Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian Dan Implikasinya Pada Electronic Word Of Mouth Pada Cafe Brick Sleman
Abstract
Penelitian ini bertujuan mengetahui dan menjelaskan pengaruh promosi melalui media sosial Instagram terhadap keputusan pembelian dan implikasinya pada electronic word of mouth pada konsumen di Cafe Brick Sleman. Penelitian ini menggunakan pendekatan kuantitatif. Sampel penelitian ini adalah 100 konsumen yang sudah pernah berkunjung ke Cafe Brick dengan menggunakan metode purpossive sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan analisis regresi berganda.
Hasil penelitian ini menunjukkan bahwa promosi menggunakan media sosial memiliki pengaruh terhadap keputusan pembelian serta berimplikasi pada electronic word of mouth pada pelanggan Cafe Brick. Penelitian ini memberikan konstribusi bagi Pemasar Cafe Brick terkait strategi promosi di media sosial dan electronic word of mouth.
Keywords
Full Text:
PDFReferences
Adam, R. 2003. www.advertising: Advertising and Marketing on the World Wide Web. UK: Cassell Illustrated.
Agus Hermawan. 2012. Komunikasi Pemasaran. Jakarta, Erlangga
Assauri, Sofjan. 2013. Manajemen Pemasaran. Jakarta : Rajawali Pers
Asnawi dan Masyuri. 2009. Metodologi Riset Management Pemasaran. Malang: UIN - Press
Bhattacherjee, A. A. S. (2006). Influence process for information technology acceptance: an elaboration likelihood model. MIS Quarterly, 30(4), 805-825.
Baltas, G. 2003. Determinants of Internet advertising effectiveness: An empirical study, International Journal of Market Research 45(2), 505
Bougi, Roger dan Uma Sekaran, 2010. Research Methods For Bussines, Fift Edition. Jhon Wiley and Sons, Ltd
Cheung. E. A. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in onlinecustomer communities. Internet Research, 18(3), 229-247. http://dx.doi.org/10.1108/10662240810883290
Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The Impact of Positive Electronic Word-of-Mouthon Customer Online Purchasing Decision. In M. D. Lytras, E. Damiani, J. M.
Carroll, R. D. Tennyson, D.Avison, A. Naeve, A. Dale, P. Lefrere, F. Tan, J. Sipior, & G. Vossen (Eds.), Lecture Notes in Computer Science (Lecture Notes in Artificial Intelligence) (Vol. 5736, pp. 501-510). Springer-Verlag Berlin Heidelberg.
Coyle, J.R., Thorson, E., 2001. The effects of progressive levels of interactivity and vividness in Web marketing sites. Journal of Advertising 30(3), 65-77.
Ducoffe, R.H., 1996. Advertising value and advertising on the Web. Journal of Advertising Research 36 (5), 21-35
Evans, Dave dan Jake Mc kee. Social Media Marketing : The Next Generation of Bussines Engagement. Canada: Wiley Publishing, 2010
Escalas, J.E., and B.S. Rutgers. 2003. Antecedents and consequences of emotional responses to advertising, In P.A. Keller and D.W. Rook (eds.), Advances in Consumer Research, 30, pp. 85-90, UT: Association for Consumer Research.
Fogg, B. J., Kameda, T., Boyd, J., Marshall, J., Sethi, R., Sockol, M., & Trowbridge, T. (2002). Stanford Makovsky Web Credibility Study 2002: Investigating What Makes Web Sites Credible Today. A Research Report by the Stanford Persuasive Technology Lab & Makovsky & Company, Stanford University.Retrieved from www.webcredibility.org
Forbes,, L. P., & Vespoli,, E. (February 2013). Does Social Media Influence Consumer Buying Behavior? An Investigation Of Recommendations And Purchases. Journal of Business & Economics Research, 11(2), 107-113.
Goldsmith, R. (2008). Electronic Word-of-Mouth, E-commerce, Idea Group Reference Global, Florida
Ghozali, Imam. 2006. Structural Equation Modeling, Metode Alternatif dengan Partial Least Square. Edisi 2. Badan Penerbit Universitas Diponegoro: Semarang.
Ghozali, Imam. 2009. Aplikasi Analisis Multivariate dengan Program SPSS. Badan Penerbit Universitas Diponegoro: Semarang.
Ghozali, Imam. 2009. Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 16.0. Edisi 4. Badan Penerbit Universitas Diponegoro: Semarang.
Harrison 2017; Patel 2016; Talaverna 2015. The Impact of Social Media Influencernson Purchase Intetion and The Mediation Effect of Customer Attitude. Asian Journal of Bussines Research
Hennig-Thurau, F., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth via Customer-Opinion Platforms: What Motivates Customers to Articulate
Hennig-Thurau,Thorsten. Kevin Gwinner. Gianfranco Walsh. Dwayne Gremler. (2004). Electronic Word of Mouth Via Consumer Opinion Platform : What Motivates Consumers To Articulate Themselves on The Internet ?.Journal of Interactive Marketing.38 : 52
Istijanto, (2006), Riset Sumber Daya Manusia. Jakarta: PT. Gramedia Pustaka Utama
J. Supranto dan Nandan L. 2011 Perilaku Konsumen dan Strategi Pemasaran Untuk Memenangkan Persaingan Bisnis Edisi 2. Jakarta: Mitra Wacana Media
Jansen, Bernard.J and Mimi Zhang. 2009. Twitter Power: twetts as electronic word of mouth . Journal of The American Society for Information Science and Technology, Vol 60. Page 2169 - 2188
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-ofmouth: Challenges and opportunities. Procedia Computer Science, 3, 42-46.
