Pengaruh Social Media Marketing, Brand Ambassador Jkt48 Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fashion Erigo Di Surakarta (Survei Pada Fanbase Jkt48 Di Surakarta)
DOI:
https://doi.org/10.62710/zzr9nj16Keywords:
social media marketing, brand ambassador, product quality, decisions purchaseAbstract
This research aims to analyze the significance of the influence of social media marketing, brand ambassadors and product quality on purchasing decisions for Erigo fashion products in Surakarta. The type of data used is quantitative data. The data source used is primary data. The sampling technique used was non- probability sampling and purposive sampling with a total of 100. The data collection technique in this research used a questionnaire. Test the instrument using validity tests and reliability tests. The classical assumption test uses tests: multicollinearity, heteroscedasticity, autocorrelation and normality. Data analysis techniques use multiple linear regression tests, t tests, F tests and R².The results of the validity and reliability tests show that all statements regarding social media marketing, brand ambassadors and product quality are declared valid because the p value < 0.05 and reliable because Cronbach's alpha> 60. The results of the classical assumption test show that all variables have passed the multicollinearity and heteroscedasticity tests. , autocorrelation and normal distribution. The results of the regression analysis obtained the equation Y= 1.328 + 0.430 X1 + 0.112 X2 + 446 X3. The results of the t test showed that there was a significant influence of social media marketing (X₁), brand ambassador (X₂) and product quality (X₃) on purchasing decisions for Erigo fashion products in Surakarta. The results of the F test showed that the regression model used in this research was correct. The R² test results show that the contribution of the independent variable to the dependent variable is 76%, the remaining 23.5%.
Downloads
References
Agustina Rennie, Hinggo Tachta Hichmaed, dan Zaki Hammam. 2023. “Pengaruh Brand Ambassador, E-WOM, Dan Brand Trust Terhadap Keputusan Pembelian Produk Erigo.” Jurnal Ilmiah Mahasiswa Merdeka EMBA 2 (1): 1– 11.
Aliifa, Aaqilah. Meutia., & Sumiati, S. (2022). "Analisis Perumusan Strategi Pengembangan Bisnis Pada Usaha Fashion". Jurnal Kewirausahaan dan Inovasi, 1(1), 23-31.Alma, Buchari. 2018. Manajemen Pemasaran & Pemasaran Jasa. Alfabeta. Bandung.
Amirullah. 2021. Prinsip – Prinsip Manajemen Pemasaran, Disusun Sesuai Rencana Pembelajaran Semester. Indomedia Pustaka. Sidoarjo.
Andrews & Shimp. 2018. Advertising, Promotion, and other aspects of Integrated Education., Marketing Communications. Nelson: Boston.
Andrews & Shimp. 2018. Advertising, Promotion and other aspects of Integrated Marketing Communications, Tenth Edition. In The Marketing, and Book: Sixth Edition. Cengage Learning. USA.
Arikunto, Suharsimi. 2014. Prosedur Penelitian Suatu Pendekatan Praktis. Rineka Cipta. Jakarta.
Dhimas Rizky. 2023. “Collab JKT48 X Erigo Yang Terbilang Sukses Besar.” Medium. 2023. http://dhimasrizky.medium.com./collab-jkt-x-erigo-yang-terbiang-sukses-besar-9e954b5e9576 (Diakses 19 Maret 2014)
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas, Diponegoro. Semarang.
Firmansyah, Muhammad. 2019. Pemasaran Produk dan Merek. Qiara Media.Surabaya.
Fitria, Aliah Noor, dan Christina. 2023. “Analisis Pengaruh Social Media Marketing Instagram, Word of Mouth Dan Lokasi Terhadap Keputusan Pembelian Konsumen Fesyen Noor.” PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis 8 (2): 1-11.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program, IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Badan Penerbit, and Universitas Diponegoro. Semarang.
https://www.antaranews.com/berita/2345618/erigo-wakili-indonesia-di-ajang- new-york-fashion-week (Diakses 10 Juni 2024)
Hanum, Zubaidah. 2017. "Faktor-faktor yang Mempengaruhi Perilaku Konsumen dalam, Keputusan Pembelian Sepatu Merek Nike di Kota Medan. Jurnal Bisnis Administrasi. No. 1. Politeknik LP3I Medan". Vol. 6. (1), 37-43.
