Pengaruh Penggunaan Layanan Influencer, Konten Pemasaran Digital, Dan Perasaan Senang Dalam Berbelanja Terhadap Niat Membeli Di Media Sosial Tiktok Sebagai Moderasi Adaptasi Informasi
Abstract
Beberapa tahun ini sedang ramai dibicarakan tentang aplikasi sosial media tiktok yang menjadi tempat promosi dari berbagai produk, hal ini membuat mulai banyak lahir para pelaku uasaha yang mencoba peruntungannya melalui aplikasi platform media sosial Tiktok, para pelaku ussaha menggunakan berbagai cara untuk mempromosikan produk nya, mulai dari menggunakan jasa Influencer, membuat konten-konten marketing seperti foto,maupun video, hingga membuat para calon konsumen merasa enjoy dalam berbelanja, yang bertujuan agar terealisasi nya niat membeli dari calon konsumen.penelitian ini di lakukan kepada 141 responden mahasiswa di Universitas Advent Indonesia Bandung. Metode menggunakan Structural Equation Modeling (SEM) Hasil dari penelitian ini menyatakan bahwa pengaruh layanan Influencer terhadap purchase intention hasil nya tidak signifikan berpengaruh, tetapi sebaliknya untuk hasil yang di peroleh dari Digital content marketing dan enjoybility didapati hasil nya berpengaruh signifikan terhadap Purchase intention. pada hasil selanjutnya menggunakan moderasi Information adaption pada variable influencer, digital content marketing, dan Enjoybility pengaruh terhadap purchase intention menyatakan hasil yang tidak signifikan terjadi. Hal ini perlunya ada sosialisasi pada pelaku usaha agar dapat menyesuaikan hal-hal apa yang dapat meningkatkan niat beli dari calon konsumen.
References
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Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721
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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
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Halim, E., Wardaya P, R. A. A., Rianto, A., & Hebrard, M. (2020). The impact of marketing influencer and information quality to purchase intention of instagram users. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, 794–799. https://doi.org/10.1109/ICIMTech50083.2020.9211167
Hariyanti, N. T. (2018). PENGARUH INFLUENCER MARKETING SEBAGAI STRATEGI PEMASARAN DIGITAL ERA MODEREN (SEBUAH STUDI LITERATUR). https://www.researchgate.net/publication/339787291
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Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
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
Immanue, D. M., & S., A. B. H. (2021). THE IMPACT OF USING INFLUENCER ON CONSUMER PURCHASE INTENTION WITH ATTITUDE TOWARDS INFLUENCER AND BRAND ATTITUDE AS MEDIATOR. JURNAL APLIKASI MANAJEMEN, 19(4), 766–781. https://doi.org/10.21776/ub.jam.2021.019.04.06
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Isabel Bruns. (2018). “Perceived Authenticity” and “Trust” in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland. https://esource.dbs.ie/handle/10788/3536
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Ki, C. W. ‘Chloe,’ Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102133
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration (Ijec), 11(4), 1–10.
Kock, N. (2017). Common method bias: a full collinearity assessment method for PLS-SEM. Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications, 245–257.
Kotler, P., & Keller, K. L. (2016). Marketing Management, New Jersey: Pearson Pretice Hall. Inc.
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2). https://doi.org/10.14707/ajbr.170035
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
Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59. https://doi.org/10.1016/j.tele.2021.101562
Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. https://ssrn.com/abstract=3834011
Manullang, A. M., & Purba, H. (n.d.). THE EFFECT OF CONTENT MARKETING, INFORMATION ADOPTION AND ONLINE REVIEW OF TIKTOK ON CONSUMER PURCHASE INTENTION OF FASHION PRODUCT PENGARUH CONTENT MARKETING, INFORMATION ADOPTION DAN ONLINE REVIEW TIKTOK TERHADAP NIAT PEMBELIAN KONSUMEN PRODUK FASHION.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Nurul Rahmawati, & Rahmat Hidayat. (2023). Pengaruh Content Marketing Dan Digital 21170-42032-1-SM. E-Proceeding of Applied Science, 9, 2294–2300.
