Milenial Intention on Social Media
Abstract
The purpose of this study is to measure how much influence social media Instagram and consumer confidence in millennial purchase interest. The variables of this research are Instagram social media (X1), consumer trust (X2) and millennial purchase interest (Y). The method used in this study is a quantitative research method with an associative approach, by distributing 200 online questionnaires to millennials of productive age. The analysis technique used to test the hypothesis in this study is the path analysis. Hypothesis test results show intagram social media and consumer trust have a significant influence on millennial buying interest and mediation hypothesis testing results show that consumer confidence variables mediate Instagram social media on millennial buying interest. Conclusion, consumer confidence in an online fashion store will certainly affect the buying interest.
Keywords: Instagram, Consumer Trust, Social Media, Millennials, Purchase Interest
References
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Arief, G. M., & Millianyani, H. (2015). Pengaruh Social Media Marketing melalui Instagram terhadap Minat Beli Konsumen Sugar Tribe. E-Proceeding of Management, 2(3), 2581–2587
Astuti, D., & Renwarin, J. M. J. (2019). Memaksimalisasi Minat Beli Kaum Milenial Jakarta di Era Booming Sosial Media. Jurnal Ilmiah Manajemen EMOR, 3(1), 42–62
Astuti, R. L. M. B. (2016). Pengaruh Promosi Online dan Celebrity Endorser terhadap Minat Beli Konsumen Tas Online Shop Fani House. Universitas Diponegoro
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Barni, M. (2019). Tantangan Pendidik di Era Millenial. Jurnal Teansformatif, 3(1), 99–116
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, H., Kabadayi, S., Gruber, T., & Solnet, D. (2017). Understanding Generation Y and their use of Social Media: A Review and Research Agenda. Management Research Review, 40(3), 352–367. https://doi.org/https://doi.org/10.1108/MRR-01-2016-0019 Downloaded
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Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What Drives Gen Y loyalty? Understanding the Mediated Moderating Roles of Switching Costs and Alternative Attractiveness in the Value-Satisfaction-Loyalty Chain. Journal of Retailing and Consumer Services, 36(February), 124–136. https://doi.org/10.1016/j.jretconser.2017.01.010
Curvelo, I. C. G., Watanabe, E. A. de M., & Alfinito, S. (2019). Purchase Intention of Organic Food under the Influence of Attributes, Consumer Trust and Perceived Value. Revista de Gestão, 26(3), 198–211
Dewi, R. Y., Yulianeu, Tri, A. H., & Gagah, E. (2016). Pengaruh Kepercayaan Konsumen, Kemudahan dan Kualitas Informasi terhadap Keputusan Pembelian Secara Online dengan Minat Beli sebagai Variabel Intervening (Studi pada pengguna situs jual beli Bukalapak.com). Journal Ilmiah, 1, 1–7
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Hati, S. W., & Harefa, W. S. (2019). Analisis Faktor-Faktor yang Mempengaruhi Minat Berinvestasi di Pasar Modal bagi Generasi Milenial (Studi pada Mahasiswi Jurusan Manajemen Bisnis Politeknik Negeri Batam). Journal of Business Administration, 3(2), 281–295
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: a Regression-Based Approach. In Datamation (Vol. 31). https://doi.org/10.4324/9781351239585-39
Hong, I. B., & Cha, H. S. (2013). The Mediating Role of Consumer Trust in an Online Merchant in Predicting Purchase Intention. International Journal of Information Management, 33(6), 927–939. https://doi.org/10.1016/j.ijinfomgt.2013.08.007
Imtiaz, R., Ul Ain Kazmi, S. Q., Amjad, M., & Aziz, A. (2019). The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093–1104. https://doi.org/10.5267/j.msl.2019.3.015
Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram sebagai Sarana Promosi untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1(01), 25. https://doi.org/10.24123/jbt.v1i01.296
Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the Role of Social Presence Dimensions and Information Support on Consumers’ Trust and Shopping Intentions. Journal of Retailing and Consumer Services, 51(June), 263–270. Retrieved from https://doi.org/10.1016/j.jretconser.2019.06.007
Khan, F., & Mehmood, A. (2018). Purchase Intention Drivers Fr Private Label Brands In Pakistan. 20(2), 298–317
Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and Online Fashion Shopping : Orientations and Profiles. Journal of Retailing and Consumer Services, 48, 113–121. https://doi.org/10.1016/j.jretconser.2019.02.003
Lestari, I. N. F. (2019). Hubungan antara Subjective Well-Being dengan Kepuasan Kerja Karyawan Generasi Milenial di Pt. Telkom Regional IV JATENG & DIY. Universitas Diponegoro
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring Consumers’ Purchase Intention in Social Commerce: an Empirical Study Based on Trust, Argument Quality, and Social Presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397
Macharia, H. W., & Cheng, Y. (2019). How do Social Media Marketing Activities Influence Customer Equity and Purchase Intention : Linnaeus University
Mainardes, E. W., & Cardoso, M. V. (2019). Effect of the Use of Social Media in Trust, Loyalty and Purchase Intention in Physical Stores. International Review of Retail, Distribution and Consumer Research, 29(4), 456–477. https://doi.org/10.1080/09593969.2019.1583593
Moreno, F. M., Lafuente, J. G., Carreón, F. Ã., & Moreno, S. M. (2017). The Characterization of the Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135. https://doi.org/10.5539/ijms.v9n5p135
Mudassir, R. (2019). Daftar Pengguna Instagram Terbanyak di Dunia, Indonesia di Urutan Berapa? Retrieved from 29 Juni website: https://teknologi.bisnis.com/read/20190629/84/939306/daftar-pengguna-instagram-terbanyak-di-dunia-indonesia-di-urutan-berapa
Özen, E. (2019). The Concept of Trust in Socio-Economic Life. European Journal of Marketing and Economics, 2(2), 69. https://doi.org/10.26417/ejme-2019.v2i2-72
Putra, T. M, Ramdan, A. M, & Mulia, F. (2019). Analisis e-Service dan Kepercayaan Konsumen terhadap Kepuasan Konsumen Pengguna Website. Journal of Business, Management and Accounting, 1, 1–9
Ramadhan, A. F., & Zuliestiana, D. A. (2018). Analisis Pemanfaatan Youtube Social Media Marketing Gojek dalam Mempengaruhi Minat Beli dan Loyalitas terhadap brand. Jurnal Mitra Manajemen, 2(4), 273–285. Retrieved from http://e-jurnalmitramanajemen.com/index.php/jmm/article/view/125/69
Rosdiana, R., Haris, I. A., & Suwena, K. R. (2019). Pengaruh Kepercayaan Konsumen terhadap Minat Beli Produk Pakaian Secara Online. Jurnal Pendidikan Ekonomi Undiksha, 11(1)
Ryan, D. (2014). Understanding Digital Marketing (3rd ed.). London Philadelphia New Delhi: Koganpage
Schiffman, L. G., & Wisenbilt, J. l. (2018). Consumer Behavior (11th ed.). Global Edition: Pearson
Solomon, M. R., Marshall, G. W., & Stuart, E. (2018). Marketing Real People, Real Choices (9th ed.). Pearson
Taprical, V., & Kanwar, P. (2012). Understanding Social Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=35132458&site=ehost-live
Tarmedi, E., Sulastri, S., Sumiyati, S., & Dirgantari, P. D. (2018). Factors Affecting Customer Trust and Their Impact on Customer Behavioural Intention: A Study of Social Commerce in Indonesia. Pertanika Journal of Social Sciences and Humanities, 26, 63–74
Wardani, A. S. (2019). Jumlah Pengguna Instagram dan Facebook Indonesia terbesar ke 4 di Dunia. Retrieved from 26 juni website: https://m.liputan6.com/tekno/read/3998624/jumlah-pengguna-instagram-dan-facebook-indonesia-terbesar-ke-4-di-dunia
