Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli
Abstract
Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image
Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z
References
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Aklani, S. (2016). Pemanfaatan Social media Sebagai Media Promosi Mahasiswa PadaMatakuliah Kewirausahaan di Universitas Internasional Batam. Konferensi Nasional PKM Dan CSR Ke 2.
Angkie, N. (2019). Pengaruh Social Media Marketing terhadap Brand Equity pada Brand Fashion ZARA, H&M, PULL&BEAR, dan STRADIVARIUS di Surabaya. Agora.
Arslan, F. M., & Altuna, O. K. (2010). The effect of brand extensions on product brand image. Journal of Product and Brand Management. https://doi.org/10.1108/10610421011046157
BÄ°LGÄ°N, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image, and Brand Loyalty. Business & Management Studies: An International Journal, 6(1). https://doi.org/10.15295/v6i1.229
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication. https://doi.org/10.1111/j.1083-6101.2007.00393.x
Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness.
Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management. https://doi.org/10.1108/10610421311298687
Chi, H. K., Yeh, H. R., & Huang, M. W. (2009). The Influences of advertising endorser, brand image, brand equity, price promotion, on purchase intention- the mediating effect of advertising endorser. The Journal of Global Business Management.
Cilliers, E. J. (2017). THE CHALLENGE OF TEACHING GENERATION Z. PEOPLE: International Journal of Social Sciences. https://doi.org/10.20319/pijss.2017.31.188198
Dolot, A. (2018). The characteristics of Generation Z. E-Mentor. https://doi.org/10.15219/em74.1351
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales-An empirical investigation of the movie industry. Journal of Retailing. https://doi.org/10.1016/j.jretai.2008.04.005
Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing. https://doi.org/10.1509/jimk.18.2.64
Engkos, R. (2011). Cara Menggunakan dan Memakai Path Analysis. CV. Alfabeta.
Farivar, S., Turel, O., & Yuan, Y. (2017). A trust-risk perspective on social commerce use: an examination of the biasing role of habit. Internet Research. https://doi.org/10.1108/IntR-06-2016-0175
Ferdinand, A. (2007). Metode Penelitian Manajemen. Universitas Diponegoro.
Fraenkel, J. R., Wallen, N. E., & Hyun, H. (1993). How to design and evaluate research in education (2nd ed.). McGraw-Hill Inc.
Ghosh, A. (1990). Retail Management. Drydden Press.
Ghozali. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS) (4th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali and Latan. (2015). Partial Least Squares: Concepts, Techniques and Applications using SmartPLS 3 (2nd ed.). Diponegoro University Press.
Ghozali, I. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Universitas Diponegoro.
Gogoi, B. J. (2013). Study of Antecedents of Purchase Intention and its Effect on Brand Loyalty of Private Label Brand of Apparel. International Journal of Sales and Marketing Management Research and Development.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hidayat, A. (2018). PLS SEM: Pengukuran Kecocokan Model (Inner dan Outer). Statistikian.
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares (PLS) dengan smartPLS 3.0 (Modul Ajar). Fakultas Ekonomi Dan Bisnis Universitas Brawijaya.
Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis. Konvergensi Teknologi Komunikasi dan Informasi. PT. Refika Aditama.
Jocz, K. E., & Quelch, J. A. (2008). An exploration of marketing’s impacts on society: A perspective linked to democracy. In Journal of Public Policy and Marketing. https://doi.org/10.1509/jppm.27.2.202
Jogiyanto. (2008). Metodologi Penelitian Sistem Informasi. CV Andi Offset.
Kawa, L. W., Rahmadiani, S. F., & Kumar, S. (2013). Factors Affecting Consumer Decision-Making: A Survey of Young-Adults on Imported Cosmetics in Jabodetabek, Indonesia. The SIJ Transactions on Advances in Space Research & Earth Exploration, 1(3), 17–22. https://doi.org/10.9756/SIJASREE/V1I3/0105420101
Keller, K. (2003). Strategic Brand Management, Building Measurement and Managing Brand Equity. Upper Sadle River.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 1339–155. https://doi.org/10.1080/13527260902757530
Khan, A. S., & Jan, F. (2015). The Study of Organization Commitment and Job Satisfactionamong Hospital Nurses. A Survey of District Hospitals of DeraIsmail Khan. Global Journal of Management and Business Research.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Research Collection Lee Kong Chian School Of Business.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kırcova, İ., Enginkaya, E., & Yılmaz, H. (2015). Influence of consumers’ self-brand connections on purchase intentions. Annual International Conference on Social Sciences.
