scholarly journals Pengaruh Perceived Social Media Marketing Instagram Shopee Indonesia Terhadap Niat Beli pada E-Commerce

2021 ◽  
Vol 6 (6) ◽  
pp. 2998
Author(s):  
Ririe Rachmania
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Brand Image ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Purposive Sampling

E-commerce telah berkembang dengan pesat di Indonesia dan belanja online menjadi alternatif pilihan bagi konsumen dalam satu dekade terakhir. Dalam belanja online, website memainkan peran penting namun untuk membangun brand image dibutuhkan peran media sosial salah satunya instagram. Media sosial dapat mempengaruhi konsumen untuk melakukan pembelian secara online. Melalui pendekatan kuantitatif, penelitian ini akan membahas bagaimana persepsi konsumen terhadap aktivitas social media marketing yang dilakukan Shopee Indonesia di Instagram yang nantinya akan berpengaruh pada perceived value, dan dampaknya pada niat beli. Tujuan penelitian ini untuk mengetahui bagaimana pengaruh social media marketing di Instagram terhadap niat beli terutama dalam konteks industry e-commerce. Berbeda dengan penelitian terdahulu, penelitian ini menggunakan variabel social media marketing pada konteks e-commerce yaitu interactivity, informativeness, trendiness, dan word of mouth. Responden dari penelitian ini adalah orang-orang yang mengikuti Instagram Shopee Indonesia (@shopee_id) karena Shopee Indonesia merupakan e-commerce yang paling banyak memiliki pengikut sejumlah 4 juta pengikut. Penelitian ini dilakukan dengan Teknik purposive sampling, dengan jumlah responden 140 yang akan dianalisis menggunakan SEM dan AMOS. Hasil dari penelitian ini menunjukan bahwa perceived social media marketing meningkatkan niat beli melalui perceived value. Penelitian ini akan membantu pemasar untuk menganalisis bagaimana aktivitas social media marketing yang dilakukan dan pengaruhnya terhadap niat beli.

scholarly journals Efektivitas Social Media Marketing E-Commerce dalam Meningkatkan Brand Image Perusahaan (Survei Pada Pelanggan Tokopedia)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 505
Author(s):  
Defrianto Defrianto ◽  
Riris Loisa
Keyword(s):  
Social Media ◽  
Communication Theory ◽  
Brand Image ◽  
Social Media Marketing ◽  
Survey Method ◽  
Marketing Communication ◽  
Purposive Sampling ◽  
Image Dimension ◽  
The Social ◽  
The Impact

The research was done to determine the impact the of social media marketing will have on brand image Tokopedia. The research uses marketing communication theory, social media marketing, and brand image. Tokopedia is an e-commerce that offers a variety of products for its users starting with bill payment, electronics, beauty, automotive, and daily necessities. The approach used for this study is a quantitative approach with a survey method. The population in this study is the user of Tokopedia and the number of samples taken as much as 218 individuals and are using nonprobability sampling techniques with the purposive sampling approach. The data collected in this study is from a questionnaire. Based on the results of the research, it has been obtained that partial, there is an impact that social media marketing has had on the brand image Tokopedia. On the dimension of social media marketing, communication indicators are the highest indicator, and on the brand image dimension, brand benefit and competence indicators are the highest indicator. The relation that happened is only 28,3%. The rest of the 71,7% are affected by other factors outside the social media marketing activity.Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing terhadap brand image Tokopedia. Penelitian ini menggunakan teori komunikasi pemasaran, social media marketing, dan brand image. Tokopedia merupakan e-commerce yang menawarkan berbagai macam produk-produk untuk penggunanya dimulai dari pembayaran tagihan, elektronik, kecantikan, otomotif, dan kebutuhan sehari-hari. Pendekatan yang digunakan untuk penelitian ini adalah pendekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah pengguna Tokopedia dan jumlah sampel yang diambil sebanyak 218 orang dan menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang dikumpulkan dalam penelitian ini dengan menggunakan kuisioner. Berdasarkan hasil penelitian, maka diperoleh hasil bahwa secara parsial, ada pengaruh social media marketing terhadap brand image Tokopedia. Pada dimensi social media marketing, indikator komunikasi merupakan indikator yang tertinggi, dan pada dimensi brand image, indikator brand benefit and competence merupakan indikator tertinggi. Hubungan yang terjadi hanya sebesar 28,3%. Sisanya 71,7% dipengaruhi oleh faktor lain diluar kegiatan social media marketing. 

