Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image
Keywords:
Digital Marketing, Brand Image, Keputusan Pembelian
Abstract
Semakin banyak penyedia atau produsen produk dan jasa berimplikasi terhadap konsumen semakin selektif dalam memiliki produk maupun jasa. Banyaknya pilihan produk dan jasa, konsumen melakukan pencarian informasi dan memilih brand yang lebih dikenal oleh masyarakat sehingga mempengaruhi keputusan pembelian. Penelitian secara empiris ini bertujuan untuk menguji dan membuktikan pengaruh strategi marketing melalui digital marketing terhadap keputusan pembelian dimana variabel brand image merupakan mediasi. Data dikumpulkan dengan menggunakan teknik purposes sampling dimana 350 responden yang bertransaksi di Belah Doeren Bandung. Berdasarkan hasil analisis linier berganda dan sobel test menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dan brand image (sebagai variabel moderasi) dapat memperkuat atau meningkatkan pengaruh variabel Digital Marketing terhadap variabel keputusan pembelian.
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References
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Ahmed, R. R., Kumar, R., Baig, M. Z., & Khan, M. K. (2015). Impact of Digital Media on Brand Loyalty and Brand Positioning. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2708527
Bakri Marlini, Krisjanous Jayne, R. J. E. (2020). Decoding Service Brand Image Through User-Generated Images. Journal of Services Marketing, 34(4), 429–442.
Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
Batu, R. L., Situngkir, T. L., Krisnawati, I., & Halim, S. (2020). Pengaruh Digital Marketing Terhadap Online Purchase Decision Pada Platform Belanja Online Shopee. Ekonomi & Bisnis, 18(2), 144–152. https://doi.org/10.32722/eb.v18i2.2495
Binh, L. D., Vo, T. H. G., & Le, K. H. (2017). The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism. International Journal of Research Studies in Management, 6(1). https://doi.org/10.5861/ijrsm.2017.1738
Chaffey, D, Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice. Prentice Hall/Financial Times.
Chaffey, Dave, & Smith, P. (2017). Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing Fifth Edition. In Society.
Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing. https://doi.org/10.1002/dir.1020
Dahiya, R., & Gayatri, G. (2018). A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global Marketing, 31(2). https://doi.org/10.1080/08911762.2017.1365991
Dasgupta, S., & Grover, P. (2019). Impact of Digital Strategies on Consumer Decision Journey: Special. Academy of Marketing Studies Journal.
Dib, H., & Alnazer, M. (2013). The Impact of Sales Promotion on Perceived Transaction Value and Purchase Intentions the Moderating Role of Promotional Benefit Level. International Journal of Economy, Management and Social Sciences.
Elsa Srinita Afrilina. (2018). Pengaruh Social Media Marketing dan Pengetahuan Produk Terhadap Keputusan Pembelian dan Dampaknya Terhadap Electronic Word Of Mouth.
Ferrinadewi, E. (2008). Merek & Psikologi Konsumen: Implikasi Pada Strategi Pemasaran. Graha Ilmu.
Graesch, J.P., Hensel-Borner, S. and Henseler, J. (2020). Information Technology and Marketing: an Important Partnership for Decades. Industrial Management & Data Systems. https://doi.org/10.1108/IMDS-08-2020-0510
Herr, P. M., Aaker, D. A., & Biel, A. L. (1994). Brand Equity and Advertising: Advertising’s Role in Building Strong Brands. Journal of Marketing Research. https://doi.org/10.2307/3151889
Inka Hedman, T. P. (Le) O. (2018). Brand Image as a Facilitator of Relationship Initiation. Emerald Publishing Limitied.
Khotib, M. (2019). The Influence Of Reference Group, Brand Image And Internet Marketing On Buying Decision. Journal of World Conference (JWC), 1, 134–141. https://doi.org/10.29138/prd.v1i1.40
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). In Prentice Hall.
Kotler, Philip, & Keller, K. L. (2012). Marketing Management 14E. In Pearson Education, Inc.
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). Implementasi Digital Marketing Terhadap Keputusan Pembelian Konsumen JD.id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3). https://doi.org/10.35137/jmbk.v7i3.349
Lamb, C., Hair, J., & McDaniel, C. (2004). Marketing. In Marketing.
Mkwizu, K. H. (2019). Digital Marketing and Tourism: Opportunities for Africa. International Hospitality Review, 34(1), 5–12.
Oladepo, O. I. and, & Abimbola, O. S. (2015). The Influence Of Brand Image And Promotional Mix On Consumer Buying Decicion - A Study Of Beverage Consumers In. British Journal of Marketing Studies, 3(4).
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. International Journal of Business and Management. https://doi.org/10.5539/ijbm.v15n7p120
Pada, K., & Nexian, H. (2012). Analisis Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Handphone Nexian. Journal of Business Strategy and Execution, 4(2), 171–205.
Ridho, M. R. (2013). Pengaruh E-Marketing Terhadap Citra Merek Nay@ Dam Pada PT Kreasi Putra Serayu. E-Journal Up Batam, 1(1), 57–76.
Samson, R., Mehta, M., & Chandani, A. (2014). Impact of Online Digital Communication on Customer Buying Decision. Procedia Economics and Finance, 11(14), 872–880. https://doi.org/10.1016/s2212-5671(14)00251-2
Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh Digital Marketing, Word of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(7), 2596. https://doi.org/10.24843/ejmunud.2020.v09.i07.p07
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior 10th Edition. Pearson Education.
Siregar, S. (2013). Metode Penelitian Kuantitatif. PT Fajar Interpratama Mandiri.
Supriyadi, Fristin, Y., & Indra, G. K. (2016). Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian (Studi pada Mahasiswa Pengguna Produk Sepatu Merek Converse di Fisip Universitas Merdeka). Jurnal Bisnis Dan Manajemen, Vol. 3 No.1.
Swastha, B. (2008). Manajemen Pemasaran Modern. In Liberty, Yogyakarta. https://doi.org/10.1017/CBO9781107415324.004
Tjiptono, F. (2005). Tjiptono, Fandy. 2005. Strategi Pemasaran. Strategi Pemasaran.
Valentini, Chiara., Romenti, Stefania., Murtarelli, Grazia., Pizzetti, M. (2018). Digital Visual Engagement: Influencing Purchase Intentions on Instagram. Journal of Communication Management, 22(4), 362–381. https://doi.org/https://doi.org/10.1108/JCOM-01-2018-0005
Zeynalzade, A. (2012). Investigating the Effect of Brand Awareness and Brand Image on Purchase Behavior of Customers. International Journal of Research in Social Sciences.
Published
2021-06-30
How to Cite
Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS Jurnal Administrasi Bisnis (e-Journal), 7(1), 67-74. https://doi.org/10.38204/atrabis.v7i1.546
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Articles
