Pengaruh Social Media Marketing Terhadap Purchase Decision Melalui Brand Awareness dan Electronic Word of Mouth
Abstract
In today’s digital era, social media has important role in everyday life, one of which is as a digital marketing channel. Social media marketing can be utilized to increase brand awareness, sales, and company profits. This study aims to determine the effect of social media marketing on purchase decisions through brand awareness and electronic word of mouth. This research is a causal research with a quantitative method approach and uses the Structural Equation Modeling (SEM-PLS) analysis method. The population in this study are active social media users, following Somethinc's official social media accounts, have purchased Somethinc products, and live in Jabodetabek city aged 17 - 39 years. The sampling technique used purposive sampling technique with a total sample size of 236 respondents. The results of this study indicate that social media marketing has a positive effect on brand awareness, electronic word of mouth, and purchase decision. Brand awareness positively mediates social media marketing on purchase decision. Electronic word of mouth also positively mediates social media marketing on purchase decision. Based on these results, Somethinc is advised to improve marketing strategies that can make consumers talk more about their products on digital channels so that they can encourage purchase decisions.
References
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120. https://doi.org/10.2307/41165845
Angelyn, & Kodrat, D. S. (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(1), 16–24. https://doi.org/10.37715/rmbe.v1i1.1946
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, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/J.IJDNS.2021.10.001
Azzahra, F. D., Suherman, & Rizan, M. (2021). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Purchase Intention serta dampaknya pada Purchase Decision: Studi pada pengguna layanan Online Food Delivery di Jakarta. Jurnal Bisnis, Manajemen, Dan Keuangan, 2.
Bahi, H. ‘Afif, Pratikto, H., & Dhewi, T. S. (2020). The Impact Of E-WOM And Advertising On Purchase Decision SI.SE.SA Syar’i Clothes With Brand Awareness As An Intervening Variables (A Study On SI.SE.SA Fashion Consumers). International Journal of Business, Economics and Law, 23(1), 1. www.gbgindonesia.com
Chandra, K. A., P, A. K. R., & Sari, D. A. P. (2022). Pengaruh Product Quality, Social Media Marketing, dan Perceived Value Terhadap Purchase Decision (Studi pada Pengguna Produk Smartphone di DKI Jakarta). 3, 444–455.
Christianto, K., & Harjanti, D. (2020). Pengaruh Product Knowledge Terhadap Purchase Decision Dengan Brand Awareness Sebagai Variabel Intervening Pada Produk Tepung Bumbu Krispi Merek Si Buyung. Agora, 8(2).
Clinton, S., & Secapramana, L. V. H. (2022). Effect of Brand Awareness, Price, and Promotion on Purchase Decision on Smartphones. The Management Journal of Binaniaga, 7(2), 213–228. https://doi.org/10.33062/mjb.v7i2.11
David A. Aaker. (1991). Managing Brand Equity : Capitalizing on The Value of A Brand name. THE FREE PRESS.
Dewi, N. M. P., Imbayani, G. A., & Ribek, P. K. (2021). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Yang Dimediasi E-Word of Mouth Pada Givanda Store Denpasar. Jurnal Emas, Vol. 2 No(ISSN : 2774-3020), 1–15. www.validnews.id,
DÜLEK, B., & AYDIN, İ. (2020). EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Fajri, I., Rizkyanfi, M., & Smaya, R. (2021). The Effect Of Social Media Marketing On Purchase Decisions With Brand Awareness As An Intervening Variables In Praketa Coffee Shop Purwokerto. The Journal Gastronomy Tourism, 8(2), 97–110. https://doi.org/10.17509/gastur.v8i2.41922
Fasha, A. F., Robi, M. R., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Gashi, R., & Ahmeti, H. G. (2021). Impact of Social Media on the Development of New Products, Marketing and Customer Relationship Management in Kosovo. 5(2), 125–138.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). Word-of-mouth measurement scale for eservice context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
Hair Jr et al. (2010). Multivariate Data Analysis. In Australia : Cengage: Vol. 7 edition (p. 758).
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Khan, M. F., & Jan, A. (2019). A Measure of Social Media Marketing: Scale Development and Validation. Jindal Journal of Business Research, 8(2), 158–168. https://doi.org/10.1177/2278682119850285
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed., Vol. 22). Pearson.
