INVESTIGATION OF THE ROLE OF SOCIAL MEDIA MARKETING IN INCREASING CONSUMERS' PURCHASE INTENTION IN BOTTELED DRINKING WATER
DOI:
https://doi.org/10.71282/jurmie.v2i7.692Keywords:
Social Media Marketing, Brand Awareness, Perceived Value, Brand Image, Purchase IntentionAbstract
The purpose of this study was to determine the effect of social media marketing, brand awareness, perceived value, and brand image on purchase intention of consumers of bottled drinking water. The research method used in this study is quantitative method by distributing questionnaires. Sampling using purposive sampling technique and obtained 250 respondents as a sample. This research was processsed using SPSS version 26.0 and SEM (Structural Equation Model) through AMOS to analyze and generate data from this study. The findings show that Brand Awareness, Perceived Value, Brand Image has positive and significant effect on Social Media Marketing. Social Media Marketing has positive and significant effect on Purchase Intention. Brand Awareness, Perceived Value, and Brand Image has no effect on Purchase Intention. This research provides important implications for management who need to improving their marketing strategy on social media to push the purchase intention of consumers.
Downloads
References
Abbas, U., Anwarul Islam Associate Professor, K. M., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact Of Brand Image On Customer Loyalty With The Mediating Role Of Customer Satisfaction And Brand Awareness. International Journal Of Marketing Research Innovation, 5(1). Https://Www.Cribfb.Com/Journal/Index.Php/Ijmri
Abiemanyoe, S., & Depari, G. S. (2021). Pengaruh Social Media Marketing Dan Tagline Terhadap Brand Awareness Pada Pattern X Medan. Jurnal Multidisiplin Madani, 1(2), 103–112. Https://Doi.Org/10.54259/Mudima.V1i2.124
Aini, K., & Adlina, H. (N.D.). The Effect Of E-Service Quality And Perceived Value On ……………….. Khofifah Aini, Et.Al The Effect Of E-Service Quality And Perceived Value On Customer Satisfation On The Use Of The Halodoc Application In Medan City. 3(3), 2023. Http://Jecombi.Seaninstitute.Or.Id/Index.Php/Jecombi/Index
Asep Awaludin Zainal Chafidon, M. (N.D.-A). Social Media Marketing On Purchase Intention Through Mediated Variables Of Perceived Value And Perceived Risk.
Dairina, L., & Sanjaya, V. F. (2022). Pengaruh_Brand_Image_Terhadap_Keputusan_Pembelian. At-Tawwasuth: Jurnal Ekonomi Islam.
Dam, T. C. (2020). Influence Of Brand Trust, Perceived Value On Brand Preference And Purchase Intention. Journal Of Asian Finance, Economics And Business, 7(10), 939–947. Https://Doi.Org/10.13106/Jafeb.2020.Vol7.No10.939
Ekonomi Bisnis, J., Dan Akuntansi, M., Nur Fitriani, T., Kurniawan, B., Goeltom, H. C., & Ekonomi Dan Bisnis, F. (N.D.). Pengaruh Brand Trust, Brand Awareness Terhadap Purchase Intention Melalui Brand Satisfaction Sebagai Variabel Intervening.
Faisal, A., & Ekawanto, I. (2022). The Role Of Social Media Marketing In Increasing Brand Awareness, Brand Image And Purchase Intention. Indonesian Management And Accounting Research, 20(2), 185–208. Https://Doi.Org/10.25105/Imar.V20i2.12554
Institut, A. P., Islam, A., Laa, N., Bogor, R., Institut, D. J., Prasetyo, A., & Islam, I. A. (2019). Pengaruh Harga Terhadap Keputusan Pembelian Konsumen: Studi Kasus 212 Mart Cikaret. 2(2), 150. Https://Doi.Org/10.47467/Elmal.V2i2.345
Leon, P., Abdillah, A., Sufyati, |, Muniarty, P., Indra, |, Septina, N., Retnandari, D., Wulandari, |, Adirasa, |, Prasetyo, H., Sinambela, S., Mansur, |, Triana, |, Aulia, Z., Hamzah, A., Firmansyah, H., Andari, S., Rismadi, B., Purba, S., … Nomor, H. (2021). Metodologi Penelitian. Http://Insaniapublishing.Com
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, And Future Agenda. Journal Of The Academy Of Marketing Science, 49(1), 51–70. Https://Doi.Org/10.1007/S11747-020-00733-3
Prayogo, A., Fauzi, A., Sapto Bagaskoro, D., Alamsyah, A., Tonda, F., Hafidzi, M. K., Radittya, M., Fatturrohman, H., & Wijaya, S. (2023). Pengaruh Brand Image, Viral Marketing Dan Brand Awareness Terhadap Minat Beli Konsumen. 1(4). Https://Doi.Org/10.38035/Jim.V1i4
Rabbani, D. A. (N.D.). Pengaruh Perkembangan Teknologi Terhadap Kehidupan Dan Interaksi Sosial Masyarakat Indonesia. Https://Www.Researchgate.Net/Publication/375525102
Ragatirta, L. P., & Tiningrum, E. (2021). Pengaruh Atmosphere Store, Desain Produk Dan Citra Merek Terhadap Keputusan Pembelian (Studi Kasus Di Rown Division Surakarta). Excellent, 7(2), 143–152. Https://Doi.Org/10.36587/Exc.V7i2.793
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using Tiktok In Social Media Marketing To Create Brand Awareness, Brand Image, And Brand Loyalty On Tourism Sector In Indonesia. The Winners, 22(2). Https://Doi.Org/10.21512/Tw.V22i2.7597
Rrustemi, V., & Baca, G. (2021). The Impact Of Social Media Activities On Raising Brand Awareness During The Covid-19 Pandemic: The Case Of Fashion Industry In Kosovo. Management (Croatia), 26(2), 295–310. Https://Doi.Org/10.30924/Mjcmi.26.2.17
Slack, N., Singh, G., & Sharma, S. (2020). Impact Of Perceived Value On The Satisfaction Of Supermarket Customers: Developing Country Perspective. International Journal Of Retail & Distribution Management, 48(11), 1235–1254. Https://Doi.Org/10.1108/Ijrdm-03-2019-0099
Sudirman, A., Tinggi, S., Ekonomi, I., Agung, S., & Wardhana, A. (2022). Manajemen Pemasaran (Era Revolusi Industri 4.0). Https://Www.Researchgate.Net/Publication/359467184
Utami, N., Ningrum, N. K., & Cahya, A. D. (2023b). Pengaruh Social Media Instagram Marketing Dan Brand Image Terhadap Purchase Intention Produk Avoskin Dimediasi Oleh Brand Trust. Jurnal Ilmiah Universitas Batanghari Jambi, 23(3), 3258. Https://Doi.Org/10.33087/Jiubj.V23i3.3672
Viliaus, J., & Ina Oktaviana Matusin. (2023). Pengaruh Social Media Marketing, Brand Awareness, Brand Engagement Terhadap Purchase Intention. Jurnal Ekonomi Trisakti, 3(1), 1765–1774. Https://Doi.Org/10.25105/Jet.V3i1.16157
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention, Mediasi Brand Trust Dan Brand Attitude Pada Produk Skincare. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 274–287. Https://Doi.Org/10.24912/Jmieb.V6i2.19301
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Hana Nuraini, Usep Suhud, Dewi Agustin Pratama Sari (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
