Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest

ABSTRACTThe purpose of this research is to determine the most influential and important variables that cause the low totally of the peoples has been visited at Parangtritis beach Yogyakarta in accordance with the problems that have been formulated. A sample size of 97 that can represent the population is determined using the Krejcie-Morgan method. The method of analysis in this study is to use a variance-based analysis of Structural Equation Modeling (SEM), namely Partial Least Square (PLS). The sampling technique in this study is accidental sampling using a questionnaire instrument. Social media variables have a positive and significant effect on purchase decision by showing p values of 0.000; brand image variable has a positive and significant effect on purchase decision with p values of 0.018; social media variables has a positive and significant effect on buying interest and p values of 0.008; brand image variable has a positive but not significant effect on work stress with an original sample value of 0.213 and a p value of 0.129; buying interest variables have a positive and significant effect on purchase decision as evidenced by the original sample value of 0.014 and p values of 0.764; buying interest as intervening influences has effect on relationship between social media variables and purchase decision with zscore (2.67)> ztable (1.96); buying interest as an intervening has not effect on relationship between brand image and purchase decision with zscore (1.08)< ztable (1.96).Keywords: Social media, Brand image, buying interest, purchase decision

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Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan

International Journal of Research and Review ◽

10.52403/ijrr.20210892 ◽

2021 ◽

Vol 8 (8) ◽

pp. 696-703

Author(s):

Yandri Rezziansyah Sitompul ◽

Nisrul Irawati ◽

Rulianda Purnomo Wibowo

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Digital Marketing ◽

Primary Data ◽

Original Sample ◽

The Public ◽

Good System

Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.

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PENGARUH PERCEIVED VALUE, BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGAN INDIHOME PT. TELKOM MANADO)

JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). ◽

10.35794/jmbi.v7i3.31526 ◽

2021 ◽

Vol 7 (3) ◽

Author(s):

Amriah Amir ◽

Silvya L. Mandey ◽

Hendra N. Tawas

Keyword(s):

Customer Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Value ◽

Research Data ◽

Partial Least Square ◽

Least Square ◽

Customer Engagement ◽

Equation Modeling ◽

Long Time

The study aims to analyze the effect of Perceived Value and Brand Image on Customer Loyalty with Customer Engagement as a Mediation Variable for Indihome Customers at PT. Telkom Manado. The population of this research were Indihome customers in Manado. Sampling was carried out based on Isaac Michael's table of 267 respondents. The research data were analyzed using PLS SEM (Partial Least Square - Structural Equation Modeling) with SmartPLS 3.0 software. The results showed that Perceived Value and Brand Image had an effect on Customer Engagement but did not directly influence Customer Loyalty. Perceived Value and Brand Image affect Customer Loyalty through Customer Engagement with full mediation. Customer Engagement affects Customer Loyalty. Indihome at Telkom Manado has already good at Perceived Value and Brand Image. However, the product still couldn't drive the loyal customers to buy any add-on services or ensure to a long time subscription. The company need to find strategies that can improve the customer engagement and customer loyalty with Indihome as a product. Keywords : Perceived Value, Brand Image, Customer Engagement, Customer Loyalty

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The influence of trust, satisfaction, value, and brand image on loyalty

BISMA (Bisnis dan Manajemen) ◽

10.26740/bisma.v12n2.p168-185 ◽

2020 ◽

Vol 12 (2) ◽

pp. 168

Author(s):

Gandadinata Thamrin ◽

Innocentius Bernarto ◽

Yukichika Kawata

Keyword(s):

Data Collection ◽

Structural Equation ◽

Brand Image ◽

Total Sample ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Collection Method ◽

Convenience Sampling ◽

Positive Effect

This study aims to investigate the influence of trust, satisfaction, values, and brand image on the loyalty of MaxxCoffee. Data collection in this study was conducted using a questionnaire given to students of Universitas Pelita Harapan as respondents. The research design uses convenience sampling with a total sample of 249 samples. The data collection method is utilizing questionnaires and the data is analyzed by the Partial Least Square of Structural Equation Modeling (PLS-SEM). The findings of this study are trust, satisfaction, and value have a positive effect on loyalty. Conversely, the brand image has no positive effect on Maxx Coffee customers’ loyalty. The contribution of this study is providing input to the management of Maxx Coffee to concern and maintain their trust, satisfaction, value, and brand image of Maxx Coffee to maintain the customers’ loyalty.

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Ease of Communication as Mediating the Effect of Instagram Social Media on Purchase Intentions on the Marketplace

Jurnal Riset Ekonomi Manajemen (REKOMEN) ◽

10.31002/rn.v5i1.4344 ◽

2021 ◽

Vol 5 (1) ◽

pp. 39-47

Author(s):

Wisnalmawati Wisnalmawati ◽

◽

Agus Sasmito Aribowo ◽

Dipo Hardi Dewantoro ◽

Preya Alvita Yasmine ◽

...

