The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention
Article Sidebar
Published
31 January 2023
Keywords:
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product quality, purchase intention, structural equation modeling, social media marketing, TikTok
Abstract
Social media has changed how companies and brands communicate with customers. To compete companies run social media marketing to obtain a competitive advantage. As a small and medium-sized company, Bittersweet by Najla utilizes social media marketing with TikTok and product quality to increase buying intention. This study aimed to determine the effect of social media marketing and product quality on purchase intention. The method used quantitative with a non-probability sampling technique, and questionnaires collected the data from 207 respondents. The analysis was carried out using the SEM-LISREL. The study results, first, social media marketing affects buying intention; second, product quality affects buying stake; and third, social media marketing and product quality are correlated with purchase intention. An indicator with the most significant value in social media marketing variables is TikTok, a brand that provides information search and services tailored to customer needs. In the product quality variable, one indicator has the most significant coefficient correlation value, namely the product's appearance. Therefore, Bittersweet by Najla continues to use TikTok as a social media platform for its marketing techniques and improve the quality of its products.
References
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Ahmed, M. A., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of Management Research, 4(3), 533-549.
Aji, P., 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. http://dx.doi.org/10.5267/j.ijdns.2020.3.002
Andaleeb, S. S., & Hasan, K. (Eds.). (2016). Strategic Marketing Management in Asia: Case Studies and Lessons across Industries. United Kingdom (UK): Emerald Group Publishing Limited.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science. 48(1), 79 95. https://doi.org/10.1007/s11747-019-00695-1
Ardianto, E. (2016). Metodologi penelitian untuk Public Relations Kuantitatif dan Kualitatif. Bandung (ID): Simbiosa Rekatama Media.
Balkhi, S. (2019). How to Use TikTok To Promote Your business. Retrieved from https://www.entrepreneur.com/article/340216
Choedon, T., & Lee, Y. C. (2020). The effect of social media marketing activities on purchase intention with brand equity and social brand engagement: Empirical evidence from Korean cosmetic firms. Knowledge Management Research, 21(3), 141-160. http://dx.doi.org/10.15813/kmr.2020.21.3.008
Curry, D. J., & Faulds, D. J. (1986). Indexing product quality: issues, theory, and results. Journal of Consumer Research, 13(1), 134-145.
Efendi̇oğlu, İ. H. (2019). The impact of conspicuous consumption in social media on purchasing intentions. İşletme Araştırmaları Dergisi, 11(3), 2176-2190. http://dx.doi.org/10.20491/isarder.2019.732
Efferin, S., Darmadji, S. H., & Tan, Y. (2008). Accounting Research Methods, Revealing Phenomena with Qualitative and Quantitative Approaches (Metode Penelitian Akuntansi, Mengungkap Fenomena dengan Pendekatan Kualitatif dan Kuantitatif). Yogyakarta (ID): Graha Ilmu.
Erida, E., & Rangkuti, A. S. (2017). The effect of brand image, product knowledge and product quality on purchase intention of notebook with discount price as moderating variable. Journal of Business Studies and Management Review, 1(1), 26-32. https://doi.org/10.22437/jbsmr.v1i1.3919
Fannani, S. I., & Najib, M. (2020). The effect of social media towards organic food literacy and purchase intention with aisas model. Jurnal Manajemen & Agribisnis, 17(3), 285-285. https://doi.org/10.17358/jma.17.3.285
Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality. Harvard Business Review. Cambridge (US): Harvard Business Publishing
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate Data Analysis (7th ed.). New York (US): Pearson
Harvard Business Review. (December 17, 2020). The creator economy needs a middle class. Retrieved from https://hbr.org/2020/12/the-creator-economy-needs-a-middle-class
Hayes, A. (July 29, 2021). Social Media Marketing (SMM). Retrieved from https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
Hjorth-Andersen, C. (1984). The concept of quality and the efficiency of markets for consumer products. Journal of Consumer Research, 11(2), 708-718.
Hootsuite & We Are Social. (February 11, 2021). Digital 2021: Indonesia. Retrieved from https://datareportal.com/reports/digital-2021-indonesia
Irawan, M. R. N. (2020). Effect of product quality, price and promotion on consumer buying interest at PT. Satria Nusantara Jaya (Pengaruh Kualitas produk, harga dan promosi terhadap minat beli konsumen pada PT. Satria Nusantara Jaya). Jurnal Ekonika: Jurnal Ekonomi Universitas Kadiri, 5(2), 140-156. http://dx.doi.org/10.30737/ekonika.v5i2.1097
Jnews Online. (October 3, 2020). Ini alasan Bittersweet by Najla Beriklan di TikTok. UKM. Retrieved from https://jnewsonline.com/alasan-bittersweet-by-najla-beriklan-di-tiktok/
Khan, B. K., Strong, D. M., & Wang, R. (2002). Information quality benchmarks: product and service performance. Commun. ACM, 45(4), 184-192. http://dx.doi.org/10.1145/505999.506007
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Essex (UK): Pearson.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of Marketing (8th ed.). United Kingdom (UK): Pearson.
Kotler, P. & Keller, K. L. (2012). Marketing Management (14th ed.). New Jersey (US): Pearson.
Kriyantono, R. (2014). Communication Research Practical Techniques (Teknik Praktis Riset Komunikasi). Jakarta (ID): Kencana Prenada Media Group.
Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia's banking industry. International Review of Management and Marketing, 8(1), 13-18.
Lavidge, R. C., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(4), 59-62.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
Maulida, D. N., Rachma, N., & Hufron, M. (2019). Pengaruh kualitas produk dan kredibilitas endorser (Agnez Mo) terhadap minat beli konsumen sampo clear (studi pada konsumen sampo clear di Perumahan Tata Surya Jl. Venus). Jurnal Ilmiah Riset Manajemen, 8(16).