scholarly journals PENGARUH CELEBGRAM DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN SECARA ONLINE PADA MEDIA SOSIAL INSTAGRAM PRODUK ERHA CLINIC DI SURABAYA

2020 ◽  
Vol 5 (1) ◽  
pp. 39-47
Author(s):  
Gogi Kurniawan
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Probability Sampling ◽  
Purposive Sampling

Peningkatan persaingan bisnis online melalui social media, memberikan kesempatan industri klinik kecantikan untuk memanfaatkan social media marketing agar bisa meningkatkan minat beli konsumen dengan pemilihan bintang iklan atau celebgram yang tepat. Disamping itu, produsen juga harus membuat produk yang inovatif agar merek tersebut memiliki citra positif di benak masyarakat sehingga dapat meningkatkan minat beli pada produk yang ditawarkan. Penelitian ini bertujuan untuk mengetahui pengaruh celebgram dan brand image terhadap minat beli produk Erha Clinic. Populasi yang digunakan dalam penelitian ini adalah pengunjung di Erha Clinic Center Surabaya. Metode pengambilan sampel yang digunakan adalah non probability sampling dengan teknik purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 90 responden. Sedangkan teknik analisis data dalam penelitian ini adalah PLS (Partial Least Square). Dari peneltian ini didapatkan hasil bahwa Celebgram dan brand image berpengaruh positif terhadap minat beli produk Erha Clinic).

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

scholarly journals The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

2022 ◽  
Vol 6 (1) ◽  
pp. 67-72 ◽  
Author(s):  
Haudi Haudi ◽  
Ruby Santamoko ◽  
Arief Rachman ◽  
Yunan Surono ◽  
Riko Mappedeceng ◽  
...  
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Positive Effects ◽  
Small Market ◽  
Store Environment ◽  
Buying Decisions

The purpose of this research is to analyze the influence of social media marketing on small market purchase decisions and to analyze the influence of the store environment on small market purchase decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all independent variables have some positive effects on consumer buying decisions. More specifically, the variables of small market environmental conditions, sales promotions, and profit values have significant influences on consumer buying decisions, while social media marketing variables has no significant effect on consumers' buying decisions.

scholarly journals SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

2021 ◽  
Vol 9 (1) ◽  
pp. 1359-1373
Author(s):  
Ajit Jain
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Social Media Marketing ◽  
Young Generation ◽  
Age Group ◽  
Traditional Media ◽  
Image Communication ◽  
Generation Z ◽  
Social Media Platforms ◽  
Marketing Methods

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention

2016 ◽  
Vol 10 (4) ◽  
pp. 412-431 ◽  
Author(s):  
Tat Huei Cham ◽  
Yet Mee Lim ◽  
Nai Chiek Aik ◽  
Alexander Guan Meng Tay
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Behavioral Intention ◽  
Word Of Mouth ◽  
Medical Tourism ◽  
Brand Image ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Perceived Service Quality

Purpose Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology/approach A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS. Findings The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention. Originality/value This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

Faktor-Faktor yang Mempengaruhi Keputusan Pemilihan Jasa Ekspedisi JNE (Studi Pada Konsumen Pengguna Jasa JNE Di Semarang)

2019 ◽  
Vol 18 (3) ◽  
pp. 245-258
Author(s):  
Sonya Clausis Dea ◽  
Mirwan Surya Perdhana
Keyword(s):  
Service Quality ◽  
Word Of Mouth ◽  
Brand Image ◽  
Social Information ◽  
Purposive Sampling ◽  
Customer Trust

Terdapat faktor-faktor yang mempengaruhi keputusan pemilihan jasa ekspedisi JNE, yaitu Delivery package, Capability adoption customer, Brand image, word of mouth, Customer trust , Social information, dan Service quality. Populasi dalam penelitian ini adalah para konsumen pengguna jasa JNE di  Semarang.  Metode yang digunakan adalah metode purposive sampling dengan jumlah sampel sebanyak 200 responden. Teknik analisis data pada penelitian ini menggunakan analisis regresi dengan SEM AMOS. Berdasarkan dari hasil pembahasan pada bagian sebelumnya, maka dapat ditarik kesimpulan sebagai berikut : (1) Delivery package berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE. (2) Capability adoption customer  berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE. (3)  Brand image berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE. (4)  WOM  berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE. (5) Customer trust  berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE. (6) Social information berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE. (7) Service quality berpengaruh positif terhadap keputusan pemilihan jasa ekspedisi JNE.

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