Peran Media Sosial Terhadap Consumer Brand Engagement pada Purchase Intention Smartphone di Kota Batam
Keywords:
Social Media Element, Consumer Brand Engagement, Purchase Intention, Smartphone
Social Media Element, Consumer Brand Engagement, Purchase Intention, Smartphone
Abstract
Tujuan dari penelitian adalah pengujian pengaruh antara social media element seperti entertainment, interaction, trendiness, customization dan e-wom terhadap consumer brand engagement pada purchase intention smartphone. Metode yang digunakan adalah survei online yang mencakup 325 sampel melalui kuesioner terhadap responden yang telah menggunakan media sosial dan memiliki niat membeli smartphone android di Kota Batam. Penelitian ini menggunakan SmartPLS-SEM sebagai pengolahan data yang telah dikumpulkan. Hasil akhir ditemukan bahwa elemen media sosial yang meliputi interaction, trendiness, customization dan e-WOM terhadap consumer brand engagement ditemukan signifikan tetapi tidak untuk entertainment sedangkan consumer brand engagement terhadap purchase intention juga terbukti signifikan. Penelitian ini menunjukkan kesadaran yang lebih besar terhadap pentingnya memanfaatkan media sosial menjadi platform untuk memperkenalkan produk atau jasa mereka yang dapat mempengaruhi keterlibatan konsumen antar merek dan juga memicu mereka untuk melakukan pembelian.
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References
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Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. International Journal of Research in Business and Social Science (2147- 4478), 10(5), 34–45.
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Puriwat, W., & Tripopsakul, S. (2021). Customer Engagement with Digital Social Responsibility in Social Media: A Case Study of COVID-19 Situation in Thailand. Journal of Asian Finance, Economics and Business, 8(2), 475–483.
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Sahin, A., & Sahin, A. (2019). Reflection of Customer-Brand Engagement on Purchase Intention in Social Media. 34(1st Edition), 1–442.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business A Skill Building Approach 7th Edition.
Soco. (2019). Ini Alasan Mengapa Media Sosial Adalah Sarana Yang Tepat Untuk Menunjang Pemasaran Bisnis.
Srivastava, M., & Sivaramakrishnan, S. (2021). The impact of eWOM on consumer brand engagement. Marketing Intelligence and Planning, 39(3), 469–484.
Stefanus Kaihatu, T. (2020). Purchase Intention of Fashion Product As an Impact of Digital Marketing, Mediated By Customer Engagement in the Generation Z. Jurnal Manajemen Pemasaran, 14(2), 61–66.
Toor, A., Husnain, M., & Hussain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167–199.
Adhikari, K., & Kumar Panda, R. (2019). The role of consumer-brand engagement towards driving brand loyalty: Mediating effect of relationship quality. Journal of Modelling in Management, 14(4), 987–1005.
Ait Lamkadem, S., & Ouiddad, S. (2021a). Towards creating an effective customer brand engagement through social media marketing: A model proposal. International Journal of Business and Management Invention (IJBMI) ISSN, 10(April), 28–36.
Ait Lamkadem, S., & Ouiddad, S. (2021b). Towards creating an effective customer brand engagement through social media marketing: A model proposal. International Journal of Business and Management Invention (IJBMI) ISSN, 10(4), 28–36.
Ambar Shofiya, N., & Fachira, I. (2021). Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(8), 518–531.
APJII. (2020). Laporan Survei Internet APJII 2019 – 2020. In Asosiasi Penyelenggara Jasa Internet Indonesia (Vol. 2020).
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
Asim Aziz, M., & Ashfaq Ahmed, M. (2021). Examining Antecedents of Customer Engagement: The Role of Customer Engagement towards Driving Purchase Intention of Fashion Apparel Brands. 6(1), 71–93.
Bilal, M., Jianqu, Z., & Ming, J. (2021). How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements. Journal of Business Strategy Finance and Management, 2(1), 44–55.
Catheline, & Sundiman, D. (2019). The Influence Of Ewom Through Instagram Social Media On Online Purchase Intention Of Products: Study In The City Of Batam. 5(1), 1–18.