Kırcova, İ., Yaman, Y., & Gizem Köse, Ş. (2019). Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention. European Journal of Economics and Business Studies. https://doi.org/10.2478/ejes-2018-0031
kominfo.go.ia. (2013). Kominfo : Pengguna Internet di Indonesia 63 Juta Orang. Kominfo.
Kotler, P., & Keller, K. (2016). Marketing Management. Pearson Pretice Hall, Inc.
Kotler, P. (2004). Marketing Management (The Millen). Prentice Hall.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Prentice Hall.
Kupperschmidt, B. R. (2000). Multigeneration employees: strategies for effective management. The Health Care Manager. https://doi.org/10.1097/00126450-200019010-00011
Küster, I., & Hernández, A. (2012). Brand impact on purchase intention. An approach in social networks channel. Economics and Business Letters. https://doi.org/10.17811/ebl.1.2.2012.1-9
Lin, C. T., & Shii, C. S. (2018). The Important of Brand Image on Customer Purchase Attitude: A Case Study of E-Commerce in Taiwan. Studies in Business and Economics, 91–104.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons. https://doi.org/10.1016/j.bushor.2009.03.002
Miller, K. (2009). Organizational Communication: Approaches and Processes (6th ed.). Wadsworth Publishing Company.
Nafisah. (2018). Pengaruh Strategi Promosi Melalui Social Media terhadap Minat Beli Konsumen. Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Yogyakarta.
Palmer Adrian. (2001). Principles Of Services Marketing (Third). McGraw- Hill Companies.
Pongpaew, W., Speece, M., & Tiangsoongnern, L. (2017). Social presence and customer brand engagement on Facebook brand pages. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-08-2015-0956
Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications.
Shah, et al. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management.
Sidorcuka, I., & Chesnovicka, A. (2017). Methods of Attraction and Retention of Generation Z Staff. CBU International Conference Proceedings. https://doi.org/10.12955/cbup.v5.1030
Singh, A. P., & Dangmei, J. (2016). UNDERSTANDING THE GENERATION Z: THE FUTURE WORKFORCE. South -Asian Journal of Multidisciplinary Studies.
Solis, B. (2010). Engage : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley.
Sudarwati, W., & Tikwalau, D. E. (2014). Faktor-Faktor Yang Mempengaruhi Siswa-Siswa SMU/SMK Terhadap Keputusan Pemilihan Perguruan Tinggi Swasta. Dasar-Dasar Manajemen, 1(1). https://doi.org/https://doi.org/10.24853/jisi.1.1.%25p
Sugiyono. (2009). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Tariq, M. I., Rafay Nawaz, M., Nawaz, M. M., & Butt, H. A. (2013). Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market. J. Basic. Appl. Sci. Res.
Tih, S., & Lee, K. H. (2013). Perceptions and predictors of consumers’ purchase intentions for store brands: Evidence from Malaysia. Asian Journal of Business and Accounting.
Van Dijk, J. A. G. . (2006). The Network Society. SAGE Publications.
Wang, F., Hu, F., & Yu, L. (2010). The Application of Customer Relationship Management in Investment Banks. Asian Social Science. https://doi.org/10.5539/ass.v6n10p178
Wang, H. W., Wu, Y. C. J., & Dong, T. P. (2015). Exploring the impacts of social networking on brand image and purchase intention in cyberspace. Journal of Universal Computer Science.
Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2011.11.004
Winer, R. S. (2009). New Communication Approaches in Marketing: Issues and Research Directions. Journal of Interactive Marketing, 23, 108–117.
Żarczyńska-Dobiesz, A., & Chomątowska, B. (2014). Pokolenie ,,Z†na rynku pracy – wyzwania dla zarządzania zasobami ludzkimi. Prace Naukowe Uniwersytetu Ekonomicznego We Wrocławiu. https://doi.org/10.15611/pn.2014.350.36
Zeeshan, Z. (2013). The impact of mobile service attributes on males’ and females’ purchase decision, Management & Marketing Challenges for the Knowledge Society. Management Şi Marketing (Bucureşti), 8(4), 669–682.
