Analysis of Effect on the Social Media Marketing and Ewom on Purchase Intention of Black Sweet Coffee Shop
DOI:
https://doi.org/10.22219/mb.v12i02.22499Keywords:
Social media marketing, ewom, Purchase intention, marketing, coffee shopAbstract
The purpose of this study was to determine the effect of Social Media Marketing and EWOM on Purchase Intention (Black Manis Coffee Shop). This type of research is quantitative with a case study research design. The research was carried out in Balikpapan. The research subjects are Sweet Black Cafe Consumers who have used Black Sweet Products with a total sample of 120 using SPSS. The results of this finding indicate that there is a direct effect of social media marketing and EWOM on Purchase Intention, namely t count > t table = 1.98 and = 0.05 where X1 to Y = 2.174 > 1.98 and X2 to Y = 3,421 > 1,98
Downloads
References
Aji, PM, Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia's ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Balakrishnan, K., Blouin, JL, & ... (2019). Tax aggressiveness and corporate transparency. The Accounting…. https://meridian.allenpress.com/accounting-review/article-abstract/94/1/45/9228
Bataineh, AQ (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1), 126–137. https://doi.org/10.5539/ijms.v7n1p126
Bhattacherjee, A., & Clive, S. (2016). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model1. MIS Quarterly, 30(4), 805–825.
Bilal, M., Jianqiu, Z., Dukhaykh, S., Fan, M., & Trunk, A. (2021). Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China. 1–15.
BİLGİN, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image, and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Bismo, A., Putra, S., & Melysa. (2019). Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: A case study at PT. Indonesian Soltius. Proceedings of 2019 International Conference on Information Management and Technology, ICIMTech 2019, 1(August), 109–114. https://doi.org/10.1109/ICIMTech.2019.8843763
Cheung, CMK, Lee, MKO, & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/106622408110883290
Cheung, ML, Pires, GD, & Rosenberger, PJ (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261. https://doi.org/10.1504/IJEBR.2019.098874
Ero, J., Alfina, I., Cheung, CMK, Lee, MKO, & Thadani, DR (2009). The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision parsa sade Related papers The Impact of Cognitive Trust and E-Wom on Purchase Int ion in C2C E-Commerce Site The Impact of Positive Electronic Word-of -Mouth on Consumer Online Purchasing Decision. Lnai, 5736, 501–510.
Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWom on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102–117. https://doi.org/10.35611/jkt.2019.23.5.102
Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–83. https://doi.org/10.1108/JAMR-05-2017-0062
Ferdinand, A. (2014). Management research methods: Research guidelines for thesis writing and management science dissertation.
Fiaz, M., Ikram, A., Basma, A., Tariq, Z., Jafri, SKA, & Khurram, W. (2019). Role of social media marketing activities in creating university brand image and reputation: The mediating role of customer value co-creation behavior. 2019 8th International Conference on Information and Communication Technologies, ICICT 2019, 135–141. https://doi.org/10.1109/ICICT47744.2019.9001927
Fogg, BJ, Kameda, T., Boyd, J., Marshall, J., Sethi, R., Sockol, M., & Trowbridge, T. (2002). Stanford-Makovsky web credibility study 2002: Investigating what makes websites credible today (A Research Report by the Stanford Persuasive Technology Lab & Makovsky & Company). Stanford University. Retrieved October, 15, 2006.
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 0, 1–18. https://doi.org/10.1080/10496491.2017.1323262
Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9–10), 1041–1049. https://doi.org/10.1016/j.jbusres.2009.01.015
Gurnelius, S. (2011). 30-minute Social Media Marketing. USA: McGrawHill Co.
Hansopaheluwakan, S., & Kristiyanto, J. (2020). The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention. August, 916–921.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16–27. https://doi.org/10.1080/15252019.2010.10722167
Kotler, & Keller. (2012). Marketing Management. In Journal of Marketing (Vol. 14, Issue 1). https://doi.org/10.2307/1250781
Kunja, SR, & Acharyulu, G. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review.
Admiral, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia's banking industry. International Review of Management and Marketing, 8(1), 13–18.
Meng, C., Alexa, L., Wei, M., & Steve, L. (2021). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 0123456789. https://doi.org/10.1057/s41270-021-00132-9
Moslehpour, M., Ismail, T., Purba, BI, & Lin, CCP (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers' Purchase Intention of GO-JEK in Indonesia. ACM International Conference Proceeding Series, 5–10. https://doi.org/10.1145/3387263387282
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
Pradesh, M. (2018). Social media marketing impact on the purchase intention of millennials Ashutosh Pandey *, Rajendra Sahu and Manoj Kumar Dash. 28(2).
Ramadanty, S., Muqarrabin, AM, Nita, WA, & Syafganti, I. (2020). Examining the effect of persuasive message of beauty vloggers on information acceptance of ewom and purchase intention: The study of consumers of beauty products in Jabodetabek, Indonesia. Pertanika Journal of Social Sciences and Humanities, 28(2), 763–775.
Sanny, L., Arina, AN, Maulidya, RT, & Pertiwi, RP (2020). Purchase intention on Indonesia male's skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Tsai, W.-HS, & Men, LR (2013). Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2), 76–87. https://doi.org/10.1080/15252019.2013.826549
Tsao, W.-C., & Hsieh, M.-T. (2015). eWOM persuasiveness: do eWOM platforms and product type matter? Electronic Commerce Research, 15(4), 509–541.
Zhang, H., Zhang, Y., Ryzhkova, A., Tan, CD, & Li, F. (2019). Social Media Marketing Activities and Customers' Purchase Intention: The Mediating Effect of Brand Image. IEEE International Conference on Industrial Engineering and Engineering Management, 369–373. https://doi.org/10.1109/IEEM44572.2019.8978520
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International 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-ShareAlike 4.0 International 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).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
71.png)
