Pengaruh Social Media Marketing dan Brand Image Terhadap Puchase Intention dengan Brand Trust Sebagai Variabel Mediasi Pada Produk Garnier di Instagram
DOI:
https://doi.org/10.56456/jebdeker.v4i1.237Keywords:
Brand Image, Brand Trust, Puchase Intention, Social Media Marketing.Abstract
Tujuan penelitian ini ialah menganalisis pengaruh social media marketing dan brand image terhadap puchase intention dengan brand trust sebagai variabel mediasi pada produk Garnier di Instagram. Metode penelitian ini ialah kuantitatif. Penelitian ini, populasinya tidak spesifik melainkan kepada semua orang yang berinteraksi dengan social media marketing. Teknik sampling yang digunakan adalah purposive sampling. Perhitungan sampel menggunakan perhitungan Maholtra, diperoleh jumlah sampel minimal yang dibutuhkan yaitu sebanyak 100 responden. Sumber data penelitian ini ialah data primer. Penelitian ini menggunakan metode kuesioner dan instrument penelitian. Teknik analisis data penelitian ini ialah Structural Equation Model (SEM) dengan Smart Partial Least Square (PLS). Hasil penelitian ini ialah bahwa social media marketing, dan brand trust berdampak positif dan signifikan pada purchase intention. Brand image tidak berdampak signfikan pada Purchase Intention. Social media marketing dan brand image berdampak positif dan signifikan pada brand trust. Brand trust mampu memediasi hubungan antara social media marketing dan brand image pada purchase intention. Secara keseluruhan, dapat disimpulkan bahwa kualitas citra merek yang baik dan strategi pemasaran media sosial yang efektif memiliki dampak positif terhadap minat konsumen untuk membeli suatu produk. Selain itu, kepercayaan konsumen terhadap merek juga memainkan peran kunci dalam meningkatkan ketertarikan untuk melakukan pembelian kembali produk tersebut.
References
Abedian, M., Amindoust, A., Maddahi, R., & Jouzdani, J. (2022). A game theory approach to selecting marketing-mix strategies. Journal of Advances in Management Research, 19(1), 139–158. https://doi.org/10.1108/JAMR-10-2020-0264
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Ansari, M. Y., & Siddiqui, D. A. (2020). Effects of Culture on Green Purchase Intention, the Mediating Role of New Ecological Paradigm, Environmental Collective Efficacy and Environmental Knowledge. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3510931
Ayuningsih, P. T., & Kuswati, R. (2023). Peran Brand Love Dalam Memoderasi Pengaruh Brand Satisfaction Dan Brand Trust Pada Wom. Jurnal Bisnis Dan Manajemen (JBM), 19(1), 9–17. https://doi.org/10.23960/jbm.v19i1.849
Azizan, F. L., Ahmad, Z., & Afendi, N. A. (2022). Consumers’ Halal Products Purchase: An Integration of TPB. Insight Journal, 9(2).
Bagus Nurrohman, D., & Wirawanda, Y. (2018). GENDER IN SOCIAL MEDIA: SEMIOTIC STUDY OF GENDER CONSTRUCTION OF WOMEN IN INSTAGRAM ACCOUNT @MODUSKERAS POSTINGS. Komunikator, 10(2). https://doi.org/10.18196/jkm.101010
BİLGİN, 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), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Fadiyanto, R., & Kurniawan, R. E. (2019). Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Minat Beli Ulang “Kopi Toraja” Di Coffee Josh Situbondo. ECOBUSS : Jurnal Ilmiah Ilmu Ekonomi Dan Bisnis, 7(1), 21–42.
Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2022). Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands. Information Systems Frontiers. https://doi.org/10.1007/s10796-022-10264-7
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 edisi ke-9. Universitas Diponegoro.
Gungaphul, M., & Devi Heeroo, S. (2022). Third Party Logistics Outsourcing: An Exploratory Study of the Oil and Gas Industry in Nigeria View project Green Buying Behavior Among Mauritian Consumers: Extending The Tpb Model. International Journal of Social Sciences, 7(3), 189–207. https://doi.org/10.20319/pijss.2022.73.189207
Hadi, M. Z., & Keni, K. (2022). Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Purchase Intention pada Produk Kecantikan Ramah Lingkungan. Jurnal Manajemen Bisnis Dan Kewirausahaan. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(3), 254–259.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Hermanda, A., Sumarwan, U., & Tinaprilla, D. N. (2019). The Effect Of Social Media Influencer On Brand Image, Self-Concept, And Purchase Intention. In Journal of Consumer Sciences E (Vol. 04, Issue 02).
