PENGARUH FITUR IKLAN MEDIA SOSIAL TERHADAP NIAT PEMBELIAN MELALUI KETERLIBATAN MEREK PADA KFC SURABAYA

Yohanes Kurniawan Wibowo, Alpi Mawasti, Julius Runtu

Abstract


This study aims to examine the effect of social media advertising features on purchase intentions through brand involvement at KFC Surabaya. The sampling technique used in this study was purposive sampling, with data analysis techniques using Smart PLS (Partial Least Square) software. The sample used in this study was 260 respondents, the sample criteria determined were actively using social media accounts and being followers of KFC social media accounts aged over 17 years living in the city of Surabaya. The results of this study state that advertising features on social media have a positive effect on purchase intention, advertising features on social media have a positive effect on brand involvement, brand involvement has a positive effect on purchase decisions, brand involvement mediates the influence of social media advertising features on purchase intentions. The results of this study support hypothesis 1, hypothesis 2, hypothesis 3, and hypothesis 4.

Save to Mendeley


Keywords


Social media advertising features; purchase intention; brand engagement

Full Text:

PDF

References


Batra, Rajeev, John G. Myers, & David A. Aaker. Advertising Management, 5th Edition, New Jersey: Prentice Hall, 1996

Chen, Mei-Fang, & Chia-Lin Lee. 2015. The Impacts of Green Claims on Coffee Consumers’ Purchase Intention. British Food Journal, 117(1), 195-209.

Choedon, T., & Lee, Y. C. 2020. The effect of social media marketing activities on purchase intention with brand equity and social Keterlibatan Merek: Empirical evidence from Korean cosmetic firms. Knowledge Management Research, 21(3), 141-160.

Daniar Paramita, R. W., Rizal, N., & Sulistyan, R. B. 2021. Metode Penelitian Kuantitatif Edisi 3.

Dessart, L., & Pitardi, V. 2019. How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183-195.

Hair Jr, J. F., Babin, B. J., & Anderson, R. E. 2010. A global p-erspect-ivie. Kennesaw: Kennesaw State University

Hamid. 2019. Structural Equation modeling (SEM) Berbasis Varian: Konsep Dasar dan Aplikasi dengan Program SmartPLS 3.2.8 dalam Riset Bisnis (Hanaysha, Ed.). www.institutpenulis.id

Hanaysha, J. R. 2021. An examination of social media advertising features, brand engagement and purchase intention in the fast food industry. British Food Journal, 124(11), 4143–4160. https://doi.org/10.1108/BFJ-08-2021-0907

Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. 2021. Pengaruh Iklan di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 8(1).

Hanjani, G. A., & Widodo, A. 2019. Minat Beli Konsumen: Dampak Green Brand dan Green Knowledge pada Perusahaan Nestle Indonesia. Urnal Sekretaris & Administrasi Bisnis, 3(1), 39–50.

Huang, L., Clarke, A., Heldsinger, N., & Tian, W. 2019. The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter. Journal of Marketing Analytics, 7(2), 64-75.

Husnain, A., Din, S. M. U., Hussain, G., & Ghayor, Y. 2017. Estimating Market Trends By Clustering Social Media Reviews. 13th International Conference on Emerging Technologies. (ICET), 1-6.

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. 2013. The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management. 342-351.

Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasan, M., Utomo, P. K., Bairizki, A., Lestari, S. A., Rahayu, S. W. D., Butarbutar, M., Nupus, H., Hasbi, I., Elvera, Triwardhani, D. 2021. Perilaku konsumen. Bandung: Widina Bhakti Persada.

KFC Indonesia. 2021. Store KFC Indoneisa. https://kfcku.com/store

Kotler, P., & Keller, K. L. 2012. Marketing management (Vol. 14). Boston: Prentice Hall.

Rahayu, E, M, 2022. Rahasia Medsos KFC Indonesia Terus Tumbuh di Era Digital. Didapat dari https://swa.co.id/swa/trends/rahasia-medsos-kfc-indonesia-terus-tumbuh-di-era-digital

McClure, C., & Seock, Y. K. 2020. The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of retailing and consumer services, 53, 101975.

Megantara, I. M. T., & Suryani, A. 2016. Penentu niat pembelian kembali tiket pesawat secara online pada situs traveloka. com. E-Jurnal Manajemen Unud, 5(9), 5783-5810.

Moreira Carrizo, A., Freitas da Silva, P. M., & Ferreira Moutinho, V. M. 2017. The effects of brand experiences on quality, satisfaction and loyalty: an empirical study in the telecommunications multiple-play service market. Innovar, 27(64), 23-36.

Ms, Mahrinasari, 2020. PERILAKU KONSUMSI PRODUK HIJAU: Perspektif Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), dan Theory of Consumer Behavior (TCV). Lampung: Pustakamedia.

Muqarrabin, Alex Maulana. 2017. Teori yang Biasa Digunakan untuk Mengukur Perilaku Konsumen. Didapat dari https://bbs.binus.ac.id/gbm/2017/07/07/teori-yang-biasa-digunakan-untuk-mengukur-perilaku-konsumen-theory-of-reasoned-action/

Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. 2019. The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347.

PT. Fast Food Indonesia. 2021. Annual Report 2021. https://annual-reports.kfcku.com/2021/mobile/index.html

Shankar, A., Jebarajakirthy, C., Ashaduzzaman, M., 2020. How do electronic word of mouth practices contribute to mobile banking adoption?. Journal of Retailing and Consumer Services, 52, 101920.

Suryawijaya, H., & Rusdi, F. 2021. Pengaruh Daya Tarik Iklan di Media Sosial Instagram terhadap Minat Beli Konsumen (Survei Terhadap Produk Sepatu Brodo di Kalangan Anak Muda Jakarta Barat). Prologia, 5(1), 60-66.

Puntoadi, Danis. (2011). Meningkatkan Penjualan Melalui Social Media. Jakarta: Elex Gramedia.

Pusparisa, Yosepha. 2021. Inilah Merek Cepat Saji Terbaik di Indonesia pada 2021, Mana Kesukaanmu. Didapat dari https://databoks.katadata.co.id/datapublish/2021/07/23/inilah-merek-cepat-saji-terbaik-di-indonesia-pada-2021-mana-kesukaanmu

Suryawijaya, H., & Rusdi, F. 2021. Pengaruh Daya Tarik Iklan di Media Sosial Instagram terhadap Minat Beli Konsumen (Survei Terhadap Produk Sepatu Brodo di Kalangan Anak Muda Jakarta Barat) (Vol. 5, Issue 1).




DOI: https://doi.org/10.33508/jumma.v12i1.4717