PENGARUH AKTIVITAS MEDIA SOSIAL MARKETING DENGAN MEDIASI KUALITAS HUBUNGAN DAN PENGALAMAN KONSUMEN TERHADAP NIAT BELI PADA SEPATU SNEAKERS

Edy Gunawan

doi:10.31539/xsaxef95

Authors

Edy Gunawan Universitas Esa Unggul

DOI:

https://doi.org/10.31539/xsaxef95

Keywords:

AMSM, Pengalaman Konsumen, Kualitas Hubungan, Niat Beli

Abstract

Di era moderenisasi dunia digital pada masa sekarang iklan merupakan salah satu unsur penting pada pemasaran dan organisasi bisnis. Penelitian ini bertujuan untuk mengetahui pengaruh AMSM yang dimediasi oleh pengalaman konsumen dan kualitas hubungan. Dalam perkembangan media sosial membuat seluruh orang mudah mendapatkan informasi mengenai fashion salah satunya sepatu sneakers. Hal ini mendorong organisasi bisnis untuk memperluas pasar dalam mengembangkan bisnisnya agar dapat bertahan dipasar yang kompetitif. Pada media sosial terdapat fitur iklan yang termasuk pada AMSM sehingga akan menumbuhkan niat beli yang diperkuat oleh kualitas hubungan dan pengalaman konsumen. Tujuan penelitian ini adalah mengeksplorasi AMSM, pengalaman konsumen dan kualitas hubungan pada generasi milenial di Jakarta. Penelitian ini dilakukan pada 145 responden pengguna media sosial (Instagram, Facebook dan Twitter) yang pernah melihat iklan pada media sosial tersebut dengan konten brand sepatu sneakers (Nike, Adidas, Puma dll). Pengumpulan data diperoleh melalui kuisioner yang disebar secara online dengan media google form. Data dianalisis menggunakan Structural Equation Model Partial Least Square (SEM). Hasil menunjukkan AMSM berpengaruh terhadap pengalaman konsumen dan kualitas hubungan. Kemudian kualitas hubungan berpengaruh terhadap niat beli. Kemudian pengalaman konsumen tidak memiliki pengaruh terhadap niat beli dan kemudian AMSM tidak memiliki pengaruh terhadap niat beli.

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