Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest

Sutiyati Sutiyati, Henny Welsa, Ambar Lukitaningsih

Sari


ABSTRACT

The purpose of this research is to determine the most influential and important variables that cause the low totally of the peoples has been visited at Parangtritis beach Yogyakarta in accordance with the problems that have been formulated. A sample size of 97 that can represent the population is determined using the Krejcie-Morgan method. The method of analysis in this study is to use a variance-based analysis of Structural Equation Modeling (SEM), namely Partial Least Square (PLS). The sampling technique in this study is accidental sampling using a questionnaire instrument. Social media variables have a positive and significant effect on purchase decision by showing p values of 0.000; brand image variable has a positive and significant effect on purchase decision with p values of 0.018; social media variables has a positive and significant effect on buying interest and p values of 0.008; brand image variable has a positive but not significant effect on work stress with an original sample value of 0.213 and a p value of 0.129; buying interest variables have a positive and significant effect on purchase decision as evidenced by the original sample value of 0.014 and p values of 0.764; buying interest as intervening influences has effect on relationship between social media variables and purchase decision with zscore (2.67)> ztable (1.96); buying interest as an intervening has not effect on relationship between brand image and purchase decision  with  zscore (1.08)< ztable (1.96).

Keywords: Social media, Brand image, buying interest, purchase decision


Kata Kunci


social media, brand image, purchase decision, buying interest

Teks Lengkap:

PDF

Referensi


Alexi, M., Zulkarnain, Z., & Musfar, T. (2017). Pengaruh Brand Image Dan Product Design Terhadap Purchase Decision Dan Repurchase Intention Pada Produk Sepatu Futsal Merek Specs Di Kota Pekanbaru. Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau, 4(1 Februari 2017), 350–363. Retrieved from https://jom.unri.ac.id/index.php/JOMFEKON/article/view/12680

Amalia, E., & Sunarti, S. (2019). Pengaruh Media Sosial Terhadap Minat Berkunjung Followers (Survei Pada Followers Akun Instagram @batuflowergarden.Cobanrais). Jurnal Administrasi Bisnis (JAB)|Vol, 70(1 Mei 2019), 11–18. Retrieved from http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2809

Caecilia, P. meliani, Kindangen, P., & Tumewu, F. (2017). The Effect Of Maybelline Social Media Marketing On Consumer Purchase Decision. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akutansi, 7(2 September 2017), 232–256. https://doi.org/10.13658/j.cnki.sar.2019.01.013

Daga, R. (2019). Potensi media sosial sebagai media promosi pariwisata sangatlah besar.

Dejan, A. A. (2018). Pengembangan Objek Wisata Pantai Parangtritis dalam Perspektif Sustainable Development. Government Affairs and Administration, 5(5 Mei 2018). Retrieved from https://www.researchgate.net/publication/325285193_PENGEMBANGAN_OBJEK_WISATA_PANTAI_PARANGTRITIS_DALAM_PERSPEKTIF_SUSTAINABLE_DEVELOPMENT

Edy Susanto, M. (2019). Pengaruh Persepsi Nilai, citra Merek dan Persepsi Harga Terhadap Minat Berkunjung (Studi Kasus pada Jawa Timur Park 3 Kota Wisata Batu). Journal of Chemical Information and Modeling, 53(9 Agustus 2019), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004

Ghozali, I. (Universitas D. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Yogyakarta.

Haikal, D. M., & Suliyanto. (2018). The Effect of Consumer Ethnocentrism , Brand Image , and Perceived Quality , on Purchase Decisions With Purchase Intention as Intervening Variable ( Study of Eiger Consumers in Tasikmalaya ). Journal of Accounting Management and Economics, 20(2 Juli 2018), 42–45. Retrieved from http://jos.unsoed.ac.id/index.php/jame/article/view/1120

Hasyyati, R. D. P., & Khasanah, I. (2019). Minat Beli Sebagai Mediasi ( Studi Pada Konsumen Toko Sepatu Bata Semarang ). Diponegoro Journal Of Management, 8(30 Agustus 2019), 1–11. Retrieved from http://ejournal-s1.undip.ac.id/index.php/djom

Henseler, J., Marko, C. M., & sarstedt, R. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling.

Koesbianto, D. I. (2019). Kabupaten Bantul dalam rangka 2019. Article.

Kotler, P. (2005). Manajemen Pemasaran. Jilid 1 dan 2. Jakarta: PT Indeks Kelompok Gramedia.

Kotler, P., & Keller, K. L. (2016). Marketing Managemen (15th Editi). Pearson Education,Inc.

Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang. Jurnal Administrasi Bisnis, 7(1 Maret 2018), 25. https://doi.org/10.14710/jab.v7i1.22571

Meslat, N. (2018). Impact of social media on ustomers’ purchase decision. International Journal of Global Business Management and Research, 5(2 Agustus), 45. https://doi.org/10.14419/ijet.v7i2.30.13457

Montjai, O., Tewal, B., & Lengkong, P. . V. (2018). Motivasi, Sikap, Dan Minat Beli Konsumen Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pt. Hasjrat Abadi Sentral Yamaha Manado. Emba, 2(4 Desember 2018), 35–45. https://doi.org/10.1007/s00253-008-1637-5

Mughoffar, M., Sumarwan, U., & Tinaprilla, N. (2019). The Effect of e-Wom And Brand Image on The Interest in Buying The Heavenly Blush Yoghurt Product. Indonesian Journal of Business and Entrepreneurship, 5(26 Mei), 158–167. https://doi.org/10.17358/ijbe.5.2.158

Nulufi, K., & Murwatiningsih. (2018). Minat Beli Sebagai Mediasi Pengaruh Brand Image Dan Sikap Konsumen Terhadap Keputusan Pembelian Batik Di Pekalongan (Studi Kasus pada Konsumen International Batik Center dan Pasar Grosir Setono). Jurnal Manajemen, 4(1 Mei), 1–134. https://doi.org/https://doi.org/10.15294/maj.v4i2.7813

Nurkarima, N. (2018). Pengaruh Penggunaan Media Sosial Terhadap Akhlakul Karimah dan Akhlakul Madzmumah Siswa Di SMAN 1 Kauman Tahun Ajaran 2017/2018. Institutional Repository, 5(1 Juni), 11. Retrieved from http://repo.iain-tulungagung.ac.id/7912/5/Bab II.pdf

Pangestu, M. A. (2018). Pantai Parangtritis Sebagai Destinasi Ikonik di Yogyakarta.

Prasetya, ermawan galih, Yulianto, E., & Sunarti, S. (2018). Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada Mahasiswa Fakultas Ilmu Administrasi Bisnis Program Studi Administrasi Bisnis angkatan 2018 konsumen Air Mnineral Aqua). Jurnal Administrasi Bisnis, 62(2 september 2018), 214–221. Retrieved from http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2692

Putri, C. S. (2018). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Cherie Melalui Minat Beli. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 1 (5)(5 Desember 2018), 594. Retrieved from https://journal.uc.ac.id/index.php/performa/article/view/348

Raheni, C. (2018). Pengaruh Media Sosial Terhadap Minat Beli Konsumen Studi Kasus Mahasiswa The Effect Of Social Media On Consumer Buying Interest Study Case Study. Jurnal Sinar Manajemen, Vol. 5(No. 2), 82–85. Retrieved from https://jurnal.unismuhpalu.ac.id/index.php/JSM/article/viewFile/289/175

Rahmawati. (2018). Pengaruh harga dan minat beli terhadap keputusan pembelian konsumen Shopee. Riset Sains Manajemen, 2 (4)(30 November), 143–150. https://doi.org/10.5281/zenodo.1236827

Romadhona, R. N. N., Sudapet, N., & Subagio, H. D. (2018). Influence of Packing Design,Protion and Brand Image on consumer Buying Interest (Study Case of Consumer Glek-Glek Tea Nganjuk). Journal of Intrgrated Edducation,Engineering and Business, 1(2 September), 2615–2312. Retrieved from https://jurnal.narotama.ac.id/index.php/ijieeb/article/view/762

Rommy, A. S. N., Moh, N. B. H. H., & Nur, A. R. Y. N. (2018). Effect Of Brand Image And Price Perception On Purchase Decision. Journal of Business and Management, 20(8 Agustus), 76–81. https://doi.org/10.9790/487X-2008027681

Sriyanto, A., & A.W., K. (2019). Pengaruh Brand Ambassador, Minat Beli , Dan Testimoni Terhadap Keputusan Pembelian (Studi Pada Situs Jual Beli Online Shopee Indonesia di Universitas Budi Luhur Periode Februari -April 2018). Jurnal Ekonomika Dan Manajemen, 8(1 April), 21–34. Retrieved from https://journal.budiluhur.ac.id/index.php/ema/article/view/858

Sudaryanto, S., Subagio, N. A., Awaliyah, I. N., Wulandari, D., & Hanim, A. (2019). Influence of brand image, price and promotion on consumer’s buying decision of fast moving consumer’s goods with culture as a moderating variable in basmallah retail store in Indonesia. International Journal of Scientific and Technology Research, 8(3 Maret), 85–92. Retrieved from http://www.ijstr.org/final-print/mar2019/Influence-Of-Brand-Image-Price-And-Promotion-On-Consumers-Buying-Decision-Of-Fast-Moving-Consumers-Goods-With-Culture-As-A-Moderating-Variable-In-Basmallah-Retail-Store-In-Indonesia.pdf

Yogesh, F., & Yesha, M. (2018). Effect of Social Media on Purchase Decision. Pacific Business Review International, 6(11 Mei 2018), 45–51. Retrieved from http://www.pbr.co.in/2018_month/May/9.pdf




DOI: https://doi.org/10.31294/jeco.v4i2.8223

##submission.license.cc.by4.footer##

ISSN: 2549-8932

 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika Jakarta

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License