SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA
:
https://doi.org/10.9744/jmk.23.1.18-26
Abstract
Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI include reach, relevance, and resonance; and these can influence brand awareness and purchase decision of generation Z consumers. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as data analysis techniques. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. Reach has positive but insignificant influence on purchase decisions; whereas, relevance and resonance have positive and significant influences on purchase decision. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.References
Arnold, D. 1996. Pedoman manajemen merek. Surabaya: PT. Katindosaho.
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.
Brown, D., & Hayes, N. (2008). Influencer marketing. USA: Routledge.
Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249-269.
Devi, S. (2018, Agustus 28). Mutualisme? Strategi "endorsement" oleh suatu perusahaan. Retrieved from https://www.kompasiana.com/divvv/ 5b849ab3ab12ae46335c7cd7/mutualisme-strategi-endorsement-oleh-suatu-perusahaan?page=all.
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of lucie fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77-87. Retrieved from https:// www.elon.edu/u/academics/communications/journal/wp-content/ uploads/sites/ 153/2017/12/Fall2017Journal.pdf#page=77.
Gorry, G. A., & Westbrook, R. A. (2009). Winning the internet confidence game. Corporate Reputation Review, 12(3), 195–203. doi: 10.1057/crr.2009.16.
Guruge, M.C.B. (2018). Comparison between attributes related to celebrity endorsement and social media influencer marketing: A conceptual review. Sri Lanka Journal of Marketing, 4, 17–37.
Habibi, M. (2014). Pengaruh dimensi gaya hidup terhadap keputusan pembelian smartphone Blackberry di Purworejo. SEGMEN Jurnal Manajemen dan Bisnis, 10(1. a).
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (sebuah studi literatur). Eksekutif, 15(1), 133-146.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.Khorshidi, G., Naghash, A., & Mohammadian, M. (2014). Assessment and analysis of ser¬vice qua¬lity based on hierarchical service quality model in agricultural bank. Quarter¬ly Journal of Eco¬no¬mic Research, 14(1), 151–168.
Kunto, Y. S. & Agusli, D. (2013). Analisa pengaruh dimensi ekuitas merek terhadap minat beli konsumen Midtown Hotel Surabaya. Jurnal Strategi Pemasaran, 1(2), 1-8.
Lukman, M. D. (2014). Analisis pengaruh ekuitas merek terhadap keputusan pembelian dan kepuasan konsumen produk teh botol Sosro kemasan kotak. Jurnal Administrasi Bisnis, 10(1), 64-81.
Owyang, J., Jones, A., Tran, C., & Nguyen, A. (2011). Social business readiness: How advanced companies prepare internally. San Mateo, United States: Altimeter Group.
Peter, J. P., & Olson, J. C. (2014). Perilaku konsumen dan strategi pemasaran. Jakarta: Salemba Empat.
Percy, L. & Rossiter, J. (1997). Advertising and promotion management. Newyork: McGraw-hill.
Purwaningwulan, M. M., Suryana, A., Wahyudin, U., & Dida, S. S. (2018). The uniqueness of influencer marketing in the Indonesian muslim fashion industry on digital marketing communication era: Proceeding of International Conference on Business, Economic, Social Sciences and Humanities (ICOBEST 2018), pp. 114-119. Retrieved from https://dx.doi.org/ 10.2991/icobest-18.2018.26.
Royan, F. M. (2004). Marketing selebrities. Jakarta: Elex media komputindo.
Sampurno, N. V., Ciakrawinata, C. P., & Jokom, R. (2019). Pengaruh karakteristik selebriti endorser terhadap minat beli melalui kesadaran merek hotel di Instagram. Jurnal Manajemen Perhotelan, 5(1), 36-44.
Sharon, F., Meilinda, L., Wijaya, S., & Iskandar, V. (2018). Pengaruh karakteristik celebrity endorser melalui media sosial Instagram terhadap minat beli konsumen pada restoran dan cafe di Surabaya. Jurnal Hospitality dan Manajemen Jasa, 6(2), 390-404.
Shimp, T. A., Wood, S. L., & Smarandescu, L. (2007). Self-generated advertisements: Testimonials and the perils of consumer exaggeration. Journal of Advertising Research, 47(4), 453-461.
Solis, B. & Webber, A. (2012). The Rise of Digital Influence: A “how-to” guide for businesses to spark desirable effects and outcomes through social media influence. USA: Altimeter Group.
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
Suryani, F. L. (2015). Instagram dan fashion remaja (studi kasus peran media sosial instagram terhadap trend fashion remaja dalam akun @OOTDINDO tahun 2014). Retrieved Maret, 2020 from http://eprints.uns. ac. id/19490/
U Rianse, A. (2012). Metodologi penelitian sosial dan ekonomi teori dan aplikasi. Bandung: Alfabeta.
Yang, Y. T., Chi, H., & Yeh, H.R. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality dan brand loyalty. The journal of Internasional Management Studies, 4 (1). 135-1.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish on 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 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 (See The Effect of Open Access).
