PENGARUH SOCIAL MEDIA MARKETING, DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU AEROSTREET (STUDI PADA KONSUMEN AEROSTREET DI KOTA PONTIANAK)

Abstract

ABSTRAKSeiring berkembangnya teknologi dan tingginya persaingan ekonomiyang terus meningkat, penting bagi perusahaan untuk terus melakukanimprovisasi. Beberapa faktor yang yang dapat mempengaruhi keputusanpembelian konsumen yaitu social media marketing, desain produk, dan citramerek. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh socialmedia marketing, desain produk, dan citra merek terhadap keputusan pembelianproduk sepatu Aerostreet pada konsumen Aerostreet di Kota Pontianak. Penelitianini termasuk penelitian asosiatif-deskriptif dengan menggunakan kuesioner yangdisebar kepada konsumen Aerostreet di Kota Pontianak. Jumlah sampel dalampenelitian ini adalah 100 orang, dipilih berdasarkan teknik non probabilitysampling. Metode analisis yang digunakan adalah analisis regresi linier bergandadengan bantuan program SPSS 26.Berdasarkan hasil penelitian ini menunjukan bahwa Social MediaMarketing, dan Desain Produk berpengaruh secara signifikan terhadap KeputusanPembelian, sedangkan Citra Merek berpengaruh dan tidak signifikan terhadapKeputusan Pembelian.      DAFTAR PUSTAKAAaker, D. A., & Biel, A. L. (1993). Hillsdale, NJ: Lawrence Erlbaum Associates.Brand Equity And Advertising: An Overview (1-10).Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the thirdmillennium. Journal of the academy of marketing science, 40(1), 35-52.Adiwidjaja. (2017). Pengaruh Brand Image dan Brand Trust Terhadap KeputusanPembelian Terhadap Sepatu Converse. Jurnal, Vol. 5, No: 3, 1-9.Akbar, S. S., Violinda, Q., Setiawati, I., & Rizwan, M. (2021). The Influence OfProduct Quality, Product Design, Brand Image On Realme SmartphonePurchase Decisions. Journal of Digital Marketing and Halal Industry,3(2), 121-132.Alma, Buchari. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Penerbit:Alfabeta, Bandung.Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influencesconsumers purchase decision: A mediation analysis of brand awareness.JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156-168.Arif, M. (2021, August). Pengaruh Social Media Marketing, Electronic Word ofMouth (EWOM) Dan lifestyle Terhadap Keputusan Pembelian Online. InSeminar Nasional Teknologi Edukasi Sosial dan Humaniora (Vol. 1, No.1, 111-122).Arikunto, S. (2010). Metode peneltian. Jakarta: Rineka Cipta.Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2016). Principles of marketing.Pearson Australia.Bilgin, Y. (2018). The effect of social media marketing activities on brandawareness, brand image and brand loyalty. Business & managementstudies: an international journal, 6(1), 128-148.Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, anddivining. Atlantic journal of communication, 23(1), 46-65.Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing aconceptual model for examining social media marketing effects on brandawareness and brand image. International Journal of Economics andBusiness Research, 17(3), 243-261.Dewi, L. G. P. S., Oei, S. J., & Siagian, H. (2020). The Effect of Brand Ambassador,Brand Image, and Brand Awareness on Purchase Decision of PanteneShampoo in Surabaya, Indonesia (Doctoral dissertation, EDP Sciences).Feldmann, A., Gasser, O., Lichtblau, F., Pujol, E., Poese, I., Dietzel, C., ... &Smaragdakis, G. (2020, October). The lockdown effect: Implications ofthe COVID-19 pandemic on internet traffic. In Proceedings of the ACMinternet measurement conference (1-18).Funk, T. (2011). Social media playbook for business: Reaching your onlinecommunity with Twitter, Facebook, Linkedin, and more. California, CA,250-261.Gunelius, S. (2011). 30 Minute Social Media Marketing. McGraw Hill Publication,New York.Gunelius, S. (2011). Content marketing for dummies. John Wiley & Sons.Hajli, M. N. (2014). A study of the impact of social media on consumers.International journal of market research, 56(3), 387-404.Hananto, D. (2021). Pengaruh Desain Produk, Kualitas Produk, Dan Persepsi HargaTerhadap Keputusan Pembelian Produk Jersey Sepeda Di Tangsel. InProsiding Seminar Nasional Penelitian LPPM UMJ (Vol. 1, No. 1).Hanaysha, J. R. (2018). An examination of the factors affecting consumer"™spurchase decision in the Malaysian retail market. PSU Research Review,2(1), 7-23.Hanaysha, J. R. (2022). Impact of social media marketing features on consumer'spurchase decision in the fast-food industry: Brand trust as a mediator.International Journal of Information Management Data Insights, 2(2),100102.Hasan, A. (2014). Marketing dan Kasus-Kasus Pilihan, Yogyakarta: CAPS Centerfor Academic Publishing Service)Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challengesand opportunities of Social Media. Business horizons, 53(1), 59-68.Keller, K. L., & Kotler, P. (2022). Branding in B2B firms. In Handbook of business-to-business marketing (205-224). Edward Elgar Publishing.Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customerequity? An empirical study of luxury fashion brand. Journal of Businessresearch, 65(10), 1480-1486.Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding?. Businesshorizons, 58(1), 35-44.Kotler, P., Kertajaya, H., & Setiawan, I. (2010). Mulai dari produk ke pelanggan kehuman spririt marketing 3.0. Jakarta: Erlangga.Kotler, P., & Armstrong, G. (2013). Principles of Marketing (16th Global Edition).Kotler, P., & Keller, K. L. (2016). A framework for marketing management (352).Boston, MA: Pearson.Lesmana, R., & Ayu, S. D. (2019). Pengaruh Kualitas Produk Dan Citra MerekTerhadap Keputusan Pembelian Kosmetik Wardah PT Paragon TehnologyAnd Innovation. Jurnal Pemasaran Kompetitif, 2(3), 59-72.Lysonski, S., Durvasula, S., & Watson, J. (2003). Should marketing managers beconcerned about attitudes towards marketing and consumerism in NewZealand? A longitudinal view. European Journal of Marketing, 37(3/4),385-406.Maramis, I. S., Mananeke, L., & Loindong, S. S. (2022). Analisis Pengaruh CitraMerek, Kualitas Layanan Terhadap Keputusan Pembelian di Mediasi olehKepercayaan Pelanggan Apotek Mercke"™lkolongan. Jurnal EMBA: JurnalRiset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), 39-48.Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gainsimportance after Covid-19. Cogent Business & Management, 8(1),1870797.Mowen, J. C. (2001). Minor. M. (1998). Consumer Behavior.Nash, J. (2019). Exploring How Social Media Platforms Influence FashionConsumer Decisions In The UK Retail Sector. Journal of FashionMarketing and Management: An International Journal, 23(1), 82-103.Nasrullah, R. (2015). Media sosial: Perspektif komunikasi, budaya, dansosioteknologi. Bandung: Simbiosa Rekatama Media, 2016, 2017.Nugroho J. Setiadi. 2013. Perilaku Konsumen (edisi revisi). Jakarta: KencanaPerdana Media GrupReven, D., & Ferdinand, A. T. (2017). Analisis Pengaruh Desain Produk, KualitasProduk, Harga Kompetitif, Dan Citra Merek Terhadap KeputusanPembelian (Studi Pada Pelanggan Nesty Collection Jakarta). DiponegoroJournal of Management, 6(3), 152-164.Rosanti, N., & Salam, K. N. (2021). The Effects of Brand Image and ProductQuality on Purchase Decisions. Quantitative Economics and ManagementStudies, 2(6), 365-375.Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention onIndonesia male"™s skin care by social media marketing effect towards brandimage and brand trust. Management Science Letters, 10(10), 2139-2146.Schiffman, L. G., & Kanuk, L. L. (2007). Purchasing behavior.Setyawati, H. A., & Kartinah, S. (2017). Penerapan Green Marketing MelaluiDesain Produk Dan Promosi Terhadap Brand Image Dan KeputusanPembelian. Probisnis, 10(2).Shimp, A. T. (2003). Promosi dan Periklanan. Aspek Tambahan KomunikasiPemasaran Terpadu. Jakarta: Erlangga.Silaen, Sofar., 2018., Metodologi Penelitian Sosial Untuk Penulisan Skripsi danTesis, In Media, Bandung.Simamora, B. (2002). Panduan riset perilaku konsumen. Gramedia Pustaka Utama.Simamora, V., & Kusmiyati, E. (2017). Pengaruh Desain Produk dan Brand Imageterhadap Keputusan Pembelian pada Teh Botol Sosro dengan KualitasProduk sebagai Variabel Moderating (Studi Padamahasiswa di Universitas17 Agustus 1945 Jakarta Utara). Media Studi Ekonomi, 20(1).Solis, B. (2011). The end of business as usual: Rewire the way you work to succeedin the consumer revolution. John Wiley & Sons.Stompff, G. (2012). Facilitating Team Cognition: How designers mirror what NPDteams do.Sugiyono. 2016. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif,dan R&D. Penerbit: Alfabeta, Bandung.Suhaily, L., & Darmoyo, S. (2017). Effect of Product Quality, Perceived PriceandBrand Image On Purchase Decision Mediated by Customer Trust (StudyOn Japanese Brand Electronic Product). Jurnal Manajemen, 21(2), 179-194.Thompson, A., & Tong, X. (2016). Factors influencing college students"™ purchaseintention towards Bamboo textile and apparel products. InternationalJournal of Fashion Design, Technology and Education, 9(1), 62-70.Tjahyadi, R. A., & Mahardhika, C. S. (2022). Pengujian Pemasaran Media SosialTerhadap Keputusan Pembelian: Peran Kesadaran Merek SebagaiVariabel Mediasi Pada Kosmetik Emina. JRB-Jurnal Riset Bisnis, 5(2),130-142.Tjiptono, F. (2015). Strategi Pemasaran (4 ed.). Yogyakarta: Andi.Tsitsi, S. (2013). The Adoption of Social Media Marketing In South African Banks,Q Emerald Group Publishing Limited. European Journal BussinessReview. Vol 25, 280-385.Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brandimage, and customer satisfaction affect the purchase decisions ofIndonesian automotive customers. International Journal of Services,Economics and Management, 10(2), 177-193.Wang, H. X., Chen, J., Hu, Y. C., & Ye, M. (2008, November). The consistency ofproduct design and brand image. In 2008 9th International Conference onComputer-Aided Industrial Design and Conceptual Design (1142- 1144).IEEE.Weber, I., De Choudhury, M., Jhaver, S., Sugar, B., &. (2016, March). Social mediaparticipation in an activist movement for racial equality. In TenthInternational AAAI Conference on Web and Social Media.Widyastuti, S., & Said, M. (2017). Consumer Consideration In Purchase DecisionOf SPECS Sports Shoes Product Through Brand Image, Product DesignAnd Price Perception. International Journal of Supply ChainManagement, 6(4), 199-207.Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image andservice quality on brand image and purchase intention for private labelbrands. Australasian Marketing Journal (AMJ), 19(1), 30-39.