Pengaruh Pemasaran Media Sosial Instagram Dan Electronic Word Of Mouth Terhadap Minat Beli: Studi Pada Teh Pucuk Harum Di Indonesia

Dimas Bayu Anggoro; Murwanto Sigit

doi:10.59603/masman.v2i1.249

Authors

Dimas Bayu Anggoro Universitas Islam Indonesia
Murwanto Sigit Universitas Islam Indonesia

DOI:

https://doi.org/10.59603/masman.v2i1.249

Keywords:

instagram social media, world of Mouth, buying interest

Abstract

This Research deals with the effect of exposure to Instagram social media advertising, Electronic world of Mouth on buying interest in TehPucuk Harum products. The purpose of this study is to determine the influence between the variables studied such as social media instagram, Electronic world of Mouth, and purchase intention. This research was conducted quantitatively and used a questionnaire as a data collection method. The population was 125 respondents and the research sample used was 125 respondents. The selected population is an Instagram social media user who is a follower of @pucukharumid, as well as a minimum age of 18 years which by law has been declared as the age of legal capacity, and respondents must have seen advertising content for the Teh Pucuk Harum product on Instagram social media. Then sampling using convenience sampling. The techniques in quantitative analysis used in this study are t test, F test, and multiple regression analysis. The results of this study indicate that there is a positive influence between Instagram social media on buying interest, Electronic World of Mouth, has a positive influence with buying interest. The results of this study are expected to help advertisers to find out some of the factors that influence buying interest in Teh Pucuk Harum products on Instagram social media, so that Instagram social media users can have buying interest in Teh Pucuk Harum products.

References

Ardianto, Elviano. 2010. Metode Peneltian Untuk Publik Relatios Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. 2014. Principles of marketing. Pearson Australia.

Bataineh, Abdallah Q. 2015. "The impact of perceived e-WOM on purchase intention: The mediating role of corporate image." International Journal of marketing studies 7.1 126.

Bilgin, Yusuf. 2018. "The effect of social media marketing activities on brand awareness, brand image and brand loyalty." Business & management studies: an international journal 6.1 128-148.

Breitsohl, J., Wilcox-Jones, J. P., & Harris, I. 2015. "Groupthink 2.0: An empirical analysis of customers' conformity-seeking in online communities." Journal of Customer Behaviour, 14(2) 87-106.

Chen, Y., Fay, S., & Wang, Q. 2011. "The role of marketing in social media: How online consumer reviews evolve." Journal of interactive marketing, 25(2) Journal of interactive marketing, 25(2).

Daugherty, Terry, and Ernest Hoffman. 2014. "eWOM and the importance of capturing consumer attention within social media." Journal of Marketing Communications 82-102.

De Bruyn, A., & Lilien, G. L. 2008. "A multi-stage model of word-of-mouth influence through viral marketing." International journal of research in marketing 151-163.

Diwyarthi, Ni Desak Made Santi. 2022. "Perilaku Konsumen." get Press.

Enterprise, Jubilee. 2016. Strategi Memenangkan Isu di Sosial Media. Elex Media Komputindo.

Erdoğmuş, İ. E., & Cicek, M. 2012. "The impact of social media marketing on brand loyalty." Procedia-Social and behavioral sciences 1353-1360.

Fatimah, Nurul. 2020. "Pengaruh Media Sosial, Electronic Word Of Mouth, Dan Citra Merek Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Pada Toko Poeniko Batik Di Pekalongan)." Skripsi. Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Semarang.

Ghazali, Miliza. 2016. Buat Duit Dengan FB & Instagram. PTS Publishing House Sdn.

Ghozali, Imam. 2001. Aplikasi analisis multivariate bagi program SPSS. Semarang: Badan Penerbit UNDIP.

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).

Hendroyono, Handoko. 2012. Brand Gardener. Jakata: Jakarta: Literati.

Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. 2017. " Electronic word of mouth (eWOM) in the marketing context." A state of the art analysis and future directions.

Juliandi, A., & Manurung, S. 2014. "Metodologi Penelitian Bisnis, Konsep dan Aplikasi: Sukses Menulis Skripsi & Tesis Mandiri." Umsu Press.

Kim, S., Kandampully, J., & Bilgihan, A. 2018. "The influence of eWOM communications: An application of online social network framework." Computers in Human Behavior 243-254.

Kotler, P., & Keller, K. L. 2009. Manajemen Pemasaran. Jakarta: Penerbit: Erlanggga.

Kuncoro, Mudrajad. 2009. Metode Riset Untuk Bisnis dan Ekonomi. Jakarta: Erlangga.

Natorina, Alona. 2018. "Activity of retailers and FMCG producers in the digital age." Маркетинг і цифрові технології 2.2 76-86.

Priyatno, Duwi. 2011. Buku saku analisis statistik data SPSS. Media Pressindo.

Putri, Citra Sugianto. Jurnal Manajemen dan Start-up Bisnis. " Pengaruh media sosial terhadap keputusan pembelian konsumen cherie melalui minat beli." urnal Performa 594-603.

Riyantoro, Bagus, and Ati Harmoni. 2013. " Efektivitas iklan melalui jejaring sosial sebagai salah satu strategi pemasaran keripik pedas maicih." Prosiding PESAT.

Seo, E. J., & Park, J. W. 2018. "A study on the influence of the information characteristics of airline social media on e-wom, brand equity and trust." The Open Transportation Journal, 12(1).

Willemsen, L., Neijens, P. C., & Bronner, F. A. 2013. "Webcare as customer relationship and reputation management? Motives for negative electronic word of mouth and their effect on webcare receptiveness." In Advances in Advertising Research (Vol. IV) The Changing Roles of Advertising .