FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION DAN PURCHASE DECISION PADA PRODUK HIJAB PREMIUM BUTTONSCARVES

  • Sartika Juliana Universitas Negeri Jakarta
  • Usep Suhud Universitas Negeri Jakarta
  • Rahmi Rahmi Universitas Negeri Jakarta
Abstract views: 57 , pdf downloads: 54
Keywords: Viral Marketing, eWOM, Brand Awareness, Purchase Intention, Purchase Decision

Abstract

This study was conducted with the aim of examining the influence of viral marketing, electronic word of mouth, and brand awareness on purchase intention. and the influence of viral marketing, electronic word of mouth, brand awareness, and purchase intention on purchase decisions. This study using survey or questionnaires by office forms for method to collect data with a sample of 205 respondents. This research uses a quantitative with SEM (Structural Equation Modelling) for data analysis techniques. The results of this study show that viral marketing, electronic word of mouth, and brand awareness each have a positive and significant influence on purchase intention. Brand awareness and purchase intention each also have an influence on purchase decisions. While viral marketing and electronic word of mouth were each found not to have a significant enough influence on purchase decisions.

References

Al Hafizi, N. A., & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom.Id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3.826
Amri, S., & Prihandono, D. (2019). Influence lifestyle, consumer ethnocentrism, product quality on purchase decision through purchase intention. Management Analysis Journal, 8(1), 25–38.
Amri, W. A. A., Putra, F., Saputera, D., Novitasari, D., & Jainuri, J. (2023). Online Shop Purchase Decision: How Do Social Media Marketing, Electronic Word of Mouth (EWOM), and Lifestyle Affect? Edumaspul: Jurnal Pendidikan, 7(1), 253–261.
Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50.
Aryianto, M. Z., & Prihandono, D. (2018). The influence of electronic word-of-mouth and destination image on visit decision through visit intention as intervening variable. Management Analysis Journal, 7(3), 318–327.
Awaludin, M. N., & Sukmono, S. (2020). The Effect of Social Media Marketing and Brand Awarness on Purchase Decisions With Viral Marketing As Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta. AFEBI Management and Business Review, 5(1), 54–68.
Aziza, Y., & Hawignyo, H. (2022). Pengaruh Digital Marketing dan Viral Marketing Terhadap Keputusan Pembelian Produk Mie Samyang. Jurnal Pendidikan Tambusai, 6(2), 10641–10652.
Bismoaziiz, B., Suhud, U., & Saparuddin, S. (2021). Influence of Social Media Marketing, Electronic Word of Mouth and Consumer Engagement To Brand Loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, January 2020, 16–26. https://doi.org/10.47742/ijbssr.v2n2p3
Diawati, P., Putri, R. R., Sugesti, H., Hakim, L., & Farizki, R. (2021). Pengaruh brand ambassador dan viral marketing terhadap proses keputusan pembelian pada konsumen marketplace. JPPI (Jurnal Penelitian Pendidikan Indonesia), 7(4), 560–569.
Dumatri, A. C. A., & Indarwati, T. A. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli pada Burger King Indonesia. Jurnal Ilmu Manajemen, 9(2), 478. https://doi.org/10.26740/jim.v9n2.p478-488
Fajriyah, A., & Karnowati, N. B. (2023). Pengaruh Viral Marketing, Electronic Word Of Mouth, dan Kepercayaan terhadap Keputusan Pembelian di Bangi Cafe Cilacap. Prosiding University Research Colloquium, 98–112.
Farooqui, R. (2021). The Role of Guerilla Marketing for Consumer Buying Behavior in Clothing Industry of Pakistan using Structural Equation Modeling (SEM). South Asian Journal of Management Sciences, 15(1), 52–68.
