannya mendorong keputusan pembelian, menunjukkan pentingnya memanfaatkan alat ini untuk bisnis lokal yang bertujuan untuk meningkatkan keterlibatan dan penjualan.
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[20]. Koivisto, E., & Mattila, P. (2020). Extending the luxury experience to social media – User-generated content co-creation in a branded event. Journal of Business Research, 117, 570–578. https://doi.org/10.1016/j.jbusres.2018.10.030
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[23]. Melumad, S., Inman, J. J., & Pham, M. T. (2019). Selectively emotional: How smartphone use changes user-generated content. Journal of Marketing Research, 56(2), 259–275. https://doi.org/10.1177/0022243718815429
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[28]. Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing green purchase intention through eco labels and user-generated content. Sustainability, 15(1), 10764. https://doi.org/10.3390/su15010764
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[30]. Sakka, G., & Ahammad, M. F. (2020). Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in the workplace: A theoretical contribution. Journal of Business Research, 119, 1–11. https://doi.org/10.1016/j.jbusres.2020.03.038
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[34]. Thomas, T. (2020). Employee advocacy as a marketing strategy to power brand promotion: An employee perspective. Marketing Management Innovation, 2(12), 167–181. https://doi.org/10.21272/mmi.2020.2-12
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[36]. Truong, V. A., Lang, B., & Conroy, D. M. (2022). When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications. Appetite, 168, 105688. https://doi.org/10.1016/j.appet.2021.105688
[37]. Weber, T. J., Muehling, D. D., & Kareklas, I. (2021). How unsponsored, online user-generated content impacts consumer attitudes and intentions toward vaccinations. Journal of Marketing Communications, 27(4), 389–414. https://doi.org/10.1080/13527266.2019.1671479
[38]. Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415–429. https://doi.org/10.1108/JPBM-10-2018-2090
[39]. Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 1–25. https://doi.org/10.3390/ijerph17186607.
[2]. Ana, M.-I., & Istudor, L.-G. (2019). The role of social media and user-generated content in millennials’ travel behavior. Management Dynamics in the Knowledge Economy, 7(1), 87–104. https://doi.org/10.25019/mdke/7.1.05
[3]. Babin, J., & Hulland, J. (2019). Exploring online consumer curation as user-generated content: A framework and agenda for future research, with implications for brand management. Spanish Journal of Marketing - ESIC, 23(3), 325–338. https://doi.org/10.1108/SJME-07-2019-0053
[4]. Basile, V., Brandão, A., & Ferreira, M. (2024). Does user-generated content influence value co-creation in the context of luxury fashion brand communities? Matching inclusivity and exclusivity. Italian Journal of Marketing, 2024(4), 419–444. https://doi.org/10.1007/s43039-024-00103-9
[5]. Bubphapant, J., & Brandão, A. (2024). Exploring ageing consumers’ usage of content marketing, content typology, and online brand advocacy. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-10-2023-0283
[6]. Burnasheva, R., Suh, Y. G., & Villalobos-Moron, K. (2019). Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brand. Journal of Global Fashion Marketing, 10(1), 50–65. https://doi.org/10.1080/20932685.2018.1558087
[7]. Chakraborti, T. (2021). Consumer’s electronic voice in reshaping buying decision: A study in the context of smartphones. ResearchGate. https://www.researchgate.net/profile/Tapas-Chakraborti-2/publication/354126373_Consumer’s_Electronic_Voice_in_Reshaping_Buying_Decision_A_study_in_context_of_Smart_Phones_An_Empirical_Study_on_University_Students_in_India/links/6126439938dec11b8a3201aa/
[8]. Clara, C., Marvin, S. F., & Leovani, E. (2024). Exploring the influence of brand perception, celebrity advocacy, and user feedback on skincare product purchase choices. Journal of Marketing, 22(2), 177–194.
[9]. Colicev, A., Kumar, A., & O’Connor, P. (2019). Modeling the relationship between firm and user-generated content and the stages of the marketing funnel. International Journal of Research in Marketing, 36(1), 100–116. https://doi.org/10.1016/j.ijresmar.2018.09.005
[10]. Donald, J., Banner, J. M., Satria, R., Tania, W., & James, W. (2024). Sentiment analysis of user-generated content. October.