Hmoud, H., Nofal, M., Yaseen, H., Al-Masaeed, S., & Alfawwaz, B. M. (2022). The effects of social media attributes on customer purchase intention: The mediation role of brand attitude. International Journal of Data and Network Science, 6(4), 1543–1556. https://doi.org/10.5267/j.ijdns.2022.4.022
Ilhamalimy, R. R., & Ali, H. (2021). Model Perceived Risk and Trust: E-Wom And Purchase Intention (The Role Of Trust Mediating In Online Shopping In Shopee Indonesia). 2(2). https://doi.org/10.31933/dijdbm.v2i2
Indriana, A., Sholahuddin, M., & Kuswati, R. (2022). Journal of Business and Management Studies The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. https://doi.org/10.32996/jbms
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Karamang, E. (2023). Pengaruh Social Media Marketing Dan Brand Image Terhadap Keputusan Memilih Pada Sekolah Bisnis Di Bandung. Manners, 5(1), 20–31. https://doi.org/10.56244/manners.v5i1.457
Kotler, P & Armstrong, G. (2016). Prinsip-prinsip Pemasaran Jilid 1. Erlangga.
Muhammad Daffa, E. N. F., & Praswati, A. N. (2023). Pengaruh Persepsi Kegunaan Dan Persepsi Resiko Terhadap Niat Pembelian Ulang Food Delivery App Pada Generasi Milenial Dengan Kepercayaan Sebagai Variabel Mediasi. Jurnal Lentera Bisnis, 12(2), 359–378. https://doi.org/10.34127/jrlab.v12i2.767
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Muslim, M., Mubarok, R. R., & Wijaya, N. H. S. (2020). The effect of brand image, brand trust and reference group on the buying decision of sneakers. International Journal of Financial, Accounting, and Management, 1(2), 105–118. https://doi.org/10.35912/ijfam.v1i2.170
Nazila, A. T., Henryanto, A. G., & Kenang, I. H. (2022). Pengaruh Social Media Marketing Instagram Terhadap Brand Awareness dan Purchase Intention Produk Mangkok Nusantara. Jurnal Manajemen Dan Start-Up Bisnis, 7(4), 432–444.
Nofriyanti, A. R. (2017). Pengaruh Brand Trust, Brand Image, Perceived Quality, Brand Loyalty Terhadap Brand Equity Pengguna Telkomsel. Jurnal Ekonomi Bisnis Ekonomi Bisnis, 22(2), 130–142.
Nugroho, M. I. Y., Efendi, A., & Abdullah, W. (2022). Pengaruh Iklan Online Dan Merek Terhadap Minat Beli Dengan Kepercayaan Merek Sebagai Variabel Intervening Pada Toko Online Shopee Di Makassar. Study Of Scientific and Behavioral Management, 3(2), 8–20.
Nur Asida, A. Y., & Kuswati, R. (2023). E-wallet Adoption in The Covid-19 Period: The Roles Of Perceived Benefits As Mediating Variabel. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), 23–34. https://doi.org/10.33476/jobs.v4i1.3604
Pavita Indraswari, S., Mardalis, A., & Nugroho, S. P. (2023). What drives e-commerce repurchase intention? Mediating role of customer satisfaction. Journal of Enterprise and Development (JED), 5(3).
Puspita, Y. D., & Rahmawan, G. (2021). Pengaruh Harga , Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Garnier Influence of Prices , Product Quality and Brand Image on Garnier Product Purchase Decisions. Jurnal Sinar Manajemen, 8(2), 98–104.
Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). Pengaruh Social Media Marketing Terhadap Brand Awareness Dan Purchase Intention (Studi Kasus: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01
Raharjo, S. T., & Samuel, H. (2018). Pengaruh Social Media Marketing Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Mediasi pada Lazada. Jurnal Strategi Pemasaran, 1–6.
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Semuel, H., & Lianto, A. S. (2014). Analisis Ewom, Brand Image, Brand Trust Dan Minat Beli Produk Smartphone Di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7–54. https://doi.org/https://doi.org/10.9744/pemasaran.8.2.7-54
Suciningtyas, W. (2012). Pengaruh Brand Awareness, brand image, dan media communication terhadap keputusan pembelian. Management Analysis Journal, 1(1).
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. CV Alfabeta.
