Pengaruh Social Media Marketing Activities Dan e-WOM (Electronic Word Of Mouth) Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Toko Emas Rizqina Gold Di Instagram

Tharisa Rizqina Widiyan; Krismi Budi Sienatra

doi:10.33479/parsimonia.v11i1.921

Tharisa Rizqina Widiyan
Krismi Budi Sienatra Universitas Ciputra Surabaya

DOI: https://doi.org/10.33479/parsimonia.v11i1.921

Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh Aktivitas Pemasaran Media Sosial dan E-WOM terhadap niat beli perhiasan emas di Instagram dengan menggunakan Kesadaran Merek sebagai mediator. Metode survei yang digunakan dalam penelitian ini dengan menggunakan skala likert. Pengumpulan data dalam penelitian ini dilakukan dengan menyebarkan kuesioner pada responden. Sumber data sebanyak 160 responden, diperoleh dari pengguna Instagram di Indonesia dan memiliki pengalaman membeli perhiasan emas di Toko Online, menggunakan metode purposive sampling. Teknik analisis data menggunakan perangkat lunak SmartPLS. Hasil penelitian ini menunjukkan bahwa aktifitas pemasaran media sosial dan E-WOM yang dimediasi oleh kesadaran merek berpengaruh signifikan dan positif terhadap niat beli perhiasan emas di Instagram. Hasil juga menunjukkan terdapat pengaruh aktivitas pemasaran media sosial terhadap minat beli, namun E-WOM tidak berpengaruh terhadap minat beli.

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