Pengaruh Social Media Marketing, Kesadaran Merek, Dan Kepercayaan Merek Terhadap Niat Beli
DOI:
https://doi.org/10.37385/msej.v5i1.4124Keywords:
Social Media Marketing, Kesadaran Merek, Kepercayaan MerekAbstract
Social media is very important in the purchasing intention activities of someone ho will buy a product online which they do with brand awareness and brand trust.This type of research was carried out using descriptive quantitative processing using SmartPLS 3.3.4 software. Purposive sampling technic was used in this research. Data collection was taken from 124 questionnaires via googlefrom. The result of this research sho that social media marketinh has a positive and significant effect on brand awareness and brand trust. Brand awareness and brand trust have a positive and significant on purchase intention.
References
Ajina A S. (2019). The Perceived Value of Social Media Marketing: An Empirical Study of Online Word-of-Mouth in Saudi Arabian Context. Entrepreneurship and Sustainability Issues, 6, 1512.
Aulia, H., & Aquinia, A. (2023). Pengaruh Social Media Marketing, Brand Awareness, Dan Electronic Word of Mouth Terhadap Niat Beli. Oikos: Jurnal Kajian Pendidikan Ekonomi Dan Ilmu Ekonomi, 2(1), 2549–2284.
Belk Russell W. (1998). “Possessions and the Extended Self”,. Journal of Consumer Research, 15, 139–168.
Cakmak I. (2016). The Role of Brand Awareness on Brand Image, Perceived Quality and Effect on Risk in Creating Brand Trust. , Global Journal on Humanities & Social Sciences, 4, 177–186.
Chaudhuri A and Holbrook M B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81–93.
Chi, H, K., Yeh, H.R., & Chiou C, Y. (2009). The Effects Of Brand Affect On Female Cosmetic Users Brand Loyalty In Taiwan. The Journal Of American Academy Of Business, 14, 230–236.
Chinomona E and Maziriri E T. (2017). The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa. Journal of Economics and Behavioral Studies, 9, 69–81.
DAM, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
Dayoh, M. L., Ari, L., & Agrippina, Y. R. (2022). the Effect of Social Media Marketing Activities To Purchase Intention. Jurnal Ilmiah Mahasiswa Manajemen?: JUMMA, 11(1), 65–44. https://doi.org/10.33508/jumma.v11i1.3951
Elaydi H O. (2018). The Effect of Social Media Marketing on Brand Awareness Through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt. Open Access Library Journal, 5, 1–5.
Erdo?mu? ? E and Cicek M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia-Social and Behavioral Sciences, 58, 1353–1360.
FOROUDI, P.; JIN, Z.; GUPTA, S.; FOROUDI, M. M.; KITCHEN, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research.
Ghozali, I. dan H. L. (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0.
Godey B, Manthiou A, Pederzoli D, Rokka J, Aiello G, Donvito R, and S. R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, 69, 5833–5841.
Ikhsani, K., Catur Widayati, C., & Endah Retno Wuryandari, N. (2021). Analisis Pengaruh Persepsi Resiko, Promosi, Dan Kepercayaan Merek Terhadap Niat Beli Pasca Covid-19. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan, 1(1), 81–90. https://doi.org/10.52909/jbemk.v1i1.31
Keum Heejo, Narayan Devanathan, Sameer Deshpande, M. R. N. and, & Shah, D. V. (2004). The Citizen-Consumer Media Effects at the Intersection of Consumer and Civic Culture. Political Communication, 21, 369–392.
Kim A J and Ko E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65, 1480–1486.
Kotler, keller. (2016). marketing management (bristish library (ed.); 15e ed.).
Mulyaputri, V. M., & Sanaji, S. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya. Jurnal Ilmu Manajemen, 9(1), 91. https://doi.org/10.26740/jim.v9n1.p91-101
Omar K M, Kamariah N M, N, I. A. G. and M. A. (2012). The Direct Effects of Halal Product Actual Purchase Antecedents among the International Muslim Consumers. American Journal of Economic, 2, 87–92.
Puspaningrum A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. The Journal of Asian Finance, Economics and Business, 7, 951–958.
Sarin, N., & Sharma, P. (2023). Influence of Social Media Marketing on Brand Consciousness, Brand Trust and Purchase Intention with Reference to Fast Fashion Industry. IUP Journal of Marketing Management, 22(1).
Template
