PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUDA Studi pada Pengguna Instagram dan TikTok di Kota Tangerang
Keywords:
Media Sosial, Keputusan Pembelian Konsumen Muda, Instagram, TikTok, E-WOMAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh media sosial, khususnya Instagram dan TikTok, terhadap keputusan pembelian konsumen muda di Kota Tangerang. Fenomena belanja berbasis media sosial semakin meningkat seiring dengan tingginya penetrasi internet dan pertumbuhan jumlah pengguna aktif platform digital di kalangan generasi milenial dan Gen Z. Berdasarkan laporan Hootsuite dan We Are Social (2023), Indonesia tercatat sebagai salah satu negara dengan pertumbuhan pengguna media sosial tertinggi di Asia Tenggara. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Sampel berjumlah 150 responden dipilih menggunakan teknik purposive sampling dengan kriteria pengguna aktif Instagram dan TikTok berusia 18–30 tahun yang berdomisili di Kota Tangerang dan pernah melakukan pembelian melalui rekomendasi media sosial. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa konten media sosial, kepercayaan merek, dan ulasan pengguna secara simultan berpengaruh signifikan terhadap keputusan pembelian dengan nilai F hitung sebesar 47,23 (sig. 0,000). Secara parsial, ulasan pengguna memiliki pengaruh paling dominan (β = 0,412), diikuti kepercayaan merek (β = 0,318) dan konten media sosial (β = 0,287). Nilai koefisien determinasi (R²) sebesar 0,623 menunjukkan bahwa ketiga variabel mampu menjelaskan 62,3% variasi keputusan pembelian. Simpulan penelitian ini menegaskan bahwa media sosial merupakan faktor krusial dalam membentuk perilaku pembelian konsumen muda dan implikasinya bagi strategi pemasaran digital pelaku usaha sangat signifikan
References
REFERENSI
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Barta, S., Belanche, D., Fernandez, A., & Flavian, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
ByteDance. (2023). TikTok global statistics 2023. ByteDance Official Report.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.
Cialdini, R. B. (2001). Influence: Science and Practice (4th ed.). Allyn & Bacon.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35–51.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Kumar, V. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.
Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company Report.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
Hootsuite & We Are Social. (2023). Digital 2023: Indonesia. Hootsuite Inc.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. John Wiley & Sons.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2020). Electronic Word of Mouth (eWOM) in the Marketing Context. Springer.
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Katadata Insight Center. (2022). Perilaku Belanja Online Konsumen Indonesia 2022. Katadata.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer belief. Procedia Computer Science, 124, 521–528.
Setiawan, B., & Hamid, A. (2020). Pengaruh promosi media sosial Instagram terhadap keputusan pembelian pada platform e-commerce. Jurnal Manajemen dan Pemasaran Digital, 2(1), 45–58.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2nd ed.). Alfabeta.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
Wulandari, R., Santoso, B., & Kurniawan, A. (2022). Pengaruh konten TikTok terhadap minat beli produk UMKM: Studi kasus pada pengguna TikTok di Jakarta. Jurnal Bisnis dan Manajemen, 9(2), 112–125.
Yulianti, D., & Prasetyo, H. (2021). Peran media sosial dalam meningkatkan brand awareness dan purchase intention produk fashion lokal. Jurnal Ekonomi dan Bisnis Indonesia, 36(1), 78–91.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
