Pengaruh Social Media Marketing Terhadap Keputusan Pembelian yang Dimediasi Word of Mouth Marketing
DOI:
https://doi.org/10.56444/psgj.v5i1.1004Keywords:
Social Media Marketing, Word of Mouth, Purchase DecisionAbstract
This study aims to analyze the influence of Social Media Marketing mediated by word of mouth on purchasing decisions at the JajanDaging Online Store. Many companies are switching from conventional promotional media to digital promotional media in marketing their products, because most Indonesian people already have internet access. Social media is one of the media that can be used to carry out promotional activities using the internet. The use of Instagram social media will form an effective marketing communication strategy, namely word of mouth. This research is a quantitative research using non-probability sampling techniques using questionnaires to collect data. The number of samples taken was 114 respondents, the JajanDaging consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The analysis technique used is the Sobel test using path analysis and the VAF test. Based on the results of the analysis it was found that social media marketing variables had a positive and significant effect on purchasing decisions for JajanDaging consumers, social media marketing variables had a positive and significant effect on word of mouth for JajanDaging consumers, word of mouth variables had a positive and significant effect on purchasing decisions for JajanDaging consumers , and the word of mouth variable significantly mediates the relationship between social media marketing and purchasing decisions for JajanDaging consumers.
References
Alok Kumar Rai dan Srivastava Medha. (2013). The Antecedents Of Customer Loyalty: An Empirical Investigation In Life Insurance Context. Journal Of Competitiveness. Vol. 5, Issue 2, Pp. 139-163.
Arifin, Anwar. (2003). Komunikasi Politik : Paradigma Teori Aplikasi Strategi dan Komunikasi Politik Indonesia. Jakarta: PT. Balai Pustaka.
Ario Prakoso, Zainul Arifin, Sunarti. (2016). Pengaruh Social Media Advertising Terhadap Word Of Mouth Dan Dampaknya Pada Keputusan Pembelian., Jurnal Administrasi Bisnis, 41(1).
Assauri, Sotjan. (2015). Manajemen Pemasaran: Dasar, Konsep, dan Strategi. Jakarta: PT Raja Grafindo Persada.
Ary Wicaksono, M. .,& Seminari,N. .(2016). Pengaruh Iklan dan Word of Mouth Terhadap Brand Awareness Traveloka. E-Jurnal Manajemen Unud, 5(8), 5098-5127. https://ojs.unud.ac.id/index.php/Manajemen/article/download/22531/15060/
Basri, et al. (2016). Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay upscale restaurant. Procedia Social and Behavioral Sciences, 222, 324 – 331.
Bergstrom, Thamwika. (2013). Marketing and PR in Social Media: How the utilization of instagram builds and maintains customer relationships. Tesis. Swedia Stockholm University.
Databoks. (2023). 10 Negara dengan Jumlah Pengguna Instagram Terbanyak di Dunia. Januari 2023.
Dongsuk Jang. (2007). Effects of Word-of-mouth Communication on Purchasing Decisions in Restarrants: A Path Analytic Study. Graduate College University of Nevada, Las Vegas.
Dzian, Michal, Miroslava Triznova, Vladislav Kaputa, and Mikulas Supin. (2015). The analysis of WOM in Slovak Republic and impact of WOM on consumersfikri purchasing decision. Procedia Economics and Finance, 26, pp: 975-981.
Finnan. (2015). Pengaruh word of mouth terhadap Keputusan Pembelian dan Kepuasan Konsumen (Studi pada konsumen kober mie setan jalan simpang Soekarno-Hatta nomor 1-2 Malang). Jurnal Administrasi Bisnis, 22(1).
Ghozali, Imam. (2009). Aplikasi Analisis Multivariate dengan Program SPSS (Edisi Keempat). Semarang: Badan Penerbit Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., dan Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27(1), 5-23.
Harjadi, Didik & Fatmawati Dewi. (2008). Word Of Marketing (WOM) Communication Sebagai Alternatif Kreatif Dalam Komunikasi Pemasaran. JURNAL EQUILIBRIUM, 4(8), 72-78.
Heuer, Chris dalam Solis. (2010). Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. New Jersey, Canada.
Innova, Eureka Intan. (2016).Motif dan Kepuasaan Pengguna Instagram di Komunitas Instameet Indonesia. Jurnal e-Komunikasi, 4(1).
Jamilah B, Najua. (2012). Pengaruh Ekuitas Merek Dan Word of Mouth Terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Cokelat Roso di Depok, Sleman, Yogyakarta). Skripsi. Universitas Negeri Yogyakarta.
Kitapci, dkk. (2014). The Impact of Service Quality Dimensions on Patient Satisafaction, Repurchase Intention and Word of Mouth Communication in the Public Healthcare Industry. Procedia-Social and Behavioral Sciences, 148: 161-169
Kotler & Amstrong. (2004). Prinsip-Prinsip Marketing (Edisi Ketujuh). Jakarta: Salemba Empat.
Lubiana, M, & Achmad, F. D. H. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian pada Produk Starbucks menggunakan Line. Jurnal Administrasi Bisnis, 58(1).
Muzaki, M, A. (2017). Pengaruh Endorse, Harga, dan Brand Equity terhadap Keputusan Pembelian Produk Minuman Berenergi. Jurnal Ilmu dan Riset Manajemen, 6 (6).
Nuraini & Mustofa. (2019). Pengaruh Social Media Marketing dan Word of Mouth Terhadap Keputusan Pembelian pada Panties Pizza Malang. Jurnal Aplikasi Bisnis, 5(1).
Onigbinde, I. O. & Odunlami, S.A. (2015). The Influence of Brand Image and Promotional Mix on Consumer Buying Decision- A Study of Beverage Consumers in Lagos State, Nigeria. British Journal of Marketing Studies.
Richard Darmawan & Jony Oktavian. (2010). Analisis Pengaruh Internet Marketing Terhadap Pembentukan Word of Mouth dan Brand Awareness Untuk Memunculkan Intention to Buy. Indonesian Journal For The Science Management ITB, 19(1).
Ronomenggolo, Sigit. (2013). Analisis Pengaruh Promosi Berbasis Sosial Media Terhadap Keputusan Pembelian Konsumen (Studi Kasus Produk ROVCA). Website: http://repository.unhas.ac.id/handle/123456789/4478
Sheng Chung, Lo. (2012). Consumer Decisions: The Effect of Word of Mouth. The International Journal of Organizational Innovation, 4 (3), 188-197.
Sekar, Putri. (2016). Dulang Sukses Pemasaran Instagram? Ini Strateginya. http://www/marketing.co.id/dulang-sukses-pemasaran-instagram-ini-strateginya/.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suryadinata, Budi. (2016). 5 Perusahaan Sukses di Sosial Media , website: http://plasadana.com/detail.php?id=423. Diakses 29 Desember 2019.
Yunita & Jony Oktavian. (2012). Pengaruh Word of Mouth, Iklan dan Atribut Produk terhadap Keputusan Pembelian dan Loyalitas Konsumen (Studi Kasus pada Konsumen Magnum White Chocolate). Jurnal Manajemen Teknologi. Salatiga: Universitas Kristen Satya Wacana.