Fata, N. K., Herlawati, Seta, S., Handayanto, R. T., Gunarti, A. S. S., Raharja, I., Maimunah, & Benrahman. (2020). Pemanfaatan Media Sosial dan Ecommerce Sebagai Media Pemasaran Dalam Mendukung Peluang Usaha Mandiri Pada Masa Pandemi Covid 19. Jurnal Sains Teknologi Dalam Pemberdayaan Masyarakat, 1(1), 51–62. https://doi.org/10.31599/jstpm.v1i1.255
Fauziah, F., Febrilia, I., & Sari, D. A. P. (2023). Pengaruh Customer Experience dan Customer Trust Terhadap Customer Loyalty Melalui Customer Satisfaction Sebagai Variabel Intervening: Studi Pada Pengguna E-commerce di JABODETABEK. JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah, 8(3), 3039–3051.
Febrian, A., & Fadly, M. (2021). The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture. Binus Business Review, 12(1), 41–51. https://doi.org/10.21512/bbr.v12i1.6419
FEBRIAN, A., & Vina Hapsari, C. A. (2019). Strategi Pemasaran Dalam Mempengaruhi Keputusan Pembelian Melalui Niat Sebagai Mediasi. Buletin Studi Ekonomi, 24(2), 279. https://doi.org/10.24843/bse.2019.v24.i02.p09
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(October 2017), 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
Haeruddin, M. I. W. (2021). The Influence of Brand Equity on Consumer’s Purchase Decision: A Quantitative study. PINISI Discretion Review, 4(2), 211–220.
Haribowo, R., Tannady, H., Yusuf, M., Wardhana, G. W., & Syamsurizal, S. (2022). Analisis Peran Social Media Marketing, Kualitas Produk Dan Brand Awareness Terhadap Keputusan Pembelian Pelanggan Rumah Makan Di Jawa Barat. Management Studies and Entrepreneurship Journal (MSEJ), 3(6), 4024–4032.
Hendarsyah, D. (2020). Pemasaran Digital Dalam Kewirausahaan. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 9(1), 94–99. https://doi.org/10.56681/wikuacitya.v1i1.23
Ihsan, B. W., Abidin, Z., & Kuleh, J. (2022). The Effect of Electronic Word of Mouth Communication and Website Quality on Purchase Decisions through Trust as a Mediation Variable at Ruparupa. Com in Samarinda. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 12776–12785.
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors Influencing Purchase Intention in Affecting Purchase Decision: A Study of E-commerce Customer in Greater Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 28(1). https://doi.org/10.20476/jbb.v28i1.1290
Kuhu, T. T., Tumbel, A. L., & Wenas, R. S. (2019). Pengaruh viral marketing, celebrity endorser, dan brand trust terhadap keputusan pembelian di Sang Pisang Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3).
Kuswanto, H. (2021). Faktor Keputusan Pembelian Konsumen Berdasarkan Citra Merek, Persepsi Waktu, dan Layanan Purna Jual di Trading Company PTA (Kajian Studi Literatur Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 2(2), 957–966.
Liu, H. H., & Wang, Y. N. (2019). Interrelationships between viral marketing and purchase intention via customer-based brand equity. Journal of Business and Management Sciences, 7(2), 72–83.
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas media instagram dan e-wom (electronic word of mouth) terhadap minat beli serta keputusan pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387.
Mehyar, H., Saeed, M., Baroom, H., Afreh, A. L. I. A., & Al-adaileh, R. (2020). Definition purchasing intention. Journal of Theoretical and Applied Information Technology, 98(02).
Meyliana, EW, H. A., & Santoso, S. W. (2015). The Influence of Customers Communication Behaviour in the Implementation of 21cineplex Viral Marketing Using the Social Networking Site Facebook. CommIT (Communication and Information Technology) Journal, 9(1), 11. https://doi.org/10.21512/commit.v9i1.1643
Mulyaputri, V. M., & Sanaji. (2021). PENGARUH VIRAL MARKETING DAN BRAND AWARENESS TERHADAP NIAT BELI MEREK KOPI KENANGAN DI KOTA SURABAYA. Jurnal Ilmu Manajemen, 9(1), 11. https://doi.org/10.26740/jim.v9n2.p478-488
