IDENTIFIKASI VARIABEL YANG MEMPENGARUHI NIAT PEMBELIAN KONSUMEN TERHADAP PRODUK PT HONDA PROSPECT MOTOR DI JAKARTA
Keywords:
Minat Pembelian, Kredibilitas Sumber, Kredibilitas Merek, Akurasi Informasi, Kualitas Informasi, Efektivitas Komunikasi Media Sosial, Sikap KonsumenAbstract
Penelitin ini mengkaji faktor-faktor yang memengaruhi minat beli konsumen terhadap produk PT Honda Prospect Motor di Jakarta. Variabel yang diteliti meliputi Kredibilitas Sumber, Kredibilitas Merek, Akurasi Informasi, Kualitas Informasi, dan Efektivitas Komunikasi Media Sosial, yang semuanya memengaruhi sikap konsumen dan keputusan pembelian. Metode penelitian kuantitatif dengan pendekatan survei digunakan, dengan fokus pada konsumen yang telah membeli produk Honda lebih dari satu kali.
Hasil penelitian menunjukkan bahwa Social Media Communication Efficacy secara signifikan mempengaruhi sikap konsumen dan niat pembelian, dengan sikap konsumen sebagai faktor mediasi. Temuan ini memberikan wawasan berharga bagi PT Honda Prospect Motor dalam mengembangkan strategi pemasaran digital yang lebih efektif untuk meningkatkan persepsi konsumen dan mendorong perilaku pembelian. Studi ini juga menekankan peran media sosial dalam membangun Kredibilitas Merek dan memastikan keakuratan informasi untuk membina hubungan konsumen yang lebih kuat dan meningkatkan daya saing di industri otomotif.
References
Abin, D. G., Mandagi, D. W., & Pasuhuk, L. S. (2022). Influence of brand image on customer attitude, intention to purchase and satisfaction: The case of start-up brand Pomie Bakery. Enrichment: Journal of Management, 12(5), 3907-3917.
Alatawy, K. S. (2022). The role social media marketing plays in customers’ purchase decisions in the context of the fashion industry in Saudi Arabia. International journal of business and management, 17(1), 117.
Alvesson, M., & Sköldberg, K. (2021). Reflexive methodology: New vistas for qualitative research (3rd ed.). SAGE Publications.
Bala, M., & Verma, D. (2022). A comprehensive literature review on the evolution of social media marketing strategies. Journal of Business Research, 143, 587-601. https://doi.org/10.1016/j.jbusres.2022.01.020
Bryman, A. (2021). Social research methods (6th ed.). Oxford University Press. Creswell, J. W., & Creswell, J. D. (2021). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAG Publications.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Feronika, N. (2019). Karakteristik Data untuk Informasi yang Berkualitas. https://sis.binus.ac.id/2019/04/05/karakteristik-data-untuk-informasi- yang-berkualitas/Flick, U. (2022). An introduction to qualitative research (7th ed.). SAGE Publications.
Ghauri, P. N., & Grønhaug, K. (2020). Research methods in business studies(4th ed.). Pearson Education.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (Third Edit). SAGE Publications.
Horng, J.S., Liu, C.H., Chou, S.F., Yu, T.Y. and Hu, D.C. (2024), “Role of social media influencers on marketing of sustainable hotels: gratification and the parasocial interaction perspective”, Journal of Hospitality Marketing and Management, Vol. 33 No. 6, pp. 1-28, doi: 10.1080/ 19368623.2024.2315947.
Huang, Z., Guo, Z., & Benyoucef, M. (2022). Social commerce: Factors affecting consumer engagement in social commerce and their implications for shopping intention. Electronic Commerce Research and Applications, 50, 101063. https://doi.org/10.1016/j.elerap.2022.101063
Ilieva, M. (2022). Membangun Komunitas di Media Sosial. https://www- forbes-com.translate.goog/councils/forbesbusinesscouncil/2022/12/09/building- a-community-on-social- media/?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=sge#:~:text= A%20social%20media%20community%20is,rooms%20and%20social% 20networking%20sites.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta- analysis. Journal of Retailing and Consumer Services, 53, 101736.
Jeng, S. P. (2021). Increasing customer purchase intention through product credibility, perceived quality, and perceived risk: Evidence from online reviews. Journal of Consumer Behavior, 20(6), 1473-1490. https://doi.org/10.1002/cb.1904
Jin, S. V., Muqaddam, A., & Ryu, E. (2021). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 39(4), 505-519. https://doi.org/10.1108/MIP-09-2020-0420
Kartawinata, B. R., Maharani, D., Pradana, M., & Amani, H. M. (2020, August). The role of customer attitude in mediating the effect of green marketing mix on green product purchase intention in love beauty and planet products in indonesia. In Proceedings of the International Conference on Industrial Engineering and Operations Management (Vol. 1, pp. 3023-3033).
Khan, F.M., Anas, M. and Uddin, S.F. (2024), “Anthropomorphism and consumer behaviour: a SPAR4-SLR protocol compliant hybrid review”, International Journal of Consumer Studies, Vol. 48 No. 1, e12985, doi: 10.1111/ijcs.12985.
Kim, J., Zhang, Y., & Li, J. (2020). Effects of brand experience on brand loyalty: The mediating role of brand satisfaction and brand trust. Journal of Hospitality and Tourism Management, 44, 75-83. https://doi.org/10.1016/j.jhtm.2020.05.002
Kothari, C. R. (2021). Research methodology: Methods and techniques (3rd ed.). New Age International Publishers.
Kusuma, E. G., & Nugroho, A. A. (2021). Analisis Pengaruh Source Credibility Dan Endorser Nationality Terhadap Minat Beli Produk Maybelline. TRANSAKSI, 13(2), 32-52.