Wicaksono, M. A. (2017). Pengaruh Media Sosial Instagram @wisatadakwahokura terhadap Minat Berkunjung Followers. JOM FISIP, 4(2), 1–13
Widjajanta, B., & Haekal, A. (2016). Pengaruh Kepercayaan dan Persepsi Risiko terhadap Minat Membeli Secara Online pada Pengunjung Website Classifieds di Indonesia. Journal Of Business Management & Entrepreneur Education, 1(1), 181–193
Yahya, S. F. H., Hasim, N. A., Bahsri, N., & Dahari, N. A. (2019). The Effect of Sales Promotion Strategy on Online Fashion Shopping Behavior among Employee of Sahawan Sdn Bhd. Global Business and Management Research: An International Journal, 11(2), 1–419
Anwar, R., & Adidarma, W. (2016). Pengaruh Kepercayaan dan Resiko pada Minat Beli Belanja Online. Jurnal Manajemen Dan Bisnis Sriwajaya, 14, 2
APJII. (2018). Survei APJII: Penetrasi Pengguna Internet di Indonesia
Ardiansyah, P. W., & Nilowardono, S. (2019). The Influence of Brand Image, Product Innovation and Social Media Marketing on Samsung Smartphone ‘ s Buying Interest : Case Study on Narotama University Students Indonesia Top 5 Smartphone Companies by Year over Year ( YOY ) Market Share Comparation , 2. Internasional Jurnal of Enterpreneurship and Business Development, 2(2), 210–217
Arief, G. M., & Millianyani, H. (2015). Pengaruh Social Media Marketing melalui Instagram terhadap Minat Beli Konsumen Sugar Tribe. E-Proceeding of Management, 2(3), 2581–2587
Astuti, D., & Renwarin, J. M. J. (2019). Memaksimalisasi Minat Beli Kaum Milenial Jakarta di Era Booming Sosial Media. Jurnal Ilmiah Manajemen EMOR, 3(1), 42–62
Astuti, R. L. M. B. (2016). Pengaruh Promosi Online dan Celebrity Endorser terhadap Minat Beli Konsumen Tas Online Shop Fani House. Universitas Diponegoro
Astutik, Y. (2018). Pengaruh Media Sosial terhadap Minat Beli Konsumen Wardah Kosmetik Surabaya dengan Mediasi Sikap Merek. Sekolah Tinggi Ilmu Ekonomi Perbarnas
Barni, M. (2019). Tantangan Pendidik di Era Millenial. Jurnal Teansformatif, 3(1), 99–116
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, H., Kabadayi, S., Gruber, T., & Solnet, D. (2017). Understanding Generation Y and their use of Social Media: A Review and Research Agenda. Management Research Review, 40(3), 352–367. https://doi.org/https://doi.org/10.1108/MRR-01-2016-0019 Downloaded
Ceyhan, A. (2019). The Impact of Perception Related Social Media Marketing Applications on The Impact of Perception Related Social Media Marketing Applications on Consumers ’ Brand Loyalty and Purchase Intention. Emerging Markets Journal, 7(2). https://doi.org/10.5195/emaj.2018.134
Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What Drives Gen Y loyalty? Understanding the Mediated Moderating Roles of Switching Costs and Alternative Attractiveness in the Value-Satisfaction-Loyalty Chain. Journal of Retailing and Consumer Services, 36(February), 124–136. https://doi.org/10.1016/j.jretconser.2017.01.010
Curvelo, I. C. G., Watanabe, E. A. de M., & Alfinito, S. (2019). Purchase Intention of Organic Food under the Influence of Attributes, Consumer Trust and Perceived Value. Revista de Gestão, 26(3), 198–211
Dewi, R. Y., Yulianeu, Tri, A. H., & Gagah, E. (2016). Pengaruh Kepercayaan Konsumen, Kemudahan dan Kualitas Informasi terhadap Keputusan Pembelian Secara Online dengan Minat Beli sebagai Variabel Intervening (Studi pada pengguna situs jual beli Bukalapak.com). Journal Ilmiah, 1, 1–7
Diebes, H. M. Y., & Iriqat, R. A. M. (2019). Social Media As a Strategic Marketing Communication Tool in Palestinian Mobile Telecom Companies - Business To Customers Relationship Perspective. International Review of Management and Marketing, 9(3), 31–40. https://doi.org/10.32479/irmm.7714
Ferdinand, A. (2014). Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesisdan Disertasi Ilmu Manajemen (Edisi Keli). Semarang: Badan Penerbit Universitas Diponegoro.
