Main Article Content
Abstract
The increasing number of social media users in Indonesia has made several companies in the textile industry use social media as a medium of communication, promotion and also provide information on a product, one of which is the Huitsportwear company. Huitsportwear does marketing through Instagram social media by creating information content about products with a total of 610 posts, but Huitsportwear experienced a decline in sales and received complaints from Instagram followers about information provided on Instagram social media that was considered less informative and trustworthy, causing followers to hesitate to make purchases on Huitsportwear products. This study aims to determine how much influence social media marketing and customer trust have on consumer purchase intentions in Huitsportwear products with customer trust as a mediation variable. In this study, the method used is a quantitative method with the purpose of research, which is casual. Data collection using non-probability sampling method with convenience sampling type as many as 400 follower respondents who have purchased Huitsportwear products. This study used questionnaire data collection techniques with ordinal scales and data analysis techniques using Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. This study found that social media marketing affects intention of consumer purchases and customer trust. Furthermore, customer trust affects consumer purchase intentions. Customer trust mediates the relationship between social media marketing and consumer purchase intention. The suggestion in this study is that the Huitsportwear company can create interactive and informative content about the promotion of available products and services so as to increase consumer buying interest in Huitsportwear products.
Keywords
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
By exercising the Licensed Rights, You accept and agree to be bound by the terms and conditions of this Creative Commons Attribution-NonCommercial 4.0 International Public License.
References
- Alatas, SL, & Tabrani, M. (2018). The Influence of Celebrity Endorser on Purchase Intention Through Brand Credibility. Journal of Innovation Management , 9 (1), 91–105.
- Alfanur, F., & Kadono, Y. (2019). Knowledge Sharing and Electronic Word of Mouth to Promote Information Security Awareness in Social Network Sites. Proceedings of 2019 International Conference on Information Management and Technology , 635–640.
- Alfanur, F., & Kadono, Y. (2022). The effects of gender and age on factors that influence purchase intentions and behaviors of e-commerce consumers in Indonesia. International Journal of Innovation and Learning , 31 , 474–505.
- Aruman, E. (2014). Customer Complaint Iceberg. Retrieved from https://mix.co.id/headline/14925customer-complaint-iceberg/
- Ayuumi, RS, & Komariah, NS (2021). The Influence of Customer Experience and Trust on Intention to Repurchase Gofood Delivery Service During the Covid-19 Pandemic in Generation Z. Ubhara Scientific Journal of Management , 3 (2), 181. https://doi.org/10.31599/jmu.v3i2.940
- Dwi, RA (2022). Hootsuite (We are Social): Indonesian Digital Report 2022.
- Firdaus, R., & Sharif, OO (2020). ANALYSIS OF THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) ON BRAND IMAGE AND PURCHASE INTENTION ON NIKE SHOES PRODUCTS (STUDY ON CONSUMERS IN BANDUNG CITY) Jurnal Mitra Manajemen (JMM Online). Journal of Management Partners , 4 .
- Fitri, NA, & Basri, H. (2021). The Effect of Lifestyle on Consumer Behavior in the Millennial Generation in the Era of the Covid-19 Pandemic With Economic Knowledge as a Moderating Variable. EKOMBIS REVIEW: Scientific Journal of Economics and ... , 9 (2), 183–192. Retrieved from https://jurnal.unived.ac.id/index.php/er/article/view/1329%0Ahttps://jurnal.unived.ac.id/index.php/er/article/download/1329/ 1138
- Ghozali, I., & Latan, H. (2015). Partial Least Squares Concepts, Techniques, and Applications Using the SmartPLS 3.0 Program for Empirical Research (2nd Ed). Semarang: Diponegoro University Semarang.
- Ghozali, P. . DHI, & Latan, H. (2015). Partial Least Squares Concepts, Techniques, and Applications Using the SmartPLS 3.0 Program for Empirical Research (2nd ed.). Semarang: Diponegoro University Semarang.
- Hair, JF, Hult, GTM, Ringle, CM, & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.; Sage, Ed.). Thousand Oaks.
- Haloho, E., Idahwati, I., & Harefa, HS (2021). THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION (IMC) ON STUDENTS' INTEREST IN VISITING STUDENTS AT THE STIKES LIBRARY SITI HAJAR MEDAN. Mutiara Management Journal , 6 (1), 1–17. https://doi.org/10.51544/jmm.v6i1.1740
- Indrawati. (2015). Management Research Methods and Convergence Communication and Information Technology Business . Bandung: PT Refika Aditama.