Munandar, D. (2021). The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1). https://doi.org/10.29099/ijair.v6i1.298
Mustikasari, A., & Widaningsih, S. (2019). The Influence of Viral Marketing toward Brand Awareness and Purchase Decision. 65(Icebef 2018), 647–650. https://doi.org/10.2991/icebef-18.2019.138
Nofal, R., Calicioglu, C., & Aljuhmani, H. Y. (2020). International Journal of Data and Network Science. 4, 139–156. https://doi.org/10.5267/j.ijdns.2020.2.003
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. http://dx.
Prajogo, W., & Purwanto, E. (2020). The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(1), 19. https://doi.org/10.31106/jema.v17i1.5298
Pranata, I. W. D. R., & Pramudana, K. A. S. (2018). Peran Kesadaran Merek (Brand Awareness) Dalam Memediasi Hubungan Iklan Oppo Dengan Niat Beli Konsumen. E-Jurnal Manajemen Universitas Udayana, 7(10), 5230. https://doi.org/10.24843/ejmunud.2018.v07.i10.p02
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning, 37(4), 372–385.
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. Asia-Pacific Journal of Business Administration.
Putri, S. A., Yohana, C., & Yusuf, M. (2021). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Purchase Intention Produk Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan, 2 No. 3(3), 769–786.
Putri, S. R., & Amalia, R. (2018). Pengaruh E-Wom Terhadap Citra Perusahaan Dan Dampaknya Terhadap Niat Beli Konsumen Pada Situs Online Shopee. Id. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(2), 75–84. http://www.jim.unsyiah.ac.id/EKM/article/view/7124/3380
Rachbini, W. (2018). The impact of consumer trust, perceived risk, perceived benefit on purchase intention and purchase decision. International Journal of Advanced Research, 6(1), 1036–1044.
Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-WOM) dan Viral Marketing Terhadap Minat Berkunjung dan Keputusan Berkunjung. Sketsa Bisnis, 6(1), 13–21. https://doi.org/10.35891/jsb.v6i1.1584
Roy, S. K., Butaney, G., Sekhon, H., & Butaney, B. (2014). Word-of-mouth and viral marketing activity of the on-line consumer: the role of loyalty chain stages theory. Journal of Strategic Marketing, 22(6), 494–512. https://doi.org/10.1080/0965254X.2014.885990
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768.
Sivaram, M., Hudaya, A., & Ali, H. (2019). Building a Purchase and Purchase Decision: Analysis of Brand Awareness and Brand Loyalty (CASE STUDY OF PRIVATE LABEL PRODUCTS AT ALFAMIDI STORES IN TANGERANG CITY) M. Dinasti International Journal of Education Management And Social Science, 1(2), 235–248. https://doi.org/10.31933/DIJEMSS
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers.
Trishananto, Y. (2021). Pengaruh Kepuasan Terhadap Loyalitas pada Pembelian Produk Fashion Muslim Melalui Marketplace Shopee. Journal of Applied Islamic Economics and Finance, 1(3), 524–537. https://doi.org/10.35313/jaief.v1i3.2613
Ulan, K., Rivai, A. kKesnamurti, & Sari, D. A. (2022). Pengaruh Electronic Word of Mouthdan Brand Imageterhadap Purchase Intentiondengan Brand Awarenesssebagai Intervening: Studi Pada Produsen Dessert Box. Bisnis, Manajemen, Dan Keuangan, 3(2), 354–373.
Verma, P. (2021). The effect of brand engagement and brand love upon overall brand equity and purchase intention: A moderated–mediated model. Journal of Promotion Management, 27(1), 103–132.
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031

PlumX Metrics

Published
2024-03-22
How to Cite
Juliana, S., Suhud, U., & Rahmi, R. (2024). FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION DAN PURCHASE DECISION PADA PRODUK HIJAB PREMIUM BUTTONSCARVES. JAE (JURNAL AKUNTANSI DAN EKONOMI), 9(1), 64-78. https://doi.org/10.29407/jae.v9i1.21948
Section
Volume 9 No. 1 Tahun 2024