Pengaruh Karakteristik Pengguna Sosial Media Terhadap Keputusan Pembelian (Studi Kasus Di Pontianak)
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Dec 15, 2018
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Abstract
Sosial media telah menjadi salah satu media penghubung antara pemasar dan konsumen sejak lama. Pengguna internet di Indonesia merupakan salah satu pengguna sosial media terbesar di dunia. Faktor tersebut menarik pemasar untuk mencari cara baru menggunakan sosial media untuk keunggulan kompetitif. Tujuan dari penelitian ini adalah untuk menjelaskan perbedaan karakteristik pengguna sosial media khususnya di Pontianak dan pengaruhnya terhadap lima tahap keputusan pembelian. Hasil penelitian menunjukkan bahwa produk yang paling sering diakses responden adalah makanan, transportasi dan pakaian. Semua kelompok responden menganggap sosial media sebagai media pencari informasi yang handal, efektif dan cepat. Sosial media mempengaruhi tahap purchase decision dan post purchase pada keputusan pembelian. Pada purchase decision, kelompok yang terpengaruh secara kuat oleh sosial media adalah kelompok berjenis kelamin wanita, berprofesi pelajar atau karyawan, dan mempengaruhi anak muda berusia kurang dari 25 th. Testimoni dari teman atau orang dikenal juga mempengaruhi tahap purchase decision. Sedangkan repsonden dengan kelompok umur yang lebih tua atau profesi wiraswasta cenderung tidak terpengaruh. Pada hasil post purchase juga didapatkan bahwa responden cenderung tidak menulis sendiri testimoni positif atau negatif, tetapi aktif membagikan testimoni tersebut.
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References
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[3] Campbell, C., Pitt, L. F., Parent, M., Berthon, P. R., 2011. Understanding Consumer Conversations around Ads in a Web 2.0 World. Journal of Advertising vol 40 hal 87-102.
[4] Sinclaire, J. K., Vogus, C. E., 2011. Adoption of social networking sites: an exploratory adaptive structuration perspective for global organizations, Information Technology Management, vol 12, hal 293-314.
[5] Chang, Grace., 2012, Why advertisers can't ignore social media.http://www.thejakartapost.com/news/2012/10/18/why-advertisers-cant-ignore-social-media.html, diakses 12-12-2015.
[6] Gilliam, C., 2015, Instagram and Indonesia: How social media selling is disrupting eCommerce, https://www.tradegecko.com/blog/instagram-and-indonesia-how-social-media-selling-is-disrupting-ecommerce, diakses 12-12-2015.
[7] Wijaya, K. K., 2015, Fenomena pemanfaatan media sosial untuk berjualan di Indonesia, https://id.techinasia.com/fenomena-pemanfaatan-media-sosial-untuk-berjualan-di-indonesia, diakses 30-12-2015.
[8] Williams R.L., Cothrell J., 2000, Four smart ways to run online communities, Sloan Management Review, vol. 41, hal 81-91.
[9] Pookulangaran, S., Koesler K., 2011, Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions, Journal of Retailing and Consumer Services, vol 18, hal 348-354.
[10] Schlosser, A., 2005, Posting versus Lurking: Communicating in a Multiple Audience Context, Journal of Consumer Research, Vol 32 No. 2, hal 260-265.
[11] Mangold, G. Faulds, D., 2009. Social media: The new hybrid element of the promotion mix, Business Horizons, Vol 52, hal 357-365.
[12] Bashar, A., Ahmad, I., Wasiq, M. 2012, Effectiveness of Social Media as a Marketing Tool: An Empirical Study, International Journal of Marketing, Financial Services & Management Research, Vol 1, No 11, Hal 88-99.
[13] Katawetawaraks, C., Wang, C. L., 2011, Online shopper behavior: influences of online shopping decision, Asian Journal of Business Research, Vol 1 No2, Hal 66-74.
[14] Laudon, K.C., Traver, C.G., 2009, E-Commerce Business. Technology. Society, 5th edition, Prentice Hall, New Jersey.
[15] Seock, Y.K., Norton, M., 2007, Attitude toward internet web sites, online information search, and channel choices for purchasing, Journal of Fashion Marketing and Management, vol. 11, no. 4, hal. 571-586.
[16] Koo, D.M., Kim, J.J., Lee, S.H., 2008, Personal values as underlying motives of shopping online, Asia Pacific Journal of Marketing and Logistics, vol. 20, no. 2, hal 156-173.
[17] Liang, T.P. and Lai. H.J., 2002, Effect of store design on consumer purchases: An empirical study of on-line bookstores, Information & Management, vol. 39, no. 6, hal..431-444.
[18] Keng, C. ,Liao, T., 2009, Consequences of postpurchase dissonance: The mediating role of an external information search, Social Behavior & Personality: An International Journal, vol. 37, no. 10, hal 1327- 1339.
[19] Hu, N., Liu, L., Zhang, J., 2008, Do online reviews affect product sales? The role of reviewer characteristics and temporal effects, Information Technology & Management, vol. 9, no. 3, hal. 201-214.
[20] Blackwell, Roger D. Miniard, James F., 2006, Consumer Behaviour, Thomson/South-Western, Ohio.
[21] Yogesh, F., Yesha, M. 2014, Effect of Social Media on Purchase Decision, Pacific Business Review International, Vol 6, No 11, hal 45-51.
[22] Ghozali, I., 2013, Aplikasi Analisis Multivariate dengan program SPSS 21 update PLS regresi, Badan Penerbit Universitas Diponegoro, Semarang.
[23] Field A., 2009, Discovering Statistics Using SPSS , second edition, Sage Publishing, New York.
[24] Henson R. K., Roberts J. K., 2006, Use of exploratory factor analysis in published research: common errors and some comment on improved practice, Educational and psychological measurement, Vol 66 No. 3, hal 393-416.
[25] Sekaran U., 2003, Research methods for business, a skill-building approach fourth edition, John Wiley & Sons, New York.