Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya
DOI:
https://doi.org/10.26740/jim.v9n1.p91-101Keywords:
brand awareness, viral marketing, purchase intention.Abstract
This study aims to examine the effect of viral marketing and brand awareness on consumer purchase intentions in the context of social media use, especially Instagram as a media marketer between companies and consumers, by providing information about the product. The sample used in this study amounted to 200 samples distributed online using Google Form. Data were analyzed using a simple linear regression method. Research results are the viral marketing and brand awareness variables positively affect buying intentions "Kopi Kenangan". Based on these results, it is recommended for œKopi Kenangan to provide exciting content through Instagram social media in the œKopi Kenangan brand promotion strategy.
References
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Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 22922300. https://doi.org/10.1016/j.chb.2011.07.008
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(March 2019), 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Durianto, D. (2004). Strategi Menaklukkan Pasar: Melalui Riset Ekuitas dan Perilaku Merek. Jakarta. Gramedia Pustaka Utama.
Durianto, D., Sugianto, & Budiman, L. J. (2004). Brand Equity Ten Strategi Memimpin Pasar. Jakarta. Gramedia Pustaka Utama.
Eka, R. (2019). Kopi Kenangan Umumkan Perolehan Pendanaan 282 Miliar Rupiah dari Sequoia India. Retrieved from https://dailysocial.id/post/pendanaan-kopi-kenangan-dari-sequoia-india. Diakses pada 12 november 2019
Ellison, N. B., & Boyd, D. M. (2013). Introduction. Sociality Through Social Network Sites, August 2018, 152172. https://doi.org/10.1093/oxfordhb/9780199589074.013.0008
Federal, U., & Maria, D. S. (2010). O marketing viral como estratégia publicitária nas novas ambiências midiáticas. Em Questão, 16(1), 2944. https://doi.org/10.19132/1808-5245161.
Ferdinan, A. (2006). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro.
Hamilton, V. N. (2018). Determining Millennial Food Buying Preferences: Based On Product Marketing With œBuzzwords. 179. https://doi.org/10.13023/ETD.2018.053
Have, C. ten, Sternthal, B., Craig, C. S., Pescher, C., Reichhart, P., Spann, M., Perera, I., Dharmadasa, P., Zhang, Y., Fan, X., Qian, Y., Huang, P., Paquette, H., Elbers, J., Hegner, M., Fenko, A., Marc, G., Charles, S., Jacobs, S., Boleto, A. R. S. (2013). An in Depth Study of Viral Marketing for the Purpose of Creating a Guide of Best Practices by Aizhan Maulen. Journal of Advertising, 5(1), 3452. https://doi.org/10.9734/bjemt/2014/9947
Helm, S. (2010). Viral Marketing - Establishing Customer Relationships by Word-of-mouse Viral Marketing Establishing Customer Relationships by ˜ Word- Marketing¯: The User As A. Electronic Markets, December 2013, 3741. https://doi.org/10.1080/10196780050177053
Hens, H. (2018). Maraknya Kedai Kopi di Indonesia, Bakal Bertahan Lama atau Sekadar Tren? https://www.liputan6.com/lifestyle/read/3727952/maraknya-kedai-kopi-di-indonesia-bakal-bertahan-lama-atau-sekadar-tren. Diakses pada 10 November 2019
Hepler, M. A., & Riechel, T. L. (1981). Identification of the oxidation product of a binuclear mixed-valence vanadium(IV,V) 8-quinolinol complex. Inorganica Chimica Acta, 54(C), 167171. https://doi.org/10.1016/S0020-1693(00)95452-5
Hermawan, K., & Setiawan, I. (2014). Wow Marketing. Jakarta: PT Gramedia Pustaka Utama.
Hinz, O., Skiera, B., Barrot, C., & Becker, J. (2011). Social ContagionAn Empirical Comparison of Seeding Strategies for Viral Marketing. 75(6), 5571.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342351. https://doi.org/10.1108/JPBM-05-2013-0299
Kemp, S. (2020). Digital 2020: Indonesia. Retrieved from https://datareportal.com/reports/digital-2020-indonesia. diakses pada 8 maret 2020 pukul 14.00
Klopper, H. B. (2002). Viral marketing: a powerful, but dangerous marketing tool. SA Journal of Information Management, 4(2). https://doi.org/10.4102/sajim.v4i2.159
Kotler, Philip, & Keller, K. L. (2016). Marketing Management (Edisi 15). England: Pearson Education Limited.
