PERAN BRAND IMAGE MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION DI MEUDENG PANGUS
Abstrak
Kemajuan teknologi dan internet telah mendorong perubahan besar dalam strategi pemasaran, terutama melalui media sosial. Meudeng Pangus, toko yang menjual busana adat Bali, menghadapi tantangan dalam meningkatkan penjualan online meskipun telah memanfaatkan platform seperti Instagram dan TikTok. Penjualan online di Meudeng Pangus mengalami fluktuasi yang cenderung menurun. Penelitian ini bertujuan untuk menganalisis peran brand image memediasi pengaruh social media marketing terhadap repurchase intention pada konsumen toko online Meudeng Pangus di Kota Denpasar. Metode yang digunakan non-probability sampling dengan teknik purposive sampling. Pengumpulan data dilakukan dengan metode survei melalui penyebaran kuesioner dengan responden sebanyak 120 responden. Teknik analisis yang digunakan adalah analisis jalur (path analysis), kemudian dilakukan uji sobel, dan uji VAF (Variance Accounted For). Hasil analisis menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap repurchase intention dan brand image, brand image berpengaruh positif dan signifikan terhadap repurchase intention, dan brand image mampu memediasi pengaruh social media marketing terhadap repurchase intention. Implikasi praktis dari penelitian ini memberikan acuan bagi manajemen Meudeng Pangus dalam memasarkan produknya dengan pemanfaatan social media marketing dan brand image sehingga meningkatkan repurchase intention pada toko online Meudeng Pangus.
The advancement technology and internet has driven significant changes in marketing strategies, especially through social media. Meudeng Pangus, store that sells Balinese traditional clothing, faces challenges increasing online sales despite leveraging platforms as Instagram and TikTok. Online sales at Meudeng Pangus have fluctuated which tends to decrease. This research to analyze role of brand image in mediating the influence of social media marketing on repurchase intention consumers of the Meudeng Pangus online store in Denpasar City. Method used non-probability sampling with purposive sampling technique. Data collection was carried out by survey method through distribution questionnaires with 120 respondents. The analysis technique used path analysis, then sobel test, and VAF test. The results of analysis showed that social media marketing had a positive and significant effect on repurchase intention and also on brand image, brand image had a positive and significant effect on repurchase intention, and brand image was able to mediate the influence of social media marketing on repurchase intention. The practical implications of this research provide reference for Meudeng Pangus management marketing their products with use of social media marketing and brand image to increase repurchase intention in Meudeng Pangus online store.
##plugins.generic.usageStats.downloads##
Referensi
Amalia, A. Z. (2023). Pengaruh Positif Social Media Marketing Activities Terhadap Repurchase Intention Melalui Brand Awareness Dan Brand Image. Jurnal Ekonomi Trisakti, 3 (1), hal. 427-438.
Anbiya, N. N., & Sofyan, A. (2022). Hubungan Antara Promosi Penjualan Dengan Purchase intention Konsumen. Jurnal Riset Manajemen Komunikasi, 1 (2), hal. 130-137.
Dewi, I. G. A. P. R. P., & Ekawati, N. W. (2019). Peran Kepuasan Konsumen Memediasi Pengaruh Brand Image Terhadap Repurchase Intention. E-jurnal Ekonomi dan Bisnis Universitas Udayana, 8 (5), hal. 2722-2752.
Defriyanti, A., & Fitri, N. E. (2024). Pendekatan Kualitatif dalam Mengkaji Media Sosial dan Pola Konsumsi Generasi Milenial. Multidisciplinary Journal of Religion and Social Sciences, 1 (1), hal. 10-19.
Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3 (2), pp. 104- 114.
Fabiola, D., & Rachmawati, I. (2022). The Impact of Social Media Marketing Instagram on Repurchase Intention in Loreal Consumers. E-Proceeding of Management, 8 (6), pp. 3262-3267.