Ajini, A. (2012). How The Customer’s purchase Intention Efected. John Willey and Sons.
Aklani, S. (2016). Pemanfaatan Social media Sebagai Media Promosi Mahasiswa PadaMatakuliah Kewirausahaan di Universitas Internasional Batam. Konferensi Nasional PKM Dan CSR Ke 2.
Angkie, N. (2019). Pengaruh Social Media Marketing terhadap Brand Equity pada Brand Fashion ZARA, H&M, PULL&BEAR, dan STRADIVARIUS di Surabaya. Agora.
Arslan, F. M., & Altuna, O. K. (2010). The effect of brand extensions on product brand image. Journal of Product and Brand Management. https://doi.org/10.1108/10610421011046157
BÄ°LGÄ°N, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image, and Brand Loyalty. Business & Management Studies: An International Journal, 6(1). https://doi.org/10.15295/v6i1.229
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication. https://doi.org/10.1111/j.1083-6101.2007.00393.x
Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness.
Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management. https://doi.org/10.1108/10610421311298687
Chi, H. K., Yeh, H. R., & Huang, M. W. (2009). The Influences of advertising endorser, brand image, brand equity, price promotion, on purchase intention- the mediating effect of advertising endorser. The Journal of Global Business Management.
Cilliers, E. J. (2017). THE CHALLENGE OF TEACHING GENERATION Z. PEOPLE: International Journal of Social Sciences. https://doi.org/10.20319/pijss.2017.31.188198
Dolot, A. (2018). The characteristics of Generation Z. E-Mentor. https://doi.org/10.15219/em74.1351
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales-An empirical investigation of the movie industry. Journal of Retailing. https://doi.org/10.1016/j.jretai.2008.04.005
Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing. https://doi.org/10.1509/jimk.18.2.64
Engkos, R. (2011). Cara Menggunakan dan Memakai Path Analysis. CV. Alfabeta.
Farivar, S., Turel, O., & Yuan, Y. (2017). A trust-risk perspective on social commerce use: an examination of the biasing role of habit. Internet Research. https://doi.org/10.1108/IntR-06-2016-0175
Ferdinand, A. (2007). Metode Penelitian Manajemen. Universitas Diponegoro.
Fraenkel, J. R., Wallen, N. E., & Hyun, H. (1993). How to design and evaluate research in education (2nd ed.). McGraw-Hill Inc.
Ghosh, A. (1990). Retail Management. Drydden Press.
Ghozali. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS) (4th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali and Latan. (2015). Partial Least Squares: Concepts, Techniques and Applications using SmartPLS 3 (2nd ed.). Diponegoro University Press.
Ghozali, I. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Universitas Diponegoro.
Gogoi, B. J. (2013). Study of Antecedents of Purchase Intention and its Effect on Brand Loyalty of Private Label Brand of Apparel. International Journal of Sales and Marketing Management Research and Development.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hidayat, A. (2018). PLS SEM: Pengukuran Kecocokan Model (Inner dan Outer). Statistikian.
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares (PLS) dengan smartPLS 3.0 (Modul Ajar). Fakultas Ekonomi Dan Bisnis Universitas Brawijaya.
Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis. Konvergensi Teknologi Komunikasi dan Informasi. PT. Refika Aditama.
Jocz, K. E., & Quelch, J. A. (2008). An exploration of marketing’s impacts on society: A perspective linked to democracy. In Journal of Public Policy and Marketing. https://doi.org/10.1509/jppm.27.2.202
Jogiyanto. (2008). Metodologi Penelitian Sistem Informasi. CV Andi Offset.
Kawa, L. W., Rahmadiani, S. F., & Kumar, S. (2013). Factors Affecting Consumer Decision-Making: A Survey of Young-Adults on Imported Cosmetics in Jabodetabek, Indonesia. The SIJ Transactions on Advances in Space Research & Earth Exploration, 1(3), 17–22. https://doi.org/10.9756/SIJASREE/V1I3/0105420101
Keller, K. (2003). Strategic Brand Management, Building Measurement and Managing Brand Equity. Upper Sadle River.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 1339–155. https://doi.org/10.1080/13527260902757530
Khan, A. S., & Jan, F. (2015). The Study of Organization Commitment and Job Satisfactionamong Hospital Nurses. A Survey of District Hospitals of DeraIsmail Khan. Global Journal of Management and Business Research.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Research Collection Lee Kong Chian School Of Business.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kırcova, İ., Enginkaya, E., & Yılmaz, H. (2015). Influence of consumers’ self-brand connections on purchase intentions. Annual International Conference on Social Sciences.