Lin, J., Wang, B., & Hajli, N. (2021). Building e-commerce satisfaction and boosting sales: The role of social commerce trust and its antecedents. Journal of Retailing and Consumer Services, 63, 102742. https://doi.org/10.1016/j.jretconser.2021.102742
Liao, S. H., & Shi, Y. (2021). Exploring the role of quality information in promoting trust and satisfaction in e-commerce. Internet Research, 31(6), 2048-2072. https://doi.org/10.1108/INTR-02-2020-0086
Liu, M. T., Liu, Y., & Zhang, L. (2022). Social media influencers and the impact of consumer attitude and purchase intention: The mediating role of influencer trust. Journal of Retailing and Consumer Services, 65, 102895. https://doi.org/10.1016/j.jretconser.2021.102895
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2021). A study of factors affecting on customers purchase intention. International Journal of Business and Social Science, 12(1), 108-114. https://doi.org/10.30845/ijbss.v12n1p13
Mu, J. (2023). The Impact of Social Media Marketing on Consumers’ Purchasing Intention. Frontiers in Business, Economics and Management, 10(3), 95-97.
Murphy, B., Martini, M., Fedi, A., Loera, B.L., Elliott, C.T. and Dean, M. (2022), “Consumer trust in organic food and organic certifications in four European countries”, Food Control, Vol. 133, pp. 1-10, doi: 10.1016/j.foodcont.2021.108484.
Molinillo, S., Aguilar-Illescas, R., Anaya-Sanchez, R., & Liebana-Cabanillas, F. (2020). Social Commerce Website Design, Perceived Value and Loyalty Behavior Intentions: The Moderating Roles of Gender, Age and Frequency of Use. Journal of Retailing and Consumer Services, 1-13.
Nguyen, Q. H., Wang, Z., & Chen, C. H. (2021). The role of brand credibility and brand commitment in consumers' intention to purchase luxury brands. Journal of Retailing and Consumer Services, 63, 102743. https://doi.org/10.1016/j.jretconser.2021.102743
Okta, D (2024). Honda Sabet Penghargaan Top 7 Most Popular Brand Dari Jawa Pos. https://cvtindonesia.co.id/news/honda-sabet-penghargaan-top- 7-most-popular-brand-dari-jawa-pos
Perera, C.H., Nayak, R. and Nguyen, L.T.V. (2022), “The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries”, Journal of Marketing Communications, Vol. 29 No. 8, pp. 1-26, doi: 10.1080/13527266.2022.2086284.
Pennycook, G. and Rand, D.G. (2019), “Lazy, not biased: susceptibility to partisan fake news is better explained by lack of reasoning than by motivated reasoning”, Cognition, Vol. 188, pp. 39-50, doi: 10.1016/j.cognition.2018.06.011.
Ramli, Y., & Maysari, D. P. (2020). The influence of customer attitude towards customer purchase decision by implementing green marketing. International Journal of Emerging Trends in Social Sciences, 8(2), 42.
Ritzi, F (2024). 185,3 Juta Pengguna Internet Tercatat di Indonesia pada 2024. https://data.goodstats.id/statistic/1853-juta-pengguna-internet-tercatat-di- indonesia-pada-2024-JFNoa
Sari, M. I. & Keni. (2019). Pengaruh Information Quality dan Relationship Quality terhadap Uncertainty Reduction dan Purchase Intention. Jurnal Muara Ilmu Ekonomi dan Bisnis, 3(1), 112-121.
Saleem, A., Eagle, L., & Akbar, A. (2021). The impact of brand credibility on consumer loyalty: The mediating role of perceived value. Journal of Retailing and Consumer Services, 61, 102548. https://doi.org/10.1016/j.jretconser.2021.102548
Saleem, F., & Ellahi, A. (2021). Impact of eWOM on purchase intention: The mediating role of trust. Journal of Retailing and Consumer Services, 58, 102317. https://doi.org/10.1016/j.jretconser.2020.102317
Singh, S., Chaubey, D. S., Raj, R., Kumar, V., Paliwal, M., & Mahlawat, S. (2024). Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling. Marketing Intelligence & Planning.
Sharma, D., Joshi, S., & Sharma, D. (2022). Social media marketing and purchase intention: An empirical analysis of consumer behavior. Journal of Business Research, 142, 277-289. https://doi.org/10.1016/j.jbusres.2022.01.056
Wang, H., Kim, S. J., & Lee, K. C. (2021). The effects of perceived value and trust on customer engagement and purchase intention in social commerce. Journal of Retailing and Consumer Services, 58, 102321. https://doi.org/10.1016/j.jretconser.2020.102321
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170.
Yani, A. (2020). Pentingnya Mengetahui Informasi yang Akurat dengan Literasi Digital di Era Pandemi Covid-19. https://www.kompasiana.com/asriyani4783/5f30b68ed541df20b5425932/ pentingnya-mengetahui-informasi-yang-akurat-dengan-literasi-digital- di-era-pandemi-covid-19
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2021). What motivates consumers to participate in social commerce? The impact of technological environments and virtual customer experiences. Journal of Retailing and ConsumerServices, 59,102380. https://doi.org/10.1016/j.jretconser.2020.102380
Zhang, Y., Ko, E., & Kim, J. (2021). The role of social media influencers in shaping consumer brand attitudes and purchase intentions: A cross- cultural study. Journal of Business Research, 130, 594-601. https://doi.org/10.1016/j.jbusres.2020.12.013
Zhou, Z., Jin, X. L., & Fang, Y. (2022). Social media influencer endorsement and credibility: Understanding the effects on consumer purchase intentions. Journal of Retailing and Consumer Services, 66, 102940. https://doi.org/10.1016/j.jretconser.2021.102940
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2020). Business research methods (10th ed.). Cengage Learning.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