Larson, R. J. (2009). The Rise of Viral Marketing through the New Media of Social Media. Faculty Publications and Presentations, 6. http://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1009&context=busi_fac_pubs
Liu, H.-H., & Wang, Y.-N. (2019). Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 7283. https://doi.org/10.12691/jbms-7-2-3
Malhotra, N. K. (2009). Riset Pemasaran Pendekatan Terapan.Jakarta. PT Indeks.
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 10901110. https://doi.org/10.1108/oir-11-2015-0373
McClelland, & Wongweeranonchai, P. (2016). The Influence of Perceived Celebrity Endorser Credibility in Advertising on Purchase Intention of Thai Consumers. Journal of Communication and Innovation, 3(2), 115136.
Mehrullah, J., & Rohail, K. (2018). The Impact Of Consumer Interaction On Social Media On Brand Awareness And Purchase I Ntention! Case Study Of Samsung. Journal of Marketing and Logistics, 1(August 2018), 114129.
Nicol, D., & Agam, L. A. (2016). The Impact Of Viral Marketing Through Instagram. Proceedings of Bangkok Annual Business and Social Science Research Conference 2016, December, 34. https://doi.org/10.1210/en.139.7.3088
Petruzzellis, L., & Winner, R. S. (2016). Rediscovering The Essentially of Marketing (Springer (ed.)).Switzerland: Springer International Publishing
Pomalaa, L., Mursityo, Y. T., & Herlambang, A. D. (2018). Analisis Faktor Brand awareness , Brand Exposure , Customer Engagement , Dan Electronic Word-of-Mouth Dalam Pemasaran Melalui Media Sosial Pada The Body Shop Indonesia. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer (J-PTIIK) Universitas Brawijaya, 2(10), 40824091.
Press, P. D. I., Kim, H., & Gon, W. (2005). The Relationship Between Brand Equity and Firm Performance in Luxury Hotel and Chain Restaurant, tourism management, vol.26, 549560.
Ristania, N., & Justianto, J. S. (2015). Analisa Pengaruh Harga, Promosi, dan Viral Marketing Terhadap Keputusan Pembelian Pada Online Shop S-Nexian Melalui Facebook. Journal of Business Strategy and Execution, 5(2), 131161.
Riyanto, A. D. (2020). Hootsuite (We are Social): Indonesian Digital Report 2020. Retrieved from https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2020/. Diakses pada 8 Maret 2020
Sanaji. (2015). Eksplorasi Dampak Komunitas Merek Online Di Media Sosial Terhadap Konsistensi Hubungan Konsumen Dengan Merek. Jurnal Riset Ekonomi Dan Manajemen, 15(2), 382395. https://doi.org/10.17970/jrem.15.1502015.ID
Schiffman, L., & Kanuk, L. L. (2000). Perilaku Konsumen (B. Sarwiji (ed.); Sevent Edi). Jakarta: Indeks.
Scissons, M. (2015). Instagram Marketing Strategy. Toronto: FlashStock Technology Inc.
Sha, R. (2019). Ini 5 Jenis Kopi Favorit yang Paling Sering Dipesan Milenials. Retrieved from www.idntimes.com website: https://www.idntimes.com/food/dining-guide/rella-sha/ini-5-jenis-kopi-favorit-yang-paling-sering-dipesan-milenials-c1c2/1. Diakses pada 12 Desember 2019
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers Purchase Intention. Journal of Accounting & Marketing, 06(01), 14. https://doi.org/10.4172/2168-9601.1000223
Sharma, R., & Sharma, S. K. (2015). An Emperical Research on Influence of Viral Marketing on Consumers Buying Dicisions. International Journal Of Marketing, Financial Services & Management Research, 4(5), 171186.
Sindo, W. (2019). Indonesia Digital 2019¯: Media Sosial - Websindo. Www.Websindo.Com. https://websindo.com/indonesia-digital-2019-media-sosial/. Diakses pada 7 Desember 2019
Sisira, N. (2011). Social Media and Its Role in Marketing. International Journal of Enterprise and Business Systems. 1(2308849).
Social, W. A. (2019). Berapa Pengguna media sosial di Indonesia. https://databoks.katadata.co.id/. Diakses pada 7 Desember 2019
Sugiyono. (2017). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D). CV. Alfabeta.
Wiludjeng, S., & Nurlela, T. S. (2013). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Pada PT" X". Proceeding Seminar Nasional dan Call of Paper Sancall. 978979. Retrieved from http://publikasiilmiah.ums.ac.id:8080/handle/123456789/3838.
Ali, H. (2010). Marketing. Yogyakarta. Media Presindo.