Susilawati, W., & Wufron. (2017). Pengaruh Brand Image Terhadap Brand Trust Serta Implikasinya Terhadap Brand Loyality (Produk Dodol PT. Herlinah Cipta Pratama). Jurnal Wacana Ekonomi, 17, 1–11.
Tj, H. W., Wahyoedi, S., & Susana, S. (2022). Peranan E-Wom Dalam Memediasi Pengaruh Perceived Value Dan Persepsi Harga Terhadap Niat Beli Konsumen Tiktok di Dki Jakarta. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 407–422. https://doi.org/10.24912/jmieb.v6i2.21956
Tong, T. K. P. B., & Subagio, H. (2020). Analisa pengaruh social media marketing terhadap repurchase intention melalui brand trust sebagai variabel mediasi pada instagram Adidas Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1), 10.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115. https://doi.org/10.1016/j.chb.2019.106178
Zierau, N., Bruhin, O., & Söllner, M. (2020). Towards Developing Trust-Supporting Design Features for AI-Based Chatbots in Customer Service. https://www.researchgate.net/publication/344453362
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Ansari, M. Y., & Siddiqui, D. A. (2020). Effects of Culture on Green Purchase Intention, the Mediating Role of New Ecological Paradigm, Environmental Collective Efficacy and Environmental Knowledge. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3510931
Ayuningsih, P. T., & Kuswati, R. (2023). Peran Brand Love Dalam Memoderasi Pengaruh Brand Satisfaction Dan Brand Trust Pada Wom. Jurnal Bisnis Dan Manajemen (JBM), 19(1), 9–17. https://doi.org/10.23960/jbm.v19i1.849
Azizan, F. L., Ahmad, Z., & Afendi, N. A. (2022). Consumers’ Halal Products Purchase: An Integration of TPB. Insight Journal, 9(2).
Bagus Nurrohman, D., & Wirawanda, Y. (2018). GENDER IN SOCIAL MEDIA: SEMIOTIC STUDY OF GENDER CONSTRUCTION OF WOMEN IN INSTAGRAM ACCOUNT @MODUSKERAS POSTINGS. Komunikator, 10(2). https://doi.org/10.18196/jkm.101010
BİLGİN, 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), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Fadiyanto, R., & Kurniawan, R. E. (2019). Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Minat Beli Ulang “Kopi Toraja” Di Coffee Josh Situbondo. ECOBUSS : Jurnal Ilmiah Ilmu Ekonomi Dan Bisnis, 7(1), 21–42.
Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2022). Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands. Information Systems Frontiers. https://doi.org/10.1007/s10796-022-10264-7
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 edisi ke-9. Universitas Diponegoro.
Gungaphul, M., & Devi Heeroo, S. (2022). Third Party Logistics Outsourcing: An Exploratory Study of the Oil and Gas Industry in Nigeria View project Green Buying Behavior Among Mauritian Consumers: Extending The Tpb Model. International Journal of Social Sciences, 7(3), 189–207. https://doi.org/10.20319/pijss.2022.73.189207
Hadi, M. Z., & Keni, K. (2022). Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Purchase Intention pada Produk Kecantikan Ramah Lingkungan. Jurnal Manajemen Bisnis Dan Kewirausahaan. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(3), 254–259.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Hermanda, A., Sumarwan, U., & Tinaprilla, D. N. (2019). The Effect Of Social Media Influencer On Brand Image, Self-Concept, And Purchase Intention. In Journal of Consumer Sciences E (Vol. 04, Issue 02).
Hmoud, H., Nofal, M., Yaseen, H., Al-Masaeed, S., & Alfawwaz, B. M. (2022). The effects of social media attributes on customer purchase intention: The mediation role of brand attitude. International Journal of Data and Network Science, 6(4), 1543–1556. https://doi.org/10.5267/j.ijdns.2022.4.022
Ilhamalimy, R. R., & Ali, H. (2021). Model Perceived Risk and Trust: E-Wom And Purchase Intention (The Role Of Trust Mediating In Online Shopping In Shopee Indonesia). 2(2). https://doi.org/10.31933/dijdbm.v2i2
Indriana, A., Sholahuddin, M., & Kuswati, R. (2022). Journal of Business and Management Studies The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. https://doi.org/10.32996/jbms
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Karamang, E. (2023). Pengaruh Social Media Marketing Dan Brand Image Terhadap Keputusan Memilih Pada Sekolah Bisnis Di Bandung. Manners, 5(1), 20–31. https://doi.org/10.56244/manners.v5i1.457
Kotler, P & Armstrong, G. (2016). Prinsip-prinsip Pemasaran Jilid 1. Erlangga.
