Moderasi Brand Image pada Digital Marketing dan E-Service Quality Terhadap Minat Konsumen Difcloth Samarinda
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Published:
Jun 28, 2024
Keywords:
Digital Marketing, E-Service Quality, Instagram, Brand Image, Minat Beli Konsumen
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Abstract
This research aims to analyze the influence of Digital Marketing and E-Service Quality on consumer buying interest in Difcloth Samarinda with Brand Image as a moderating variable. This type of research is quantitative research, the objects used are Difcloth Samarinda consumers who are Instagram followers @difcloth _. The population in this study was all 4,400 Instagram followers @difcloth_ and the sampling technique used was simple random sampling where in calculations using the Slovin formula, 98 respondents were obtained. The data collection technique uses a questionnaire and is calculated using a Likert scale. The analysis tool uses multiple linear regression with moderation. The data collection techniques used were interviews, questionnaires and observation. The data analysis techniques used in this research are multiple linear regression analysis, validity test, reliability test, normality test, multiconference test, heteroscedasticity test, t test, f test, and coefficient of determination with the help of the SPSS program. The research results show that (1) digital marketing has a positive and significant effect on consumer purchasing interest in difcloth, (2) e-service quality has a positive and significant effect on consumer purchasing interest in difcloth, (3) Brand image strengthens the influence of digital marketing & e-service quality on consumer interest in difcloth.
Keywords: Digital Marketing, E-Service Quality, Instagram, Brand Image.
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1.
Utami E, Akbar A, Nurfadillah M. Moderasi Brand Image pada Digital Marketing dan E-Service Quality Terhadap Minat Konsumen Difcloth Samarinda. JD [Internet]. 28Jun.2024 [cited 21Nov.2024];12(1):24-. Available from: https://jurnal.umjambi.ac.id/JD/article/view/361
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References
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Nurfauziah, Salma Fitri; Hamdani, Nizar Alam. 2021. The Influence of Social Media Against Interest in Buying Kopilogi Products. Business innovation and entrepreneurship journal (BIEJ). DOI: https://doi.org/10.35899/biej.v3i1.107
Priansa, Donni Juni. 2017. Komunikasi Pemasaran Terpadu Pada Era Media Sosial. Bandung: CV Pustaka Setia.
Purnamasari, Esti; Ismunandar, Ismunandar. 2020. The Influence Of Social Media On Interest To Buy Online (Case Study Of Stie Bima Students). Balance Jurnal Ekonomi. Vol. 16, No:1
Rasyid, Muh Nur; Nasrullah, Nasrullah; dan Sumarni, Sumarni. 2021. Pengaruh Strategi Pemasaran Online terhadap Minat Beli Konsumen di Kota Makassar (Studi Kasus Toko Ramadhan Stationery). Jurnal Ekonomi Islam. p-ISSN: 2684-7477 e-ISSN 2714-6316
Roberts, Mary Lou dan Debra Zahay. 2013. Internet Marketing: Integrating Online and Offline Strategies, Third Edition, International Edition, USA, Cengage Learning.
Santoso, Singgih. 2017. Menguasai Statistik Dengan SPSS 24. Jakarta: PT Alex Media Komputindo.
Sarah Tsitsi Chikandiwa .2013. The adoption of social media marketing in South African banks , q Emerald Group Publishing Limited 0955-534XDOI 10.1108/EBR-02-2013-0013DOI 10.1108/20426761111104437
Schiffman, Kanuk. 2017. Perilaku Konsumen, ed. 7. Alih Bahasa: Zulkifli, (2012), PT. Indeks, Jakarta.
Setiawati, Mila; Aini, Yulfita; Aida, Welven. 2015. Pengaruh Media Sosial terhadap Minat Beli Konsumen Studi Kasus Mahasiswa Manajemen Universitas Pasir Pengaraian. Jurnal: Neliti.
Silalahi, Ulber. 2012. Metode Penelitian Sosial. Bandung: PT. Refika Aditama
Siregar, Syofian. 2016. Statistika Deskriptif untuk Penelitian Dilengkapi Perhitungan Manual dan Aplikasi SPSS Versi 17. Jakarta: PT Raja Grafindo Persada
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV.