Nurvajri TR, C., Yunus, M., & Chan, S. (2022). The Effect of Content Marketing and Social Media Influencer on Customer Satisfaction and Their Impact On Online Repurchase Intention During The Covid-19 Pandemic. International Journal of Scientific and Management Research, 05(06), 156–168. https://doi.org/10.37502/ijsmr.2022.5614
Parayow, B. A. D., & Magdalena, N. (2023). Analisis Social Media Influencer dan Followers dalam Mendorong Ikatan Emosional dan Niat Pengadopsian Perubahan Perilaku Masyarakat di Masa Pandemi Covid-19. Journal of Integrated System, 6(2), 125–143. https://doi.org/10.28932/jis.v6i2.4448
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. In Methods of Psychological Research Online (Vol. 8, Issue 2).
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Ananta Banyu, G., & Purba, H. (n.d.). FACTORS THAT INFLUENCE TRUST IN FACEBOOK COLLABORATIVE FILLTERING RECOMMENDATIONS ON PURCHASE INTENTION FAKTOR-FAKTOR YANG MEMENGARUHI TRUST DALAM REKOMENDASI COLLABORATIVE FILLTERING FACEBOOK TERHADAP PURCHASE INTENTIONS.
Anjani, S., & Irwansyah, I. (2020). PERANAN INFLUENCER DALAM MENGKOMUNIKASIKAN PESAN DI MEDIA SOSIAL INSTAGRAM [THE ROLE OF SOCIAL MEDIA INFLUENCERS IN COMMUNICATING MESSAGES USING INSTAGRAM]. Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v16i2.1929
Anuang, P. W., Dyah, P., & Korry, P. (2020). Pengaruh Adopsi Teknologi dan Social Media Marketing Terhadap Minat Beli Serta Dampaknya Terhadap Keputusan Pembelian (Studi Pada Perusahaan Niluh Djelantik). In TIERS Information Technology Journal (Vol. 1, Issue 1). http://journal.undiknas.ac.id/index.php/tiers/index
Arieantony, & Ina Oktaviana Matusin. (2023). PENGARUH DIGITAL MARKETING TERHADAP PURCHASE INTENTION: DIMODERASI BRAND EQUITY. Jurnal Ekonomi Trisakti, 3(2), 3713–3722. https://doi.org/10.25105/jet.v3i2.18191
Ben-Shaul, M., & Reichel, A. (2017). Motives, Modes of Participation, and Loyalty Intentions of Facebook Tourism Brand Page Consumers. Journal of Travel Research, 57(4), 453–471. https://doi.org/10.1177/0047287517704087
Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721
Cahyaningtyas, R., & Indra Wijaksana, T. (2021). THE INFLUENCE OF PRODUCT REVIEWS AND MARKETING CONTENT ON TIKTOK ON SCARLETT WHITENING BY FELICYA ANGELISTA PURCHASING DECISIONS. www.mediaindonesia.com
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management. https://doi.org/10.1007/s10490-023-09871-y
Cindy. (2024). Iklan TikTok di Indonesia Jangkau 126 Juta Audiens, Terbanyak ke-2 Global. https://databoks.katadata.co.id/datapublish/2024/03/06/iklan-tiktok-di-indonesia-jangkau-126-juta-audiens-terbanyak-ke-2-global
Cindy Mutia Annur. (2023). Jumlah Pengguna TikTok Global Bertambah Lagi pada Kuartal I-2023. https://databoks.katadata.co.id/datapublish/2023/07/06/jumlah-pengguna-tiktok-global-bertambah-lagi-pada-kuartal-i-2023#:~:text=Jumlah%20Pengguna%20TikTok%20Global%20Bertambah%20Lagi%20pada%20Kuartal%20I%2D2023,-Teknologi%20%26%20Telekomunikasi&text=No.&text=TikTok%20telah%20menggaet%201%2C67,to%2Dquarter%2Fqtq).
