THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE DECISION OF KOOKA COFFEE PRODUCTS USING BRAND IMAGE AS A MEDIATION VARIABLE
DOI:
https://doi.org/10.21776/ub.agrise.2022.022.3.9Keywords:
Brand Image, Coffee Shop, Path analysis, Purchase Decision, Social Media MarketingAbstract
This research is motivated by the increasingly high competition between coffee shops which encourages coffee shops to have more creative and innovative strategies. Some of the existing coffee shops have done social media marketing, which makes delivering product information easier, has affordable prices and has a broader market reach. Information that is shared through social media needs to be adequately packaged and attractively because it can increase customer satisfaction and brand image, which plays an essential role in the success of coffee shops during increasingly high competition. Kooka Coffee is the pioneer coffee shop that collaborates with clothing convection, producing advantages that other coffee shops do not. Kooka Coffee uses Instagram to share various marketing information that it hopes will increase its brand image in the minds of consumers and can have an impact in improving purchasing decisions. The goal of this study is to identify the most influential indicators on Kooka Coffee consumers' social media marketing, brand image, and purchasing decisions, as well as the effect of social media marketing on Instagram against brand image and purchasing decisions, and the influence of social media marketing on Kooka Coffee Malang consumers' purchasing decisions mediated by brand image.. This study used 100 respondents who were determined by the method purposive sampling. Analysis path used to calculate the effect between variables social media marketing with purchasing decision variables directly and indirectly through brand image. The analysis results show that social media marketing has a positive and significant effect on brand image, social media marketing positive and insignificant effect on purchasing decisions, brand image has a positive and significant impact on purchasing decisions, and brand image mediates with influence of social media marketing on buying decisions.References
Asosiasi Penyelenggara Jasa Internet Indonesia. (2020). Laporan Survei Internet APJII 2019-2020 (Q2). Indonesia Survey Center.
Dwiastuti, R. (2017). Metode Penelitian Sosial Ekonomi Pertanian (1st ed.). UB Press.
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2020). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 53–68.
Kharisma, L., & Hutasuhut, S. (2019). Peran Mediasi Minat Beli Pada Pengaruh Brandambassador dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Niagawan, 8(3), 197–215.
Kotler, P., & Keller, K. L. (2012). Marketing Management. In S. Yagan (Ed.), Essentials of Management for Healthcare Professionals (14th ed.). Prentice Hall.
Kuntoro, H. (2014). Teori dan Aplikasi Analisis Multivariat Lanjut. Zifatama Jawara.
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang. Jurnal Administrasi Bisnis, 7(1), 25.
Mileva, L., & H., A. F. D. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 58(1), 190–199.
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), 1962.
Nuryanto, H. (2012). Sejarah Perkembangan Teknologi dan Komunikasi. Balai Pustaka
Okadiani, N. L. B., Mitariani, N. W. E., & Imbayani, I. G. A. (2019). Pengaruh Green Product dan Social Media Marketing Terhadap Keputusan Pembelian Produk Pada PT. Sensatia Botanicals. Jurnal Juima, 9(1), 64–68.
Purwaningsih, N., & Susanto, F. (2020). Pengaruh Sosial Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Dirga Mahar. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi, 1177, 1–13.
Rachmawati, S. D., & Andjarwati, A. L. (2020). Pengaruh Kesadaran Merek dan Citra Merek terhadap Keputusan Pembelian (Studi pada Pengguna JNE Express di Surabaya Selatan). E-Journal Ekonomi Bisnis Dan Akuntansi, 7(1), 25–29.
Radar Malang. (2020). Pertama di Malang! Beli Kopi Gratis Kaos. https://radarmalang.jawapos.com/lifestyle/10/10/2020/pertama-di-malang-beli-kopi-gratis-kaos
Solimun, Fernandes, A. A. R., & Nurjannah. (2017). Metode Statistika Multivariat Pemodelan Persamaan Stuktural (SEM) Pendekatan WarpPLS. Malang: UB Press.
Upadana, M. wahyu K., & Pramudana, K. A. S. (2020). Brand Awareness Memediasi Pengaruh Social Media Marketing terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1921. https://doi.org/10.24843/ejmunud.2020.v09.i05.p14
Widiyanti, S. D. (2020). Analisis Strategi Bisnis dengan Menciptakan Brand Awareness untuk Meningkatkan Customer Satisfaction (Studi Kasus KONNUKONI Kopi). Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).