Fajar., & Wardi, Y. (2022). The Influence of Social Media Marketing Towards The Repurchase Intention with Brand Image as Mediating Variable. Marketing Management Studies, 2 (3), pp. 234-257.
Hartanto, R. (2019). Brand and Personal Branding. Bekasi: Denokan Pustaka.
Haryadi, A. R., Gunaningrat, R., & Suyatno, A. (2022). Pengaruh Social Media Marketing, Citra Merek dan Word of Mouth Terhadap Keputusan Pembelian Pada Produk Kecantikan Somethinc. Jurnal Bisnis Manajemen dan Akuntansi (BISMAK), 2 (2), hal. 8-17.
Hasan, A. (2018). Marketing dan Kasus-Kasus Pilihan. Yogyakarta: CAPS (Center for Academic Publishing Service).
Indriany, Y., Hastuti, S., & Indrisetno P.V, D. (2022). Analisis Citra Merek dan Sikap Konsumen Terhadap Keputusan Pembelian Pada Aplikasi Makanan Online (Studi Kasus Pelanggan Aplikasi Go Food, Grab Food, Shopee Food). Jurnal Lentera Bisnis, 11 (2), hal. 205-211.
Jalil, M. I., Lada, S., Bakri, M. A., & Hassan, Z. (2021). Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media. Journal of Islamic Monetary Economics and Finance, 7 (4), pp. 629-650.
Kotler, P., & Keller, K. L. (2022). Marketing Management (16th Edition). Pearson Education, Inc.
Krisnanda, I. K., & Widagda, I. G. N. J. A. (2021). The Role of Brand Image in Mediating the Effect of Word of Mouth on Repurchase Intentions (empirical study at a casual Dining Restaurant in Bali). American Journal of Humanities and Social Sciences Research, 5 (4), pp. 166-172.
Leksono, H. B., & Prasetyaningtyas, S. (2021). Influence Social Media Marketing Activity on Repurchase Intention in The E-Commerce Industry. Journal of Research in Business, Economics, and Education, 3 (5), pp. 1–25.
Marphy, K. O. (2021). The Role of Social Media Marketing Towards Customer Repurchase Intention for Fashion Apparel with Brand Image as Mediating Variable (A Study in Levi Strauss & Co). Jurnal Ilmiah Mahasiswa FEB, 9 (2), pp. 200-210.
Maulani, L. S., & Sanawiri, B. (2019). Pengaruh Social Media Marketing Terhadap Brand Awareness Serta Dampaknya Pada Purchase Decision (Survei Online pada Followers Aktif Instagram dan Facebook Vauza Tamma Hijab). Jurnal Administrasi Bisnis (JAB), 72 (2), hal. 148-156.
Mauludin, M. S., Saputra, A. D., Sari, A. Z., Munawaroh, I., & Regita, E. P. (2022). Analisis Perilaku Konsumen dalam Transaksi di E-Commerce. Proceedings of Islamic Economics, Business, and Philanthropy, 1 (1), hal. 108-123.
Narayana, K. G. S., & Rahanatha, G. B. (2020). Peran Brand Image Memediasi Social Media Marketing terhadap Keputusan Pembelian. E-jurnal Manajemen Universitas Udayana, 9 (5), hal. 1962-1982.
Nathalia, A., & Indriyanti, I. S. (2022). Pengaruh Social Media Marketing Melalui Brand Awareness dan E-Wom Terhadap Repurchase Intention Pada Konsumen Kosmetik Halal Sariayu di DKI Jakarta. E-Jurnal Manajemen Trisakti School of Management, 2 (2), hal. 221-236.
Purnapardi, M. S., & Indarwati, T. A. (2022). Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10 (1), hal. 136-147.
Putri, G. A. A. W. P., & Jatra, I. M. (2024). Pengaruh Social Media Marketing terhadap Repurchase Intention dengan Brand Image Sebagai Mediasi (Studi pada Pelanggan Produk Lipstik Revlon di Kota Denpasar). Ekonomika45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 11 (2), hal. 2354-6581.
