BAGAIMANA IMAGE SATISFACTION DAN ADVERTISING TRUST MEMPENGARUHI PURCHASE INTENTION BRAND SOMETHINC YANG DIMEDIASI OLEH SELF- BRAND CONNECTION
DOI:
https://doi.org/10.31539/costing.v7i6.13962Keywords:
Image Satisfaction, Advertising Trust, Self-Brand Connection, Purchase Intention, Pemasaran InfluencerAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh image satisfaction serta advertising trust terhadap purchase intention pada merek Somethinc dengan self-brand connection sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Sampel penelitian terdiri dari 190 responden, yang merupakan pengguna media sosial di Indonesia yang mengenal merek Somethinc melalui kolaborasi dengan influencer Tasya Farasya. Hasil penelitian menunjukkan bahwa image satisfaction serta advertising trust memiliki pengaruh signifikan terhadap self-brand connection. Selain itu, image satisfaction berpengaruh langsung yang signifikan terhadap purchase intention, sedangkan advertising trust tidak menunjukkan pengaruh langsung yang signifikan terhadap purchase intention. Variabel self-brand connection terbukti memediasi pengaruh image satisfaction dan advertising trust terhadap purchase intention secara signifikan. Penelitian ini memberikan wawasan bagi para praktisi pemasaran tentang pentingnya membangun hubungan emosional antara konsumen dan merek melalui kepuasan citra dan kepercayaan terhadap konten iklan. Implikasi penelitian ini dapat digunakan untuk menyusun strategi pemasaran berbasis media sosial yang lebih efektif.
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Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Ki, C. W. ‘Chloe,’ & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244
Kim, K. Y. (2018). Understanding the Influence of National Culture on Employee Ownership Mechanisms. Academy of Management Proceedings, 2018(1), 11802. https://doi.org/10.5465/ambpp.2018.11802abstract
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence and Planning, 39(7), 960–978. https://doi.org/10.1108/MIP-04-2021-0104
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. https://doi.org/10.1080/15252019.2018.1533501
Makgosa, R. (2010). The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers, 11(4), 307–319. https://doi.org/10.1108/17473611011093934
Melorose, J., Perroy, R., & Careas, S. (2015). TRUST AND TAM IN ONLINE SHOPPING: AN INTEGRATED MODEL1 By: Statewide Agricultural Land Use Baseline 2015, 1(1), 51–90.
Nur Isnaassaro, M., & Kusuma Dewi, C. (2023). The Effect Of Perceived Influence, Brand Engagement In Self Concept And Brand Expected Value On Intention To Purchase Recommended Brand On Instagram Social Media Platform (Study On Somethinc With Influencer Tasya Farasya). 10(1), 298.
Panigyrakis, G., Panopoulos, A., & Koronaki, E. (2019). All we have is words : applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 0(0), 1–20. https://doi.org/10.1080/02650487.2019.1663029
Prakoso, E. A., & Ishak, A. (2023). Peran Sosial Media Influencer dalam Memilih Merek yang Akan Dibeli. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(03), 249–271.
Richins, M. L. (1994). Valuing Things : The Public and Private Meanings of Possessions. 21(December).
Scheer, L. K., & Stern, lOUIS W. (1986). Crosby 1990) experiments have been conducted. Journal of Marketing Research, XXIX(February), 128–170.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
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Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology and Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274
van der Westhuizen, L. M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product and Brand Management, 27(2), 172–184. https://doi.org/10.1108/JPBM-07-2016-1281
Wang, P., Huang, Q., & Davison, R. M. (2020). How do digital influencers affect social commerce intention? The roles of social power and satisfaction. Information Technology and People, 34(3), 1065–1086. https://doi.org/10.1108/ITP-09-2019-0490
Westhuizen, van der. (2018). Article information :
Zalfa Fadhila, D., & Kusuma Dewi, C. (2023). The Influence of Image Satisfaction and Advertising Trust on Puarchase Intention mediated by Self-Brand Connection (Case study on Scarlett Whitening products). 10(5), 3998.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(April), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Alhabash, S., Mcalister, A. R., Lou, C., Hagerstrom, A., Alhabash, S., Mcalister, A. R., Lou, C., Hagerstrom, A., Alhabash, S., Mcalister, A. R., & Lou, C. (2019). From Clicks to Behaviors : The Mediating Effect of Intentions to Like , Share , and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions From Clicks to Behaviors : The Mediating Effect of Intentions to Like , Share , a. 2019(December 2015). https://doi.org/10.1080/15252019.2015.1071677
Anna. (2022). Somethinc merupakan produk lokal yang memiliki kualitas internasional. Galang Tanjung, 2504, 1–9.
