THE INFLUENCE OF BRAND CULTURE ON PURCHASING DECISIONS WITH USER GENERATED CONTENT AS A MODERATING VARIABLE

Authors

  • Muhammad Risal Tawil Politeknik Baubau, Indonesia, Indonesia
  • Sandi Setiadi Universitas Linggabuana PGRI, Indonesia
  • Esti Tri Endarwati Universitas Tamansiswa Palembang, Indonesia, Indonesia
  • Reni Dian Octaviani Institut Transortassi dan Logistik Trisakti, Indonesia, Indonesia
  • Eva Yuniarti Utami Universitas Sebelas Maret, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/jie.v8i2.13584

Abstract

Abstract This research is quantitative research with an explanatory approach, namely an approach that uses previous main references as the main source for establishing a basis for finding novelty and research gaps in the research being conducted. The data used in this research is primary data obtained from online distribution of Hyundai employees spread throughout Indonesia. The questionnaire contains statements of agree, strongly agree, normal/average, disagree, and strongly disagree from the 16 question items asked. The data was analyzed using Smart PLS 4.0. The result in this article show that the Brand Culture variable has a positive relationship and a significant influence on purchasing decisions because the P-Values value is positive and is below the 0.05 significance level, namely 0.005, which is more significant than in a number of Brand studies. Image of purchasing decisions which are at 0.012 and 0.024,. This is because the Culuter Brand can provide an icon that is clear, unique and attracts attention. Usually related to culture, the Culture Brand can reach loyal and even fanatical consumers. These results are in line with research . Apart from that, in the third row of Productivity, the third table also shows the same results if the User Generated Content variable can strengthen the influence of the Brand Culuter variable on Purchasing Decisions due to the same thing, namely the P-Values value which is positive and is below the 0.05 significance level. which is 0.000 more significant than the direct tester's 0.05. This expertise is due to the existence of User Generated Content, the dissemination of information about products can spread widely, become known to many people, and delay a number of potential consumers from making purchasing decisions. Keywords: Brand Culuter, Pruchase Decision, User Generated Content

References

REFERENCES

Adrian, J.A., & zeplin, J. H. T. (2017). Pengaruh Brand Image Dan Brand Trust Ter. AGORA Jurnal Bisnis, 5, no: 3, 3–4.

Anggraeni, M., & Sanaji, S. (2021). Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial). Jurnal Ilmu Manajemen, 9(2), 752. https://doi.org/10.26740/jim.v9n2.p752-767

Astuti, A. M. I., & Ratnawati, S. (2020). Analisis SWOT Dalam Menentukan Strategi Pemasaran (Studi Kasus di Kantor Pos Kota Magelang 56100). Jurnal Ilmu Manajemen, 17(2), 58–70.

Candraningrum, D. A. (2018). The Culture of Drinking Coffee as a Brand Culture Communication on Belitung Island. Pustaka Belajar.

Fadhillah. (2021). Orientasi Kewirausahaan, Inovasi Produk, dan Media Sosial Terhadap Kinerja Pemasaran Dengan Keunggulan Bersaing Sebagai Intervening Pada UKM di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 10(01), 15.

Febriani, E. P., & Sudarwanto, T. (2023). Pengaruh Brand Image Dan Live Streaming Marketing Di Tiktok Terhadap Keputusan Pembelian Produk Somethinc. Jurnal Ilmiah Wahana Pendidikan, 9(21), 290–303.

Ferdinand, A. (2000). Manajemen Pemasaran: Sebuah Pendekatan Strategy. Research Paper Series, 2(1), 1.

Firmansyah, D., Safrina, E., & Diah, M. (2023). Jurnal Informatika Ekonomi Bisnis Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening. 5, 885–889. https://doi.org/10.37034/infeb.v5i3.674

Ghozali, I. (2016). Aplikasi analisis multivariete dengan program (IBM. SPSS). Univrsitas Dipenogoro.

Gitosudarmo, I. (2000). Manajemen Pemasaran. BPFE.

Hair. (2010). Multivariate Data analysis, Seventh Editions. New Jersey.

Hanif, J. A. F. M. (2021). Pengaruh Brand Image Dan Celebrity Endorsement Terhadap Minat Beli Dan Keputusan PembelianDengan Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Produk Skincare Ms Glow di Universitas Muhammadiyah Surakarta). Publikasi Ilmiah, 1(1), 1–18.

Hasan. (2009). Word-of-Mouth Marketing Sebagai Bauran Komunikasi Pemasaran. Jurnal Dinamika Ekonomi Dan Bisnis, 6(6), 1.

Ilahiyyah, I., & Harti. (2022). Pengaruh Brand Culture dan Iconic Brand terhadap Keputusan Pembelian pada Kue Dhin Aju Le-Olle Khas Madhure. Jurnal Manajemen Dan Inovasi (MANOVA), 5(2), 28–45. https://doi.org/10.15642/manova.v5i2.862

Klimchuk, R. M. (2007). Desain Kemasan : Perencanaan Merek Produk yang Berhasil Mulai dari Konsep Sampai Penjualan. Erlangga.

Larry A, S. (2010). Communication Between Cultures. 9th Ed. Cengage Learning. Djembatan.

Limakrisna, N. (2018). Pengaruh Komunikasi Pemasaran Dan Kerelasian Nasabah Terhadap Loyalitas Nasabah. Jurnal Ilmiah Ekonomi Bisnis, 13(1), 5853.

Maulidya, D. (2020). Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Wardah Di Kota Malang ). In Skripsi.

Mike, M. (2008). United We Brand; Menciptakan Merek Kohesif yang Dilihat, Didengar, dan Diingat. Esensi Erlangga.

Sarstedt, M., M. Ringle, C., Smith, D., Reams, R., & Hair Jr, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105–115.

Schiffman. (2004). Consumer Behavior. Prentice Hall.

Thamrin, A. (2013). Manajemen Pemasaran. Raja Grafindo Persada.

Tjiptono, F. (2015). Pemasaran Jasa. Bayumedia Publishing.

Tjiptono, F. (2016). Pemasaran Esensi dan Aplikasi Edisi satu. Andy Offset.

Wells, W. (1998). Advertising : Principles and Practice. Prentice Hall.

Yulianti.D.R. (2020). Pengaruh Brand Image, Green Marketing Strategy dan Emotional Desire terhadap Keputusan Pembelian Produk McDonald’s. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 69–79. https://doi.org/10.38043/jimb.v5i1.2410

Downloads

Published

2024-06-18

How to Cite

Tawil, M. R., Setiadi, S., Endarwati, E. T., Octaviani, R. D., & Utami, E. Y. (2024). THE INFLUENCE OF BRAND CULTURE ON PURCHASING DECISIONS WITH USER GENERATED CONTENT AS A MODERATING VARIABLE. JURNAL ILMIAH EDUNOMIKA, 8(2). https://doi.org/10.29040/jie.v8i2.13584

Issue

Vol. 8 No. 2 (2024): EDUNOMIKA

Section

Articles

Citation Check

Most read articles by the same author(s)

1 2 3 > >>