Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

Authors

  • Nicolas Putrajaya Universitas Diponegoro
  • Widiartanto Universitas Diponegoro
  • Hari Susanta Nugraha Universitas Diponegoro

DOI:

https://doi.org/10.21512/becossjournal.v5i1.8776

Keywords:

Instagram Promotion, Word of Mouth, Purchase Intention, Brand Awareness, Buying Decision

Abstract

This Research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, which includes the influence of Instagram promotion and word of mouth on buying decisions, which mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. This Research survey was conducted through Questionnaire on 100 Janji Jiwa customers who have bought the Janji Jiwa coffee at least 4 times in Janji Jiwa outlets in AEON mall Jakarta Garden City and Transera Waterpark at East Jakarta. All the responses are processed with path analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision.

Dimensions

Plum Analytics

Author Biographies

Nicolas Putrajaya, Universitas Diponegoro

Master of Business Administration, Faculty of Social and Political Sciences

Widiartanto, Universitas Diponegoro

Master of Business Administration, Faculty of Social and Political Sciences

Hari Susanta Nugraha, Universitas Diponegoro

Master of Business Administration, Faculty of Social and Political Sciences

References

A. Shimp, Terence. (2014). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi. Salemba Empat. Jakarta

Abden, Z. U. (2011). Effective advertising and its influence on consumer buying. European Journal of Business and Management. Vol. 3 No.3. www.iiste.org

Ajzen, I. (2006). Constructing a Theory of Planned Behaviour Questionnaire: Conceptual and Methodological Consideration. http://www.people.umass.edu/aizen/pdf/tpb.measurement.pdf

Alhabash, Saleem & Mundel, Juan & Hussain, Syed. (2017). Social Media Advertising: Unraveling the Mystery Box. doi:10.4324/9781315623252-16.

Anderson, J.C. & Gerbing, D.W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103 (3), 411-423.

Belch, George E., Belch, Michael A. (2012). Advertising and Promotion: an Integrated Marketing Communications Perspective (9th). New York: McGraw-Hill.

Cao, X., Yu, L., Liu, Z., Gong, M., & Adeel, L. (2018). Understanding Mobile Payment Users’ Continuance Intention: A Trust Transfer Perspective. Journal of Internet Research, 28 (2), 456-476.

Chaubey, Dhani & Husain, Sajjad & Ghufran, Ali. (2016). Relevance Of Social Media In Marketing And Advertising. Splint International Journal of Professionals, 3. 21-28.

Chin, W.W. (1998). The partial least squares approach to structural equation modeling. In: Marcoulides, G.A. (Ed.), Modern Methods for Business Research. Lawrence Erlbaum Associates, Hillsdale, NJ. for Factor Analysis and Structural Equation Modeling. SAS Institute Inc., Cary, NC.

Ghozali, I. (2017). Statistik Non Parametrik Teori dan Aplikasi dengan Program IBM SPSS 23. Semarang: Universitas Diponegoro.

Gunawan, F. A., & Dharmayanti, D. (2014). Analisis Pengaruh Iklan Televisi Dan Endorser Terhadap Purchase Intention Pond’s Men Dengan Brand Awareness Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran Petra.

Gustafson, T., & Chabot, B. (2007). Brand Awareness. Cornell Maple Bulletin, 105.

Ha, H. Y. (2004). Factors Influencing Consumer Perceptions of Brand Trust Online. Journal of Product & Brand Management. 13(5), 329-342.

Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis: Global Edition (7th ed). New Jersey: Pearson Education

Hair, J.F., Sarstedt, M., Ringle, C.M., & Mena, J.A. (2012). An Assessment of The Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal Academic Marketing Science, 40, 414–433.

Hasibuan, Septi Chairanai. (2012). Analisis Pengaruh Kesadaran Merek, Persepsi Kualitas, dan Harga Terhadap Keputusan Pembelian. Semarang: Universitas Diponegoro.