Jalilvand, Mohammad Reza dan Neda Samiei. (2012). The Effect of Electronic Word of Mouth on Brand image and Purchase Intention: An empirical study in the automobile industry in Iran. Journal of Marketing Intelligence & Planning. Vol. 30 Iss: 4.
Jalilvand, Mohammad Reza dan Neda Samiei. (2012). The Effect of Electronic Word of Mouth on Brand image and Purchase Intention: An empirical study in the automobile industry in Iran. Journal of Marketing Intelligence & Planning. Vol. 30 Iss: 4.
Jang, D., 1998. Positioning and effect of Internet advertising: Competitive effect of the Internet advertising on the existed medium advertisement and the management plan. Broadcasting Advertisement Study Collection of Books 14, 308-318.
Kotler dan Armstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi ke 12. Jakarta: Penerbit Erlangga
Kotler, Philip, diterjemahkan oleh Hendra Teguh dan Ronny A. Rusli, 2002, Manajemen Pemasaran Edisi Millenium 1, PT. Prenhalindo, Jakarta
Kotler, Philip & Gary Armstrong. 2012. Prinsip-prinsip pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga
Kotler, P. and Armstrong, G. (2004) Principles of Marketing. 10th Edition, Pearson - Prentice Hall, New Jersey
Kumar, A.K. 2008. Term paper: Online Advertisement, Hochschle Furtwangen University
Khatib Fahed. 2016. The Impact of Social Media Characteristic on Purchase Decision Empirical Study of Saudi Customers in Asser Region, International Journal of Business and Social Science, Volume 7. Issue 4.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online customer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.
Mangold, W. G., & Faulds, D. J. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002
Mudrajad Kuncoro (2007), Metode Riset Untuk Bisnis dan Ekonomi, Erlangga Jakarta
M Nisrina. 2015. Bisnis Online, Manfaat Media Sosial Dalam Meraup Uang. Yogyakarta, Kobis
Masri Singarimbun & Sofyan Effendi, 1995, Metode Penelitian Survei, Edisi Revisi, PT. Pustaka LP3ES, Jakarta
Pietro, L. D., & Pantano, E. (2012). An empirical investigation of social network influence on consumer purchasing decision:The case of Facebook. Journal of Direct, Data and Digital Marketi ng Practi ce, 14(1), 18-29
Rowley, J. 2001. Remodeling marketing communications in an Internet environment, Internet Research: Electronic Networking Applications and Policy 11(3), 203-212.
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on customers’ online choices. Journal of Retailing, 80(2), 159-169.
Sugiyono, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R & D, Bandung : Alfabeta, cet ke-10, 2010, Hlm. 14
Sugiyono, 2009, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung : Alfabet
Sani, Ahmad. Maharani, Vivin. 2013. Metodologi Penelitian Manajemen Sumber Daya Manusia : Teori, Kuesioner, dan Analisis Data. Malang: Uin Press.
Schiffman & Kanuk.2004. Zulkifli Kasip (alih bahasa) Edisi Ketujuh. Penerbit PT.Indexs. Jakarta
Sahetapy, Jeofer Pratama. 2013. Diferensiasi Produk, Strategi Merek, Pengaruhnya Terhadap Keputusan Pembelian Meubel UD Sinar Sakti Manado. Jurnal Manajemen. Vol.1, No.3, Hal. 411-420
Sharma, S., & AsadRehman. (2012, July). Assessing the Impact of Web 2.0 on Consumer Purchase Decisions: Indian Perspective. International Journal of Marketing and Technology, 2(7), 125-139.
Semuel, Hatane dan Adi Suryanata Lianto. 2014. “ Analisis e-Wom, Brand Image, Brand Trust dan Minat Beli Produk Smartphone Di Surabaya”. Journal Management Pemasaran. Vol.8, No.2, Hal (47 - 54)
Sernovitz, Andy. 2006. Word Of Mouth Marketing: How Smart Companies GetPeople Talking. Chicago: Kaplan Publishing Sugiyono. 2009. Metode Penelitian Kuantitatif dan Kualitatif. Bandung: CV. Al tajda
Solis, Brian. 2011. Engage: The Complete Guide for Brands and Bussinesses to Build . Cultivate. And Measure Succes in the new Web. New Jersey: John Wiley & Sons
Supranto. Limakrisna, Nandan, 2011, Perilaku Konsumen dan Strategi Pemasaran. Mitra Wacana Media: Jakarta
Santoso, Singgih dan Tjiptono, Fandy, 2001, Riset Pemasaran: Konsep Dan Aplikasi dengan S PSS, PT Elex Media Komputindo. Jakarta
Themselves On the Internet?.Journal of Interactive Marketing, 18(1), 38-52.
Taylor, N.J.; and E.T. Loiacono; and R.T. Watson. 2008. Alternatives scenarios to the banner years, Communication of the Associations of the Computing Machinery (ACM) 51(2), 53-58.
Refbacks
- There are currently no refbacks.