PENGUJIAN KESADARAN MEREK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN
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Aug 23, 2023
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Abstract
Menguji dan menganalisis pengaruh kesadaran merek dan sosial media marketing terhadap keputusan pembelian adalah tujuan penelitian ini. Toko Kusumah Parfume sebagai objek penelitian, dengan jumlah responden 250 orang yang pernah berbelanja online di Toko Kusumah Parfume dalam 24 bulan terakhir. Pengujian dilakukan dengan teknik analisis regresi linear berganda dan juga dilakukan uji validitas, uji reliabilitas, dan uji asumsi klasik. Secara parsial penelitian ini menujukkan bawa kesadaran merek tidak berpengaruh terhadap keputusan pembelian, social media marketing berpengaruh secara parsial terhadap keputusan pembelian, serta kesadaran merek dan social media marketing berpengaruh secara simultan terhadap keputusan pembelian.
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[1]
R. Kusumah and A. Aprillia, “PENGUJIAN KESADARAN MEREK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN”, JURNAL EDUCATION AND DEVELOPMENT, vol. 11, no. 3, pp. 87-93, Aug. 2023.
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References
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Chandra, C., & Keni. (2019). Pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap custumer purchase desicion. Jurnal Muara Ilmu Ekonomi dan Bisnis, 3(1), 178-180. https://www.researchgate.net/publication/336093271_PENGARUH_BRAND_AWARENESS_BRAND_ASSOCIATION_PERCEIVED_QUALITY_DAN_BRAND_LOYALTY_TERHADAP_CUSTOMER_PURCHASE_DECISION.
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Elaydi, H. O. (2018). The effect of social media marketing on brand awareness through Facebok: An Individual-based perspective of mobile services sector in Egypt. OALib, 05(10), 1-5. https://www.researchgate.net/publication/328536123_The_Effect_of_Social_Media_Marketing_on_Brand_Awareness_through_Facebook_An_Individual-Based_Perspective_of_Mobile_Services_Sector_in_Egypt.
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Galang, A., Manggabarani, A., & Handayani, T. (2020). Analisis keputusan pembelian konsumen milenial pada provider Smartphone (Studi pada pengguna provider Simpati). PROSIDING BIEMA Business Management, Economic, and Accounting National Seminar, 1(1), 714-726. https://conference.upnvj.ac.id/index.php/biema/article/view/919/536.
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Imantoro, F., Suharyono, S., & Sunarti, S. (2013). Pengaruh citra merek, iklan, dan cita rasa terhadap keputusan pembelian (Survey terhadap konsumen mi instan merek Indomie di Wilayah Um Al-Hamam Riyadh). Jurnal Administrasi Bisnis, 57(1), 180-187. https://www.semanticscholar.org/paper/ Imantoro-Suharyono/3cf3d53ae7d8bcad478172ad0e9a3ac520f5e2d1.
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Kotler, P., & Armstrong, G. (2018). Principles of marketing (15th ed.). Pearson Education Ltd.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Pretice Hall.
Moisescu, O. L. (2009). The Importance of brand awareness in consumers’ buying decision and perceived risk assessment. Manajement & Marketing - Craiova, 4(1), 103-110. https://www.researchgate.net/publication.
Neti, S. (2011). Social media and it's role in marketing. International Journal of Enterprice Computing & Business System, 1(2), 1-15. https://www.ijecbs.com/July2011/13.pdf.
Nordiansyah, E. (2021, Juli 9). Industri Pewangi Catat Lima Kemajuan Keberlanjutan Selama Setahun. Medcom.id. https://www.medcom.id/ekonomi/sustainability/0k84Z5Lk-industri-pewangi-catat-lima-kemajuan-keberlanjutan-selama-setahun.
Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness, and price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 624-625. http://scholarsmepub.com/wp-content/uploads/2017/09/SJHSS-28621-632.pdf.