Sugiyono. 2018. Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta.
Sugiyono 2019. Statistika untuk Penelitian. Bandung: CV Alfabeta
Suryatama, E. 2014. Analisis SWOT. Surabaya: Kata Pena
Tjiptono, Fandy dan Gregorius Chandra.2016. Service, Quality & satisfaction. Yogyakarta: Andi.
Zaman, Komarun. 2021. Marketing Strategy Through social media And Student Buying Interest. International Journal of Global Accounting, Management, Education, and Entrepreneurship. https://jurnal.stiepemuda.ac.id/index.php/ijgame2/issue/view/7
Widyanana, S. F., & Batangriyan, S. R. (2020). Pengaruh Digital Marketing Terhadap Brand Image di PT. Central Global Network. PROMARK: Jurnal Bisnis dan Pemasaran. Vol: 10, No. 2. ISSN: 2087-3077.
Yuliana, D. (2021). Pengaruh Brand Experience, Brand Image Dan E-Service Quality Terhadap Brand Loyalty by.U. Purwokerto.
Al-Azam, Abdel Fattah; Al-Mizeed, Khaled. 2021. The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. KoreaScience: The Journal of Asian Finance, Economics and Business. Volume 8 Issue 5 / Pages.455-463 / 2021 / 2288-4637(pISSN) / 2288-4645(eISSN)
Alfeel, E., & Ansari, Z. A. (2019). The Impact of Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia. Journal of Marketing and Consumer Research, 56, 260–277. https://doi.org/10.7176/JMCR/56-03
Angelyn, Angelyn; Kodrat, David Sukardi. 2021. The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship (RMBE). Vol 1 No 2 (2021). DOI: https://doi.org/10.37715/rmbe.v1i1.1946
Arikunto, S. (2019). Prosedur Penelitian. Jakarta: Rineka cipta.
As’ad H. Abu Rumman dan Anas Y. Alhadid, 2014, “The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Provider in Jordan” Science Private University, Amman, Jordan. Rev. Integr. Bus.Econ. Res Vol 3.
Assauri, Sofjan. 2013. Manajemen Pemasaran. Jakarta: Rajawali Pers.
Berry, Parasuraman dan Zeithaml, V.A. (1985). Conceptual Model of Service Quality and its implication for future research. Jurnal Marketing, Vol 49. 41-50.
Brech, E.F.L dalam Hasibuan. 2016. Manajemen : Dasar, Pengertian dan Masalah. Jakarta : Bumi Aksara.
Fandy Tjiptono & Anastasia Diana. 2016. Pemasaran Esesi dan Aplikasi, Andi Offset, Yogyakarta.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. 2012. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Yogyakarta: Universitas Diponegoro
Handoko, T. Hani. 2012. Manajemen Personalia dan Sumber Daya Manusia. Yogyakarta. BPFE
Harlie, M. 2010. ”Pengaruh Disiplin kerja, Motivasi dan Pengembangan Karier Terhadap Kinerja Pegawai Negeri Sipil Pada Pemerintah Kabupaten Tabalong di Tanjung Kalimantan Selatan”. Jurnal Manajemen dan Akuntansi.Vol. 11 No. 2, Oktober 2010; 117-124.
Hasibuan, Malayu. 2016. Manajemen Sumber Daya Manusia. Jakarta: Penerbit Bumi Aksara.
Hootsuite and We Are Social. (2022). Digital in 2022: Essential Insights into Internet, social media, Mobile, and E-Commerce Use in Indonesia.Retrivied https://wearesocial.com/blog/2022/01/globaldigital report-2022.
Jun, M., & Cai, S. (2001).”The Key Determinants of Internet Banking Service Quality: A Content Analysis”. International Journal of Bank Marketing Vol 19, No.7, 276-291.
Kotler dan Gary Amstrong. (2016). Dasar-dasar Pemasaran.Jilid 1, Edisi Kesembilan.Jakarta: Erlangga. p125
Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2.Jakarta: PT. Indeks.
