The Influence of Social Media Marketing, Brand Image, and Influencer Marketing on Purchase Intention at XYZ Restaurant
DOI:
https://doi.org/10.21512/becossjournal.v6i3.12130Keywords:
Social Media Marketing, Influencer Marketing, Brand Image, Purchase IntentionAbstract
The use of social media in marketing is not only to market products but it can be used to improve the company's image and consumer purchasing interest. XYZ restaurant is engaged in the food & beverage sector by serving typical Indonesian cuisine, they realize the importance of using social media as an efficient marketing tool. The purpose of this study is to determine the influence of social media marketing and influencer marketing on purchase intention and the role of brand image in mediating the influence of social media marketing on purchase intention. The data collection method in this study was by distributing questionnaires. The data analysis method used in this study is SEM. The results of this study indicate that social media marketing has a significant influence on brand image, brand image has a significant influence on purchase intention, influencer marketing has a significant influence on purchase intention, and social media marketing has a significant influence on purchase intention mediated by brand image.
Plum Analytics
References
Anita, T. L., & Ardiansyah, I. (2019). The Effect of Brand Awareness, Brand Image, and Media Communication on Purchase Decision in The Context of Urban Area Restaurant. Journal of Business and Entrepreneurship , 7 (2), 40–50.
Arwachyntia, S. S., & Sijabat, R. (2022). Analisa Pengaruh Social Media Influencer Dan Social Media Marketing Terhadap Brand Image Serta Dampaknya Pada Purchase Intention (Studi Kasus Pada Perawatan Wajah Pria). Jurnal Perilaku Dan Strategi Bisnis , 10 (1), 1-20.
Benhardy, K. A., Hardiyansyah, Putranto, A., & Ronadi, M. (2020). Brand Image and Price Perceptions Impact on Purchase Intentions: Mediating Brand Trust. Management Science Letters , 10, 3425-3432.
Bizhare. (2024, January 6). Diambil kembali dari https://www.bizhare.id/media/bisnis/potensi-industri-fnb-di-indonesia
Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen , 9 (3), 852-862.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer Review or Influencer Endorsement: Which One Influences Purchase Intention More? Heliyon , 6.
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2020). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis , 11 (1), 53-68.
Farasandy, A. N., & Arafah, W. (2023). Pengaruh Influencer Terhadap Purchase Intention Pada Platform Media Sosial. Jurnal Ekonomi Trisakti , 3 (2), 2819-2830.
Giovanni, V. F., & Ie, M. (2022). Pengaruh Lingkungan Kerja dan Kepuasan Kerja Terhadap Loyalitas Karyawan di Industri Kreatif. Jurnal Manajerial dan Kewirausahaan , 4 (1), 232-242.
Glenister, G. (2024). Influencer Marketing Strategy: How Influencers Can Help Grow Your Business. Great Britain and the United States: KoganPage.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8 ed.). Cengage.
Hair Jr, J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: a Workbook. Springer.
Harijanto, R. F. (2023). Pengaruh Brand Image Terhadap Minat Beli Konsumen Pada Produk Evolene Whey Protein Dengan Customer Value Proposition Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran , 10 (1).
Harsana, M., & Triwidayati, M. (2020). Potensi Makanan Tradisional Sebagai Daya Tarik Wisata Kuliner Di D.I. Yogyakarta. Prosiding PTBB 2020 , 15 (1).
Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran , 35-43.
Jarrar, Y., Awobamise, A. O., & Aderibigbe, A. A. (2020). Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising. Utopia y Praxis Latinoamericana , 25 (12), 40–54.
Laksana, I. P., & Ekawati, N. W. (2020). Word of Mouth and Customer Satisfaction in Mediating the Relationship Between Service Quality and Revisit Intention. American Journal of Humanities and Social Sciences Research , 4 (9), 19–28.
Narottama, N., & Moniaga, N. E. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar. Jurnal Master Pariwisata , 8 (2), 741-773.
Nevárez, J. (2021). The Urban Library: Creative City Branding in Spaces for All. Switzerland: Springer.
Oktriyanto, B., Budiarto, G. L., Siahaan, S. O., & Sanny, L. (2021). Effects of Social Media Marketing Activities Toward Purchase Intention Healthy Food in Indonesia. Turkish Journal of Computer and Mathematics Education , 6815-6822.
Ong, S. R., & Firdausy, C. M. (2023). Faktor yang Mempengaruhi Purchase Intention Pelanggan Somethinc di Jakarta Barat. Jurnal Manajerial Dan Kewirausahaan , 94–103.
Perera, C. H., Nayak, R., & Nguyen, L. V. (2022). Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions: Case of Vietnam and Sri Lanka. Singapore: Springer.
Pop, R.-A., Săplăcan, Z., Dabija, D.-C., & Alt, M.-A. (2021). The impact of Social Media Influencers on Travel Decisions: The Role of Trust in Consumer Decision Journey. Current Issues in Tourism , 1-21.
Purwanto, A. S., & Purwanto, T. (2019). Pengaruh Social Media Influencer Terhadap Purchase Intention Yang Dimediasi Oleh Trustworthiness (Studi Pada Akun Instagram @Kulinersby). Majalah Ekonomi , XXIV (2), 219-231.
Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management , 1-21.
Sanny, L., Arina, 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, 2139–2146.
Selly, & Purba, T. (2021). Faktor-Faktor Yang Mempengaruhi Purchase Intention Pada Brand Man Man Tang Di Batam. Scientia Journal , 3 (3).
Wardah, F., & Albari. (2023). Analisis Pengaruh Influencer terhadap Minat Beli Konsumen pada Perusahaan JavaMifi. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen , 2 (3), 188–205.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society , 10 (2), 351-369.
Yanti, A. C., & Muzammil, O. M. (2023). The Influence of Social Media Marketing and Brand Image on Purchase Intention of Skincare Skintific in Generation Z. Dinasti International Journal of Digital Business and Management , 5 (1), 12-21.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Business Economic, Communication, and Social Sciences Journal (BECOSS)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. 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 acknowledgment of its initial publication in this journal.
c. 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.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)