Heuer, Chris. 2018. Engage: Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web. New Jersey. Canada
Kotler Philip dan Kevin Lane. Keller. 2016. Marketing Management. Edisi ke 15.Penerbit Pearson Education Limited. London : Pearson Education.
Lestari, and Pardi. 2023. “Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Fashion Di Toko Ellyn.” Jurnal Ekonomi Manajemen 8 (1): 1–8. https://doi.org/10.37058/jem.v8i1.3463.
Malau, Harman. 2017. Manajemen Pemasaran. Alfabeta. Bandung.
Maghfirah, Vira, and Suyono. 2023. “Pengaruh Brand Ambassador Dan Brand Image Terhadap.” Bandung Conference Series: Communication Management 7 (November): 1083–1100.
Marcelina, Teyseran, dan Hellyani. 2023. “Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Fashion Pada Konsumen Indonesia.” Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan 3 (2): 252–62. https://doi.org/10.55606/jimek.v3i2.1805.
Nadiya, Farisa Hasna, dan Susanti Wahyuningsih. 2020. “Pengaruh Kualitas Produk, Harga Dan Citra Merek Terhadap Keputusan Pembelian Fashion 3second Di Marketplace (Studi Pada Mahasiswa Pengguna Fashion 3second Di Kota Semarang).” Jurnal Ilmu Dan Riset Manajemen 5 (2): 1–20.
Ningrum, Yulia Cahya, dan Kristina Anindita Hayuningtias. 2022. “The Influence of Product Quality, Social Media Marketing, and Brand Ambassador on Online Buying Decisions.” Almana : Jurnal Manajemen Dan Bisnis 6 (2): 316–24. https://doi.org/10.36555/almana.v6i2.1892.
Nursiti, dan Aprillia Giovenna. 2022. “Pengaruh Sosial Media Marketing Terhadap Keputusan Pembelian.” Journal of Islamic Business Management Studies (JIBMS) 2 (2): 99–105. https://doi.org/10.51875/jibms.v2i2.185.
Pham, Phouch dan Gamoh, Bashar. 2015. Characteristics of social media marketing strategi. Mason. South Western.
Prasetyo, Ragil, and Evawani Elysa. 2022. “Pengaruh Terpaan Media Sosial Dan Brand Image Produk Fashion Terhadap Keputusan Pembelian Pada Followers Instagram @Erigostore.” Ilmu Komunikasi Fakultas Ilmu Sosial Dan Ilmu Politik 20 (02): 28–36.
Ryan & Johan. 2022. Dampak Influencer Endorsement, Brand Ambassador, Brand Image, Dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus Merek Erigo). In Proceeding of the International Conference on Family Business and Entrepreneurship. (Vol. 3, No. 1): 1-7.
Sadrabadi, Saraji, & Monshizadeh. 2018. Evaluating the Role of Brand Ambassador in Social Media. Journal of Marketing Management and Consumer Behaviour. 2(3), 54-70.
Sarah, Kania Siti, Ratih Hurriyati, dan Heny Hendrayati. 2021. “Analisis Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Pada Produk Clothing Linkswear.” Jurnal Manajemen 12 (3): 397. https://doi.org/10.32832/jm-uika.v12i3.4877.
Setiyono, Joko, and Sutrimah Sutrimah. 2016. “Analisis Teks Dan Konteks Pada Iklan Operator Seluler (XL Dengan Kartu AS).” Pedagogia : Jurnal Pendidikan 5 (2): 297–310. https://doi.org/10.21070/pedagogia.v5i2.263
Shimp. 2014. Komunikasi Pemasaran Terpadu dalam Periklanan dan Promosi, and (Edisi 8). Penerbit Salemba Empat. Jakarta.
Solomon. 2015. Cunsumer Behavior: Buying, and Being. Eleventh Edition.Edinburgh Having, and Gate: Pearson Education Limited. New Jersey
Sudarsono, Heri. 2020. Manajemen Pemasaran. Pustaka Abadi. Jember. Sudaryono. 2016. Manajemen Pemasaran, Teori dan Implementasi. Andi.Yogyakarta.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, CV. Bandung.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Amadea Novita Mahastri , Retno Susanti (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
