Anteseden Niat Pembelian Konsumen terhadap Produk Olahraga Merek Ortuseight pada Platform Media Sosial Instagram
Article Sidebar
Main Article Content
Abstract
Tujuan dari penelitian ini adalah untuk menganalisis variabel yang memengaruhi keinginan pelanggan untuk membeli produk olahraga merek OrtusEight di platform media sosial Instagram. Penelitian ini menggunakan survei online yang melibatkan responden yang menggunakan Instagram dan tertarik pada produk olahraga. Data dikumpulkan melalui kuesioner yang dibagikan secara online kepada 202 orang yang dipilih secara acak. Hasil penelitian menunjukkan bahwa pengaruh sosial, ekspektasi upaya, ekspektasi kinerja, keperrcayaan adalah semua faktor penting yang memengaruhi niat pembelian pelanggan untuk produk olahraga merek OrtusEight di Instagram. Namun, niat pelanggan untuk membeli barang di platform media sosial ini paling banyak dipengaruhi oleh interaksi sosial. Temuan dari penelitian ini memberikan wawasan yang berharga bagi perusahaan OrtusEight dan pemasar lainnya dalam mengembangkan strategi pemasaran yang efektif di media sosial Instagram untuk meningkatkan niat pembelian konsumen terhadap produk olahraga mereka. Penelitian ini juga memberikan kontribusi teoritis dengan memperluas pemahaman tentang faktor-faktor yang memengaruhi perilaku konsumen dalam konteks pembelian produk olahraga di platform media sosial.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Arefieva, V., Egger, R., & Yu, J. (2021). A machine learning approach to cluster destination image on Instagram. Tourism Management, 85. https://doi.org/10.1016/j.tourman.2021.104318
Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey. International Journal of Gastronomy and Food Science, 32. https://doi.org/10.1016/j.ijgfs.2023.100726
Cao, G., & Weerawardena, J. (2023). Strategic use of social media in marketing and financial performance: The B2B SME context. Industrial Marketing Management, 111, 41–54. https://doi.org/10.1016/j.indmarman.2023.03.007
Chaouali, W., Ben Yahia, I., & Souiden, N. (2016). The interplay of counter-conformity motivation, social influence, and trust in customers’ intention to adopt Internet banking services: The case of an emerging country. Journal of Retailing and Consumer Services, 28, 209–218. https://doi.org/10.1016/j.jretconser.2015.10.007
Chua, P. Y., Rezaei, S., Gu, M. L., Oh, Y. M., & Jambulingam, M. (2018). Elucidating social networking apps decisions: Performance expectancy, effort expectancy and social influence. Nankai Business Review International, 9(2), 118–142. https://doi.org/10.1108/NBRI-01-2017-0003
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102
Hong, C., Choi, E. K. (Cindy), & Joung, H. W. (David). (2023). Determinants of customer purchase intention toward online food delivery services: The moderating role of usage frequency. Journal of Hospitality and Tourism Management, 54, 76–87. https://doi.org/10.1016/j.jhtm.2022.12.005
Izuagbe, R. (2021). Faculty research performance expectancy of online databases: system design characteristics as facilitating conditions. Journal of Academic Librarianship, 47(2). https://doi.org/10.1016/j.acalib.2021.102318
Kholis, N., Saifuddin, M., & Arif, N. A. S. (2023). The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store. Kasetsart Journal of Social Sciences, 44(3), 823–832. https://doi.org/10.34044/j.kjss.2023.44.3.20
Kim, J., Leung, X. Y., & McKneely, B. (2023). The effects of Instagram social capital, brand identification and brand trust on purchase intention for small fashion brands: the generational differences. Journal of Fashion Marketing and Management, 27(6), 988–1008. https://doi.org/10.1108/JFMM-05-2021-0126
Laksmawati, W. K., Hsieh, C.-M., & Yang, S.-H. (2024). Social influence and climate change issues affecting consumer behavioral intention toward carbon footprint label: A study of taiwanese consumers. Journal of Cleaner Production, 141092. https://doi.org/10.1016/j.jclepro.2024.141092
Nikolopoulou, K., Gialamas, V., & Lavidas, K. (2021). Habit, hedonic motivation, performance expectancy and technological pedagogical knowledge affect teachers’ intention to use mobile internet. Computers and Education Open, 2, 100041. https://doi.org/10.1016/j.caeo.2021.100041
Oh, H. J., Cha, Y., & Kim, J. N. (2023). Fans, friends, critics, and foes: How CSR-based stakeholder segmentation differentiates perceived corporate ethics, trust, and perceived brand quality. Public Relations Review, 49(2). https://doi.org/10.1016/j.pubrev.2023.102317
Qayyum, A., Jamil, R. A., Shah, A. M., & Lee, K. Y. (2023). Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103515
Skaug Sætra, H. (2024). A Machine’s ethos? An inquiry into artificial ethos and trust. Computers in Human Behavior, 153, 108108. https://doi.org/10.1016/j.chb.2023.108108
Song, Y., Wang, L., Zhang, Z., & Hikkerova, L. (2023). Do fake reviews promote consumers’ purchase intention? Journal of Business Research, 164. https://doi.org/10.1016/j.jbusres.2023.113971
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11). https://doi.org/10.1016/j.heliyon.2023.e21617
Yuniaristanto, Sutopo, W., Hisjam, M., & Wicaksono, H. (2024). Exploring the determinants of intention to purchase electric Motorcycles: The role of national culture in the UTAUT. Transportation Research Part F: Traffic Psychology and Behaviour, 100, 475–492. https://doi.org/10.1016/j.trf.2023.12.012
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74. https://doi.org/10.1016/j.techsoc.2023.102289