PERAN BRAND IMAGE MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION (Studi Pada Kedai Berbagi Kopi Peguyangan Denpasar)
DOI:
https://doi.org/10.31004/jrpp.v7i3.31046Keywords:
Social media marketing, brand image and purchase intentionAbstract
The large amount of coffee production in Indonesia is certainly a business opportunity by processing coffee products into coffee-based drinks. Supported by abundant raw materials and a large market, Indonesia holds great potential for the development of its coffee processing industry. This creates an excellent opportunity for entrepreneurs to venture into the coffee processing business. This research was conducted at the Kedai Berbagi Kopi, North Denpasar. The aim of this research is to explain the influence of brand image mediating the influence of social media marketing on purchase intention. This research uses Consumer Behaviour as a theoretical basis with a sample size of 100 people and uses purposive sampling techniques. The data collection was conducted through interviews, observation, and questionnaires. The analysis methods used include Classic Assumption Test, Path Analysis, and VAF TestTop of FormBottom of Form. Based on the analysis results, it was found that social media marketing has a positive and significant influence on purchase intention, social media marketing has a positive and significant influence on brand image, brand image has a positive and significant influence on purchase intention, and brand image can partially mediate the influence of social media marketing on purchase intention. The implications of these results can be utilized by Kedai Berbagi Kopi Peguyangan in developing appropriate strategies according to consumer behavior patterns.References
Adriana, A. H., Ellitan, L., & Lukito, R. S. H. (2022). Pengaruh Social Media Marketing Dan Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Scarlett Whitening Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen. 11(1), 21-29
Afdhal, M. P., Susi, E. (2021). The Influence of Social Media Marketing And E-Word Of Mouth In Building Purchase Intention Of Kopibanaxfallenskitchen Mediated By Brand Image. Jurnal Marketing Management Studies, 1(2), 103-101.
Aileen, E., Gaberamos, O., Bernarto, I. & Pasaribu, L.H., (2021). The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertising On Brand Awareness And Purchase Intention On Grab Application Users Domicile Of Tangerang. Enrichment: Journal of Management, 12(1), 426-441.
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect Of Social Media Marketing On Instagram Towards Purchase Intention: Evidence from Indonesia ready to drink tea industry. International Of Data and Network Science, 4(2), 91-104
Almohaimmeed, B.M., (2019). The Effects Of Social Media Marketing Antecedents On Social Media Marketing, Brand Loyalty And Purchase Intention: A Customer Perspective. Journal of Business and Retail Management Research, 13(4).
Azzahra, F. D., & Rizan, M. (2021). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Purchase Intention serta Dampaknya pada Purchase Decision: Studi pada Pengguna Layanan Online Food Delivery di Jakarta. Jurnal Bisnis, Manajemen, dan Keuangan, 2(3), 874-890.
Badar, M. M. (2021). The Effect of Brand Image on Product Purchase Intention with Customer Satisfaction as A Mediation Variable (Study of Semen Gresik Consumer in East Java). Jurnal Ilmiah Mahasiswa FEB UB, 3(2). https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7516
Candra, B. F., & Suparna, G. (2019). Peran Brand Image Memediasi Pengaruh Electronic Word Of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Universitas Udayana, 8(11), 6638. https://doi.org/10.24843/ejmunud.2019.v08.i11.p13
Fitrianingsih, Hamid, Kadir, & Nursyamsi. (2020). Influence Off Brand Ambassador On Purchase Intention And Brand Image As Intervening Variabel. Global Scientific Journals. 8(6).
Kotler, P. & Armstrong, G. (2018). Principles of Marketing. 17th ed. United Kingdom: Pearson Education.
Manzoor, U., Baig, S. Ahmad, Hashim, M. & Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial. 3(2). 41 – 48.
Murdani, Ketut Murdani, & Merta, I Ketut Merta (2023), Effect Brand Image Dan Social Media Marketing Terhadap Purchase Intention Umkm Kain Endek Gianyar Bali, Jurnal Ilmiah Satyagraha, 6(1), 100-124, ISSN 2723-5556, Universitas Mahendradatta, https://doi.org/10.47532/jis.v6i1.679
Narayana, K.G.S. & Rahanatha, G.B. (2020). Peran Brand Image Memediasi Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5).
Oktaviani, N., & ZA, S. Z. (2021). Pengaruh Brand Ambassador Blackpink Terhadap Purchase Intention Melalui Brand Image. Jurnal INOVASI. 17(3), 395-402
Sabela, Hermawan, & Dhewi. (2022). The Influence Of Brand Ambassador And Social Media Marketing On Purchase Intention Through Brand Image. International Journal Of Humanities Education And Social Sciences. 2(1), 120-128
Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The Role Of Social Media Marketing And Brand Image On Smartphone Purchase Intention. International Journal Of Data And Network Science, 185-192.
Sinaga, E. A., & Aziz, F. (2022). Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Minat Beli Produk Whitelab. Jurnal Ilmiah Ilmu Pendidikan, 6(7), 5107-5113.
Wijayati, Silvana Kardinar, Widya Hana Fahleti, & Johan Arinato. (2019). Pengaruh Gaya Hidup, Konsep Diri, Kelas Sosial Dan Harga Terhadap Keputusan Konsumen Berkunjung Ke Kedai Kopi (Studi Kasus Pada Kedai Kopi Xyz Di Samarinda). Research Journal of (RJABM), 3(2), 255-266.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Kadek Adi Sastrawan, Komang Agus Satria Pramudana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