Andini, N. (2014). Pengaruh Viral Marketing Terhadap Kepercayaan Pelanggan Dan Keputusan Pembelian (Studi Pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2013 yang Melakukan Pembelian Online Melalui Media Sosial Instagram). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 11(1), 82726.
Cahya, P. (2019). Meramal Usia Kopi Susu Kekinian: Hanya Tren atau Panjang Umur Betulan? Retrieved March 7, 2020, from https://www.idntimes.com/food/dining-guide/putriana-cahya/tren-kopi-susu-kekinian/11
Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 22922300. https://doi.org/10.1016/j.chb.2011.07.008
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(March 2019), 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Durianto, D. (2004). Strategi Menaklukkan Pasar: Melalui Riset Ekuitas dan Perilaku Merek. Jakarta. Gramedia Pustaka Utama.
Durianto, D., Sugianto, & Budiman, L. J. (2004). Brand Equity Ten Strategi Memimpin Pasar. Jakarta. Gramedia Pustaka Utama.
Eka, R. (2019). Kopi Kenangan Umumkan Perolehan Pendanaan 282 Miliar Rupiah dari Sequoia India. Retrieved from https://dailysocial.id/post/pendanaan-kopi-kenangan-dari-sequoia-india. Diakses pada 12 november 2019
Ellison, N. B., & Boyd, D. M. (2013). Introduction. Sociality Through Social Network Sites, August 2018, 152172. https://doi.org/10.1093/oxfordhb/9780199589074.013.0008
Federal, U., & Maria, D. S. (2010). O marketing viral como estratégia publicitária nas novas ambiências midiáticas. Em Questão, 16(1), 2944. https://doi.org/10.19132/1808-5245161.
Ferdinan, A. (2006). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro.
Hamilton, V. N. (2018). Determining Millennial Food Buying Preferences: Based On Product Marketing With œBuzzwords. 179. https://doi.org/10.13023/ETD.2018.053
Have, C. ten, Sternthal, B., Craig, C. S., Pescher, C., Reichhart, P., Spann, M., Perera, I., Dharmadasa, P., Zhang, Y., Fan, X., Qian, Y., Huang, P., Paquette, H., Elbers, J., Hegner, M., Fenko, A., Marc, G., Charles, S., Jacobs, S., Boleto, A. R. S. (2013). An in Depth Study of Viral Marketing for the Purpose of Creating a Guide of Best Practices by Aizhan Maulen. Journal of Advertising, 5(1), 3452. https://doi.org/10.9734/bjemt/2014/9947
Helm, S. (2010). Viral Marketing - Establishing Customer Relationships by Word-of-mouse Viral Marketing Establishing Customer Relationships by ˜ Word- Marketing¯: The User As A. Electronic Markets, December 2013, 3741. https://doi.org/10.1080/10196780050177053
Hens, H. (2018). Maraknya Kedai Kopi di Indonesia, Bakal Bertahan Lama atau Sekadar Tren? https://www.liputan6.com/lifestyle/read/3727952/maraknya-kedai-kopi-di-indonesia-bakal-bertahan-lama-atau-sekadar-tren. Diakses pada 10 November 2019
Hepler, M. A., & Riechel, T. L. (1981). Identification of the oxidation product of a binuclear mixed-valence vanadium(IV,V) 8-quinolinol complex. Inorganica Chimica Acta, 54(C), 167171. https://doi.org/10.1016/S0020-1693(00)95452-5
Hermawan, K., & Setiawan, I. (2014). Wow Marketing. Jakarta: PT Gramedia Pustaka Utama.
Hinz, O., Skiera, B., Barrot, C., & Becker, J. (2011). Social ContagionAn Empirical Comparison of Seeding Strategies for Viral Marketing. 75(6), 5571.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342351. https://doi.org/10.1108/JPBM-05-2013-0299
Kemp, S. (2020). Digital 2020: Indonesia. Retrieved from https://datareportal.com/reports/digital-2020-indonesia. diakses pada 8 maret 2020 pukul 14.00
Klopper, H. B. (2002). Viral marketing: a powerful, but dangerous marketing tool. SA Journal of Information Management, 4(2). https://doi.org/10.4102/sajim.v4i2.159
Kotler, Philip, & Keller, K. L. (2016). Marketing Management (Edisi 15). England: Pearson Education Limited.
Larson, R. J. (2009). The Rise of Viral Marketing through the New Media of Social Media. Faculty Publications and Presentations, 6. http://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1009&context=busi_fac_pubs
Liu, H.-H., & Wang, Y.-N. (2019). Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 7283. https://doi.org/10.12691/jbms-7-2-3
Malhotra, N. K. (2009). Riset Pemasaran Pendekatan Terapan.Jakarta. PT Indeks.
