Garuda - Garba Rujukan Digital

Pengaruh Konten Media Sosial Instagram dan Kesadaran Merek Terhadap Minat Beli Sepatu Kanky Sportstyle di Kota Bandung Fiqri Alwandzaki Martandani Ratman; Septiana Ayu Estri Mahani; Nindya Saraswati
Bandung Conference Series: Business and Management 803-810
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25243

Abstract. This study examines the influence of Instagram content and brand awareness on purchase intention toward Kanky Sportstyle shoes in Bandung City. The research was motivated by a preliminary survey indicating that attractive Instagram content did not proportionally increase brand awareness and purchase intention. A quantitative method with a descriptive-verificative approach was employed. Primary data were collected through an online Likert-scale questionnaire from 130 respondents selected using purposive sampling. The respondents were consumers in Bandung City who had viewed, followed, or interacted with Kanky Sportstyle's Instagram content. Data were analyzed using multiple linear regression with IBM SPSS Statistics 25. The results indicate that Instagram content and brand awareness each have a positive and significant effect on purchase intention. Simultaneously, both variables explain 53.2% of the variance in purchase intention, while the remaining 46.8% is influenced by other factors outside the model. These findings highlight the importance of developing engaging Instagram content alongside strengthening brand awareness to increase consumers' purchase intention toward local footwear brands. Abstrak. Penelitian ini bertujuan menganalisis pengaruh konten media sosial Instagram dan kesadaran merek terhadap minat beli sepatu Kanky Sportstyle di Kota Bandung. Penelitian dilatarbelakangi oleh hasil pra-survei yang menunjukkan bahwa konten Instagram yang menarik belum mampu meningkatkan kesadaran merek dan minat beli secara proporsional. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data primer diperoleh melalui kuesioner daring berskala Likert kepada 130 responden yang dipilih menggunakan teknik purposive sampling, yaitu konsumen di Kota Bandung yang pernah melihat, mengikuti, atau berinteraksi dengan konten Instagram Kanky Sportstyle. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa konten Instagram dan kesadaran merek berpengaruh positif dan signifikan terhadap minat beli, baik secara parsial maupun simultan. Kedua variabel mampu menjelaskan 53,2% variasi minat beli, sedangkan sisanya dipengaruhi faktor lain di luar model.

Citra Merek, Religiusitas, dan Niat Pembelian Ulang McDonald's di Tengah Boikot Vicky Fikhril Hadi; Septiana Ayu Estri Mahani; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management 1001-1008
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25588

Abstract. The boycott movement against products allegedly affiliated with Israel has influenced consumer purchasing behavior, including toward McDonald's in Indonesia. Despite the boycott, some consumers continue to repurchase McDonald's products, indicating that other factors may influence repurchase intention. This study aims to analyze the effect of brand image and religiosity on consumers' repurchase intention toward McDonald's products amid the boycott. This research employed a quantitative approach using a descriptive and verificative research design. Data were collected through questionnaires distributed to 150 McDonald's consumers in Bandung City who met the predetermined research criteria. The data were analyzed using descriptive analysis and multiple linear regression. The findings indicate that brand image has a positive and significant effect on repurchase intention. Religiosity also has a positive and significant effect on repurchase intention. Simultaneously, brand image and religiosity significantly influence consumers' repurchase intention toward McDonald's products amid the boycott. These findings suggest that maintaining a positive brand image while understanding consumers' religious values remains important in shaping repurchase intention despite the ongoing boycott phenomenon. Abstrak. Gerakan boikot terhadap produk yang diduga terafiliasi dengan Israel telah memengaruhi perilaku pembelian konsumen, termasuk terhadap McDonald's di Indonesia. Meskipun demikian, sebagian konsumen tetap menunjukkan niat untuk melakukan pembelian ulang, yang mengindikasikan adanya faktor-faktor lain yang memengaruhi keputusan tersebut. Penelitian ini bertujuan menganalisis pengaruh citra merek dan religiusitas terhadap niat pembelian ulang produk McDonald's di tengah boikot. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data dikumpulkan melalui penyebaran kuesioner kepada 150 konsumen McDonald's di Kota Bandung yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan analisis deskriptif dan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap niat pembelian ulang. Religiusitas juga berpengaruh positif dan signifikan terhadap niat pembelian ulang. Secara simultan, citra merek dan religiusitas berpengaruh signifikan terhadap niat pembelian ulang produk McDonald's di tengah boikot. Temuan ini menunjukkan bahwa citra merek yang positif serta nilai religius yang dimiliki konsumen tetap menjadi faktor penting dalam membentuk niat pembelian ulang di tengah fenomena boikot.

