The Influence of Social Media and Brand Awareness on Interest to Buy Wardah Cosmetic Products Mediated by Trust
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Published:
Dec 30, 2023
Keywords:
Social Media, Brand Awareness, Trust, Interest To Buy
Section
Articles
Statistics Article
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Abstract
This quantitative research is to test the influence of social media, brand awareness and trust on buying interest in Wardah cosmetics, where trust is a mediating variable. Analysis using the Structural Equation model method with SmartPLS 3.0 software. In this research, the population is Wardah Cosmetics consumers in Jakarta who actively use Instagram social media, therefore the population is unknown, so based on the calculation the sample size for this research is 100 respondents. This research uses a non-probability sampling strategy with a purposive sampling method. The results of this study show that the influence of social media is not significant, while brand awareness and trust have a significant impact. The influence of social media on purchasing interest is limited due to various factors, such as differences in social media use between different generations, information overload on social media, and consumer preferences for direct shopping experiences. On the other hand, brand awareness has a significant impact because it makes it easier for consumers to recognize Wardah products among the various existing choices. Brand awareness is also closely related to perceived product quality, personal experience, promotions, and brand reputation, all of which contribute to increasing interest in purchasing Wardah cosmetic products. Trust also plays an important role in shaping purchasing interest, because it provides a psychological and social basis for consumer decision making.
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How to Cite
Sutrisno, S., & Parso, P. (2023). The Influence of Social Media and Brand Awareness on Interest to Buy Wardah Cosmetic Products Mediated by Trust. ProBisnis : Jurnal Manajemen, 14(6), 762–772. https://doi.org/10.62398/probis.v14i6.428
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Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: An integrative review and meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93–107.
Ujia, N., Munawaroh, R. R. S., & Mawardi, I. (2019). Pengaruh kepercayaan terhadap minat beli online. Jurnal Manajemen Dan Akuntansi, 19(2).
Yip, G. S., & McKern, B. (2016). China’s next strategic advantage: From imitation to innovation. MIT Press.
Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management, 72(4), 463–488.
Aaker, David. (1996). Managing Brand Equity; Capitalizing on the Value of Brand Name. Free Press.
Abdurrahman, A. S. (2012). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Social Networking Websites. Fakultas Ekonomi, Universitas Gunadarma.
Anwar, R., & Adidarma, W. (2016). Pengaruh Kepercayaan dan Risiko Pada Minat Beli Belanja Online. Jurnal Manajemen Dan Bisnis Sriwijaya, 14(2), 155–168. https://doi.org/10.29259/jmbs.v14i2.3995
Arief, G. M., & Millanyani, H. (2015). Pengaruh social media marketing melalui instagram terhadap minat beli konsumen sugar tribe. EProceedings of Management, 2(3).
Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3), 79.
Ghozali, I., & Latan, H. (2015). Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris. BP Undip. Semarang.
Gunawan, D. D., & Huarng, K.-H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237–2241.
Gunawan, H., & Ayuningtiyas, K. (2018). Pengaruh Kepercayaan, Kemudahan Dan Kualitas Informasi Terhadap Keputusan Pembelian Daring Di Aplikasi Bukalapak Pada Mahasiswa Politeknik Negeri Batam. Journal of Applied Business Administration, 2(1), 152–165.
Harris, L. C., & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing.
Harris, L., & Rae, A. (2011). Building a personal brand through social networking. Journal of Business Strategy, 32(5), 14–21.
Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. (2021). Pengaruh Iklan di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(1).
Hsiao, C.-H., Chang, J.-J., & Tang, K.-Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342–355.
Indika, D. R., & Jovita, C. (2017). Media sosial instagram sebagai sarana promosi untuk meningkatkan minat beli konsumen. Jurnal Bisnis Terapan, 1(01), 25–32.
Irvanto, O., & Sujana, S. (2020). Pengaruh Desain Produk, Pengetahuan Produk, Dan Kesadaran Merek Terhadap Minat Beli Produk Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 105–126.
Kotler, P. and K. L. K. (2016). Marketing Managemen (15th ed.). Pearson Education,Inc.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330.
Larasati, V., & Oktivera, E. (2019). Media Sosial Instagram berpengaruh terhadap minat beli produk Wardah. Jurnal Administrasi Kantor, 7(1), 31–40.
Mayfield, A. (2008). What is social media.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
Prajarini, D., & Sayogo, D. (2021). Pengaruh desain post Instagram terhadap minat pembelian produk UMKM Kedai Kopi di Kabupaten Sleman. ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 7(01), 187–199.
Putra, A., & Heriyanto, M. (2017). Pengaruh iklan dan kepercayaan merek terhadap minat beli konsumen (Studi pada Texas Chicken Pekanbaru). Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, 4(1), 1–11.
Putri, T. C., & Gunawan, C. (2020). Pengaruh Keragaman Produk Dan Kepercayaan Terhadap Minat Beli Online Saat Pandemi Covid-19. JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL, 1(46), 34–39.
Rangkuti, F. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta : PT. Gramedia Pustaka Utama.
Rangkuti, F. (2010). Strategi Promosi Yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Gramedia Pustaka Utama.
Rosdiana, R., Haris, I. A., & Suwena, K. R. (2019). Pengaruh Kepercayaan Konsumen Terhadap Minat Beli Produk Pakaian Secara Online. Jurnal Pendidikan Ekonomi Undiksha, 11(1), 318. https://doi.org/10.23887/jjpe.v11i1.20164
Sari, H., & Anggraeni, L. (2019). Peran tipe gambar, tagar, jumlah likes dan informasi harga pada Instagram terhadap intensi membeli. J@ Ti Undip: Jurnal Teknik Industri, 14(2), 71–80.
SISMAN, A., & MUSKITA, S. M. W. (2021). Pengaruh Promosi Melalui Media Sosial Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Kasus Pada Online ShopThyy Thyy) DI KOTA SORONG. Badati, 4(1), 42–53.
Soeswoyo, D. M., Dewi, L., & Asaparini, P. S. (2018). Promosi melalui media sosial berbasis partisipasi masyarakat dan peranannya dalam pariwisata kota. Jurnal Pariwisata, 5(2), 156–164.
Soeswoyo, D. M., & Tumbelaka, D. (2020). Dampak Promosi Digital Line Terhadap Keputusan Pembelian Pelanggan Dunkin Donuts. Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services, 3(1).
Sudayo, T., & Saefuloh, D. (2019). Analisis Pengaruh Kesadaran Merek, Citra Merek, Persepsi Kualitas, dan Loyalitas Merek Terhadap Minat Beli Studi Kasus: Merek Nokia. Prosiding Industrial Research Workshop and National Seminar, 10(1), 841–850.
Suprapto, W., Hartono, K., & Bendjeroua, H. (2020). Social media advertising and consumer perception on purchase intention. # 65533Published by:# 65533EDP Sciences.
Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: An integrative review and meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93–107.
Ujia, N., Munawaroh, R. R. S., & Mawardi, I. (2019). Pengaruh kepercayaan terhadap minat beli online. Jurnal Manajemen Dan Akuntansi, 19(2).
Yip, G. S., & McKern, B. (2016). China’s next strategic advantage: From imitation to innovation. MIT Press.
Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management, 72(4), 463–488.