DOES CO-BRANDING, SOCIAL MEDIA MARKETING, AND KEY OPINION LEADERS INFLUENCE PURCHASE DECISIONS IN GREATER JAKARTA AREA

Authors

  • Sylvia Samuel

DOI:

https://doi.org/10.21512/seeij.v8i1.11369

Keywords:

Co-Branding, Key Opinion Leader, Purchasing Decision, Social Media Marketing

Abstract

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.

 

Dimensions

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

2024-05-02

How to Cite

Samuel, S. (2024). DOES CO-BRANDING, SOCIAL MEDIA MARKETING, AND KEY OPINION LEADERS INFLUENCE PURCHASE DECISIONS IN GREATER JAKARTA AREA. Social Economics and Ecology International Journal (SEEIJ), 8(1), 1-16. https://doi.org/10.21512/seeij.v8i1.11369

Issue

Section

Articles
Abstract 57  .
PDF downloaded 0  .