Pengaruh Social Media Marketing, Influencer Marketing dan Word Of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms
Abstract
Penelitian ini mengkaji pengaruh social media marketing, influencer marketing, dan word of mouth terhadap minat beli konsumen pada UMKM Sprouts Farms. Menggunakan metode kuantitatif dengan 128 responden, hasil penelitian menunjukkan bahwa social media marketing dan influencer marketing tidak memiliki pengaruh signifikan terhadap minat beli, dengan kontribusi masing-masing sebesar 42,6% dan 33,8%. Namun, word of mouth memiliki pengaruh signifikan sebesar 62,4%. Secara keseluruhan, ketiga variabel tersebut bersama-sama memberikan pengaruh sebesar 62,9% terhadap minat beli, sementara 37,1% dipengaruhi oleh variabel lain yang tidak dianalisis dalam penelitian ini. Kata Kunci: social media marketing; influencer marketing; word of mouth; minat beli.References
APJII. (2024). Asosiasi Penyelenggara Jasa Internet Indonesia. diakses tanggal 15 Mei 2024, pukul 22.06 WIB dari https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Fitri, T. A., & Syaefulloh, S. (2023). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Purchase Intention Melalui Online Customer Review pada Fashion Terkini di Tiktok Shop. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 3946. https://doi.org/10.35931/aq.v17i6.2821
Handayani, A. D. (2023). Digitalisasi UMKM: Peningkatan Kapasitas melalui Program Literasi Digital. Jurnal Signal, 11(1), 104. https://doi.org/10.33603/signal.v11i1.8213
Joesyiana, K. (2018). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee Di Pekabaru (Survey pada Mahasiswa Semester VII Jurusan Pendidikan Akuntansi Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Riau). Jurnal Valuta, Vol. 4(1), 71–85.
Nursiti, N., & Giovenna, A. (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
Pramesthi, J. A. (2021). Meaning Transfer Model pada Social Media Influencer. Jurnal Ilmu Komunikasi, 19(1), 1. https://doi.org/10.31315/jik.v19i1.4293
Sarah, K. S., Hurriyati, R., & Hendrayati, H. (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
Wardhana, D. Y. (2016). Pengaruh Kredibilitas Endorser Pada Niat Beli Konsumen Dan Tingkat Kepercayaan Pada Iklan. Kinerja, 20(1), 13–28. https://doi.org/10.24002/kinerja.v20i1.694
Salim, Y. U., & Widaningsih, S. (2017). Analisis Minat Beli Konsumen Terhadap Program Kursus Bahasa Inggris Di Lembaga Kursus Bahasa Northern Light Education Center (Nlec) Bandung. EProceedings of Applied Science, 3(2), 521–527.
Sugiyono, P. D. (2017). Metode Penelitian Kuantitatif Kualitatif Dan R Dan D (cet. 26). Alfabeta.
Tungka, D., Lionardo, M. M., Thio, S., & Iskandar, V. (2020). Pengaruh Social Media Marketing Pada Instagram Terhadap Minat Beli Chatime Indonesia. Jurnal Hospital Dan Manajemen Jasa, 8(2), 77–87.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 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 acknowledgement 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 acknowledgement 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.
JBEST is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