Ramadhany, B. R., & Pritasari, O. K. (2020). Pemanfaatan Media Sosial sebagai Media Pemasaran terhadap Produk Nurayya Sampo Dandruff Tanpa Kandungan SLS. Jurnal Tata Rias, 9 (2), hal. 51-59.
Riani, O., Wijayanto, G., & Rosyetti, R. (2023). Pengaruh Brand Image Dan Celebrity Endorser Terhadap Brand Loyalty Dan Repurchase Intention Pada Konsumen Produk Maybeline di Kota Pekanbaru. Management Studies and Entrepreneurship Journal (MSEJ), 4 (1), pp. 104-116.
Rizky, M., Yuliati, L. N., & Hasanah, N. (2023). Pengaruh Social Media Marketing Instagram Terhadap Repurchase Intention Melalui Experiential Marketing dan Brand Trust. Jurnal Aplikasi Manajemen dan Bisnis, 9 (2), hal. 658-670.
Ryu, S., & Park, J. (2020). The Effects of Benefit-Driven Commitment on Usage of Social Media for Shopping and Positive Word-of-Mouth. Journal of Retailing and Consumer Services, 55, pp. 10-20.
Sabrina, K. A. R., & Seminari, N. K. (2023). Pengaruh Promosi, E-WOM, dan Brand Image Terhadap Niat Membeli Kembali. E-jurnal Manajemen Universitas Udayana, 12 (3), hal. 238-259.
Sahanaya, V., & Madiawati, P. N. (2023). Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian melalui Brand Image pada Poin Coffee Bandung. Jurnal Ekonomi dan Manajemen Teknologi, 7 (3), hal. 581-590.
Sanny, L., Ariana, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase Intention on Indonesia Male’s Skin Care by Social Media Marketing Effect Towards Brand Image and Brand Trust. Management Science Letters, 10, pp. 2139–2146.
Santi, I. G. A. P. C., & Suasana, I. G. A. K. G. (2021). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention In Starbucks Coffee. International Journal of Management and Commerce Innovations, 9 (1), pp. 328-338.
Subawa, N. S., Widhiasyhini, N. W., & Sari Suastika, N. P. M. W. (2020). The Effect of Experiential Marketing, Social Media Marketing, and Brand Trust on Repurchase Intention in Ovo Applications. International Research Journal of Management, IT & Social Sciences, 7 (3), pp. 11-21.
Sudaryanto, S., Hanim, A., & Utari, W. (2020). Behaviour on Repurchase Intention in a Moslem Ethnic Store in Indonesia. International Journal of Innovation, Creativity and Change, 13 (12), pp. 1341-1355.
Temaja, G. A., & Yasa, N. N. K. (2019). The Influence of Word of Mouth on Brand Image and Purchase Intention (A study on the potential customers of Kakiang Garden Cafe Ubud). International Journal of Business Management and Economic Research (IJBMER), 10 (1), pp. 1552-1560.
Tong, T. K. P. B., & Subagio, H. (2020). Analisa Pengaruh Social Media Marketing Terhadap Repurchase Intention Melalui Brand Trust Sebagai Variabel Mediasi Pada Instagram Adidas Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7 (1), hal. 1-10.
Yonathan, G. E., & Bernarto, I. (2022). Pengaruh Content Marketing Instagram, Social Media Marketing Instagram, Price, Dan Restaurant Atmosphere Terhadap Repurchase Intention Pada Restaurant Dan Bar. At-Tadbir: Jurnal Ilmiah Manajemen, 6 (2), hal. 106–119.
Yunardi, D. T., & Sondari, M. C. (2024). Analisis Faktor-Faktor Yang Mempengaruhi Sikap Terhadap Iklan (Attitude Towards Advertisement): Studi Kasus Video Iklan Pada Platform Tiktok. Indonesian Journal of Economics, Management and Accounting, 1 (8), hal. 869-876.