Li, Y., Xiao, F., Zhai, C., Li, X., Wu, Y., Gao, H., Li, J., Zhai, S., Liu, B., & Wu, G. (2022). Qualitative and Quantitative Real-Time PCR Methods for Assessing False-Positive Rates in Genetically Modified Organisms Based on the Microbial-Infection-Linked HPT Gene. International Journal of Molecular Sciences, 23(17). https://doi.org/10.3390/ijms231710000
Mandasari, F., Purwanto, E., & Purwanto, S. (2023). THE INFLUENCE OF CELEBRITY ENDORSERS AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISION TRUST ON LAZADA MARKETPLACE SURABAYA. 16(1), 99–113.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B.-R. (2020). The Dynamic Stimulus of Social Media Marketing on Purchase Intention of Indonesian Airline Products and Services. https://doi.org/10.1108/APJML-07-2019-0442
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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, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/J.IJDNS.2021.10.001
Azzahra, F. D., Suherman, & Rizan, M. (2021). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Purchase Intention serta dampaknya pada Purchase Decision: Studi pada pengguna layanan Online Food Delivery di Jakarta. Jurnal Bisnis, Manajemen, Dan Keuangan, 2.
Bahi, H. ‘Afif, Pratikto, H., & Dhewi, T. S. (2020). The Impact Of E-WOM And Advertising On Purchase Decision SI.SE.SA Syar’i Clothes With Brand Awareness As An Intervening Variables (A Study On SI.SE.SA Fashion Consumers). International Journal of Business, Economics and Law, 23(1), 1. www.gbgindonesia.com
Chandra, K. A., P, A. K. R., & Sari, D. A. P. (2022). Pengaruh Product Quality, Social Media Marketing, dan Perceived Value Terhadap Purchase Decision (Studi pada Pengguna Produk Smartphone di DKI Jakarta). 3, 444–455.
Christianto, K., & Harjanti, D. (2020). Pengaruh Product Knowledge Terhadap Purchase Decision Dengan Brand Awareness Sebagai Variabel Intervening Pada Produk Tepung Bumbu Krispi Merek Si Buyung. Agora, 8(2).
Clinton, S., & Secapramana, L. V. H. (2022). Effect of Brand Awareness, Price, and Promotion on Purchase Decision on Smartphones. The Management Journal of Binaniaga, 7(2), 213–228. https://doi.org/10.33062/mjb.v7i2.11
David A. Aaker. (1991). Managing Brand Equity : Capitalizing on The Value of A Brand name. THE FREE PRESS.
Dewi, N. M. P., Imbayani, G. A., & Ribek, P. K. (2021). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Yang Dimediasi E-Word of Mouth Pada Givanda Store Denpasar. Jurnal Emas, Vol. 2 No(ISSN : 2774-3020), 1–15. www.validnews.id,
DÜLEK, B., & AYDIN, İ. (2020). EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Fajri, I., Rizkyanfi, M., & Smaya, R. (2021). The Effect Of Social Media Marketing On Purchase Decisions With Brand Awareness As An Intervening Variables In Praketa Coffee Shop Purwokerto. The Journal Gastronomy Tourism, 8(2), 97–110. https://doi.org/10.17509/gastur.v8i2.41922
Fasha, A. F., Robi, M. R., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Gashi, R., & Ahmeti, H. G. (2021). Impact of Social Media on the Development of New Products, Marketing and Customer Relationship Management in Kosovo. 5(2), 125–138.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). Word-of-mouth measurement scale for eservice context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
Hair Jr et al. (2010). Multivariate Data Analysis. In Australia : Cengage: Vol. 7 edition (p. 758).
Iksyanti, D. Z., & Hidayat, A. M. (2022). Pengaruh Social Media Marketing melalui Electronic Word Of Mouth pada Platform Tiktok terhadap Keputusan Pembelian di Shopee. YUME: Journal of Management, 5(2), 11–18. https://doi.org/10.37531/yume.vxix.435
Kemp, S. (2022). DIGITAL 2022: INDONESIA. https://datareportal.com/reports/digital-2022-indonesia
Khan, M. F., & Jan, A. (2019). A Measure of Social Media Marketing: Scale Development and Validation. Jindal Journal of Business Research, 8(2), 158–168. https://doi.org/10.1177/2278682119850285
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed., Vol. 22). Pearson.
Li, Y., Xiao, F., Zhai, C., Li, X., Wu, Y., Gao, H., Li, J., Zhai, S., Liu, B., & Wu, G. (2022). Qualitative and Quantitative Real-Time PCR Methods for Assessing False-Positive Rates in Genetically Modified Organisms Based on the Microbial-Infection-Linked HPT Gene. International Journal of Molecular Sciences, 23(17). https://doi.org/10.3390/ijms231710000
Mandasari, F., Purwanto, E., & Purwanto, S. (2023). THE INFLUENCE OF CELEBRITY ENDORSERS AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISION TRUST ON LAZADA MARKETPLACE SURABAYA. 16(1), 99–113.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B.-R. (2020). The Dynamic Stimulus of Social Media Marketing on Purchase Intention of Indonesian Airline Products and Services. https://doi.org/10.1108/APJML-07-2019-0442
Muhamad, A. A., & Aransyah, M. F. (2022). The Effect of Social Media Marketing on Brand Awareness and Brand Image to Increase Intention to Buy (Study on Audia Multibrand Muslimwear). Budapest International Research and Critics Institute- Journal, 5(2), 14437–14453.