[11]. Dos Santos, M. L. B. (2022). The ‘so-called’ UGC: An updated definition of user-generated content in the age of social media. Online Information Review, 46(1), 95–113. https://doi.org/10.1108/OIR-06-2020-0258
[12]. Dunn, K., & Harness, D. (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer skepticism towards CSR. Journal of Marketing Management, 35(9–10), 1605401. https://doi.org/10.1080/0267257X.2019.1605401
[13]. Gupta, L., & Singh, R. K. (2024). Exploring the role of user-generated content in building brand image & reputation of FMCG brand. Academia: An International Multidisciplinary Research Journal, 14(4), 39–51. https://doi.org/10.5958/2249-7137.2024.00007.3
[14]. Ha, M. T., Nguyen, G. D., Nguyen, T. H. T., & Thi Nguyen, B. D. (2023). The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: A perspective of user-generated content. Humanities and Social Sciences Communications, 10(1), 1–12. https://doi.org/10.1057/s41599-023-02340-3
[15]. Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology, 12(6), 56–72. https://doi.org/10.4018/IJSSMET.2021110104
[16]. Hassan, H. E., & Wood, V. R. (2020). Does country culture influence consumers’ perceptions toward mobile banking? A comparison between Egypt and the United States. Telematics and Informatics, 46(April), 101312. https://doi.org/10.1016/j.tele.2019.101312
[17]. Kaosiri, Y. N. J., Callarisa Fiol, L. J., Moliner Tena, M. Á., Rodríguez Artola, R. M., & Sánchez García, J. (2019). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253–265. https://doi.org/10.1177/0047287517746014
[18]. Kendall, H., et al. (2019). A systematic review of consumer perceptions of food fraud and authenticity: A European perspective. Trends in Food Science & Technology, 94, 79–90. https://doi.org/10.1016/j.tifs.2019.10.005
[19]. Klostermann, J., Hydock, C., & Decker, R. (2022). The effect of corporate political advocacy on brand perception: An event study analysis. Journal of Product & Brand Management, 31(5), 780–797. https://doi.org/10.1108/JPBM-03-2021-3404
[20]. Koivisto, E., & Mattila, P. (2020). Extending the luxury experience to social media – User-generated content co-creation in a branded event. Journal of Business Research, 117, 570–578. https://doi.org/10.1016/j.jbusres.2018.10.030
[21]. Krisprimandoyo, D. A., Sufa, S. A., Wardani, D. T., & Widiyanto, S. (2024). Exploring the relationship between social media engagement, customer reviews, and brand perceptions: A comprehensive study in the retail industry. International Journal of Business, Law, and Education, 5(2), 1584–1591. https://doi.org/10.56442/ijble.v5i2.597
[22]. Mbete, G. S., & Tanamal, R. (2020). Effect of easiness, service quality, price, trust of quality of information, and brand image on consumer purchase decision on Shopee online purchase. Journal of Informatics, University of Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946
[23]. Melumad, S., Inman, J. J., & Pham, M. T. (2019). Selectively emotional: How smartphone use changes user-generated content. Journal of Marketing Research, 56(2), 259–275. https://doi.org/10.1177/0022243718815429
[24]. Negoro, A., & Alif, M. G. (2020). Impact of firm-created content and user-generated content on consumer perception in grab-and-go coffee brands. ICBMR, 160, 15–20. https://doi.org/10.2991/aebmr.k.201222.003
[25]. Nguyen, T. T. T., & Tong, S. (2023). The impact of user-generated content on intention to select a travel destination. Journal of Marketing Analytics, 11(3), 443–457. https://doi.org/10.1057/s41270-022-00174-7
[26]. Ozuem, W., Willis, M., Ranfagni, S., Rovais, S., & Howell, K. (2024). The nature and determinants of user-generated content for dissatisfied customers: Evidence from second-hand luxury fashion brands. Qualitative Marketing Research. https://doi.org/10.1108/QMR-01-2024-0016
[27]. Palusuk, N., Koles, B., & Hasan, R. (2019). ‘All you need is brand love’: A critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1–2), 97–129. https://doi.org/10.1080/0267257X.2019.1572025
[28]. Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing green purchase intention through eco labels and user-generated content. Sustainability, 15(1), 10764. https://doi.org/10.3390/su15010764
[29]. Rachmawati, D., Shukri, S., Azam, S. M. F., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in Selangor, Malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
[30]. Sakka, G., & Ahammad, M. F. (2020). Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in the workplace: A theoretical contribution. Journal of Business Research, 119, 1–11. https://doi.org/10.1016/j.jbusres.2020.03.038
[31]. Sawaftah, D., Aljarah, A., & Lahuerta-Otero, E. (2021). Power brand defense up, my friend! Stimulating brand defense through digital content marketing. Sustainability, 13(18), 10266. https://doi.org/10.3390/su131810266
[32]. Sharma, D., Aggarwal, D., & Gupta, A. (2019). A study of consumer perception towards m-wallets. International Journal of Science & Technology Research, 8(11), 3892–3895.
[33]. Soylemez, K. C. (2021). 4W of user-generated content: Why who we are and where we post influence what we post. Journal of Research in Interactive Marketing, 15(3), 386–400. https://doi.org/10.1108/JRIM-06-2019-0093
[34]. Thomas, T. (2020). Employee advocacy as a marketing strategy to power brand promotion: An employee perspective. Marketing Management Innovation, 2(12), 167–181. https://doi.org/10.21272/mmi.2020.2-12
[35]. Timoshenko, A., & Hauser, J. R. (2019). Identifying customer needs from user-generated content. Marketing Science, 38(1), 1–20. https://doi.org/10.1287/mksc.2018.1123
[36]. Truong, V. A., Lang, B., & Conroy, D. M. (2022). When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications. Appetite, 168, 105688. https://doi.org/10.1016/j.appet.2021.105688
[37]. Weber, T. J., Muehling, D. D., & Kareklas, I. (2021). How unsponsored, online user-generated content impacts consumer attitudes and intentions toward vaccinations. Journal of Marketing Communications, 27(4), 389–414. https://doi.org/10.1080/13527266.2019.1671479
[38]. Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415–429. https://doi.org/10.1108/JPBM-10-2018-2090
[39]. Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 1–25. https://doi.org/10.3390/ijerph17186607.
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2024-12-06
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