Pengaruh Mediasi Brand Image pada Brand Ambassador, Event Marketing dan Social Media Marketing Terhadap Minat Beli di Blibli
Keywords:
Brand ambassador, Social media marketing, Event marketing, Purchase intention, Brand image
Abstract
Penelitian ini membahas pengaruh Brand ambassador, Event marketing, dan Social media marketing terhadap minat beli di platform Blibli. Di tengah persaingan ketat e-commerce di Indonesia, Blibli menggunakan strategi-strategi tersebut untuk menarik pelanggan. Penelitian kuantitatif ini melibatkan 120 responden yang menjawab kuesioner online. Hasil analisis menunjukkan bahwa Brand ambassador, Social media marketing, dan Event marketing tidak selalu menjadi pengaruh langsung terhadap minat beli.Namun, ketiganya dapat memengaruhi citra merek Blibli. Hal ini dapat menjadi faktor tidak langsung yang meningkatkan minat beli.
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References
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Ghosh, R. (2020). Event Marketing. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3631332
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
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Nadda, V. K., Dadwal, S. S., & Firdous, A. (2015). Social Media Marketing (pp. 359–379). https://doi.org/10.4018/978-1-4666-8353-2.ch021
Octalina, L. E., Rahimah, A., & Arifin, Z. (2023). Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 16(1), 144–161. https://doi.org/10.20473/jmtt.v16i1.41398
Putri, Y. I., Pradana, M., Utami, F. N., Nugraha, D. W., Karnovi, R., & Jurusan, P. /. (2022). The Influence of Brand Ambassador on E-Commerce Purchase Intention. https://www.statista.com/,
Setiawan, R., Wibisono, D., & Purwanegara, M. S. (2022). Defining Event Marketing as Engagement-Driven Marketing Communication. Gadjah Mada International Journal of Business, 24(2), 151. https://doi.org/10.22146/gamaijb.63788
Siregar, W. (2023). Analisis Perilaku Konsumen dalam Transaksi di E-commerce. Indonesian Journal of Computer Science, 12(6). https://doi.org/10.33022/ijcs.v12i6.3483
Suleman, D., Suyoto, Y. T., Sjarief, R., Sabil, S., Marwansyah, S., Adawia, P. R., & Puspasari, A. (2023). The effects of brand ambassador and trust on purchase decisions through social media. International Journal of Data and Network Science, 7(1), 433–438. https://doi.org/10.5267/j.ijdns.2022.9.003
Tlili, A., Huang, R., & Kinshuk. (2023). Metaverse for climbing the ladder toward ‘Industry 5.0’ and ‘Society 5.0’? The Service Industries Journal, 43(3–4), 260–287. https://doi.org/10.1080/02642069.2023.2178644
Umar, M., & Javeed, A. (2023). The Impact of Frugality on Green Brand Image. In the perspective of Attitude Behavior Context Theory. Journal of Innovative Research in Management Sciences, 4(1), 54–64. https://doi.org/10.62270/jirms.v4i1.45
Ummah, K. K., & Hamzah, H. (2022). Multimodality Analysis: Visual Representation in Bli-Bli 12.12 and Lazada 12.12 TV Commercials. English Language and Literature, 11(2), 142. https://doi.org/10.24036/ell.v11i2.114945
Yuangga, K. D. (2023). Transformasi Digital dalam Pendidikan Ekonomi: Menyiapkan Generasi Muda untuk Menghadapi Tantangan Ekonomi Digital. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(6), 4507–4517.
Published
2024-03-06
Section
Original Articles
Copyright (c) 2024 Venness Venness, Agung Stefanus Kembau, Antonius Felix
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
