Analisis Dampak Aktivitas Pemasaran Pada Media Sosial dan Persepsi Harga Terhadap Keputusan Pembelian dan Kepuasan Konsumen
Abstract
Kopi Kenangan adalah perusahaan minuman kopi yang turut menghidupkan kembali industri kopi Indonesia saat ini. Kopi Kenangan secara luas dinyatakan berhasil menjembatani kesenjangan harga antara kopi mahal yang dijual pedagang asing dan kopi instan kemasan yang disediakan di kedai kopi. Penelitian ini bertujuan untuk menguji pengaruh pemasaran pada media sosial, persepsi harga terhadap keputusan pembelian dan kepuasan konsumen. Jumlah keseluruhan dari populasi dalam penelitian ini belum diketahui, maka pengambilan sample diambil dengan menggunakan sample non probabilitas dan telah diperoleh sebanyak 195 jumlah sample responden konsumen minuman kopi kenangan. Pengujian hipotesis menggunakan teknik Struktural Equation Model. Berdasarkan hasil penelitian pemasaran pada media sosial berpengaruh signifikan secara langsung terhadap keputusan pembelian, keputusan pembelian berpengaruh signifikan positif secara langsung terhadap kepuasan konsumen, persepsi harga berpengaruh secara langsung terhadap kepuasan konsumen, dan persepsi harga berpengaruh signifikan terhadap keputusan pembelian
Keywords:
Pemasaran Media Sosial, Persepsi Harga, Keputusan Pembelian, Kepuasan Konsumen
References
Agesti, Neri, Muhammad Sihab Ridwan, and Endah Budiarti. 2021. “The Effect of Viral Marketing, Online Customer Review, Price Perception, Trust on Purchase Decisions with Lifestyle as Intervening Variables in the Marketplace Shopee in Surabaya City.” International Journal of Multicultural and Multireligious Understanding 8(3): 496–507.
Ansori. 2015. “Pengaruh Kualitas Pelayanan, Persepsi Harga, Dan Citra Merek Terhadap Kepuasan Pelanggan Pengguna Jasa Transportasi Ojek Online (Studi Pada Mahasiswa Unisma Pengguna GrabBike Di Kota Malang).” Paper Knowledge . Toward a Media History of Documents 3(April): 49–58.
Budiono, Sidik, John Tampil Purba, Gidion P. Adirinekso, and Wilson Rajagukguk. 2021. “Market Growth Strategy through Consumers’ Satisfaction, Product Quality and Brand Image: Evidence from Jakarta Indonesia.” Proceedings of the International Conference on Industrial Engineering and Operations Management: 1222–31.
Chen, Shih Chih, and Chieh Peng Lin. 2019. “Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction.” Technological Forecasting and Social Change 140(July 2018): 22–32.
Cheung, Man Lai, Guilherme D. Pires, and Philip J. RosenbergerIII . 2019. “Developing a Conceptual Model for Examining Social Media Marketing Effects on Brand Awareness and Brand Image.” International Journal of Economics and Business Research 17(3): 243.
Choedon, Tenzin, and Young-chan Lee. 2020. “The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms.” The Knowledge Management Society of Korea 21(3): 141–60.
Dilasari, Eka Mei, Gea Yosita, and Vicky F Sanjaya. 2022. “Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Konsumen Kopi Janji Jiwa Bandar Lampung.” REVENUE: Jurnal Manajemen Bisnis Islam 3(1): 25–42.
Erlangga Heri , Sunarsib Denok , Pratamac Angga , Nurjayad, Nika Sintesae, Ida Hindarsahf, Juhaerig, Kasmadh. 2021. “Pemasaran Media Sosial Berpengaruh Pada Keputusan Pembelian.Pdf.” : 3672–78.
Fadhli, Khotim, and Nia Dwi Pratiwi. 2021. “Pengaruh Digital Marketing, Kualitas Produk, Dan Emosional Terhadap Kepuasan Konsumen Poskopi ZIO Jombang.” Jurnal Inovasi Penelitian 2(2): 603–12. https://stp-mataram.e-journal.id/JIP/article/view/684.
