Роль довірчого посередництва у впливі маркетингу в соціальних мережах та «електронного сарафанного маркетнгу» на купівельний намір
DOI:
https://doi.org/10.26661/2522-1566/2020-4/14-08Ключові слова:
маркетинг у соціальних мережах, «електронний сарафанний маркетинг», довіра, купівельний намірАнотація
Намір придбання є важливим фактором для PT Reska Multi Usaha для реалізації стійкої безперервності бізнесу. Це дослідження має на меті проаналізувати збільшення купівельних намірів за допомогою маркетингу в соціальних мережах та електронного усного переказу з довірою як посередницькою змінною. Тип цього дослідження - пояснювальне дослідження з кількісним підходом. Респондентами цього дослідження є всі клієнти PT Reska Multi Usaha, вибірка використовувала 100 респондентів із технікою відбору з використанням випадкової вибірки. Методом збору даних є анкетування. Використаним методом аналізу даних є аналіз шляхів. Часткові результати перевірки гіпотез показали, що маркетинг у соціальних мережах та електронна пошта надають позитивний та значний ефект довіри. Електронне усне спілкування та довіра позитивно і суттєво впливають на купівельні наміри. Натомість, маркетинг у соціальних мережах не впливає на купівельні наміри. Результати непрямого ефекту доводять, що маркетинг у соціальних мережах та електронна пошта надають позитивний та значний вплив на купівельний намір через довіру.
JEL Classification : M 310; M370; M 390
Посилання
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Zhu, L., Li, H., Wang, F.-K., He, W. and Tian, Z. (2020), “How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S -O- R) framework”, Aslib Journal of Information Management, 72(4), pp. 463-488. Available at: https://doi.org/10.1108/AJIM-11-2019-0308
Abd-Elaziz, M. E., Aziz, W. M., Khalifa, G. S. and Abdel-Aleem, M. (2015), “Determinants of Electronic word of mouth (EWOM) influence on hotel customers’ purchasing decision”, Journal of Faculty of Tourism and Hotels, Fayoum University, 9(2/2), pp. 194-223.
Clements, J. A., Willemsen, N. M., Myers, S. A. and Dong, Y. (2004), “The tissue kallikrein family of serine proteases: Functional roles in human disease and potential as clinical biomarkers”, Critical Reviews in Clinical Laboratory Sciences. Available at: https://doi.org/10.1080/10408360490471931
Cooper, D. R., and Schindler, P. S. (2014), Business Research Methods, (12th Edition), Business Research Methods.
Dong, X., Chang, Y., Liang, S. and Fan, X. (2018), “How online media synergy influences consumers’ purchase intention”, Internet Research, 28(4), pp. 946-964. Available at: https://doi.org/10.1108/IntR-08-2017-0298
Gautama, V. D. and Setiawan, A. (2017), “Perilaku dan Persepsi dalam Pengambilan Keputusan terkait Sistem informasi Akuntansi”, Profesionalisme Akuntan Menuju Sustainable Business Practice, (in Indonesian).
Green, C. (2006), Trust Based Selling. using Customer Focus and Collaboration to Build Long-Term Relationships, New York: Mc Graw-Hill.
Hair, J. F., Hult, G., Ringle, C. and Sarsteadt, M. (2017), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Los Angeles: SAGE Publications Ltd.
Hamdani, N. A. and Maulani, G. A. F. (2018), “The influence of E-WOM on purchase intentions in local culinary business sector”, International Journal of Engineering and Technology (UAE). Available at: https://doi.org/10.14419/ijet.v7i2.29.13325
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?”, Journal of Interactive Marketing, 18(1). Available at: https://doi.org/10.1002/dir.10073
Irshad, M., Ahmad, M. S. and Malik, O. F. (2020), “Understanding consumers’ trust in social media marketing environment”, International Journal of Retail and Distribution Management, 48(11), pp.1195-1212. Available at: https://doi.org/10.1108/IJRDM-07-2019-0225
Jakic, A., Wagner, M. O. and Meyer, A. (2017), “The impact of language style accommodation during social media interactions on brand trust”, Journal of Service Management, 28(3), 418-441. Available at: https://doi.org/10.1108/JOSM-12-2016-0325
Kartono, S. (2017), Crisis To Win Revolution, Jakarta: Trans Media Pustaka.