Argyris, Y. A., Muqaddam, A., & Miller, S. (2021). The effects of the visual presentation of an Influencer’s Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience. Journal of Retailing and Consumer Services, 59(May), 102347. https://doi.org/10.1016/j.jretconser.2020.102347
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Braojos-Gomez, J., Benitez-Amado, J., & Javier Llorens-Montes, F. (2015). How do small firms learn to develop a social media competence? International Journal of Information Management, 35(4), 443–458. https://doi.org/10.1016/j.ijinfomgt.2015.04.003
Chang, K., Kuo, N., Hsu, C., & Cheng, Y. (2014). The Impact of Website Quality and Perceived Trust on Customer Purchase Intention in the Hotel Sector : Website Brand and Perceived Value as Moderators. 5(4). https://doi.org/10.7763/IJIMT.2014.V5.523
Chen, J., & Shen, X. (2015). empirical investigation. Decision Support Systems. https://doi.org/10.1016/j.dss.2015.07.012
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). A fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Colliander, J., & Dahlén, M. (2011). Following the Fashionable Friend: The Power of Social Media. Journal of Advertising Research, 51(1), 313–320. https://doi.org/10.2501/jar-51-1-313-320
Community, B. (2012). Journal of Consumer Research, Inc. 27(4), 412–432.
Dabholkar, P. A. (n.d.). A Dual-Sequence Framework for B2C Relationship Formation : Moderating Effects of Employee Communication Style in Online Group Chat. 26(February 2009), 145–174. https://doi.org/10.1002/mar
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product and Brand Management, 24(5), 449–461. https://doi.org/10.1108/JPBM-10-2014-0722
Escalas, J. E., & Bettman, J. R. (2003). You Are What They Eat : The Influence of Reference Groups on Consumers ’ Connections to Brands. 13(3), 339–348.
Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research, 113(October 2017), 149–157. https://doi.org/10.1016/j.jbusres.2018.10.005
Fournier, S. (2013). Consumers and Their Brands : Developing Relationship Theory in Consumer Research. 24(4), 343–353.
Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2018). The perils of self-brand connections : Consumer response to changes in brand meaning. 1–12. https://doi.org/10.1002/mar.21137
Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self-concept and consumer engagement in social media: The role of the source. Psychology and Marketing, 37(3), 457–465. https://doi.org/10.1002/mar.21312
Giese, J. L., Giese, J. L., Cote, J. a., & Cote, J. a. (2009). Defining Consumer Satisfaction. Academy of Marketing Science Review, 1(3), 272–278.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Ki, C. W. ‘Chloe,’ & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244
Kim, K. Y. (2018). Understanding the Influence of National Culture on Employee Ownership Mechanisms. Academy of Management Proceedings, 2018(1), 11802. https://doi.org/10.5465/ambpp.2018.11802abstract
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence and Planning, 39(7), 960–978. https://doi.org/10.1108/MIP-04-2021-0104
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. https://doi.org/10.1080/15252019.2018.1533501
Makgosa, R. (2010). The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers, 11(4), 307–319. https://doi.org/10.1108/17473611011093934
Melorose, J., Perroy, R., & Careas, S. (2015). TRUST AND TAM IN ONLINE SHOPPING: AN INTEGRATED MODEL1 By: Statewide Agricultural Land Use Baseline 2015, 1(1), 51–90.
Nur Isnaassaro, M., & Kusuma Dewi, C. (2023). The Effect Of Perceived Influence, Brand Engagement In Self Concept And Brand Expected Value On Intention To Purchase Recommended Brand On Instagram Social Media Platform (Study On Somethinc With Influencer Tasya Farasya). 10(1), 298.
Panigyrakis, G., Panopoulos, A., & Koronaki, E. (2019). All we have is words : applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 0(0), 1–20. https://doi.org/10.1080/02650487.2019.1663029
Prakoso, E. A., & Ishak, A. (2023). Peran Sosial Media Influencer dalam Memilih Merek yang Akan Dibeli. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(03), 249–271.
Richins, M. L. (1994). Valuing Things : The Public and Private Meanings of Possessions. 21(December).
Scheer, L. K., & Stern, lOUIS W. (1986). Crosby 1990) experiments have been conducted. Journal of Marketing Research, XXIX(February), 128–170.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Sugiyono, Prof. Dr. (2023). METODE PENELITIAN KUANTITATIF KUALITATIF dan R&D.
Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology and Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274
van der Westhuizen, L. M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product and Brand Management, 27(2), 172–184. https://doi.org/10.1108/JPBM-07-2016-1281
Wang, P., Huang, Q., & Davison, R. M. (2020). How do digital influencers affect social commerce intention? The roles of social power and satisfaction. Information Technology and People, 34(3), 1065–1086. https://doi.org/10.1108/ITP-09-2019-0490
Westhuizen, van der. (2018). Article information :
Zalfa Fadhila, D., & Kusuma Dewi, C. (2023). The Influence of Image Satisfaction and Advertising Trust on Puarchase Intention mediated by Self-Brand Connection (Case study on Scarlett Whitening products). 10(5), 3998.
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2024-12-31
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