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.

Pengaruh Content Marketing di Instagram dan Store Atmosphere terhadap Keputusan Pembelian pada Kopi Salarea Dago Muhammad Risyda Asyafar; Dede R Oktini; Nindya Saraswati
Bandung Conference Series: Business and Management 879-886
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25482

Abstract. The rapid growth of coffee shop businesses in Bandung has intensified competition among business owners, requiring effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of Instagram content marketing and store atmosphere on purchasing decisions at Kopi Salarea Dago. This research employed a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to 100 consumers of Kopi Salarea Dago selected using purposive sampling. The collected data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with IBM SPSS Statistics 25. The findings indicate that Instagram content marketing has a positive and significant effect on purchasing decisions. Conversely, store atmosphere does not have a significant partial effect on purchasing decisions. However, simultaneously, content marketing and store atmosphere significantly influence purchasing decisions. The study concludes that content marketing is the dominant factor affecting consumer purchasing decisions at Kopi Salarea Dago. Therefore, business owners are encouraged to improve the quality, consistency, and relevance of social media content while maintaining a comfortable store atmosphere to strengthen consumer purchasing decisions. Abstrak. Perkembangan industri kedai kopi di Kota Bandung yang semakin pesat menyebabkan persaingan antar pelaku usaha semakin tinggi sehingga diperlukan strategi pemasaran yang mampu meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh content marketing Instagram dan store atmosphere terhadap keputusan pembelian pada konsumen Kopi Salarea Dago. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Kopi Salarea Dago dengan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi menggunakan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, store atmosphere tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian. Namun, secara simultan kedua variabel berpengaruh signifikan terhadap keputusan pembelian. Temuan penelitian menunjukkan bahwa content marketing merupakan faktor yang paling dominan dalam memengaruhi keputusan pembelian konsumen Kopi Salarea Dago. Oleh karena itu, peningkatan kualitas konten digital perlu menjadi fokus utama perusahaan tanpa mengabaikan kualitas suasana toko.

Strategi Pengembangan Usaha Brand Lokal In-Onecloth melalui Event dan Social Media Marketing Dimas Raditia; Rezi Muhamad Taufik Permana; Nindya Saraswati
Bandung Conference Series: Business and Management 1101-1110
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26248

Abstract. The local fashion industry in Indonesia, particularly in Bandung, has grown rapidly along with the increasing interest of young consumers in fashion products that emphasize comfort, style, and personal identity. In-OneClothn is a local fashion brand focusing on casual wear, with its main product being board shorts made from cotton-taslan material. This study aims to analyze and formulate brand development strategies for In-OneClothn to increase sales and brand awareness amid the increasingly competitive fashion industry. The research methods include SWOT analysis, Porter's Five Forces, Balanced Scorecard, Target and Performance analysis, and the Boston Consulting Group (BCG) Matrix, supported by marketing approaches through segmentation, targeting, positioning (STP), and the marketing mix. The results indicate that In-OneClothn has strong growth potential through the optimization of digital marketing, the use of social media and marketplaces, and the strengthening of brand identity that emphasizes a balance between comfort, simplicity, and style. A well-planned and sustainable brand development strategy is expected to enhance the brand's existence, sales performance, and competitiveness within the creative fashion industry. Abstrak. Industri fesyen lokal Indonesia, khususnya di Kota Bandung, mengalami perkembangan pesat seiring meningkatnya minat generasi muda terhadap produk fesyen yang mengutamakan kenyamanan, gaya, dan identitas diri. In-OneClothn merupakan merek fesyen lokal yang bergerak di bidang pakaian kasual dengan produk utama berupa celana board short berbahan katun-taslan. Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi pengembangan brand In-OneClothn dalam meningkatkan penjualan dan brand awareness di tengah persaingan industri fesyen yang semakin kompetitif. Metode penelitian yang digunakan meliputi analisis SWOT, Five Forces Porter, Balanced Scorecard, Target and Performance, serta Boston Consulting Group (BCG) Matrix, dengan pendekatan pemasaran melalui segmentasi, targeting, positioning (STP), dan bauran pemasaran. Hasil penelitian menunjukkan bahwa In-OneClothn memiliki peluang besar untuk berkembang melalui optimalisasi pemasaran digital, pemanfaatan media sosial dan marketplace, serta penguatan identitas brand yang menekankan keseimbangan antara kenyamanan, kesederhanaan, dan gaya. Strategi pengembangan brand yang terarah dan berkelanjutan dinilai mampu meningkatkan eksistensi, penjualan, dan daya saing In-OneClothn sebagai brand fesyen lokal di industri kreatif.

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.

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