Kasali, R. (2017), Disruption, Jakarta: PT Gramedia Pustaka Utama.
Kotler, P. and Keller, K. L. (2016), Marketing Management, (15th ed.), Prentice Hall.
Lin, R. (2018), “Silver lining of envy on social media? The relationships between post content, envy type, and purchase intentions”, Internet Research, 28(4), pp. 1142-1164. Available at: https://doi.org/10.1108/IntR-05-2017-0203
Liu, F., Xiao, B., Lim, E. T. K. and Tan, C.-W. (2017), “The art of appeal in electronic commerce”, Internet Research, 27(4), pp. 752-771. Available at: https://doi.org/10.1108/IntR-09-2016-0280
Mahmoud, M. A., Adams, M., Abubakari, A., Commey, N. O. and Kastner, A. N. A. (2020), “Social media resources and export performance: the role of trust and commitment”, International Marketing Review, 37(2), pp. 273-297. Available at: https://doi.org/10.1108/IMR-02-2019-0084
Matute, J. and Redondo, Yolanda Polo Utrillas, A. (2016), “The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness”, Online Information Review, 40(7), pp. 1090-1110. Available at: https://doi.org/https://doi.org/10.1108/OIR-11-2015-037
Moorman, C., Deshpande, R. and Zaltman, G. (1993), “Factors Affecting Trust in Market Research Relationships”, Journal of Marketing. https://doi.org/10.2307/1252059
Morgan, R. M. and Hunt, S. D. (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing. Available at: https://doi.org/10.2307/1252308
Patrick, A. S. (2002), “Building trustworthy software agents”, IEEE Internet Computing. Available at: https://doi.org/10.1109/MIC.2002.1067736
Pedersen, S., Razmerita, L. and Colleoni, E. (2014), “Electronic Word-of-Mouth Communication and Consumer Behaviour-An Exploratory Study of Danish Social Media Communication Influence”, LSP Journal Language for Special Purposes, Professional Communication, Knowledge Management and Cognition, 5(1), pp. 112-131.
Prasad, S., Gupta, I. C. and Totala, N. K. (2017), “Social media usage, electronic word of mouth and purchase-decision involvement”, Asia-Pacific Journal of Business Administration, 9(2), pp. 134-145. Available at: https://doi.org/10.1108/APJBA-06-2016-0063
Pucci, T., Casprini, E., Nosi, C. and Zanni, L. (2019), “Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge”, British Food Journal, 121(2), pp. 275-288. Available at: https://doi.org/10.1108/BFJ-06-2018-0400
Seifert, C. and Kwon, W.-S. (2019), “SNS eWOM sentiment: impacts on brand value co-creation and trust”, Marketing Intelligence and Planning, 38(1), pp. 89-102. Available at: https://doi.org/10.1108/MIP-11-2018-0533
Suwandee, S., Surachartkumtonkun, J. and Lertwannawit, A. (2019), “EWOM firestorm: young consumers and online community”, Young Consumers, 21(1), pp. 1-15. Available at: https://doi.org/10.1108/YC-03-2019-0982
Tjiptono, F. and Cjandara, G. (2017), Pemasaran Strategik, Yogyakarta: Andi Offset, (in Indonesian).
Tjiptono, F. and Diana, A. (2019), Kepuasan Pelanggan. Konsep, Pengukuran dan Strategi, Yogyakarta: Andi Offset, (in Indonesian).
Zhang, C.-B., and Li, Y.-N. (2019), “How social media usage influences B2B customer loyalty: roles of trust and purchase risk”, Journal of Business and Industrial Marketing, 34(7), pp. 1420-1433. Available at: https://doi.org/10.1108/JBIM-07-2018-0211
Zhu, L., Li, H., Wang, F.-K., He, W. and Tian, Z. (2020), “How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S -O- R) framework”, Aslib Journal of Information Management, 72(4), pp. 463-488. Available at: https://doi.org/10.1108/AJIM-11-2019-0308
Завантаження
Опубліковано
2020-12-08
Номер
Розділ
Маркетинг
Як цитувати
Kristina, T. and Sugiarto, C. (2020) “Роль довірчого посередництва у впливі маркетингу в соціальних мережах та «електронного сарафанного маркетнгу» на купівельний намір”, Менеджмент та підприємництво: тренди розвитку, 4(14), pp. 102–113. doi:10.26661/2522-1566/2020-4/14-08.