Hati, S. W., & Harefa, W. S. (2019). Analisis Faktor-Faktor yang Mempengaruhi Minat Berinvestasi di Pasar Modal bagi Generasi Milenial (Studi pada Mahasiswi Jurusan Manajemen Bisnis Politeknik Negeri Batam). Journal of Business Administration, 3(2), 281–295
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: a Regression-Based Approach. In Datamation (Vol. 31). https://doi.org/10.4324/9781351239585-39
Hong, I. B., & Cha, H. S. (2013). The Mediating Role of Consumer Trust in an Online Merchant in Predicting Purchase Intention. International Journal of Information Management, 33(6), 927–939. https://doi.org/10.1016/j.ijinfomgt.2013.08.007
Imtiaz, R., Ul Ain Kazmi, S. Q., Amjad, M., & Aziz, A. (2019). The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093–1104. https://doi.org/10.5267/j.msl.2019.3.015
Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram sebagai Sarana Promosi untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1(01), 25. https://doi.org/10.24123/jbt.v1i01.296
Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the Role of Social Presence Dimensions and Information Support on Consumers’ Trust and Shopping Intentions. Journal of Retailing and Consumer Services, 51(June), 263–270. Retrieved from https://doi.org/10.1016/j.jretconser.2019.06.007
Khan, F., & Mehmood, A. (2018). Purchase Intention Drivers Fr Private Label Brands In Pakistan. 20(2), 298–317
Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and Online Fashion Shopping : Orientations and Profiles. Journal of Retailing and Consumer Services, 48, 113–121. https://doi.org/10.1016/j.jretconser.2019.02.003
Lestari, I. N. F. (2019). Hubungan antara Subjective Well-Being dengan Kepuasan Kerja Karyawan Generasi Milenial di Pt. Telkom Regional IV JATENG & DIY. Universitas Diponegoro
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring Consumers’ Purchase Intention in Social Commerce: an Empirical Study Based on Trust, Argument Quality, and Social Presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397
Macharia, H. W., & Cheng, Y. (2019). How do Social Media Marketing Activities Influence Customer Equity and Purchase Intention : Linnaeus University
Mainardes, E. W., & Cardoso, M. V. (2019). Effect of the Use of Social Media in Trust, Loyalty and Purchase Intention in Physical Stores. International Review of Retail, Distribution and Consumer Research, 29(4), 456–477. https://doi.org/10.1080/09593969.2019.1583593
Moreno, F. M., Lafuente, J. G., Carreón, F. Ã., & Moreno, S. M. (2017). The Characterization of the Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135. https://doi.org/10.5539/ijms.v9n5p135
Mudassir, R. (2019). Daftar Pengguna Instagram Terbanyak di Dunia, Indonesia di Urutan Berapa? Retrieved from 29 Juni website: https://teknologi.bisnis.com/read/20190629/84/939306/daftar-pengguna-instagram-terbanyak-di-dunia-indonesia-di-urutan-berapa
Özen, E. (2019). The Concept of Trust in Socio-Economic Life. European Journal of Marketing and Economics, 2(2), 69. https://doi.org/10.26417/ejme-2019.v2i2-72
Putra, T. M, Ramdan, A. M, & Mulia, F. (2019). Analisis e-Service dan Kepercayaan Konsumen terhadap Kepuasan Konsumen Pengguna Website. Journal of Business, Management and Accounting, 1, 1–9
Ramadhan, A. F., & Zuliestiana, D. A. (2018). Analisis Pemanfaatan Youtube Social Media Marketing Gojek dalam Mempengaruhi Minat Beli dan Loyalitas terhadap brand. Jurnal Mitra Manajemen, 2(4), 273–285. Retrieved from http://e-jurnalmitramanajemen.com/index.php/jmm/article/view/125/69
Rosdiana, R., Haris, I. A., & Suwena, K. R. (2019). Pengaruh Kepercayaan Konsumen terhadap Minat Beli Produk Pakaian Secara Online. Jurnal Pendidikan Ekonomi Undiksha, 11(1)
Ryan, D. (2014). Understanding Digital Marketing (3rd ed.). London Philadelphia New Delhi: Koganpage
Schiffman, L. G., & Wisenbilt, J. l. (2018). Consumer Behavior (11th ed.). Global Edition: Pearson
Solomon, M. R., Marshall, G. W., & Stuart, E. (2018). Marketing Real People, Real Choices (9th ed.). Pearson
Taprical, V., & Kanwar, P. (2012). Understanding Social Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=35132458&site=ehost-live
Tarmedi, E., Sulastri, S., Sumiyati, S., & Dirgantari, P. D. (2018). Factors Affecting Customer Trust and Their Impact on Customer Behavioural Intention: A Study of Social Commerce in Indonesia. Pertanika Journal of Social Sciences and Humanities, 26, 63–74
Wardani, A. S. (2019). Jumlah Pengguna Instagram dan Facebook Indonesia terbesar ke 4 di Dunia. Retrieved from 26 juni website: https://m.liputan6.com/tekno/read/3998624/jumlah-pengguna-instagram-dan-facebook-indonesia-terbesar-ke-4-di-dunia
Wicaksono, M. A. (2017). Pengaruh Media Sosial Instagram @wisatadakwahokura terhadap Minat Berkunjung Followers. JOM FISIP, 4(2), 1–13
Widjajanta, B., & Haekal, A. (2016). Pengaruh Kepercayaan dan Persepsi Risiko terhadap Minat Membeli Secara Online pada Pengunjung Website Classifieds di Indonesia. Journal Of Business Management & Entrepreneur Education, 1(1), 181–193
Yahya, S. F. H., Hasim, N. A., Bahsri, N., & Dahari, N. A. (2019). The Effect of Sales Promotion Strategy on Online Fashion Shopping Behavior among Employee of Sahawan Sdn Bhd. Global Business and Management Research: An International Journal, 11(2), 1–419
Published
2020-06-27
Section
Articles