- Jacklin, M., Mandey, S., & Tampenawas, J. (2019). The Influence of Marketing Mix and Service Quality on Purchase Decisions of Matahari Department Store Mega Mall Manado Products. EMBA Journal: Journal of Economics, Management, Business and Accounting Research , 7 (1), 431–440. https://doi.org/10.35794/emba.v7i1.22384
- Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Global Edition) 17th Edition (17th ed.). Pearsons.
- Kotler, P., & Keller, KL (2018). Marketing Management (13th ed.). Jakarta: Erlangga Publisher.
- Mamosey, S., Mangantar, M., & Wenas, RS (2022). Analysis of the Effect of Integrated Marketing Communication on Purchase Intentions for Telkomsel Products (Study on Master of Management Students, Faculty of Economics and Business, Sam Ratulangi University, Manado). EMBA Journal , 10 (1), 1985–1994.
- Manzoor, U., Baig, SA, Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumer's Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research , 3 (2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
- Marshus, S., & Mulyasih, R. (2022). THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS (IMC) ON INTEREST IN TOP UP BALANCES OF OVO USERS AT MALL OF SERANG. Journal of Company Management , 1 (8.5.2017).
- Munadie, NA, & Widodo, T. (2019). Antecedents Affecting Mobile Game Loyalty and Their Impact on In-App Purchase Intention. Journal of Business and Management , (l), 131–154.
- Narottama, N., & Moniaga, NEP (2022). The Effect of Social Media Marketing on Consumer Purchase Decisions in Culinary Tourism Destinations in Denpasar City. Journal of Tourism Master (JUMPA) , (January 2022), 741. https://doi.org/10.24843/jumpa.2022.v08.i02.p19
- Naufaldi, I., & Tjokrosaputro, M. (2020). The Effect of Perceived Ease Of Use, Perceived Usefulness, and Trust on Intention To Use. Journal of Business Management .
- Nurhanisah, Y. (2023). Indonesians are Increasingly Internet Literate. Retrieved from Indonesia Baik.id website: https://indonesiabaik.id/infographics/orang-indonesia-makin-melek-internet#:~:text=Based on the results of a survey by the Organizing Association, as many as 210% 2C03 million users.
- Nurhayati, L., & Nurlinda, R. . (2022). The Influence of Celebrity Endorsers and Customer Online Reviews on Purchase Intentions Through Customer Trust at Tokopedia. Civil Multidisciplinary Journal , 2 (10), 3697–3705. https://doi.org/10.55927/mudima.v2i10.1507
- Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice , 27 (1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
- Rachmadhaniyati. (2021). Management Department, Faculty of Economics and Business, Surabaya State University. Journal of Management Science , 9 , 1124–1137.
- Situmorang, MK (2021). The Influence of Consumer Behavior on the Use of Electronic Money (Digital Wallet) as a means of Payment during the Covid-19 Pandemic in Medan City. Maneggio: Scientific Journal of Master of Management , 4 (1), 123–130. Retrieved from http://jurnal.umsu.ac.id/index.php/MANEGGIO/article/view/6646
- Sugiyono. (2018). Quantitative Research Methods, Qualitative R&D . Bandung: Alphabet.
- Sugiyono, PD (2019). Statistics for Research . Bandung: Alphabet.
- Sujarweni, VW (2019). Business and Economic Research Methods . Jl. Wonosari Km. 6 Demblakasari Baturetno Banguntapan Bantul Yogyakarta: New Press Library.
- Sunyoto, D., & Saksono, Y. (2022). Consumer behavior. Magister Alfatah Kalijaga, ST, MT, CGL , 978 - 623 – 48 (Eureka Media Aksara, November 2022 Ikapi member Central Java NO. 225/JTE/2021 Editor:).
- Suprihatin, W. (2020). Analysis of Tourist Consumer Behavior in the Covid-19 Era (Case Study of Tourism in West Nusa Tenggara). Bestari Journal , 19 (1), 56–66.
- Wibowo, RA (2019). Marketing Management . Radna Andi Wibowo.
- Widodo, T., & Gumilang, DE (2019). The Impact of Employee to Customer Relationship on Customer Loyalty. International Journal of Engineering & Technology , 8 , 501-505.
- Widodo, T., & Utami, NKW (2021). Repurchase Intentions on Zalora Indonesia: The Role of Trust, E-Commerce, and Product Evaluation. Journal of Business Management , 8 (2), 339–351. https://doi.org/10.33096/jmb.v8i2.899