Niat Beli Milenial: Peran Kampanye Pemasaran Dan Media Sosial Serta Bandwagon Effect Produk Fashion Di Tiktok
DOI:
https://doi.org/10.29408/jpek.v8i2.26496Keywords:
Social Marketing Campaign; Social Media Usage; Purchase Intention; Bandwagon Effect; Fashion; TiktokAbstract
This study highlights the influence of social marketing campaigns, social media, and the Bandwagon Effect on millennials' purchase intentions related to fashion products on TikTok. Understanding these dynamics is important in the digital age to devise effective marketing strategies according to the preferences and behaviours of this target market. The purpose of this study is to analyse the influence of social marketing campaigns, social media usage, and Bandwagon Effect on millennial purchase intentions on fashion products on TikTok, with the hope of providing valuable insights for marketers and researchers in the face of the changing digital marketing landscape. The study was conducted in Denpasar City, Bali, with 113 respondents selected using quota sampling. The study model was estimated, validated, and evaluated using Structural Equation Modelling (SEM) with the Partial Least Squares (PLS) method for data analysis. The results showed that social marketing campaigns had no significant effect on millennial purchase intention, while social media usage and Bandwagon Effect had a significant positive relationship with purchase intention. Moderation of the Bandwagon Effect weakens the effect of social marketing campaigns, while moderation of social media usage is not significant
References
Adan, J. L. (2023). Promotional Strategies and Consumers’ Purchase Intention on Garment Bazaar Retailers. Open Journal of Business and Management, 11(02), 613–645. https://doi.org/10.4236/ojbm.2023.112033
Alvionita, A., & Ie, M. (2021). Pengaruh Konteks Teknologi, Konteks Organisasi Dan Konteks Lingkungan Terhadap Adopsi Media Sosial Bagi UMKM. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 214. https://doi.org/10.24912/jmieb.v5i1.11185
Bojor, L., & Cîrdei, A. (2022). The Challenges of Social Media Platforms. Aspects of the Social Media War in Ukraine 2014-2022. Land Forces Academy Review, 27(4), 296–301. https://doi.org/10.2478/raft-2022-0037
Cho, Y. K., & Sutton, C. L. (2021). Reputable Internet Retailers’ Service Quality and Social Media Use. International Journal of Electronic Commerce Studies, 12(1), 43. https://doi.org/10.7903/ijecs.1877
Eastman, J. K., Iyer, R., Shepherd, C. D., Heugel, A., & Faulk, D. L. (2018). Do They Shop to Stand Out or Fit In? The Luxury Fashion Purchase Intentions of Young Adults. Psychology and Marketing. https://doi.org/10.1002/mar.21082
Ghozali, I. (2018). Structural Equation Modelling. Universitas Diponegoro.
Haryono, S. (2017). Metode SEM untuk Penelitian Manajemen dengan Amos, Lisrel dan PLS. Jakarta: Luxima.
Hasanat, M. W., Ashikul, H., & A. Bakar Abdul, H. (2020). E-commerce Optimization with the Implementation of Social Media and SEO Techniques to Boost Sales in Retail Business. Journal of Marketing and Information Systems, 3(1), 1–5. https://doi.org/10.31580/jmis.v3i1.1193
Liu, M., & Anwar, S. (2023). Can price discrimination improve the performance of online retail platforms? Australian Economic Papers, 62(2), 257–271. https://doi.org/10.1111/1467-8454.12289
Nuseir, M. T. (2020). Is advertising on social media effective An empirical study on the growth of advertisements on the Big Four (Facebook, Twitter, Instagram, WhatsApp). International Journal of Procurement Management, 13(1), 134. https://doi.org/10.1504/IJPM.2020.105191
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2023). An Updated Assessment of Model Evaluation Practices in PLS-SEM: An Abstract (B. Jochims & J. Allen (eds.)). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-24687-6_31
Sarwono, J. (2018). Statistik Untuk Riset Skripsi. Andi.
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Srigustini, A., & Aisyah, I. (2021). Pergeseran Perilaku Konsumen Pada Masa Pandemi Covid-19 Ditinjau Berdasarkan Efek Bandwagon, Snob dan Veblen. Jurnal Inovasi Pendidikan Ekonomi (JIPE), 11(1), 92. https://doi.org/10.24036/011121710
Sugiyono. (2019). Statistika untuk Penelitian (30th ed.). Alfabeta, Bandung.
Thaha, A. R., & Kuncoro, S. (2022). Konteks Teknologi Terhadap Aktivitas Bisnis Melalui Penggunaan E-Bisnis Pada UMKM. Sang Pencerah Jurnal Ilmiah Universitas Muhammadiyah Buton. https://doi.org/10.35326/pencerah.v8i4.2782
Usman, H., & Akbar, P. S. (2020). Pengantar Statistika (Edisi Ketiga): Cara Mudah Memahami Statistika. Jakarta: Bumi Aksara.
Wang, Y., Mei, S., Xu, R., Yang, D., & Zhong, W. (2023). Channel competition in omni‐channel supply chain considering social media advertising. Managerial and Decision Economics, 44(6), 3354–3366. https://doi.org/10.1002/mde.3883
Zabidi, N., & Wang, W. (2021). The Use of Social Media Platforms as a Collaborative Supporting Tool: A Preliminary Assessment. International Journal of Interactive Mobile Technologies (IJIM), 15(06), 138. https://doi.org/10.3991/ijim.v15i06.20619
Zhang, J., Jiang, N., Turner, J. J., & Sharif, S. P. (2021). The Impact of Scarcity of Medical Protective Products on Chinese Consumers’ Impulsive Purchasing During the COVID-19 Epidemic in China. Sustainability. https://doi.org/10.3390/su13179749
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Ni Putu Mareta Manik Indah Pradnyawati, Ida Bagus Teddy Prianthara
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
semua jurnal ini menjadi tanggung jawab penuh penulis, JPEK memberikan akses terbuka kepada siapapun agar informasi dan temuan pada artikel bermanfaat bagi semua orang, JPEK dapat diakses dan diunduh oleh siapapun tanpa dipungut biaya sesuai dengan lisensi creative common yang digunakan.
