Tinjauan Theory of Planned Behavior dalam Mempengaruhi Purchase Intention dan Purchase Behavior melalui Social Media

Anggita Dwi Rusti; Kurniawati Kurniawati; Yolanda Masnita

doi:10.32493/JEE.v7i1.42567

Authors

Anggita Dwi Rusti Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia
Kurniawati Kurniawati Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia https://orcid.org/0000-0002-4339-0278
Yolanda Masnita Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia https://orcid.org/0000-0002-5758-8146

DOI:

https://doi.org/10.32493/JEE.v7i1.42567

Keywords:

Theory of Planned Behavior; Social Media Influencer; Social Media Marketing; Kosmetik; Purchase Intention; Purchase Behavior

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis model theory of planned behavior untuk menggambarkan pentingnya penggunaan media sosial yang dipromosikan oleh influencer dan interaksi media sosial secara bersamaan untuk meningkatkan niat beli dan menciptakan perilaku pembelian konsumen terhadap produk kosmetik. Studi ini menggunakan pendekatan kuantitatif dengan melakukan survei online lewat media sosial terhadap 402 responden pengguna kosmetik dan data dianalisis menggunakan permodelan persamaan struktural kuadrat terkecil parsial (PLS-SEM) dengan bantuan SmartPLS versi 4. Temuan - pertama, hasil penelitian menunjukkan bahwa sosial media influencer dan sosial media marketing secara positif dan signifikan mempengaruhi attitude merek. Kedua, sosial media marketing juga berpengaruh positif dan signifikan mempengaruhi subjective norm, dan subjective norm berpengaruh secara positif dan signifikan mempengaruhi purchase intention pengguna kosmetik. Attitude merek berpengaruh secara positif dan signifikan mempengaruhi purchase intention konsumen terhadap kosmetik. Lalu purchase intention memiliki pengaruh positif dan signifikan terhadap purchase behavior konsumen. Sementara trust yang memoderasi antara purchase intention dan purchase behavior tidak berpengaruh karena konsumen diidentifikasi lebih tertarik dengan faktor lain seperti komitmen dibandingkan trust.

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