The Influence of Social Media Marketing, e-WOM, Celebrity Endorsement, CSR, and Advertising on Purchase Intention with Brand Image as a Mediating Variable among Marketplace Application Users in Batam City
Abstract
Pada era digital ini, dimana dalam aktivitas sehari-hari semua orang seringkali bergantung pada digital membuat teknologi terus berkembang pesat. Untuk meningkatkan efisiensi dan mengurangi biaya, teknologi juga telah banyak digunakan di berbagai industri. Paradigma sistem perdagangan tradisional bergeser menjadi sistem perdagangan elektronik sebagai akibat dari perubahan penggunaan media informasi dalam operasi perdagangan. E-commerce yang kerap digunakan oleh masyarakat Indonesia, antara lain aplikasi marketplace berupa shopee, tokopedia, dan lazada. Ketiga aplikasi marketplace ini merupakan aplikasi marketplace yang memiliki peminat yang banyak di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI) pada aplikasi marketplace yang dimediasi oleh brand image (BI) di kota Batam. Pengguna aplikasi marketplace di kota Batam menjadi sampel penelitian ini, dan 330 orang merespons survei. Hasil studi ini menampilkan bahwa adanya pengaruh signifikan positif dari brand image (BI), social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI). Penelitian ini juga menyatakan bahwa brand image (BI) dapat memediasi hubungan signifikan antara social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI).
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DOI: http://dx.doi.org/10.33087/ekonomis.v8i2.1500
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