Muhammad Daffa, E. N. F., & Praswati, A. N. (2023). Pengaruh Persepsi Kegunaan Dan Persepsi Resiko Terhadap Niat Pembelian Ulang Food Delivery App Pada Generasi Milenial Dengan Kepercayaan Sebagai Variabel Mediasi. Jurnal Lentera Bisnis, 12(2), 359–378. https://doi.org/10.34127/jrlab.v12i2.767
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Muslim, M., Mubarok, R. R., & Wijaya, N. H. S. (2020). The effect of brand image, brand trust and reference group on the buying decision of sneakers. International Journal of Financial, Accounting, and Management, 1(2), 105–118. https://doi.org/10.35912/ijfam.v1i2.170
Nazila, A. T., Henryanto, A. G., & Kenang, I. H. (2022). Pengaruh Social Media Marketing Instagram Terhadap Brand Awareness dan Purchase Intention Produk Mangkok Nusantara. Jurnal Manajemen Dan Start-Up Bisnis, 7(4), 432–444.
Nofriyanti, A. R. (2017). Pengaruh Brand Trust, Brand Image, Perceived Quality, Brand Loyalty Terhadap Brand Equity Pengguna Telkomsel. Jurnal Ekonomi Bisnis Ekonomi Bisnis, 22(2), 130–142.
Nugroho, M. I. Y., Efendi, A., & Abdullah, W. (2022). Pengaruh Iklan Online Dan Merek Terhadap Minat Beli Dengan Kepercayaan Merek Sebagai Variabel Intervening Pada Toko Online Shopee Di Makassar. Study Of Scientific and Behavioral Management, 3(2), 8–20.
Nur Asida, A. Y., & Kuswati, R. (2023). E-wallet Adoption in The Covid-19 Period: The Roles Of Perceived Benefits As Mediating Variabel. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), 23–34. https://doi.org/10.33476/jobs.v4i1.3604
Pavita Indraswari, S., Mardalis, A., & Nugroho, S. P. (2023). What drives e-commerce repurchase intention? Mediating role of customer satisfaction. Journal of Enterprise and Development (JED), 5(3).
Puspita, Y. D., & Rahmawan, G. (2021). Pengaruh Harga , Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Garnier Influence of Prices , Product Quality and Brand Image on Garnier Product Purchase Decisions. Jurnal Sinar Manajemen, 8(2), 98–104.
Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). Pengaruh Social Media Marketing Terhadap Brand Awareness Dan Purchase Intention (Studi Kasus: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01
Raharjo, S. T., & Samuel, H. (2018). Pengaruh Social Media Marketing Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Mediasi pada Lazada. Jurnal Strategi Pemasaran, 1–6.
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Semuel, H., & Lianto, A. S. (2014). Analisis Ewom, Brand Image, Brand Trust Dan Minat Beli Produk Smartphone Di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7–54. https://doi.org/https://doi.org/10.9744/pemasaran.8.2.7-54
Suciningtyas, W. (2012). Pengaruh Brand Awareness, brand image, dan media communication terhadap keputusan pembelian. Management Analysis Journal, 1(1).
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. CV Alfabeta.
Susilawati, W., & Wufron. (2017). Pengaruh Brand Image Terhadap Brand Trust Serta Implikasinya Terhadap Brand Loyality (Produk Dodol PT. Herlinah Cipta Pratama). Jurnal Wacana Ekonomi, 17, 1–11.
Tj, H. W., Wahyoedi, S., & Susana, S. (2022). Peranan E-Wom Dalam Memediasi Pengaruh Perceived Value Dan Persepsi Harga Terhadap Niat Beli Konsumen Tiktok di Dki Jakarta. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 407–422. https://doi.org/10.24912/jmieb.v6i2.21956
Tong, T. K. P. B., & Subagio, H. (2020). Analisa pengaruh social media marketing terhadap repurchase intention melalui brand trust sebagai variabel mediasi pada instagram Adidas Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1), 10.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115. https://doi.org/10.1016/j.chb.2019.106178
Zierau, N., Bruhin, O., & Söllner, M. (2020). Towards Developing Trust-Supporting Design Features for AI-Based Chatbots in Customer Service. https://www.researchgate.net/publication/344453362
Downloads
Published
2023-12-25
Issue
Section
Articles