Mileva, L., & Fauzi DH, A. (2018). The effect of social media marketing on purchasing decisions (online survey on undergraduate students of the Department of Business Administration 2014/2015 Faculty of Administrative Sciences, Brawijaya University who Buy Starbucks Using LINE)) (Pengaruh social media marketing terhadap keputusan pembelian (survei online pada mahasiswa sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE)). Jurnal Administrasi Bisnis, 58(1), 181-189.
Monroe, K. B., & Krishman, R. (1985). The effects of price on subjective product evaluations, in Jacoby, J., & Olson, J. (Eds), Perceived Quality. Boston (US): Lexington Books.
Mumtaz, Z. S., & Saino, S. (2021). The effect of using the Tik Tok application as a promotional medium and the glow up trend on buying interest in beauty products (Pengaruh penggunaan aplikasi tik tok sebagai media promosi dan trend glow up terhadap minat beli produk kecantikan). Jurnal Manajemen, 13(2), 282-291.
Nurhayani. (2017). The effect of the marketing mix on consumer satisfaction through the quality of housing services at Metro Cilegon/PT. Premier Gapura Prima (Pengaruh bauran pemasaran (marketing mix) terhadap kepuasan konsumen melalui kualitas pelayanan perumahan metro Cilegon/PT. Perdana Gapura Prima). Jurnal Sains Management, 3(1), p.95-112. https://doi.org/10.30656/sm.v3i1.295
Omnicoreagency.com. (January 06, 2021). TikTok by the Numbers: Stats, Demographics & Fun Facts. Retrieved from https://www.omnicoreagency.com/tiktok-statistics/
Othysalonika, O., Muhaimin, A. W., & Faizal, F. (2022). The influence of social media marketing on consumer interest and purchasing decisions in healthy food businesses in Malang City (Pengaruh social media marketing terhadap minat dan keputusan pembelian konsumen pada usaha makanan sehat di Kota Malang). Jurnal Ekonomi Pertanian dan Agribisnis, 6(3), 1134-1146. https://doi.org/10.21776/ub.jepa.2022.006.03.32
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147-162. http://dx.doi.org/10.1504/IJBIS.2018.091861
Pawlasová, P. (2015). The factors influencing satisfaction with public city transport: a structural equation modeling approach. Journal of Competitiveness, 7(4), 18-32. http://dx.doi.org/10.7441/joc.2015.04.02
Peter, P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy, Ninth Edition. New York (US): McGraw Hill.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male's skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146. http://dx.doi.org/10.5267/j.msl.2020.3.023
Sanjaya, A. S. (2020). The influence of the dimensions of social media marketing on the purchase intention of Climatethirty (Pengaruh dimensi social media marketing terhadap minat beli Climatethirty). Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 5(4), 272-278. https://doi.org/10.37715/jp.v5i4.1780
Sanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). The role of brand image in mediating the effect of product quality on purchasing decisions (Peran brand image dalam memediasi pengaruh kualitas produk terhadap keputusan pembelian). E-Jurnal Manajemen, 8(11), 6721-6740. https://doi.org/10.24843/EJMUNUD.2019.v08.i11.p17
Santoso, S. (2006). IT-Based Business Solution Series Using SPSS For Multivariate Statistics (Seri Solusi Bisnis Berbasis TI Menggunakan SPSS Untuk Statistik Multivariat). Jakarta (ID): PT Elex Media Komputindo.
Santoso, S. (2015). Amos 22 For Structural Equation Modeling (Amos 22 Untuk Struktural Equation Modelling). Jakarta (ID): PT Elex Media Komputindo.
Satria, A. A. (2017). The influence of price, promotion, and product quality on consumer buying interest at company A-36 (Pengaruh harga, promosi, dan kualitas produk terhadap minat beli konsumen pada perusahaan A-36). Jurnal Manajemen dan Start-Up Bisnis, 2(1), 45-53. https://doi.org/10.37715/jp.v2i1.436
Satria, D. A., & Sidharta, H. (2017). Effect of brand image and product quality on consumer buying interest Porkball (Pengaruh citra merek dan kualitas produk terhadap minat beli konsumen Porkball). Jurnal Performa: Jurnal Manajemen dan Start-Up Bisnis, 2(3), 398-408. https://doi.org/10.37715/jp.v2i3.562
Savitri, C., & Anggela, F. P. (2020). The effect of e-promotion and product quality on consumer buying interest in products At PT. XYZ (Pengaruh e-promotion dan kualitas produk terhadap minat beli konsumen produk Di PT. XYZ). Buana Ilmu, 4(2), 253-279. https://doi.org/10.36805/bi.v4i2.1138
Schiffman, L., & Wisenblit, J. L. (2019). Consumer Behavior (12th ed.). US: Pearson Education, Inc.
Sehar, R., Ashraf, S., & Azam, F. (2019). The influence of social media's marketing efforts on brand equity and consumer response. IUP Journal of Marketing Management, 18(2), 30-53.
Siregar, S. (2017). Quantitative Research Methods (Metode Penelitian Kuantitatif). Jakarta (ID): Kencana Prenadamedia Group.
Sudirjo, F. (2018). Effect of product quality and advertising on consumer buying interest in Amidis AMDK in Semarang (Pengaruh kualitas produk dan iklan terhadap minat beli konsumen AMDK Amidis Di Semarang). Serat Acitya, 7(1), 12. http://dx.doi.org/10.56444/sa.v7i1.695
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Authors
Meliawati T., Gerald S. C., & Aruman A. E. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention . Journal of Consumer Sciences, 8(1), 77-92. https://doi.org/10.29244/jcs.8.1.77-92
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