Kurniawati, Dewi dan Arifin, Nugraha. 2015. Strategi Pemasaran Melalui Media Sosial dan Minat Beli Mahasiswa. Jurnal Simbolika: Research and Learning in Communication Study. Vol: 1. No.2
Manullang, M. Esterlina Hutabarat, 2016. Manajemen Pemasaran. Yogyakarta : Indomedia Pustaka.
Mawarni, Mawarni; Maulana, Asep. 2021. Pengaruh Media Sosial dan Kepercayaan Terhadap Minat Beli Sepatu Vans (Studi pada Mahasiswa Fakultas Ekonomi Universitas Singaperbangsa Karawang. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen. Vol: 6, No. 3
Nasrullah, Rully, 2015. Media Sosial, Bandung: Simbosa Rekatama.
Ningsih, Dwi Nuvia; Hidayat. Candra Wahyu; Rusno, Rusno. 2020. Pengaru Strategi Promosi dan Sosial Media terhadap Minat Beli Garskin yang Dimediasi Word of Mouth. Jurnal Riset Mahasiswa Manajemen.Doi: https://doi.org/10.21067/jrmm.v6i1.4464
Nugroho, Bunafit. 2013. Dasar Pemograman Web PHP – MySQL dengan Dreamweaver. Yogyakarta : Gava Media
Nurfauziah, Salma Fitri; Hamdani, Nizar Alam. 2021. The Influence of Social Media Against Interest in Buying Kopilogi Products. Business innovation and entrepreneurship journal (BIEJ). DOI: https://doi.org/10.35899/biej.v3i1.107
Priansa, Donni Juni. 2017. Komunikasi Pemasaran Terpadu Pada Era Media Sosial. Bandung: CV Pustaka Setia.
Purnamasari, Esti; Ismunandar, Ismunandar. 2020. The Influence Of Social Media On Interest To Buy Online (Case Study Of Stie Bima Students). Balance Jurnal Ekonomi. Vol. 16, No:1
Rasyid, Muh Nur; Nasrullah, Nasrullah; dan Sumarni, Sumarni. 2021. Pengaruh Strategi Pemasaran Online terhadap Minat Beli Konsumen di Kota Makassar (Studi Kasus Toko Ramadhan Stationery). Jurnal Ekonomi Islam. p-ISSN: 2684-7477 e-ISSN 2714-6316
Roberts, Mary Lou dan Debra Zahay. 2013. Internet Marketing: Integrating Online and Offline Strategies, Third Edition, International Edition, USA, Cengage Learning.
Santoso, Singgih. 2017. Menguasai Statistik Dengan SPSS 24. Jakarta: PT Alex Media Komputindo.
Sarah Tsitsi Chikandiwa .2013. The adoption of social media marketing in South African banks , q Emerald Group Publishing Limited 0955-534XDOI 10.1108/EBR-02-2013-0013DOI 10.1108/20426761111104437
Schiffman, Kanuk. 2017. Perilaku Konsumen, ed. 7. Alih Bahasa: Zulkifli, (2012), PT. Indeks, Jakarta.
Setiawati, Mila; Aini, Yulfita; Aida, Welven. 2015. Pengaruh Media Sosial terhadap Minat Beli Konsumen Studi Kasus Mahasiswa Manajemen Universitas Pasir Pengaraian. Jurnal: Neliti.
Silalahi, Ulber. 2012. Metode Penelitian Sosial. Bandung: PT. Refika Aditama
Siregar, Syofian. 2016. Statistika Deskriptif untuk Penelitian Dilengkapi Perhitungan Manual dan Aplikasi SPSS Versi 17. Jakarta: PT Raja Grafindo Persada
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV.
Sugiyono. 2018. Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta.
Sugiyono 2019. Statistika untuk Penelitian. Bandung: CV Alfabeta
Suryatama, E. 2014. Analisis SWOT. Surabaya: Kata Pena
Tjiptono, Fandy dan Gregorius Chandra.2016. Service, Quality & satisfaction. Yogyakarta: Andi.
Zaman, Komarun. 2021. Marketing Strategy Through social media And Student Buying Interest. International Journal of Global Accounting, Management, Education, and Entrepreneurship. https://jurnal.stiepemuda.ac.id/index.php/ijgame2/issue/view/7