Pengaruh Social Media Marketing terhadap Keputusan Penggunaan Jasa melalui Electronic Word of Mouth Fawzyah Fawzyah; Septiana Ayu Estri Mahani; Nindya Saraswati
Bandung Conference Series: Business and Management 1165-1174
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26289

Abstract. Competition among videography and photography service providers has intensified alongside the growing use of social media as a marketing channel, requiring providers to pair strong content with strategies that cultivate positive electronic word of mouth (e-WOM). This study tests the effect of social media marketing on service usage decisions, both directly and through e-WOM as a mediating variable, using the Instagram account @zidanalfikrii in Pontianak as the object of analysis. A quantitative survey was administered to 100 respondents drawn through purposive sampling from a population of 2,494 service users. Data were analyzed in SPSS 25 through descriptive statistics, validity and reliability testing, classical assumption testing, regression, path analysis, and the Sobel test. Social media marketing showed a significant effect on service usage decisions, and e-WOM significantly mediated this relationship, a result confirmed by a Sobel test value of 2.30 against the critical value of 1.98. Usage decisions in this service category thus appear to be shaped both directly by marketing content and indirectly through the reviews and recommendations that content generates. Abstrak. Persaingan antar penyedia jasa videografi dan fotografi semakin ketat seiring meluasnya pemanfaatan media sosial sebagai kanal pemasaran, sehingga penyedia jasa dituntut memadukan kualitas konten dengan strategi yang mampu menumbuhkan electronic word of mouth (e-WOM) yang positif. Penelitian ini menguji pengaruh social media marketing terhadap keputusan penggunaan jasa, baik secara langsung maupun melalui e-WOM sebagai variabel mediasi, dengan akun Instagram @zidanalfikrii di Kota Pontianak sebagai objek analisis. Survei kuantitatif dilakukan terhadap 100 responden yang dipilih melalui purposive sampling dari populasi 2.494 konsumen. Data dianalisis menggunakan SPSS 25 melalui statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi, path analysis, dan uji Sobel. Social media marketing terbukti berpengaruh signifikan terhadap keputusan penggunaan jasa, dan e-WOM memediasi pengaruh tersebut secara signifikan, hasil yang dikonfirmasi oleh nilai uji Sobel sebesar 2,30 terhadap nilai kritis 1,98. Keputusan penggunaan pada kategori jasa ini dengan demikian tampak dibentuk baik secara langsung oleh konten pemasaran maupun secara tidak langsung melalui ulasan dan rekomendasi yang ditimbulkan konten tersebut.

Pengaruh Online Customer Review dan Social Media Marketing Instagram terhadap Keputusan Pembelian Make Over pada Marketplace Shopee Andelita Putri; Septiana Ayu Estri Mahani; Rezi Muhammad Taufik Permana
Bandung Conference Series: Business and Management 1211-1218
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26307

Abstract. In Indonesia, the growth of the global beauty industry has been driven by the increasing penetration of e-commerce, which has expanded consumer access to a wide range of beauty products. In this context, Social Media Marketing (SMM) and Online Customer Reviews (OCR) have emerged as two primary instruments in digital marketing, playing a significant role in influencing consumer behavior. This study aims to analyze the influence of Social Media Marketing and Online Customer Reviews on purchasing decisions for Make Over products on Shopee. The study employs a quantitative approach, with data collected through a survey method. The sampling technique used was accidental sampling, involving a total of 200 respondents. The data were analyzed using multiple linear regression analysis. The results indicate that both independent variables have a positive influence on purchasing decisions. Partially, SMM was found to have a significant effect on purchasing decisions, while OCR also demonstrated a significant effect. Simultaneously, both variables exert a very strong influence on purchasing decisions. Abstrak. Di Indonesia, pertumbuhan industri kecantikan global didorong oleh meningkatnya penetrasi e-commerce yang memperluas akses konsumen terhadap berbagai produk kecantikan. Dalam konteks tersebut, Social Media Marketing (SMM) dan Online Customer Review (OCR) berkembang menjadi dua instrumen utama dalam pemasaran digital yang memiliki peran penting dalam memengaruhi perilaku konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Online Customer Review terhadap keputusan pembelian produk Make Over di Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui survei. Teknik pengambilan sampel dilakukan dengan teknik accidental sampling, dengan jumlah responden sebanyak 200 orang. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kedua variabel independen memiliki pengaruh positif terhadap keputusan pembelian. Secara parsial, SMM terbukti berpengaruh signifikan terhadap keputusan pembelian, demikian pula OCR yang juga menunjukkan pengaruh signifikan. Secara simultan, kedua variabel memiliki pengaruh yang sangat kuat terhadap keputusan pembelian.

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