Kırcova, İ., Yaman, Y., & Gizem Köse, Ş. (2019). Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention. European Journal of Economics and Business Studies. https://doi.org/10.2478/ejes-2018-0031
kominfo.go.ia. (2013). Kominfo : Pengguna Internet di Indonesia 63 Juta Orang. Kominfo.
Kotler, P., & Keller, K. (2016). Marketing Management. Pearson Pretice Hall, Inc.
Kotler, P. (2004). Marketing Management (The Millen). Prentice Hall.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Prentice Hall.
Kupperschmidt, B. R. (2000). Multigeneration employees: strategies for effective management. The Health Care Manager. https://doi.org/10.1097/00126450-200019010-00011
Küster, I., & Hernández, A. (2012). Brand impact on purchase intention. An approach in social networks channel. Economics and Business Letters. https://doi.org/10.17811/ebl.1.2.2012.1-9
Lin, C. T., & Shii, C. S. (2018). The Important of Brand Image on Customer Purchase Attitude: A Case Study of E-Commerce in Taiwan. Studies in Business and Economics, 91–104.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons. https://doi.org/10.1016/j.bushor.2009.03.002
Miller, K. (2009). Organizational Communication: Approaches and Processes (6th ed.). Wadsworth Publishing Company.
Nafisah. (2018). Pengaruh Strategi Promosi Melalui Social Media terhadap Minat Beli Konsumen. Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Yogyakarta.
Palmer Adrian. (2001). Principles Of Services Marketing (Third). McGraw- Hill Companies.
Pongpaew, W., Speece, M., & Tiangsoongnern, L. (2017). Social presence and customer brand engagement on Facebook brand pages. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-08-2015-0956
Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications.
Shah, et al. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management.
Sidorcuka, I., & Chesnovicka, A. (2017). Methods of Attraction and Retention of Generation Z Staff. CBU International Conference Proceedings. https://doi.org/10.12955/cbup.v5.1030
Singh, A. P., & Dangmei, J. (2016). UNDERSTANDING THE GENERATION Z: THE FUTURE WORKFORCE. South -Asian Journal of Multidisciplinary Studies.
Solis, B. (2010). Engage : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley.
Sudarwati, W., & Tikwalau, D. E. (2014). Faktor-Faktor Yang Mempengaruhi Siswa-Siswa SMU/SMK Terhadap Keputusan Pemilihan Perguruan Tinggi Swasta. Dasar-Dasar Manajemen, 1(1). https://doi.org/https://doi.org/10.24853/jisi.1.1.%25p
Sugiyono. (2009). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Tariq, M. I., Rafay Nawaz, M., Nawaz, M. M., & Butt, H. A. (2013). Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market. J. Basic. Appl. Sci. Res.
Tih, S., & Lee, K. H. (2013). Perceptions and predictors of consumers’ purchase intentions for store brands: Evidence from Malaysia. Asian Journal of Business and Accounting.
Van Dijk, J. A. G. . (2006). The Network Society. SAGE Publications.
Wang, F., Hu, F., & Yu, L. (2010). The Application of Customer Relationship Management in Investment Banks. Asian Social Science. https://doi.org/10.5539/ass.v6n10p178
Wang, H. W., Wu, Y. C. J., & Dong, T. P. (2015). Exploring the impacts of social networking on brand image and purchase intention in cyberspace. Journal of Universal Computer Science.
Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2011.11.004
Winer, R. S. (2009). New Communication Approaches in Marketing: Issues and Research Directions. Journal of Interactive Marketing, 23, 108–117.
Żarczyńska-Dobiesz, A., & Chomątowska, B. (2014). Pokolenie ,,Z†na rynku pracy – wyzwania dla zarządzania zasobami ludzkimi. Prace Naukowe Uniwersytetu Ekonomicznego We Wrocławiu. https://doi.org/10.15611/pn.2014.350.36
Zeeshan, Z. (2013). The impact of mobile service attributes on males’ and females’ purchase decision, Management & Marketing Challenges for the Knowledge Society. Management Şi Marketing (Bucureşti), 8(4), 669–682.
Published
2021-04-22
Section
Articles
