ANALISIS PERILAKU KONSUMEN TERHADAP NIAT MEMBELI MELALUI SIKAP DAN INTENTION TO ENGAGE PADA MEDIA SOSIAL

Johan Prapta Wijaya, Margaretha Pink Berlianto

Abstract


This study aims to investigate the positive effect of perceived usefulness, compatibility, enjoyment, credibility, peer communication on consumer attitudes, the positive effect of consumer attitudes towards consumers' intention to engage, and the positive effect of consumers intention to engage on consumers' intentions to purchase. This study used a quantitative approach, and the samples of this study were gathered from 215 respondents in the Jabodetabek area. This study uses a non-probability sample design, which is purposive sampling with criteria: an individual who is using social media Instagram and follow at least one retail brand Instagram account. The analysis process used is Partial Least Squares-Structural Equation Modeling (PLS-SEM).  The results of this study shown that perceived usefulness, compatibility, enjoyment, credibility, peer communication have a positive effect on consumer attitudes, consumer attitudes have a positive effect on consumers' intention to engage, and consumers intention have a positive effect on consumers' intentions to purchase. The study contributes to practitioners regarding influence factors on customer's attitudes toward social media and the effect of customer's attitude on customer engagement toward media social and its impacts on purchase intention.

Keywords


Social Media, Attitude, Engagement, Intention To Purchase

References


Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. The Journal of Marketing, 69(July), 19–34. https://doi.org/10.1016/S0022-3476(86)80122-6

Altschwager, T., Conduit, J., Bouzdine-Chameeva, T., & Goodman, S. (2014). Customer Engagement: A comparison between Australian and French Wine Events. Academy of Wine Business Research, 1(4), 1–17.

Anton, C., Camarero, C., & Rodrıguez, J. (2013). Usefulness, Enjoyment, and Self-Image Congruence: The Adoption of e-Book Readers. Psychology and Marketing. Psychology and Marketing, 30(4), 372–384.

APJII. (2017). Penetrasi & Perilaku Pengguna Internet Indonesia 2017. Asosiasi Penyelenggara Jasa Internet Indonesia.

Bashir, I., & Madhavaiah, C. (2015). Consumer attitude and behavioural intention towards Internet banking adoption in India. Journal of Indian Business Research, 7(1), 67–102. https://doi.org/10.1108/JIBR-02-2014-0013

Belch, G. E., & Belch, M. A. (2015). Advertising and Promotion: An Integrated Marketing Communications Perspective (10th ed.). UK: McGraw- Hill Education.

Bianchi, C., & Andrews, L. (2018). Consumer engagement with retail firms through social media: an empirical study in Chile. International Journal of Retail and Distribution Management, 46(4), 364–385. https://doi.org/10.1108/IJRDM-02-2017-0035

Blasco-Arcas, L., Hernandez-Ortega, B. I., & Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559–589. https://doi.org/10.1108/JSTP-12-2014-0286

Bohang, F. K. (2018). Juni 2018, Pengguna Aktif Instagram Tembus 1 Miliar. Retrieved February 22, 2018, from https://tekno.kompas.com/read/2018/06/21/10280037/juni-2018-pengguna-aktif-Instagram-tembus-1-miliar

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 1–20. https://doi.org/10.1177/1094670511411703

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321–331. https://doi.org/10.1016/j.intmar.2009.07.002

Chang, S.-W., & Fan, S.-H. (2017). Cultivating the brand-customer relationship in Facebook fan pages: A study of fast- fashion industry. International Journal of Retail & Distribution Management, 45(3), 253–270.

Chiang, H. Sen. (2013). Continuous usage of social networking sites: The effect of innovation and gratification attributes. Online Information Review, 37(6), 851–871. https://doi.org/10.1108/OIR-08-2012-0133

Colton, D. A. (2018). Antecedents of consumer attitudes’ toward corporate blogs. Journal of Research in Interactive Marketing, 12(1), 94–104. https://doi.org/10.1108/JRIM-08-2017-0075

De Gregorio, F., & Sung, Y. (2010). Understanding attitudes toward and behaviors in response to product placement. Journal of Advertising, 39(1), 83–96. https://doi.org/10.2753/JOA0091-3367390106

Elkaseh, A. M., Kok, W. W., & Chun, C. F. (2016). Perceived Ease of Use and Perceived usefulness of Social Media for e-Learning in Libyan Higher Education: A Structural Equation Modeling Analysis. International Journal of Information and Education Technology, 6(3), 192–199. https://doi.org/10.7763/ijiet.2016.v6.683

Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Universitas Diponegoro.

Graffigna, G., & Gambetti, R. C. (2015). Grounding consumer-brand engagement: A field-driven conceptualisation. International Journal of Market Research, 57(4), 605–630. https://doi.org/10.2501/IJMR-2015-049

Hair, J. F., Black, W. C., & Babin, B. J. (2013). Multivariate Data Analysis: A global perspective. (7th ed.). United Kingdom: Pearson Education.

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460

Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/0965254X.2011.599493

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2016). Consumer Behavior (7th ed.). Boston: Cengage Learning.

Jahangir, N., & Begum, N. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking. African Journal of Business Management, 2(1), 032–040.

Jamshidi, D., & Kazemi, F. (2019). Innovation diffusion theory and customers’ behavioral intention for Islamic credit card: Implications for awareness and satisfaction. Journal of Islamic

Marketing, (2013). https://doi.org/10.1108/JIMA-02-2018-0039

Juniwati. (2014). Influence of perceived usefulness, ease of use, risk on attitude and intention to shop online. European Journal of Business and Management, 6(17), 218–229.