Data, K. (2022). Pengguna Internet di Dunia Capai 495 Miliar Orang Per Januari 2022.
Emini, A., & Zeqiri, J. (2021). The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement. ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 262–272.
Ghozali, I., & Latan, H. (2012). Partial Least Square : Konsep, Teknik dan Aplikasi SmartPLS 2.0 M3. Badan Penerbit Universitas Diponegoro.
Gosain, A., Srivastava, M., & Gupta, D. (2019). Antecedents to Customer Engagement: Moderating Role of Media Richness of Brand Pages. Theoretical Economics Letters, 09(07), 2550–2565.
Guerreiro, J., & Pacheco, M. (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability (Switzerland), 13(14), 1–13.
Hair, J. F., Hult, T. M., Ringle, C., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hotsuite. (2021). Digital 2021 We are social. Global Digital Insights, 103.
Islam, J., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109.
Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory. International Journal of Bank Marketing, 38(6), 1279–1303.
Katabatam. (2019). Warga Batam Paling Banyak Akses Internet, Jumlah Pengguna Gadget Capai 88 Persen.
Kotler, P., Armstrong, G., & Oliver Opersnik, M. (2017). Priciples of Marketing (17th, Global ed.).
Kujur, F., & Singh, S. (2020). Visual communication and Consumer-Brand relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47.
Kyun Lee, J., Steffes Hansen, S., & Yueh Lee, S. (2018). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116–2128.
Lai Cheung, M., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
Mahesha de Silva, T. (2020). Building relationships through customer engagement in Facebook brand pages. Marketing Intelligence and Planning, 38(6), 713–729.
Mohammad, J., Quoquab, F., & Mohamed Sadom, N. Z. (2020). Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement. Journal of Fashion Marketing and Management, 25(3), 482–510.
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. C. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia. PervasiveHealth: Pervasive Computing Technologies for Healthcare, 5–10.
Nguyen, C., & Nguyen, D. (2020). A study of factors affecting brand awareness in the context of viral marketing in Vietnam. International Journal of Advanced Science and Technology, 29(5), 5401–5411.
Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. International Journal of Research in Business and Social Science (2147- 4478), 10(5), 34–45.
Pongpaew, W. (2020). The Use and Gratification of Social Media on Purchase Intention via Customer Brand Engagement of Gen X and Millennials. Executive Journal, 34–50.
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47(December 2018), 339–347.
Puriwat, W., & Tripopsakul, S. (2021). Customer Engagement with Digital Social Responsibility in Social Media: A Case Study of COVID-19 Situation in Thailand. Journal of Asian Finance, Economics and Business, 8(2), 475–483.
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia. The Winners, 22(2), 173–182.
Riskos, K., Hatzithomas, L., Dekoulou, P., & Tsourvakas, G. (2021). The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: a mediation model. Journal of Media Business Studies, 00(00), 1–28.
Sahin, A., & Sahin, A. (2019). Reflection of Customer-Brand Engagement on Purchase Intention in Social Media. 34(1st Edition), 1–442.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business A Skill Building Approach 7th Edition.
Soco. (2019). Ini Alasan Mengapa Media Sosial Adalah Sarana Yang Tepat Untuk Menunjang Pemasaran Bisnis.
Srivastava, M., & Sivaramakrishnan, S. (2021). The impact of eWOM on consumer brand engagement. Marketing Intelligence and Planning, 39(3), 469–484.
Stefanus Kaihatu, T. (2020). Purchase Intention of Fashion Product As an Impact of Digital Marketing, Mediated By Customer Engagement in the Generation Z. Jurnal Manajemen Pemasaran, 14(2), 61–66.
Toor, A., Husnain, M., & Hussain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167–199.
Published
2023-02-25
How to Cite
EstefaniaE., & YuwonoW. (2023, February 25). Peran Media Sosial Terhadap Consumer Brand Engagement pada Purchase Intention Smartphone di Kota Batam. Journal of Economic, Management, Accounting and Technology, 6(1), 103-114. https://doi.org/https://doi.org/10.32500/jematech.v6i1.3930
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Articles