Crystrie, D. A., & Sartika, H. (2022). Apakah Influencer Marketing berpengaruh pada Pengambilan Keputusan Pembelian di Marketplace Shopee pada Generazi Z? Jurnal Ilmiah Manajemen, 19(1). https://doi.org/10.29259/jmbt.v19il.16700
Edwin, W. S. (2023). The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable. International Journal of Review Management Business and Entrepreneurship (RMBE), 3(1), 21–29. https://doi.org/10.37715/rmbe.v3i1.3929
Emily E. Steck. (2016). Back to basics_ how the four Ps of marketing fit into content marketing _ Quietly Blog. https://blog.quiet.ly/industry/how-the-4ps-of-marketing-fit-into-content-marketing/
Fitrianti, Y. E., Pinandito, A., Sartika, I., & Maghfiroh, E. (2022). Analisis Pengaruh Atribut Influencer pada Platform Tiktok Terhadap Keputusan Pembelian (Vol. 6, Issue 12). http://j-ptiik.ub.ac.id
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
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
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Halim, E., Wardaya P, R. A. A., Rianto, A., & Hebrard, M. (2020). The impact of marketing influencer and information quality to purchase intention of instagram users. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, 794–799. https://doi.org/10.1109/ICIMTech50083.2020.9211167
Hariyanti, N. T. (2018). PENGARUH INFLUENCER MARKETING SEBAGAI STRATEGI PEMASARAN DIGITAL ERA MODEREN (SEBUAH STUDI LITERATUR). https://www.researchgate.net/publication/339787291
Hasan, A. A.-T., Sumon, S. M., Islam, Md. T., & Hossain, M. S. (2021). Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Turkish Journal of Marketing, 6(3), 239–253. https://doi.org/10.30685/tujom.v6i3.132
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
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
Immanue, D. M., & S., A. B. H. (2021). THE IMPACT OF USING INFLUENCER ON CONSUMER PURCHASE INTENTION WITH ATTITUDE TOWARDS INFLUENCER AND BRAND ATTITUDE AS MEDIATOR. JURNAL APLIKASI MANAJEMEN, 19(4), 766–781. https://doi.org/10.21776/ub.jam.2021.019.04.06
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Isabel Bruns. (2018). “Perceived Authenticity” and “Trust” in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland. https://esource.dbs.ie/handle/10788/3536
Kasnowo, Ramadan Gibrihi, & Anindita Imam Basri. (2022a). 5.+Kasnowo. AKMENIKA: JURNAL AKUNTANSI & MANAJEMEN, 19, 670–677.
Kasnowo, Ramadan Gibrihi, & Anindita Imam Basri. (2022b). Pengaruh Keahlian, Kepercayaan, Daya Tarik, Keakraban, 5.+Kasnowo. AKMENIKA: JURNAL AKUNTANSI & MANAJEMEN, 19, 670–677.
Ki, C. W. ‘Chloe,’ Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102133
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration (Ijec), 11(4), 1–10.
Kock, N. (2017). Common method bias: a full collinearity assessment method for PLS-SEM. Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications, 245–257.
Kotler, P., & Keller, K. L. (2016). Marketing Management, New Jersey: Pearson Pretice Hall. Inc.
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2). https://doi.org/10.14707/ajbr.170035
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
Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59. https://doi.org/10.1016/j.tele.2021.101562
Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. https://ssrn.com/abstract=3834011
Manullang, A. M., & Purba, H. (n.d.). THE EFFECT OF CONTENT MARKETING, INFORMATION ADOPTION AND ONLINE REVIEW OF TIKTOK ON CONSUMER PURCHASE INTENTION OF FASHION PRODUCT PENGARUH CONTENT MARKETING, INFORMATION ADOPTION DAN ONLINE REVIEW TIKTOK TERHADAP NIAT PEMBELIAN KONSUMEN PRODUK FASHION.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Nurul Rahmawati, & Rahmat Hidayat. (2023). Pengaruh Content Marketing Dan Digital 21170-42032-1-SM. E-Proceeding of Applied Science, 9, 2294–2300.
Nurvajri TR, C., Yunus, M., & Chan, S. (2022). The Effect of Content Marketing and Social Media Influencer on Customer Satisfaction and Their Impact On Online Repurchase Intention During The Covid-19 Pandemic. International Journal of Scientific and Management Research, 05(06), 156–168. https://doi.org/10.37502/ijsmr.2022.5614
Parayow, B. A. D., & Magdalena, N. (2023). Analisis Social Media Influencer dan Followers dalam Mendorong Ikatan Emosional dan Niat Pengadopsian Perubahan Perilaku Masyarakat di Masa Pandemi Covid-19. Journal of Integrated System, 6(2), 125–143. https://doi.org/10.28932/jis.v6i2.4448
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. In Methods of Psychological Research Online (Vol. 8, Issue 2).
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Published
2024-04-28
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Articles
Copyright (c) 2024 Samuel Hamonangan Aruan, Heddry Purba, Francis Hutabarat
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