Keyword(s):

Social Media ◽

Digital Media ◽

Purchase Intention ◽

Structural Equation ◽

Sampling Technique ◽

Purchase Intentions ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Validity And Reliability

Marketing using digital media on the internet has become a necessity in the era of industrial technology 4.0. The Covid-19 pandemic has caused a shift in consumer behavior. Usually face to face changes to online shopping. UMKM Kuncup Seruni is a company that manufactures herbs and herbs from agricultural and plantation products. MSME Sri Rejeki is engaged in processing salak fruit products into various types of food, drinks, and snacks. The two MSME partners have produced many products. MSME's marketing reach is only local and promotions only rely on MSME exhibitions and showrooms that are available in the hope that consumers will come directly to the location. After the COVID19 pandemic, the number of visitors decreased drastically so that sales also decreased. The purpose of this study is to analyze the influence of Instagram social media on purchase intentions on Marketplace and analyze the influence of Instagram social media on purchase intentions on Marketplace mediated by the ease of communication. The novelty that emerged in this research is to develop the ease of communication so that the ease of communication is a very important concept to increase purchase intention. The research method related to the unit of analysis of this research is the consumers of UMKM Seruni and Sri Rejeki. The sample is 60 consumers, the sampling technique uses accidental, data collection uses a questionnaire (google form), conducts validity and reliability tests. The analysis technique uses the model of Structural Equation Modeling with PLS (Partial Least Square). Data analysis is descriptive and quantitative analysis. The results showed that there was no significant and significant effect of Instagram social media on purchase intentions on the Marketplace. The influence of Instagram social media on purchase intention is mediated by the ease of communication.

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Social Media Factors and Teen Gadget Addiction Factors in Indonesia

ADI Journal on Recent Innovation (AJRI) ◽

10.34306/ajri.v3i1.289 ◽

2021 ◽

Vol 3 (1) ◽

pp. 67-77

Author(s):

Nesti Anggraini Santoso ◽

Alwiyah ◽

Efa Ayu Nabila

Keyword(s):

Social Media ◽

Structural Equation ◽

Data Science ◽

Positive Impact ◽

Research Result ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Social Media Addiction ◽

Use Of Social Media

Social media users in Indonesia are growing rapidly since its emergence. In 2019, one of the largest social media platforms, Facebook has 3 billion users worldwide as well as 130 million users from Indonesia. Moreover, other social media such as Instagram also experienced significant growth with most of its users being teenagers. Massive use of social media is caused by more than 100 million active users using gadgets or smartphones to open apps such as social media. Widespread use of social media and gadgets not only has a positive impact but also negative impacts such as mental and behavioral disorders if the user is already addicted. Therefore, the need to know the factors that influence social media addiction and gadgets in Indonesia is necessary to prevent the occurrence of social media and gadget addiction. In this paper, the influence factors of social media addiction and gadgets in Indonesia are examined using several techniques such as data science, partial least square, and structural equation modeling. Research result: Time, Productivity and Relationships are factors that influence social media addiction and gadgets, whereas Mind is not a factor that affects social media addiction and gadgets.

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Pengaruh Selebrity Endorsme, Brand Image, dan Testimoni dalam Menigkatkan Minat Beli Produk (Studi Kasus : Instagram UKM Kylafood)

Bahtera Inovasi ◽

10.31629/bi.v4i2.3432 ◽

2021 ◽

Vol 4 (2) ◽

pp. 104-110

Author(s):

Ogi Maulana Firli ◽

Muhamad Rizal ◽

Ria Arifianti ◽

Asmaul Husna

Keyword(s):

Structural Equation ◽

Quantitative Methods ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Distribution Data ◽

Research Model ◽

Celebrity Endorsement ◽

Positive Effect

The purpose of this study is to determine the effect of Celebrity Endorsement, Brand Image, and Testimonials on consumer buying interest in Kylafood products on Instagram Social Media. The research methods used in this research are descriptive and quantitative methods. Data analysis techniques and research model submissions use Structural Equation Modeling-Partial Least Square (SEM-PLS) with 95 questionnaire distribution data aimed at people who at least follow one celebrity endorsment on Instagram, know the kylafood brand, know the testimonials of the kylafood brand and intending to buy kylafood products. The results of this study state that the celebrity endorsement and testimonial variables have a significant positive effect on buying interest in Kylafood products on Instagram, while the brand image variable has a positive but not significant effect.

