Main Article Content
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh penggunaan media sosial terhadap minat beli konsumen pada produk pakaian kemeja pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Amal Ilmiah Yapis Wamena. Jumlah sampel yang digunakan sebanyak 97 responden yang ditentukan berdasarkan formulasi slovin. Sumber data yang digunakan adalah data primer, yaitu data yang dikumpulkan secara langsung oleh peneliti dari responden dengan menggunakan instrumen kuesioner. Metode analisis data yang akan dilakukan terdiri dari analisis statistik deskriptif, uji validitas, uji reliabilitas, serta pengujian hipotesis melalui analisis regersi linear sederhana, uji t dan uji f. Hasil penelitian menunjukkan bahwa variabel Media Sosial berpengaruh positif terhadap Minat Beli Konsumen Pada Produk kemeja, jadi dapat disimpulkan bahwa jika dengan adanya media sosial minat beli mahasiswa terhadap produk kemeja semakin meningkat karena media sosial adalah sebuah alat transaksi yang memberi kemudahan dan kepercayaan kepada konsumen dan media sosial membuat produknya lebih berwarna dan trend.
Keywords
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References
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- Cahya, H. M. (2022). Pengaruh social media influencer terhadap minat beli konsumen di media sosial. https://dspace.uii.ac.id/handle/123456789/38287
- Davidaviciene, V., Meidute-Kavaliauskiene, S., & Paliulis, R. (2019). Research on the influence of social media on generation Y consumer purchase decisions. https://essuir.sumdu.edu.ua/handle/123456789/76121
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- Lestari, E. D., & Gunawan, C. (2021). Pengaruh e-wom pada media sosial tiktok terhadap brand image serta dampaknya pada minat beli. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (EMBISS), 1(2), 75–82. https://www.embiss.com/index.php/embiss/article/view/12
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- Prastyo, K., & Suryadi, N. (2018). Pengaruh electronic word-of-mouth di media sosial Twitter terhadap minat beli konsumen pada restoran cepat saji Hoka Hoka Bento. Jurnal Ilmiah Mahasiswa FEB, 2(1). http://repository.ub.ac.id/106995/
- Pütter, M. (2017). The impact of social media on consumer buying intention. Marketing, 3(1), 7–13. https://econpapers.repec.org/article/mgsjibrme/v_3a3_3ay_3a2017_3ai_3a1_3ap_3a7-13.htm
- Raheni, C. (2018). Pengaruh media sosial terhadap minat beli konsumen studi kasus mahasiswa. Jurnal Sinar Manajemen, 5(2), 82–85. https://doi.org/10.56338/jsm.v5i2.289
- Rohani, S., Hufron, M., & Rizal, M. (2020). Pengaruh media sosial dan celebrity endorser terhadap minat beli ulang dengan brand trust sebagai variabel intervening (Studi kasus pada pelanggan Ms Glow Aesthetic Clinic Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 9(10). http://repository.unisma.ac.id/handle/123456789/1339
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- Saragih, H., & Ramdhany, R. (2016). Pengaruh intensi pelanggan dalam berbelanja online kembali melalui media teknologi informasi forum jual beli (FJB) Kaskus. Jurnal Sistem Informasi, 8(2), 100–112. https://doi.org/10.21609/jsi.v8i2.331
- Setianingsih, F. E., & Aziz, F. (2022). Pengaruh media sosial marketing TikTok terhadap minat beli online di shopee. Jurnal Administrasi Bisnis, 11(2), 107–116. https://ejournal.undip.ac.id/index.php/janis/article/download/42602/22284
- Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh electronic word of mouth dan promosi media sosial terhadap minat beli pada produk fashion Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329
- Sumaa, S., Soegoto, A. S., & Samadi, R. L. (2021). Pengaruh kualitas produk, harga dan iklan media sosial terhadap minat beli di e-commerce shopee (studi pada mahasiswa fakultas ekonomi dan bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 304–313. https://doi.org/10.35794/emba.v9i4.36229
- Wijaya, P. S. M., & Teguh, C. (2016). Faktor-faktor yang mempengaruhi minat beli di online shop specialis guess. Jurnal Riset Manajemen Dan Bisnis, 7(2), 147–160. http://dx.doi.org/10.21460/jrmb.2016.72.79
- Yogesh, F., & Yesha, M. (2019). Effect of social media on purchase decision. Pacific Business Review International, 6(11), 45–51. http://www.pbr.co.in/2014/2014_month/May/9.pdf
References
Adenia, N. (2019). Pengaruh media sosial instagram terhadap minat beli konsumen secara offline pada toko RR Stuff di Bengkulu (studi kasus mahasiswa FEBI). IAIN BENGKULU. http://repository.iainbengkulu.ac.id/3482/
Al-Dhuhli, I., & Ismael, S. (2018). The Impact of social media on consumer buying behaviour. Unpublished Master’s Project, Sultan Qaboos University. https://www.academia.edu/download/57758624/THEIMPACTOFUSINGSOCIALMEDIAONCONSUMERBUYINGBEHAVIOR.pdf
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Arief, G. M., & Millanyani, H. (2015). Pengaruh social media marketing melalui instagram terhadap minat beli konsumen sugar tribe. EProceedings of Management, 2(3). https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/1494
Astuti, M., MM, M. O. S., Matondang, N., Kom, S., & MM, M. T. (2020). Manajemen pemasaran: UMKM dan digital sosial media. Deepublish.
