Pengaruh Sosial Media Marketing Activities, Brand Equity, Brand Ewom Terhadap Purchase Intention Pada Produk Scarlett Whitening di Tiktok
DOI:
https://doi.org/10.58344/locus.v4i8.4556Keywords:
Aktivitas Pemasaran Media Sosial, Ekuitas Merek, Electronic Word of Mouth (EWOM), Niat BeliAbstract
Penelitian ini mengeksplorasi pengaruh aktivitas pemasaran media sosial, ekuitas merek, dan Electronic Word of Mouth (EWOM) terhadap niat beli produk Scarlett Whitening di TikTok. Latar belakang penelitian didasarkan pada tingginya penggunaan media sosial di Indonesia, khususnya TikTok, sebagai platform pemasaran yang efektif. Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial, ekuitas merek, dan Electronic Word of Mouth (EWOM) terhadap niat beli produk Scarlett Whitening di platform TikTok. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei online yang melibatkan 385 responden. Hasil analisis menunjukkan bahwa aktivitas pemasaran media sosial memiliki pengaruh positif signifikan terhadap ekuitas merek (H1), dengan nilai koefisien jalur sebesar 0,577. Selain itu, ekuitas merek juga berkontribusi positif terhadap EWOM (H2) dengan koefisien jalur 0,629. Penelitian ini juga menemukan bahwa EWOM berpengaruh positif terhadap niat beli (H3), meskipun pengaruhnya lebih rendah dibandingkan dengan aktivitas pemasaran media sosial yang memiliki koefisien jalur tertinggi sebesar 0,658 (H4). R Square untuk niat beli mencapai 63,8%, menunjukkan bahwa model ini mampu menjelaskan variabilitas niat beli dengan baik. Temuan ini menegaskan pentingnya strategi pemasaran digital yang efektif dalam meningkatkan niat beli konsumen di era digital, khususnya di platform media sosial seperti TikTok.
References
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Al Azizah. (2024). Pengaruh social media marketing dan brand experience terhadap purchase intention produk fesyen dengan moderasi brand equity. Jurnal Riset Bisnis, 40–54.
Annur, C. M. (2022, February 7). Rata-rata waktu yang dihabiskan pengguna internet untuk gunakan media sosial. Databoks. https://databoks.katadata.co.id
Ayala, E. R. (2024, October 8). Membedah fenomena TikTok: Dari hiburan hingga peluang bisnis di Indonesia. Kumparan.com. https://kumparan.com
Datareportal. (2024, February 21). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Datareportal. (2025, February 25). Digital 2025: Indonesia. https://datareportal.com/reports/digital-2025-indonesia
Freedom House. (2023). Indonesia: Freedom on the Net 2023 country report. https://freedomhouse.org/country/indonesia/freedom-net/2023
GSMA. (2024, October). The state of mobile Internet connectivity 2024. https://www.gsma.com/r/wp-content/uploads/2024/10/The-State-of-Mobile-Internet-Connectivity-Report-2024.pdf
Hanifah, S. L. (2024). Pengaruh aktivitas pemasaran media sosial TikTok Avoskin terhadap niat pembelian pelanggan. Universitas Islam Indonesia.
Herawati, N. (2024, April 5). Arti dan perkembangan e-commerce di Indonesia. Hashmicro.com. https://www.hashmicro.com/id/blog/arti-dan-perkembangan-ecommerce-di-indonesia
Hidayat, D. (2024, April 16). Data pengguna digital 2024 di Indonesia. Easydigital.co.id. https://easydigital.co.id
Intimedia. (2024). Trends in Internet penetration in Indonesia in 2024. https://intimedia.id/read/trends-in-internet-penetration-in-indonesia-in-2024
Juliyanti, W., Sidanti, H., & Purwanto, H. (2024). Brand Image, Purchase Intention &Amp; Purchase Decision: Studi Perilaku Konsumen “Kopi Kenangan Hanya Untukmu “. AMAL: Jurnal Ekonomi Syariah, 6(1), 53–68. https://doi.org/10.33477/eksy.v6i1.7070
Katadata Insight Center. (2024, February 21). There were 185 million internet users in Indonesia in January 2024. https://databoks.katadata.co.id/en/technology-telecommunications/statistics/de7b25bfae5971c/there-were-185-million-internet-users-in-indonesia-in-january-2024
Khoirudin, M. F., & Marganingsih, R. (2024). Pengaruh e-WOM dan citra merek terhadap minat beli produk laptop Lenovo di Bekasi. Ikraith-Ekonomika, 8(1), 62–73.
We Are Social. (2024, February). Digital 2024: Indonesia. https://wearesocial.com/id/wp-content/uploads/sites/19/2024/02/Digital_2024_Indonesia.pdf
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Tsalasatul Atma Bunga, Anton Mulyono Aziz
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