Haitao, Niu. 2022. “Analysis of Price Perception , Purchase Interest and Marketing Performance on Purchase Decision.” 3(4): 693–702.
Hamid, Rahmad Solling. 2020. “Niat Konsumen Menggunakan Transportasi Ride-Hailing Di Tengah Pandemi COVID-19: Kerangka Kerja Konseptual Dan Evaluasi Empiris.” Jurnal Manajemen Teknologi 19(3): 266–89.
Hamid, Rahmad Solling, and I Ketut Patra. 2019. Pengantar Statistika Untuk Bisnis Dan Ekonomi.
Hasan, L, Febriani, and Yudefra. 2021. “INVEST : Jurnal Inovasi Bisnis Dan Akuntansi.” INVEST : Jurnal Inovasi Bisnis dan Akuntansi 2(2): 97–101.
Ikbal, Muhammad, and Rahmat Solling Hamid. 2016. “Smartphone Use of Effectiveness in Supporting Young Entrepreneurs Business Activity in the Palopo Using Technology Acceptance Model (TAM).” Information Management and Business Review 8(1): 57–65.
Jeremias, Nicholas, Matthew Laisina, and Edvin Fairliantina. 2022. “Pengaruh Kualitas Produk , Persepsi Harga Dan Brand Image Terhadap Keputusan Membeli Di Kopi Kenangan Pasar Minggu.” Nautical: Jurnal Ilmiah Multidisiplin 1(4): 180–89.
Liliana Dewi, and Shafamila Handininta Putri. 2022. “Service Quality, Customer Value, and Price To Consumer Satisfaction At Kopi Kenangan Coffee Shop.” International Journal of Social Science 1(6): 987–92.
Mendur, Miranda E M, Hendra N Tawas, and Fitty Valdy Arie. 2021. “Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder.” Jurnal Emba 9(3): 1077–86. https://ejournal.unsrat.ac.id/index.php/emba/article/view/35296/33013.
Nugroho, Eko, Heribertus Budi Santoso, and Imam Safi’i. 2020. “Analisis Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan.” JURMATIS : Jurnal Ilmiah Mahasiswa Teknik Industri 2(2): 106.
Pristanti, Heldina et al. 2022. “The Effect of Brand Trust and Price Perception on Customer Satisfaction on Gold Savings Products at PT Pegadaian (Persero) Balikpapan.” Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021) 647: 765–71.
Saputra, Farhan, and M Ridho Mahaputra. 2022. “Relationship of Purchase Interest , Price and Purchase Decisions to IMEI Policy ( Literature Review Study ).” Journal of Low Politic and Humanities 2(2): 71–80.
Wang, Jianming, Thuy Linh Pham, and Van Thac Dang. 2020. “Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity.” International Journal of Environmental Research and Public Health 17(3): 1–18.
Wariki, Grace, Lisbeth Mananeke, and Hendra Tawas. 2015. “Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado.” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 3(2): 1073–85.
Ansori. 2015. “Pengaruh Kualitas Pelayanan, Persepsi Harga, Dan Citra Merek Terhadap Kepuasan Pelanggan Pengguna Jasa Transportasi Ojek Online (Studi Pada Mahasiswa Unisma Pengguna GrabBike Di Kota Malang).” Paper Knowledge . Toward a Media History of Documents 3(April): 49–58.
Budiono, Sidik, John Tampil Purba, Gidion P. Adirinekso, and Wilson Rajagukguk. 2021. “Market Growth Strategy through Consumers’ Satisfaction, Product Quality and Brand Image: Evidence from Jakarta Indonesia.” Proceedings of the International Conference on Industrial Engineering and Operations Management: 1222–31.
Chen, Shih Chih, and Chieh Peng Lin. 2019. “Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction.” Technological Forecasting and Social Change 140(July 2018): 22–32.
Cheung, Man Lai, Guilherme D. Pires, and Philip J. Rosenberger
Choedon, Tenzin, and Young-chan Lee. 2020. “The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms.” The Knowledge Management Society of Korea 21(3): 141–60.
Dilasari, Eka Mei, Gea Yosita, and Vicky F Sanjaya. 2022. “Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Konsumen Kopi Janji Jiwa Bandar Lampung.” REVENUE: Jurnal Manajemen Bisnis Islam 3(1): 25–42.
