"Social Media Marketing on Larutan Penyegar Cap Badak Purchase Decision" by Radya Ayu Krisnandiva, Popong Nurhayati et al.
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ASEAN Marketing Journal

Abstract

Manuscript type: Research article

Research Aims: To investigate the influence of social media marketing on purchase decisions through brand image and trust focusing on Larutan Penyegar Cap Badak.

Design/methodology/approach: Data was collected from December 2023 to January 2024 using Google Forms in Indonesia. The respondents of this study are Instagram users aged over 17 years who have purchased Larutan Penyegar Cap Badak. This study used SEM-PLS analysis with a total of 205 respondents.

Research Findings: The result shows that social media marketing has a positive and significant effect on brand image, brand trust, and purchase decisions. Brand image has a positive and significant impact on brand trust. Brand trust has a positive and significant effect on purchase decisions. Also, social media marketing has a positive and significant impact on purchase decisions through the mediating variable of brand trust. Meanwhile, brand image does not have a significant impact on purchase decisions. Social media marketing does not have a significant effect on purchase decisions through the mediating variable brand image.

Theoretical Contribution/Originality: Provide insight regarding the value that drives purchase intention on Larutan Penyegar Cap Badak using social media marketing.

Practitioner/Policy Implication: Provide insight to improve Larutan Penyegar Cap Badak’s social media marketing and contribute to consumer behavior understanding of health products.

Research limitation/Implication: Only limited to the usage of one social media platform which is Instagram. Future studies could investigate other social media platforms to find preponderant findings.

Bahasa Abstract

Jenis naskah: Artikel penelitian

Tujuan Penelitian: Untuk mengetahui pengaruh pemasaran media sosial terhadap keputusan pembelian melalui citra merek dan kepercayaan merek pada Larutan Penyegar Cap Badak.

Desain/metodologi/pendekatan: Data dikumpulkan dari Desember 2023 hingga Januari 2024 dengan menggunakan Google Form di Indonesia. Responden penelitian ini adalah pengguna Instagram berusia di atas 17 tahun yang pernah membeli Larutan Penyegar Cap Badak. Penelitian ini menggunakan analisis SEM-PLS dengan jumlah responden 205 orang.

Temuan Penelitian: Hasil penelitian menunjukkan bahwa pemasaran media sosial berpengaruh positif dan signifikan terhadap citra merek, kepercayaan merek dan keputusan pembelian. Citra merek berpengaruh positif dan signifikan terhadap kepercayaan merek. Kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian melalui variabel mediasi kepercayaan merek. Sedangkan citra merek tidak berpengaruh signifikan terhadap keputusan pembelian. Social media marketing tidak berpengaruh signifikan terhadap keputusan pembelian melalui variabel mediasi citra merek.

Kontribusi Teoritis/Keaslian: Memberikan wawasan mengenai nilai yang mendorong niat pembelian pada Larutan Penyegar Cap Badak dengan menggunakan pemasaran media sosial.

Implikasi Praktisi/Kebijakan: Memberikan wawasan untuk meningkatkan pemasaran media sosial Larutan Penyegar Cap Badak dan berkontribusi pada pemahaman perilaku konsumen pada produk kesehatan.

Keterbatasan/Implikasi Penelitian: Hanya terbatas pada penggunaan satu platform media sosial yaitu Instagram.

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