Pengaruh Social Media Marketing Melalui Instagram Terhadap Brand Equity Serta Dampaknya Pada Minat Beli Sayur Dan Buah

Situmorang, Yehezkiel Ferdianus and Dr. Riyanti Isaskar,, SP.,M.Si. and Febriananda Faizal,, SP.,MP. (2023) Pengaruh Social Media Marketing Melalui Instagram Terhadap Brand Equity Serta Dampaknya Pada Minat Beli Sayur Dan Buah. Sarjana thesis, Universitas Brawijaya.

Abstract

Industri e-commerce di Indonesia terus mengalami perkembangan, tidak terkecuali pada e-commerce yang menawarkan produk bahan makanan sehari-hari atau e-grocery. Fenomena meningkatnya minat membeli bahan makanan sehari-hari secara online, salah satu faktor utamanya disebabkan oleh terjadinya pandemi Covid-19. Pertumbuhan minat tersebut berbanding lurus dengan semakin banyaknya e-grocery yang bermunculan di Indonesia. Banyaknya jumlah e-grocery di Indonesia, kondisi pasar yang masih dalam tahap pertumbuhan dengan penetrasi penggunaan yang relatif masih cukup rendah dan masih terkonsentrasi hanya di daerah kota-kota besar seperti Jabodetabek, membuat e-grocery di Indonesia harus menghadapi persaingan yang kompetitif, terkhusus bagi e-grocery pendatang baru, salah satunya adalah Segari. Memperkuat brand equity menjadi hal yang perlu dilakukan Segari untuk mampu meningkatkan kemampuan bersaing di tengah persaingan yang semakin ketat tersebut, dan untuk memicu timbulnya minat beli, yang dapat dilakukan dengan aktivitas pemasaran melalui media sosial atau social media marketing. Penelitian ini bertujuan untuk menganalisis pengaruh langsung social media marketing terhadap brand equity dan minat beli sayur dan buah, pengaruh brand equity terhadap minat beli sayur dan buah serta pengaruh social media marketing terhadap minat beli sayur dan buah melalui mediasi brand equity. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan menggunakan teknik purposive sampling dalam penentuan respondennya. Penelitian ini dilakukan melalui akun media sosial Instagram Segari @segari.id, pada bulan Februari - Maret 2023. Sampel yang digunakan dalam penelitian ini adalah sebanyak 80 responden yang merupakan pengikut akun Instagram @segari.id dan berdomisili di kawasan Jabodetabek. Analisis data pada penelitian ini dilakukan dengan menggunakan metode PLS-SEM melalui software SmartPLS 3.2.9. Berdasarkan penelitian yang dilakukan menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand equity Segari dan juga minat beli sayur dan buah di Segari. Peningkatan pada social media marketing tersebut paling tinggi tercermin melalui dimensi trendiness. Selanjutnya, brand equity juga berpengaruh positif dan signifikan terhadap minat beli sayur dan buah di Segari. Kemudian, dalam pengaruh tidak langsung menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap minat beli melalui mediasi brand equity. Mediasi brand equity antara pengaruh social media marketing terhadap minat beli tergolong partial mediation. Bagi Segari, diharapkan dapat terus mengembangkan dan meningkatkan aktivitas social media marketing melalui Instagram, khususnya dalam dimensi trendiness dan entertainment, serta berupaya meningkatkan interaksi dengan audiens Instagramnya.

English Abstract

The e-commerce industry in Indonesia continues to grow, including e-commerce that offers daily grocery products or e-grocery. The phenomenon of increasing interest in buying daily groceries online, one of the main factors is due to the Covid-19 pandemic. The growth in interest is directly proportional to the increasing number of e-grocery that have sprung up in Indonesia. The large number of e-grocery in Indonesia, market conditions that are still in the growth stage with relatively low usage penetration and still concentrated only in big cities such as Jabodetabek, makes e-grocery in Indonesia have to face competitive competition, especially for newcomer e-grocery, one of which is Segari. Strengthening brand equity is something that Segari needs to do to be able to increase the ability to compete in the midst of increasingly fierce competition, and to trigger buying interest, which can be done with marketing activities through social media or social media marketing. This study aims to analyse the direct effect of social media marketing on brand equity and purchase intention of vegetables and fruits, the effect of brand equity on purchase intention of vegetables and fruits and the effect of social media marketing on purchase intention of vegetables and fruits through brand equity mediation. This study uses a quantitative research approach using purposive sampling technique in determining respondents. This research was conducted through Segari's Instagram social media account @segari.id, in February - March 2023. The sample used in this study were 80 respondents who are followers of the @segari.id Instagram account and live in the Jabodetabek area. Data analysis in this study was carried out using the PLS-SEM method through SmartPLS 3.2.9 software. Based on the research conducted, it shows that social media marketing has a positive and significant effect on Segari brand equity and also purchase intention of vegetables and fruits at Segari. The highest increase in social media marketing is reflected through the trendiness dimension. Furthermore, brand equity also has a positive and significant effect on purchase intention of vegetables and fruits at Segari. Then, the indirect effect shows that social media marketing has a positive and significant effect on purchase intention through brand equity mediation. Brand equity mediation between the influence of social media marketing on purchase intention is classified as partial mediation. For Segari, it is expected to continue to develop and improve social media marketing activities through Instagram, especially in the dimensions of trendiness and entertainment, and strive to increase interaction with its Instagram audience.

Item Type:	Thesis (Sarjana)
Identification Number:	0523040304
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	soegeng sugeng
Date Deposited:	29 Sep 2023 01:19
Last Modified:	29 Sep 2023 01:19
URI:	http://repository.ub.ac.id/id/eprint/203357

Text (DALAM MASA EMBARGO) Yehezkiel Ferdianus Situmorang.pdf Restricted to Registered users only until 31 December 2025. Download (3MB)

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