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Dedi Iskamto
Universitas Telkom
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Journal : JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi)

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IMPACT SOCIAL MEDIA MARKETING AND BRAND LOYALTY ON PURCHASE DECISION FOR BRAND LOVE KPOP TREASURE MUSIC ALBUMS Christivany, Christivany; Iskamto, Dedi
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 9, No 2 (2023): Vol 9, No. 2 (2023)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v9i2.8118

Abstract

ABSTRACTThis study aimed to examine the role of brand love as a moderator between the influence of social media marketing and brand loyalty on the choice to buy K-pop Treasure music albums. This research uses a quantitative approach combined with descriptive statistics. The number of research samples was 400 samples using the non-probability sample method. This research uses Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that brand love has a positive and significant effect on purchasing decisions, brand loyalty has a positive and significant effect on brand love, brand loyalty has a positive and significant effect on purchasing decisions, social media marketing has a positive and significant effect on brand love, social media marketing has a positive and significant effect on purchasing decisions. Brand love significantly mediates the relationship between brand loyalty and purchasing decisions, and brand love significantly mediates the relationship between social media marketing and purchasing decisions.ABSTRAKTujuan penelitian ini untuk menguji peran brand love sebagai moderator antara pengaruh social media marketing dan brand loyalty terhadap pilihan membeli album music K-pop Treasure. Penelitian ini menggunakan pendekatan kuantitatif yang dipadukan dengan statistik deskriptif. Jumlah sampel penelitian sebanyak 400 sampel dengan menggunakan metode sampel non-probabilitas. Penelitian ini menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa brand love berpengaruh positif dan signifikan terhadap keputusan pembelian, Brand Loyalty berpengaruh positif dan signifikan terhadap brand love, Brand loyalty berpengaruh positif dan signifikan terhadap keputusan pembelian, social media marketing berpengaruh positif dan signifikan terhadap brand love, Social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand love signifikan memediasi hubungan antara brand loyalty dan keputusan pembelian, dan Brand love berpengaruh signifikan memediasi hubungan antara social media marketing dan keputusan pembelian.
Co-Authors Aftanorhan, Asyraf Afthanorhan, Asraf Afthanorhan, Asyraf Alam, Salman Ramadan Nur Amalia, Erika Asnahwati Asnahwati Asraf Afthanorhan Asyraf Aftanorhan Asyraf Aftanorhan Aulia Fariha Fauzi, Putri Budi Santosa Budi Santosa Chongbang , Nirmal Christalia, Windy Christivany, Christivany Cornelis Dehotman Danang Indrajaya Elida Gultom Fathimatuz, Zahra Galuh Tresna Murti Ghazali , Puspa Liza Ghazali, Puspa Liza Hendrayani Hendrayani Idris, Fahmi Zain Jeli Nata Liyas Jeli Nata Liyas jenita jenita, jenita Juhariyah, Lohana Kurniati Karim Lohana Juariyah Masrida Zasriati Maya Ariyanti Nabila, Syadza Muthi Narti, Seflira Nurvita Trianasari Pramono, Indro Puspa liza Ghazali Puspa Liza Ghazali Puspa Liza Ghazali Putra Budi Ansori Rahmalia, Khaerunnisa Fauziah Ratih Hendayani Ratna Komala Putri Ravi Irfandy Gunawan Rawal, Dipina Sharma Rifa’atul Mahmudah Riski Taufik Hidayah Saladin, Thoriq Seflira Narti Sembiring, Irvandeo Wandinata Siti Syahsudarmi Sri Widiyanesti Teguh Hendra Thoriq Saladin Tory, Fadil Athariq Utami, Eristy Minda Wicaksono, Adryan Edhie Wirdayani Wahab Yulia Harwina Yulihardi Zumarnis, Silfadila