Social Media And Word Of Mouth Effects On Buying Decision Process On Janji Jiwa Coffee In East Jakarta
Keywords:
Instagram Promotion, Word of Mouth, Purchase Intention, Brand Awareness, Buying Decision
Abstract
This research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, which includes the influence of Instagram promotion and word of mouth on buying decisions, which mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. This Research survey was conducted through Questionnaire on 100 Janji Jiwa customers who have bought the Janji Jiwa coffee at least 4 times in Janji Jiwa outlets in AEON mall Jakarta Garden City and Transera Waterpark at East Jakarta. All the responses are processed with path analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision. Also, Brand Awareness is proven to mediate and strenghten the relationship between word of mouth towards purchase intention
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References
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Gunawan, F. A., & Dharmayanti, D. (2014). Analisis Pengaruh Iklan Televisi Dan Endorser Terhadap Purchase Intention Pond’s Men Dengan Brand Awareness Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran Petra.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis: Global Edition (7th ed). New Jersey : Pearson Education
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian Retail Market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/prr-08- 2017-0034
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Hatcher, L. (1994). A Step-by-step Approach to Using the SAS System
Hatta, I. H., & Setiarini. (2019). Pengaruh Word Of Mouth dan Switching Cost Terhadap Keputusan Pembelian dan Loyalitas. Jurnal Ilmiah Manajemen Dan Bisnis, 1(2), 12– 17.
Hur, S., Lim, H., & Lyu, J. (2020). “I†or “she/he� The effects of visual perspective on consumers’ evaluation of brands’ social media marketing: From imagery fluency perspective. Journal of Global Fashion Marketing, 11(1), 1–17. https://doi.org/10. 1080/20932685.2019.1675526
Hutter K., Hautz J., Dennhardt S. & Fuller J. (2018). 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, Vol. 22 Issue: 5/6, pp.342-351
Indratno, D. L., Supardin. L., Wiranto. E. (2021). Pengaruh Electronic Word Of Mouth, Citra Merek Dan Kepercayaan Terhadap Keputusan Pembelian Di Matahari. Jurnal Ilmiah Edunomika, 6(1).
Irshad, M., & Ahmad, M. S. (2019). Investigating the determinants of consumers’ attitude towards social media marketing: Moderating role of gender. Online Journal of Communication and Media Technologies, 9(4). https://doi.org/10.29333/ojcmt/5865
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/mip-09- 2018-0375
Joo, Y.J., So H.J., & Kim, N.H. (2018). Examination of Relationships among Students' Self- Determination, Technology Acceptance, Satisfaction, and Continuance Intention To Use K- Moocs, Journal of Computers and Education, 122, 260-272.
Joreskog, K.G & Sorbon, D. (1993). LISREL 8: Stuctural equation modeling with the SIMPLIS command language. Chicago: Scientific Software International.
Khurram, M., Qadeer, F., & Sheeraz, M. (2018). The Role of Brand Recall, Brand Recognition and Price Consciousness in Understanding Actual Purchase. Journal of Research in Social Sciences, 6(2), 219–241.
Koloseni, D. & Mandari, H. (2017). Why Mobile Money Users Keep Increasing? Investigating the Continuance Usage of Mobile Money Services in Tanzania. Journal of International Technology and Information Management, 26 (2), 117-143.
Krishnamurthy, A., & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43, 149–156. https://doi.org/10.1016/j.jretconser. 2018.03.010
Laksana, D., & Dharmayanti, D. (2018). Pengaruh Digital Marketing terhadap Organizational Performance Dengan intellectual capital danperceived quality Sebagai variabel intervening Pada industri hotel bintang empat di jawa timur. Jurnal Manajemen Pemasaran, 12(1), 10. https://doi.org/10.9744/pemasaran.1 2.1.10-24
Latif, S. and Calicioglu, C. (2020). Impact of Social Media Advertisement on Consumer Purchase Intention with the Intermediary Effect of Brand Attitude. International Journal of Innovation, Creativity and Change, Volume 11, Issue 12.
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Published
2023-10-04
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