Hatcher, L. (1994). A Step-by-step Approach to Using the SAS System among Students’ Self-Determination, Technology Acceptance, Satisfaction, and Continuance Intention To Use K- Moocs, Journal of Computers and Education, 122, 260-272.

Herr, P.M., Kardes, F.R. and Kim, J. (1991). Effects of word-of-mouth and product-attribute information of persuasion: an accessibility-diagnosticity perspective, Journal of Consumer Research, 17 (4), 454-62.

Hung, K.H. and Li, S.Y. (2007). The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes, Journal of Advertising Research, 47 (4), pp. 485-95.

Joo, Y.J., So H.J., & Kim, N.H. (2018). Examination of Relationships among Students’ Self-Determination, Technology Acceptance, Satisfaction, and Continuance Intention To Use K- Moocs, Journal of Computers and Education, 122, 260-272.

Joreskog, K.G & Sorbon, D. (1993). LISREL 8: Stuctural equation modeling with the SIMPLIS command language. Chicago: Scientific Software International.

Kardoyo (2007). Pengaruh Ekuitas Merek Terhadap Keputusan Menyekolahkan Anak. Jurnal Ekonomi dan Manajemen Dinamika. Vol. 16 No. 2. Hal. 151– 162. Universitas Negeri Semarang (UNNES). Semarang.

Koloseni, D. & Mandari, H. (2017). Why Mobile Money Users Keep Increasing? Investigating the Continuance Usage of Mobile Money Services in Tanzania. Journal of International Technology and Information Management, 26 (2), 117-143.

Kotler, P., & Armstrong, G. (2001). Principles of marketing 9th Ed Prentice Hall Upper Saddle River.

Lin, J., Li, X., Yang, Y., Liu, L., Guo, W., Li, X., & Li, L. (2011). A Context-Aware Recommender System for M-Commerce Applications. Berlin: Springer-Verlag Berlin Heidelberg, 217-228.

Maria, Siti & Pusriadi, Tommy & Hakim, Yundi & Caisar Darma, Dio. (2019). The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertising On Brand Awareness And Intention To Buy. Jurnal Manajemen Indonesia. 19. doi:107.10.25124/jmi.v19i2.2234.

Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price ( Case Study SMECO Indonesia SME products ). Saudi Journal of Humanities and Social Sciences.

Page, C., & Lepkowska‐White, E. (2002). Web equity: a framework for building consumer value in online companies. Journal of consumer marketing, 19(3), 231-248.

Percy, R. J. (1987). Advertising and Promotion Management. Singapore: McGraw-Hill.

Pride, William M. & Ferrell, O. C. & Lukas, Bryan A. & Schembri, Sharon. & Niininen, Outi. (2012). Marketing principles. South Melbourne, Vic: Cengage Learning

Reuterberg, S.E. & Gustafsson, J.E. (1992), Confirmatory factor analysis and reliability: testing measurement model assumptions. Educational and Psychological Measurement, 52 (4), 795-811.

Santosa, P.I. (2018). Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujian Menggunakan SmartPLS. Yogyakarta: Andi

Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken, NJ: John Wiley & Sons.

Steffes, E.M. and Burgee, L.E. (2009), “Social ties and online word of mouth”. Internet Research, Vol. 19 No. 1, pp. 42-59.

Stever, G. (2011). Celebrity worship: Critiquing a construct. Journal of Applied Social Psychology, 41 (5), 27-35.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.

Wijaya, V., Made, N. and rani, D., (2020). Pop Up Ads Affecting Buying Decision Mediated by Purchase Intention in Online Marketplace (Lazada) in Denpasar. TIERS Information Technology Journal , 1(1), pp.33–40.

Yim, M. Y. C., Cicchirillo, V. J., & Drumwright, M. E. (2012). The impact of stereoscopic three-dimensional (3-D) advertising: The role of presence in enhancing advertising effectiveness. Journal of Advertising, 41(2), 11 -128.

Downloads

Published

2023-01-31

Issue

Section

Articles
Abstract 437  .
PDF downloaded 359  .