DOES CO-BRANDING, SOCIAL MEDIA MARKETING, AND KEY OPINION LEADERS INFLUENCE PURCHASE DECISIONS IN GREATER JAKARTA AREA
DOI:
https://doi.org/10.21512/seeij.v8i1.11369Keywords:
Co-Branding, Key Opinion Leader, Purchasing Decision, Social Media MarketingAbstract
Kopi Janji Jiwa is currently one of Indonesia's largest-selling coffee shops. Kopi Janji Jiwa will continue increasing sales to influence many people to purchase. The researcher is also interested in researching the Kopi Janji Jiwa, which is in great demand by the Indonesian people. This study aims to find promotional methods that increase purchasing decisions for Kopi Janji Jiwa in DKI Jakarta. The chosen method is co-branding, social media marketing, and key opinion leaders. First, researchers chose co-branding because co-branding is one of the well-known promotional methods of collaboration between brands. Social media marketing is one of the most effective promotional methods in the modern era, using social networks to reach consumers' interest in a particular product. Finally, a key opinion leader is also one of the most effective methods in the modern era. It is a way to attract buyers or consumers to a brand by using someone's popularity to influence their followers to buy the brand or product. The results obtained from processing 354 data samples show that co-branding, social media marketing, and key opinion leaders significantly influence the purchasing decision of the Kopi Janji Jiwa in DKI Jakarta. The technique used in this research is non-probability sampling with the purposive sampling method, using a total sample of 200 data. The research that has been conducted has concluded that co-branding and social media marketing have a significant effect on purchasing decisions. However, key opinion leaders do not affect buying decisions for Kopi Janji Jiwa in DKI Jakarta.
Plum Analytics
References
Ahn, H., & Sung, Y. (2012). A two-dimensional approach to between-partner fit in co-branding evaluations. Journal of Brand Management, 19(5), 414–424. https://doi.org/10.1057/bm.2011.49
Akdoğan, Ç. (2021). A Study on The Effect of Price On Consumer Purchase Decision-Making. BANESS Congress Series on Economics, Business and Management, November.
Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa.
As’ad, H. A. R. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan (3:1).
Ballester, E. D., E. (2013). European Journal of Marketing (48th ed.).
Bamakan, S. M. H., Nurgaliev, I., & Qu, Q. (2019). Opinion leader detection: A methodological review. Expert Systems with Applications, 115, 200–222. https://doi.org/10.1016/j.eswa.2018.07.069
Cheung, C. M. K., Chiu, P. Y., & Lee, M. K. O. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27(4), 1337–1343. https://doi.org/10.1016/j.chb.2010.07.028
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102371
Geebren, A., Jabbar, A., & Luo, M. (2021). Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior, 114(July 2020), 106584. https://doi.org/10.1016/j.chb.2020.106584
Ghozali, I. (2017). Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM Edisi 7 (7th ed.). Universitas Diponegoro.
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109(August 2019), 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, J. F., Hult, T., & Ringle, Christian M. Sardest, Marko. Danks, Nicholas P Ray, S. (2022). Review of Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813
Han, W. (2021). Purchasing Decision-Making Process of Online Consumers Based on the Five-Stage Model of the Consumer Buying Process. Social Science, Education, Humanities Research, 586(April 2012), 545–548.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034
Huang, Y. C. (2023). The roles of social media and mutual relationships between travel attitudes and brand equity. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-02-2023-0108
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology, 12(January), 1–12. https://doi.org/10.3389/fpsyg.2021.808525
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, 17th Global Edition (17th ed.).
Kotler, Philip, Amstrong, G. 2018. P. of M. E. 15, & Pearson., G. E. (2018). Principles of Marketing (17th Ed (ed.)). Pearson Education.
Liu, Y., Yan, W., & Hu, B. (2021). Resistance to facial recognition payment in China: The influence of privacy-related factors. Telecommunications Policy, 45(5). https://doi.org/10.1016/j.telpol.2021.102155
Paydas Turan, C. (2021). Success drivers of co-branding: A meta-analysis. International Journal of Consumer Studies, 45(4), 911–936. https://doi.org/10.1111/ijcs.12682
Poturak, M., & Turkyilmaz, M. (2018). The Impact of eWOM in Social Media on Consumer Purchase Decisions: A Comparative Study between Romanian and Bosnian Consumers. Management and Economic Review, 138–160. https://doi.org/10.24818/mer/2018.12-02
Razak, N., Syahreffy, O. T., & Sjahruddin, H. (2019). Brand awareness as predictors of repurchase intention: Brand attitude as a moderator. Advances in Social Sciences Research Journal, 6(2). https://doi.org/10.14738/assrj.62.6264
Roetzel, P. G. (2019). Information overload in the information age: a review of the literature from business administration, business psychology, and related disciplines with a bibliometric approach and framework development. Business Research, 12(2), 479–522. https://doi.org/10.1007/s40685-018-0069-z
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior 12th Edition. In Pearson (Vol. 53, Issue 9).
Shen, B., Jung, J., Chow, P.-S., & Wong, S. (2014). Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception. February, 101–112. https://doi.org/10.1007/978-1-4939-0277-4_7
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Study, C., & Oreo, S. (2020). Analysis of Co-Branding Strategy to Improve Company ’ s Competitive Power. 143(Isbest 2019), 146–149.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif R&D. Alfabeta.
Wang, Zhan, & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004
Wang, Zhongshui, Liu, H., Liu, W., & Wang, S. (2020). Understanding the power of opinion leaders’ influence on the diffusion process of popular mobile games: Travel Frog on Sina Weibo. Computers in Human Behavior, 109(March), 106354. https://doi.org/10.1016/j.chb.2020.106354
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Yao, F., Keller, A., Ahmad, M., Ahmad, B., & ... (2018). Optimizing the scheduling of autonomous guided vehicle in a manufacturing process. 2018 IEEE 16th ….
Yu, Y., Rothenberg, L., & Moore, M. (2021). Exploring young consumer’s decision‐making for luxury co-branding combinations. International Journal of Retail and Distribution Management, 49(3), 341–358. https://doi.org/10.1108/IJRDM-12-2019-0399
Zhao, F., & Kong, Y. (2017). in Discovering Social Network Key Opinion Leaders Based on a Psychological Influence Model 43 DISCOVERING SOCIAL NETWORK KEY OPINION LEADERS BASED ON A PSYCHOLOGICAL INFLUENCE MODEL. International Journal of Management and Applied Science, 9, 2394–7926.
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Sylvia Samuel
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to SEEIJ Community Development Academic (CDA) Bina Nusantara University as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from SEEIJ Community Development Academic (CDA) Bina Nusantara University.
SEEIJ Community Development Academic (CDA) Bina Nusantara University, the Editors and the reviewer make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the SEEIJ are sole and exclusive responsibility of their respective authors and advertisers.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