Mileva, L,. & Fauzi, D. A. (2018). The influence of instagram on purchasing decisions through brand awareness (a Study at Hive & Honey Solo). International Conference on Entrepreneurship (ICOEN), 5(5), 477-484.
Perera, W. L. M. V., & Dissanayake, D. M. R. (2013). The impact of brand awareness, brand association, and brand perceived quality on female consumers purchase decision of foreign make-up products (A study on youth segment). International Conference on Business & Information, 3, 4-8. https://www.researchgate.net/publication.
Rasyid, R. A., Moniharapon, S., & Trang, I. (2018). Pengaruh strategi promosi sosial media, kualitas layanan, dan word of mouth terhadap keputusan pembelian sepeda motor Suzuki pada PT. Sinar Galesong Malalayang Manado. Jurnal Fakultas Ekonomi Universitas Sam Ratulangi Manado, 6(4), 3935-3939. https://doi.org/10.35794/emba.v6i4.21918.
Santoso, R. (2017). Review of digital marketing & business sustainability of e-commerce during pandemic covid 19 in Indonesia. JIET (Jurnal Ilmu Ekonomi Terapan), 5(2), 36-48. https://doi.org/10.20473/jiet.v5i2.23614.
Sari, V. M. (2012). Pengaruh electronic word of wouth (eWOM) di social media Twitter terhadap minat beli konsumen (Studi pada Restoran Holycowsteak). Skripsi Universitas Indonesia. https://www.academia.edu/22344850.
Setiawan, R. (2018). Pengaruh media iklan televisi, citra merek, dan kesadaran merek terhadap keputusan pembelian sepeda motor Yamaha. Jurnal Pemasaran Kompetitif, 2(1), 77. http://dx.doi.org/10.32493/jpkpk.v2i1.1988.
Setiawati, M. S., & Lumbantobing, S. (2017). Pengaruh promosi dan kemasan terhadap keputusan pembelian produk Chitato yang dimediasi oleh brand awareness. Manajemen Bisnis Kompensasi, 12(1), 77-85. https://core.ac.uk/download/326446763.pdf.
Shimp, T. A. (2014). Komunikasi pemasaran terpadu dalam periklanan dan promosi (Edisi 8). Salemba Empat.
Soehadi, A. W. (2005). Effective branding. PT. Mizan Pustaka.
Sugihantoro, G.. (2018. Analisis pengaruh social media marketing dan brand personality terhadap brand equity serta dampaknya pada keputusan pembelian online. Skripsi. Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta. https://repository.uinjkt.ac.id/dspace/bitstream/123456789/39574/1/GHALIH%20SUGIHANTORO-FEB.pdf
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Surachman. (2008). Dasar-dasar manajemen merek. Banyumedia Publising.
Upadana, M., & Pramudana, K. (2020). Brand awareness memediasi pengaruh sosial media marketing terhadap keputusan pembelian. Ejurnal Manajemen, 9(5), 1923-1926. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p14.
Wibowo, A. P. (2015). Analisis pengaruh internet marketing terhadap pembenukan brand awareness pada perusahaan grosir pakaian (OMR GROUP SOLO). Jurnal Administrasi Bisnis, 1(1), 2-20. http://eprints.ums.ac.id/41260/.
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Yesha, M., & Funde, Y. C. (2014). Effect of social media on purchase decision. Pacific Business Review International. 6(11). 45-51. https://www.researchgate.net/publication/342334543_Effect_of_Social_Media_on_Purchase_Decision.
Amelfdi, F. J., & Ardyan, E. (2021). Pengaruh brand awareness, brand image, dan kualitas produk terhadap keputusan pembelian. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 5, 474-475. https://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI/article/iew/9743.
Angelyn, A., & Kodrat, D. (2021). The effect of social media marketing on purchase decision with brand awareness as mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship (RMBE), 1, 16-24. https://www.semanticscholar.org/paper/The-Effect-of-Social-Media-Marketing-on-Purchase-as-Angelyn-Kodrat.