Astutik, Y. (2019). Pengaruh media sosial terhadap minat beli konsumen wardah kosmetik di Surabaya dengan mediasi sikap merek. STIE Perbanas Surabaya. http://eprints.perbanas.ac.id/4668/
Baker, M. J. (2017). Marketing strategy and management. Bloomsbury Publishing.
Cahya, H. M. (2022). Pengaruh social media influencer terhadap minat beli konsumen di media sosial. https://dspace.uii.ac.id/handle/123456789/38287
Davidaviciene, V., Meidute-Kavaliauskiene, S., & Paliulis, R. (2019). Research on the influence of social media on generation Y consumer purchase decisions. https://essuir.sumdu.edu.ua/handle/123456789/76121
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
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). https://doi.org/10.35794/jmbi.v8i1.33853
Kotler, Philip, & Keller, K. L. (2016). A framework for marketing management. Pearson Boston, MA.
Kotler, Phillip, & Keller, K. L. (2016). Marketing management 15th global edition (global). Harlow: Pearson Education Limited.
Kumar, J., Konar, R., & Balasubramanian, K. (2020). The impact of social media on Consumers’ purchasing behaviour in Malaysian Restaurants. Journal of Spatial and Organizational Dynamics, 8(3), 197–216. https://www.jsod-cieo.net/journal/index.php/jsod/article/view/243
Lestari, E. D., & Gunawan, C. (2021). Pengaruh e-wom pada media sosial tiktok terhadap brand image serta dampaknya pada minat beli. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (EMBISS), 1(2), 75–82. https://www.embiss.com/index.php/embiss/article/view/12
Loureiro, S. M. C., & Sarmento, E. M. (2018). The role of word-of-mouth and celebrity endorsement in online consumer-brand relationship: the context of Instagram. The Role of Word-of-Mouth and Celebrity Endorsement in Online Consumer-Brand Relationship: The Context of Instagram, 1119–1129. http://dx.doi.org/10.15444/GMC2018.09.05.05
Makudza, F., Mugarisanwa, C., & Siziba, S. (2020). The effect of social media on consumer purchase behaviour in the mobile telephony industry in Zimbabwe. Dutch Journal of Finance and Management, 4(2), em0065. https://doi.org/10.29333/djfm/9299
Oumayma, B. (2019). Social media made me buy it: the impact of social media on consumer purchase behavior. Proceedings of the 4th International Conference on Smart City Applications, 1–7. https://dl.acm.org/doi/abs/10.1145/3368756.3369016
Philip, K., & Keller, K. L. (2012). Manajemen pemasaran edisi 14, global edition. Pearson Prentice Hall.
Prastyo, K., & Suryadi, N. (2018). Pengaruh electronic word-of-mouth di media sosial Twitter terhadap minat beli konsumen pada restoran cepat saji Hoka Hoka Bento. Jurnal Ilmiah Mahasiswa FEB, 2(1). http://repository.ub.ac.id/106995/
Pütter, M. (2017). The impact of social media on consumer buying intention. Marketing, 3(1), 7–13. https://econpapers.repec.org/article/mgsjibrme/v_3a3_3ay_3a2017_3ai_3a1_3ap_3a7-13.htm
Raheni, C. (2018). Pengaruh media sosial terhadap minat beli konsumen studi kasus mahasiswa. Jurnal Sinar Manajemen, 5(2), 82–85. https://doi.org/10.56338/jsm.v5i2.289
Rohani, S., Hufron, M., & Rizal, M. (2020). Pengaruh media sosial dan celebrity endorser terhadap minat beli ulang dengan brand trust sebagai variabel intervening (Studi kasus pada pelanggan Ms Glow Aesthetic Clinic Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 9(10). http://repository.unisma.ac.id/handle/123456789/1339
Rosyad, U. N. (2015). Hubungan antara iklan di media sosial dengan minat beli konsumen. Prosiding Manajemen Komunikasi, 55–60. http://dx.doi.org/10.29313/.v0i0.1866
Saragih, H., & Ramdhany, R. (2016). Pengaruh intensi pelanggan dalam berbelanja online kembali melalui media teknologi informasi forum jual beli (FJB) Kaskus. Jurnal Sistem Informasi, 8(2), 100–112. https://doi.org/10.21609/jsi.v8i2.331
Setianingsih, F. E., & Aziz, F. (2022). Pengaruh media sosial marketing TikTok terhadap minat beli online di shopee. Jurnal Administrasi Bisnis, 11(2), 107–116. https://ejournal.undip.ac.id/index.php/janis/article/download/42602/22284
Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh electronic word of mouth dan promosi media sosial terhadap minat beli pada produk fashion Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329
Sumaa, S., Soegoto, A. S., & Samadi, R. L. (2021). Pengaruh kualitas produk, harga dan iklan media sosial terhadap minat beli di e-commerce shopee (studi pada mahasiswa fakultas ekonomi dan bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 304–313. https://doi.org/10.35794/emba.v9i4.36229
Wijaya, P. S. M., & Teguh, C. (2016). Faktor-faktor yang mempengaruhi minat beli di online shop specialis guess. Jurnal Riset Manajemen Dan Bisnis, 7(2), 147–160. http://dx.doi.org/10.21460/jrmb.2016.72.79
Yogesh, F., & Yesha, M. (2019). Effect of social media on purchase decision. Pacific Business Review International, 6(11), 45–51. http://www.pbr.co.in/2014/2014_month/May/9.pdf