Erlangga Heri , Sunarsib Denok , Pratamac Angga , Nurjayad, Nika Sintesae, Ida Hindarsahf, Juhaerig, Kasmadh. 2021. “Pemasaran Media Sosial Berpengaruh Pada Keputusan Pembelian.Pdf.” : 3672–78.
Fadhli, Khotim, and Nia Dwi Pratiwi. 2021. “Pengaruh Digital Marketing, Kualitas Produk, Dan Emosional Terhadap Kepuasan Konsumen Poskopi ZIO Jombang.” Jurnal Inovasi Penelitian 2(2): 603–12. https://stp-mataram.e-journal.id/JIP/article/view/684.
Haitao, Niu. 2022. “Analysis of Price Perception , Purchase Interest and Marketing Performance on Purchase Decision.” 3(4): 693–702.
Hamid, Rahmad Solling. 2020. “Niat Konsumen Menggunakan Transportasi Ride-Hailing Di Tengah Pandemi COVID-19: Kerangka Kerja Konseptual Dan Evaluasi Empiris.” Jurnal Manajemen Teknologi 19(3): 266–89.
Hamid, Rahmad Solling, and I Ketut Patra. 2019. Pengantar Statistika Untuk Bisnis Dan Ekonomi.
Hasan, L, Febriani, and Yudefra. 2021. “INVEST : Jurnal Inovasi Bisnis Dan Akuntansi.” INVEST : Jurnal Inovasi Bisnis dan Akuntansi 2(2): 97–101.
Ikbal, Muhammad, and Rahmat Solling Hamid. 2016. “Smartphone Use of Effectiveness in Supporting Young Entrepreneurs Business Activity in the Palopo Using Technology Acceptance Model (TAM).” Information Management and Business Review 8(1): 57–65.
Jeremias, Nicholas, Matthew Laisina, and Edvin Fairliantina. 2022. “Pengaruh Kualitas Produk , Persepsi Harga Dan Brand Image Terhadap Keputusan Membeli Di Kopi Kenangan Pasar Minggu.” Nautical: Jurnal Ilmiah Multidisiplin 1(4): 180–89.
Liliana Dewi, and Shafamila Handininta Putri. 2022. “Service Quality, Customer Value, and Price To Consumer Satisfaction At Kopi Kenangan Coffee Shop.” International Journal of Social Science 1(6): 987–92.
Mendur, Miranda E M, Hendra N Tawas, and Fitty Valdy Arie. 2021. “Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder.” Jurnal Emba 9(3): 1077–86. https://ejournal.unsrat.ac.id/index.php/emba/article/view/35296/33013.
Nugroho, Eko, Heribertus Budi Santoso, and Imam Safi’i. 2020. “Analisis Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan.” JURMATIS : Jurnal Ilmiah Mahasiswa Teknik Industri 2(2): 106.
Pristanti, Heldina et al. 2022. “The Effect of Brand Trust and Price Perception on Customer Satisfaction on Gold Savings Products at PT Pegadaian (Persero) Balikpapan.” Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021) 647: 765–71.
Saputra, Farhan, and M Ridho Mahaputra. 2022. “Relationship of Purchase Interest , Price and Purchase Decisions to IMEI Policy ( Literature Review Study ).” Journal of Low Politic and Humanities 2(2): 71–80.
Wang, Jianming, Thuy Linh Pham, and Van Thac Dang. 2020. “Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity.” International Journal of Environmental Research and Public Health 17(3): 1–18.
Wariki, Grace, Lisbeth Mananeke, and Hendra Tawas. 2015. “Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado.” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 3(2): 1073–85.
Published
2023-06-01
How to Cite
Ar – Rasyid, M., Satiawan, A., Alfiansyah, A., & Hamid, R. (2023). Analisis Dampak Aktivitas Pemasaran Pada Media Sosial dan Persepsi Harga Terhadap Keputusan Pembelian dan Kepuasan Konsumen. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(2), 1873-1887. https://doi.org/https://doi.org/10.36778/jesya.v6i2.1189
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