Nabella, B. J., & Jumono, S. (2020). Pengaruh Experiential Marketing, Electronic Word of Mouth Terhadap Purchase Decision Dengan Diintervening Oleh Brand …. JCA of Economics and Business, 1. https://jca.esaunggul.ac.id/index.php/jeco/article/view/101%0Ahttps://jca.esaunggul.ac.id/index.php/jeco/article/viewFile/101/101
Nur, D. S., & Octavia, A. (2022). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIASI PADA MARKETPLACE SHOPEE DI KOTA JAMBI. 11(02), 387–399. https://repository.unsri.ac.id/25884/%0Ahttps://repository.unsri.ac.id/25884/56/RAMA_61201_01011381621230_0008116904_0010077404_01.pdf
Oktaviani, A. D., Riyanto, D. W. E., & Fuadiputra, I. R. (2022). The Effect of Electronic Word of Mouth, Brand Image, and Brand Trust on Consumer Purchase Decision on Camille Organic Beauty Face Mask. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(03), 246–253. https://doi.org/10.22219/jamanika.v2i03.22736
Prameswari, R. D., & Giri, R. R. W. (2022). The Effect of Social Media Marketing Activities on Purchase Intention With Brand Awareness, Brand Image, Brand Equity As Intervening Variables on Kopi Janji Jiwa in Bandung City. International Journal of Social Sciences and Management Review, October, 72–87. www.ijssmr.org
Pramudhita, N. D. E., & Madiawati, P. N. (2021). The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 5(1), 17. https://doi.org/10.31104/jsab.v5i1.181
Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION (Studi Kasus : SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01
Rifaldo, A., & Wardi, Y. (2021). The influence of social media marketing on brand awareness and brand image: moderating effect of religiosity. 1(4), 349–361.
Rupayana, I. K., Suartina, I. W., & Mashyuni, I. (2021). Pengaruh Kualitas Produk, Impulse Buying dan Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian pada Produk Smartphone Merek Oppo di Kota Denpasar. Widya Amrita, 1(1), 233–247. https://doi.org/10.32795/widyaamrita.v1i1.1167
Sanjaya, F. A., Ambarwati, R., & Lesmanawati, D. (2022). Pengaruh Social Media Marketing Dan Citra Merek Terhadap Keputusan Pembelian Yang Dimediasi Electronic Word Of Mouth (Studi Kasus: Konsumen Kedai “Ikhtiar” Banjarbaru). Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 6(2), 82–89. https://doi.org/10.35130/jrimk.v6i2.354
Saputri, F. A., Syahputra, & Fakhri, M. (2022). The Influence of Social Media Marketing Activities on Brand Awareness , Brand Image and Brand Loyalty in Cititrans Travel. 2086–2096.
Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97–109. https://doi.org/10.21744/irjmis.v9n1.2012
Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee. Binus Business Review, 13(1), 57–66. https://doi.org/10.21512/bbr.v13i1.7917
Soomro, H. J., Khaskheli, G. A., Jumani, A. K., & Shar, A. H. (2020). Intervening analysis of internet marketing between the relationship of brand awareness and online purchase decision of mobile products among the students of Heis in Pakistan. Indian Journal of Science and Technology, 13(15), 1535–1545. https://doi.org/10.17485/ijst/v13i15.39
Suharyanto, & Rahman, N. R. (2022). The Effect of Electronic Word of Mouth and Social Media Marketing on the Purchase Decision of Billionaire’S Project Products Through Product Quality. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 475. https://doi.org/10.29040/ijebar.v6i1.4816
Sulistiyani, & Sudirjo, F. (2020). The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation. Jurnal Mantik, 4(1), 539–546. https://iocscience.org/ejournal/index.php/mantik
Suryati, L. (2021). Pengaruh Strategi Promosi Melalui Sosial Media Terhadap Keputusan Pembelian Di Café 38 Coffee Lab Yang Di Mediasi Electronic Word Of Mouth Marketing. Literasi Jurnal Ekonomi Dan Bisnis, 3(1), 104–119.
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