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 10901110. https://doi.org/10.1108/oir-11-2015-0373
McClelland, & Wongweeranonchai, P. (2016). The Influence of Perceived Celebrity Endorser Credibility in Advertising on Purchase Intention of Thai Consumers. Journal of Communication and Innovation, 3(2), 115136.
Mehrullah, J., & Rohail, K. (2018). The Impact Of Consumer Interaction On Social Media On Brand Awareness And Purchase I Ntention! Case Study Of Samsung. Journal of Marketing and Logistics, 1(August 2018), 114129.
Nicol, D., & Agam, L. A. (2016). The Impact Of Viral Marketing Through Instagram. Proceedings of Bangkok Annual Business and Social Science Research Conference 2016, December, 34. https://doi.org/10.1210/en.139.7.3088
Petruzzellis, L., & Winner, R. S. (2016). Rediscovering The Essentially of Marketing (Springer (ed.)).Switzerland: Springer International Publishing
Pomalaa, L., Mursityo, Y. T., & Herlambang, A. D. (2018). Analisis Faktor Brand awareness , Brand Exposure , Customer Engagement , Dan Electronic Word-of-Mouth Dalam Pemasaran Melalui Media Sosial Pada The Body Shop Indonesia. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer (J-PTIIK) Universitas Brawijaya, 2(10), 40824091.
Press, P. D. I., Kim, H., & Gon, W. (2005). The Relationship Between Brand Equity and Firm Performance in Luxury Hotel and Chain Restaurant, tourism management, vol.26, 549560.
Ristania, N., & Justianto, J. S. (2015). Analisa Pengaruh Harga, Promosi, dan Viral Marketing Terhadap Keputusan Pembelian Pada Online Shop S-Nexian Melalui Facebook. Journal of Business Strategy and Execution, 5(2), 131161.
Riyanto, A. D. (2020). Hootsuite (We are Social): Indonesian Digital Report 2020. Retrieved from https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2020/. Diakses pada 8 Maret 2020
Sanaji. (2015). Eksplorasi Dampak Komunitas Merek Online Di Media Sosial Terhadap Konsistensi Hubungan Konsumen Dengan Merek. Jurnal Riset Ekonomi Dan Manajemen, 15(2), 382395. https://doi.org/10.17970/jrem.15.1502015.ID
Schiffman, L., & Kanuk, L. L. (2000). Perilaku Konsumen (B. Sarwiji (ed.); Sevent Edi). Jakarta: Indeks.
Scissons, M. (2015). Instagram Marketing Strategy. Toronto: FlashStock Technology Inc.
Sha, R. (2019). Ini 5 Jenis Kopi Favorit yang Paling Sering Dipesan Milenials. Retrieved from www.idntimes.com website: https://www.idntimes.com/food/dining-guide/rella-sha/ini-5-jenis-kopi-favorit-yang-paling-sering-dipesan-milenials-c1c2/1. Diakses pada 12 Desember 2019
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers Purchase Intention. Journal of Accounting & Marketing, 06(01), 14. https://doi.org/10.4172/2168-9601.1000223
Sharma, R., & Sharma, S. K. (2015). An Emperical Research on Influence of Viral Marketing on Consumers Buying Dicisions. International Journal Of Marketing, Financial Services & Management Research, 4(5), 171186.
Sindo, W. (2019). Indonesia Digital 2019¯: Media Sosial - Websindo. Www.Websindo.Com. https://websindo.com/indonesia-digital-2019-media-sosial/. Diakses pada 7 Desember 2019
Sisira, N. (2011). Social Media and Its Role in Marketing. International Journal of Enterprise and Business Systems. 1(2308849).
Social, W. A. (2019). Berapa Pengguna media sosial di Indonesia. https://databoks.katadata.co.id/. Diakses pada 7 Desember 2019
Sugiyono. (2017). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D). CV. Alfabeta.
Wiludjeng, S., & Nurlela, T. S. (2013). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Pada PT" X". Proceeding Seminar Nasional dan Call of Paper Sancall. 978979. Retrieved from http://publikasiilmiah.ums.ac.id:8080/handle/123456789/3838.
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2021-03-30
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Mulyaputri, V. M., & Sanaji, S. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya. Jurnal Ilmu Manajemen, 9(1), 91–101. https://doi.org/10.26740/jim.v9n1.p91-101
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