Kanchanatanee, K., Suwanno, N., & Jarernvongrayab, A. (2014). Effects of Attitude toward Using, Perceived usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E-Marketing. Journal of Management Research, 6(3), 1. https://doi.org/10.5296/jmr.v6i3.5573

Karahoca, A., Karahoca, D., & Aksöz, M. (2018). Examining intention to adopt to internet of things in healthcare technology products. Kybernetes, 47(4), 742–770. https://doi.org/10.1108/K-02-2017-0045

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). London: Pearson Education Limited.

Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. . (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(March), 71–89. https://doi.org/10.1509/jmkg.74.2.71

Kwon, E. S., Kim, E., Sung, Y., & Yoo, C. Y. (2014). Brand followers: Consumer motivation and attitude towards brand communications on Twitter. International Journal of Advertising, 33(4), 657–680. https://doi.org/10.2501/IJA-33-4-657-680

Kwon, O., & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in Human Behavior, 26(2), 254–263. https://doi.org/10.1016/j.chb.2009.04.011

Lee, C.-Y., Tsao, C.-H., & Chang, W.-C. (2015). The relationship between attitude toward using and customer satisfaction with mobile application services An empirical study from the life insurance industry. Journal of Enterprise Information Management, 28(5), 680–697. https://doi.org/10.1108/EL-01-2014-0022

Lee, C. C., & Hsieh, M. C. (2009). The influence of mobile self-efficacy on attitude towards mobile advertising. In 2009 International Conference on New Trends in Information and Service Science (pp. 1231–1236). https://doi.org/10.1109/NISS.2009.91

Lee, C. Y., Tsao, C. H., & Chang, W. C. (2015). The relationship between attitude toward using and customer satisfaction with mobile application services: An empirical study from the life insurance industry. Journal of Enterprise Information Management, 28(5), 680–697. https://doi.org/10.1108/JEIM-07-2014-0077

Lewis, B. K. (2009). Social Media and Strategic Communication: Attitudes adn Perceptions Among Collage Students. Oklahoma State University Stillwater. https://doi.org/10.1017/CBO9781107415324.004

Liu, Y., & Zhao, Y. (2015). Compound Attitudes, Customer Engagement and eWOM: An Empirical Study on WeChat. In International Conference on Information Resources Management (CONF-IRM) (pp. 1–18).

Mumuni, A. G., Lancendorfer, K. M., O’Reilly, K. A., & MacMillan, A. (2019). Antecedents of consumers’ reliance on online product reviews. Journal of Research in Interactive Marketing, 13(1), 26–46. https://doi.org/10.1108/JRIM-11-2017-0096

Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221

Muralidharan, S., & Men, L. R. (2015). How peer communication and engagement motivations influence social media shopping behavior: Evidence from China and the United States. Cyberpsychology, Behavior, and Social Networking, 18(10), 595–601.

Nayeem, T., Murshed, F., & Dwivedi, A. (2019). Brand experience and brand attitude: examining a credibility-based mechanism. Marketing Intelligence and Planning, 37(7), 821–836. https://doi.org/10.1108/MIP-11-2018-0544

Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6/B), 1350–1359. https://doi.org/10.1016/j.ijinfomgt.2016.04.005

Park, C., Jun, J., & Lee, T. (2015). Consumer characteristics and the use of social networking sites: A comparison between Korea and the US. International Marketing Review, 32(3–4), 414–437. https://doi.org/10.1108/IMR-09-2013-0213

Park, S. Y. (2009). An Analysis of the Technology Acceptance Model in Understanding University Students ’ Behavioral Intention to Use e-Learning. Educational Technology & Society, 12(3), 150–162.

Puspitasari, A. F., & Chien, W. S. (2014). Brand Awareness, Ad Attıtudes and Ad Features Toward Engagement on Youtube: an Empırıcal Study of Green Automobıles. Asia Pacific Management and Business Application, 2(3), 170–183. https://doi.org/10.21776/ub.apmba.2014.002.03.3

Reyes-Mercado, P., & Rajagopal, R. (2017). Adoption of renewable energy technologies in Mexico: The role of cognitive factors and innovation attributes. International Journal of Energy Sector Management, 11(4), 626–649. https://doi.org/10.1108/IJESM-02-2017-0001

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551

Schlosser, A. E., White, T. B., & Lloyd, S. M. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70(2), 133–148. https://doi.org/10.1509/jmkg.70.2.133

Soares, A. M., & Pinho, J. C. (2014). Advertising in online social networks: the role of perceived enjoyment and social influence. Journal of Research in Interactive Marketing, 8(3), 245–263. https://doi.org/10.1108/JRIM-08-2014-001

Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing. Journal of Interactive Marketing, 26, 198–208.

Wang, Xueqin, Yuen, K. F., Wong, Y. D., & Teo, C. C. (2018). An innovation diffusion perspective of e-consumers’ initial adoption of self-collection service via automated parcel station. International Journal of Logistics Management, 29(1), 237–260. https://doi.org/10.1108/IJLM-12-2016-0302

Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. https://doi.org/10.1016/j.intmar.2013.09.001

Zhang, J., & Daugherty, T. (2009). Third‐Person Effect and Social Networking: Implications for Online Marketing and Word‐of‐Mouth Communication. American Journal of Business, 24(2), 53–64. https://doi.org/10.1108/19355181200900011




DOI: https://doi.org/10.34149/jmbr.v17i2.173

JMBR Editorial Office: PPM School of Management, Jl. Menteng Raya 9-19 Jakarta 10340 Phone: 021-2300313 ext 2354

 View My Stats

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.