Anshari, S., Ansari, G., Ghori, M., & Kazi, A. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2, 5-10. https://www.semanticscholar.org/paper/Impact-of-Brand-Awareness-and-Social-Media-Content-Ansari-Ansari.
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 2, 156-158. https://www.semanticscholar.org/paper/How-social-media-marketing-influences-consumers-A-Ardiansyah Sarwoko/eec4e34f085ec003965d4d9dd6e9632f61d04f30.
Ariyan, H. (2013). Pengaruh brand awareness dan kepercayaan konsumen atas merek terhadap keputusan pembelian ulang minuman Aqua di Kota Padang. adoc.pub, 4-5. https://adoc.pub/pengaruh-brand-awareness-dan-kepercayaan-konsumen-atas-merek.html.
Chandra, C., & Keni. (2019). Pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap custumer purchase desicion. Jurnal Muara Ilmu Ekonomi dan Bisnis, 3(1), 178-180. https://www.researchgate.net/publication/336093271_PENGARUH_BRAND_AWARENESS_BRAND_ASSOCIATION_PERCEIVED_QUALITY_DAN_BRAND_LOYALTY_TERHADAP_CUSTOMER_PURCHASE_DECISION.
Dwiyanti, E., Qomariah, N., & Tyas, W. M. (2018). Pengaruh persepsi kualitas, nama merek, brand awareness terhadap keputusan pembelian. Jurnal Sains Manajemen dan Bisnis Indonesia, 8(2), 148-163. https://www.researchgate.net/publication.
Elaydi, H. O. (2018). The effect of social media marketing on brand awareness through Facebok: An Individual-based perspective of mobile services sector in Egypt. OALib, 05(10), 1-5. https://www.researchgate.net/publication/328536123_The_Effect_of_Social_Media_Marketing_on_Brand_Awareness_through_Facebook_An_Individual-Based_Perspective_of_Mobile_Services_Sector_in_Egypt.
Elvira, M. (2022). Pengaruh social media marketing Instagram terhadap keputusan pembelian kuliner UMKM (Doctoral Dissertation, Universitas Islam Negeri Sumatera Utara). repository.uinsu.ac.id.
Galang, A., Manggabarani, A., & Handayani, T. (2020). Analisis keputusan pembelian konsumen milenial pada provider Smartphone (Studi pada pengguna provider Simpati). PROSIDING BIEMA Business Management, Economic, and Accounting National Seminar, 1(1), 714-726. https://conference.upnvj.ac.id/index.php/biema/article/view/919/536.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://kumu.brocku.ca/digitalculturesociety/22Social_media_marketing_efforts_of_luxury_brands:_Influence_on_brand_equity_and_consumer_behavior%22.
Imantoro, F., Suharyono, S., & Sunarti, S. (2013). Pengaruh citra merek, iklan, dan cita rasa terhadap keputusan pembelian (Survey terhadap konsumen mi instan merek Indomie di Wilayah Um Al-Hamam Riyadh). Jurnal Administrasi Bisnis, 57(1), 180-187. https://www.semanticscholar.org/paper/ Imantoro-Suharyono/3cf3d53ae7d8bcad478172ad0e9a3ac520f5e2d1.
Jalilvan, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intellegent & Planning, 30(4), 460-476. https://www.researchgate.net/publication.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (15th ed.). Pearson Education Ltd.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Pretice Hall.
Moisescu, O. L. (2009). The Importance of brand awareness in consumers’ buying decision and perceived risk assessment. Manajement & Marketing - Craiova, 4(1), 103-110. https://www.researchgate.net/publication.
Neti, S. (2011). Social media and it's role in marketing. International Journal of Enterprice Computing & Business System, 1(2), 1-15. https://www.ijecbs.com/July2011/13.pdf.
Nordiansyah, E. (2021, Juli 9). Industri Pewangi Catat Lima Kemajuan Keberlanjutan Selama Setahun. Medcom.id. https://www.medcom.id/ekonomi/sustainability/0k84Z5Lk-industri-pewangi-catat-lima-kemajuan-keberlanjutan-selama-setahun.
Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness, and price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 624-625. http://scholarsmepub.com/wp-content/uploads/2017/09/SJHSS-28621-632.pdf.
Mileva, L,. & Fauzi, D. A. (2018). The influence of instagram on purchasing decisions through brand awareness (a Study at Hive & Honey Solo). International Conference on Entrepreneurship (ICOEN), 5(5), 477-484.
Perera, W. L. M. V., & Dissanayake, D. M. R. (2013). The impact of brand awareness, brand association, and brand perceived quality on female consumers purchase decision of foreign make-up products (A study on youth segment). International Conference on Business & Information, 3, 4-8. https://www.researchgate.net/publication.
Rasyid, R. A., Moniharapon, S., & Trang, I. (2018). Pengaruh strategi promosi sosial media, kualitas layanan, dan word of mouth terhadap keputusan pembelian sepeda motor Suzuki pada PT. Sinar Galesong Malalayang Manado. Jurnal Fakultas Ekonomi Universitas Sam Ratulangi Manado, 6(4), 3935-3939. https://doi.org/10.35794/emba.v6i4.21918.
Santoso, R. (2017). Review of digital marketing & business sustainability of e-commerce during pandemic covid 19 in Indonesia. JIET (Jurnal Ilmu Ekonomi Terapan), 5(2), 36-48. https://doi.org/10.20473/jiet.v5i2.23614.
Sari, V. M. (2012). Pengaruh electronic word of wouth (eWOM) di social media Twitter terhadap minat beli konsumen (Studi pada Restoran Holycowsteak). Skripsi Universitas Indonesia. https://www.academia.edu/22344850.
Setiawan, R. (2018). Pengaruh media iklan televisi, citra merek, dan kesadaran merek terhadap keputusan pembelian sepeda motor Yamaha. Jurnal Pemasaran Kompetitif, 2(1), 77. http://dx.doi.org/10.32493/jpkpk.v2i1.1988.
Setiawati, M. S., & Lumbantobing, S. (2017). Pengaruh promosi dan kemasan terhadap keputusan pembelian produk Chitato yang dimediasi oleh brand awareness. Manajemen Bisnis Kompensasi, 12(1), 77-85. https://core.ac.uk/download/326446763.pdf.
Shimp, T. A. (2014). Komunikasi pemasaran terpadu dalam periklanan dan promosi (Edisi 8). Salemba Empat.
Soehadi, A. W. (2005). Effective branding. PT. Mizan Pustaka.
Sugihantoro, G.. (2018. Analisis pengaruh social media marketing dan brand personality terhadap brand equity serta dampaknya pada keputusan pembelian online. Skripsi. Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta. https://repository.uinjkt.ac.id/dspace/bitstream/123456789/39574/1/GHALIH%20SUGIHANTORO-FEB.pdf
Sugiyono. (2016). Metode penelitian: Pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Surachman. (2008). Dasar-dasar manajemen merek. Banyumedia Publising.
Upadana, M., & Pramudana, K. (2020). Brand awareness memediasi pengaruh sosial media marketing terhadap keputusan pembelian. Ejurnal Manajemen, 9(5), 1923-1926. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p14.
Wibowo, A. P. (2015). Analisis pengaruh internet marketing terhadap pembenukan brand awareness pada perusahaan grosir pakaian (OMR GROUP SOLO). Jurnal Administrasi Bisnis, 1(1), 2-20. http://eprints.ums.ac.id/41260/.
Wikipedia. (2021). Sejarah parfume. Ensiklopedia Bebas. https://id.wikipedia.org/wiki/Parfum.
Yesha, M., & Funde, Y. C. (2014). Effect of social media on purchase decision. Pacific Business Review International. 6(11). 45-51. https://www.researchgate.net/publication/342334543_Effect_of_Social_Media_on_Purchase_Decision.