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How Brand Equity Can Saves Its Company? A Study of One of the Largest E-Commerce in Indonesia

Journal of Economics and Business ◽

10.31014/aior.1992.04.03.380 ◽

2021 ◽

Vol 4 (3) ◽

Author(s):

Siti Kulsum ◽

◽

Dwi Sunu Kanto ◽

Noverdi Bross

Keyword(s):

Service Quality ◽

Product Quality ◽

Structural Equation ◽

Quantitative Research ◽

Brand Image ◽

Partial Least Square ◽

Online Marketing ◽

Least Square ◽

Equation Modeling ◽

The Relationship

Marketing management is an activity that is planned and organized including the distribution of goods, pricing and monitoring of policies that have been made which aim to gain a place in the market so that the objectives of marketing can be achieved. Online marketing media in the digital era seems to be the prima donna of solving solutions, therefore business actor’s flock to take advantage of online marketing media as a driving force for the wheels of their business. The type of research used in this study was quantitative research. In this study, data processing and analysis used the Partial Least Square (PLS) approach. PLS is a component-based or variant-based Structural Equation Modeling (SEM) equation model. The data analysis in this research is the Outer Model Analysis, Inner Model, and Hypothesis Testing. This research results that the price has an effect on Brand Image. Product Quality has an effect on Brand Image. Service Quality affects Brand Image. Price affects Promotion. Product Quality affects Promotion. Quality of Service affects Promotion. Promotion affects Brand Image. Promotion moderates the relationship between Price and Brand Image. Promotion moderates the relationship between Product Quality and Brand Image. Promotion can moderate the relationship between service quality and brand image.

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Pengaruh Kinerja Keuangan terhadap Harga SahamPerusahaan-Perusahaan Produsen Kabel yang Terdaftar di Bursa Efek Indonesia

Jurnal Manajemen dan Organisasi ◽

10.29244/jmo.5.1.62-70 ◽

2016 ◽

Vol 5 (1) ◽

pp. 62

Author(s):

Chinderayi Adha ◽

Farida Ratna Dewi

Keyword(s):

Structural Equation Modeling ◽

Return On Investment ◽

Structural Equation ◽

Partial Least Square ◽

Least Square ◽

Profit Margin ◽

Equation Modeling ◽

Original Sample ◽

Return On Equity ◽

Net Profit

Industri kabel merupakan industri yang bergerak di bidang pembuatan kabel dan kawat aluminium dan tembaga serta bahan baku lainnya, beserta seluruh komponen. Tujuan penelitian ini adalah : 1) Menganalisis Net Profit Margin (NPM), Return On Investment (ROI), Return on Equity (ROE), dan Earning Per Share (EPS) periode 2008-2012 pada perusahaan produsen kabel yang terdaftar di Bursa Efek Indonesia (BEI);2) Menganalisis pengaruh NPM, ROI, ROE, dan EPS periode 2008-2012 terhadap harga saham pada perusahaan kabeldi BEI Metode yang akan digunakan adalah Structural Equation Modeling Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan nilai outer loading original sample NPM sebesar 0.792, ROI sebesar 0.873, ROE sebesar 0.895, dan EPS sebesar 0.905. Semakin tinggi nilainya berarti indikator tersebut semakin mewakili konstrak dan berpengaruh terhadap harga saham. Sehingga indikator paling berpengaruh terhadap harga saham adalah EPS. Hasil penelitian menunjukkan konstrak kinerja keuangan mampu menjelaskan harga saham sebesar 44.4%.Kata kunci: BEI, kabel , kinerja keuangan, saham

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Pengaruh Kinerja Keuangan terhadap Harga SahamPerusahaan-Perusahaan Produsen Kabel yang Terdaftar di Bursa Efek Indonesia

Jurnal Manajemen dan Organisasi ◽

10.29244/jmo.v5i1.12117 ◽

2016 ◽

Vol 5 (1) ◽

pp. 62

Author(s):

Chinderayi Adha ◽

Farida Ratna Dewi

Keyword(s):

Structural Equation Modeling ◽

Return On Investment ◽

Structural Equation ◽

Partial Least Square ◽

Least Square ◽

Profit Margin ◽

Equation Modeling ◽

Original Sample ◽

Return On Equity ◽

Net Profit

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The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car)

International Journal of Science, Technology & Management ◽

10.46729/ijstm.v2i5.296 ◽

2021 ◽

Vol 2 (5) ◽

pp. 1743-1754

Author(s):

Soegeng Wahyoedi ◽

Saparso ◽

Miki Effendi

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Fossil Fuels ◽

Brand Image ◽

Renewable Energy Sources ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Electric Cars ◽

Electric Car

The development of environmentally friendly vehicles is currently a global trend among car manufacturers. This is in addition to being triggered by regulations from countries that have committed in the 2016 Paris agreement to reduce greenhouse gas emissions and save fossil-based fuels that will run out, considering that fossil fuels are a type of non-renewable natural resource. For this reason, the global automotive industry has begun to produce electric cars, which are referred to as renewable energy sources, and to reduce carbon emissions. Because this electric car is a new product, researchers are interested in knowing how someone is buying an electric car. One of the elements that influence a person's buying interest is the price. Besides the price, buying interest is also influenced by promotion. With the proper promotion, it can encourage people to buy. Therefore, this study wanted to examine the effect of price and promotion on buying interest mediated by brand image. Sampling using non-probability sampling and purposive sampling with criteria for the general public living in Jabodetabek who already have a car and can buy a car. Data analysis in this study used a Structural Equation Modeling (SEM) approach based on Partial Least Square. This study found that price, promotion, and brand image had a significant and positive effect on buying interest. Brand image mediates significantly and positively the relationship between price and promotion on purchase intention.

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