PENGARUH SOCIAL MEDIA ACTIVITIES TERHADAP BEHAVIORAL INTENTION YANG DIMEDIASI OLEH BRAND IMAGE PADA TOYOTA

Authors

  • Pramitha Yulia Andini Fakultas Ekonomi dan Bisnis, Universitas Telkom, Indonesia
  • Osa Omar Sharif Fakultas Ekonomi dan Bisnis, Universitas Telkom, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.9018

Abstract

The level of competition in the automotive sector in Indonesia is growing rapidly, the development of the automotive industry is also a sector that can be relied upon and has a sizeable contribution to the national economy. The objective of this study is to examine whether social media engagement has an impact on behavioral intentions, mediated by brand image factors. The population of this research is Toyota.id social media followers (instagram & facebook) in Indonesia. By using purposive sampling which is a technique of nonprobability sampling with a sample used at least 384 respondents. The research methodology used in this study involves quantitative methods, utilizing questionnaires for data collection and employing data analysis techniques such as AMOS path analysis. The mediating variable is assessed through AMOS bootstrapping and Sobel test. Based on the findings of the conducted data analysis, it can be concluded that the content of social media advertisements exhibits a positive association with both hedonic and functional brand image. Similarly, social media sales promotion content demonstrates a positive impact on hedonic and functional brand image. However, it was observed that functional brand image has a positive but statistically insignificant effect on behavioral intention. On the other hand, hedonic brand image displays a positive correlation with behavioral intention. Interestingly, social media advertising content does not exhibit a significant positive relationship with behavioral intention. Conversely, social media sales promotion content positively influences behavioral intention. Moreover, hedonic brand image acts as a mediating variable, positively affecting the path between social media advertising content and behavioral intention, as well as between social media sales promotion content and behavioral intention. However, it was found that functional brand image does not serve as a significant mediating variable in the two aforementioned paths.

References

Ailawadi, K., Lehmann, D., & Neslin, S. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, Vol. 67 No. 4, 1-17.

Andika, M. L. (2017, Agustus 12). Toyota Indonesia Jadi Pencarian Nomor 3 Terbesar di Dunia Maya. Retrieved from https://oto.detik.com/: https://oto.detik.com/event/d-3597000/toyota-indonesia-jadi-pencarian-nomor-3-terbesar-di-dunia-maya

Arinni , R. W., & Sharif, O. O. (2022). The Effect Of Social Media Marketing On Purchase Intention Through Brand Passion As Mediating Variabel On Esteh Indonesia. International Journal of Social Sciences and Management Review, Volume: 05, Issue: 04 July - August 2022, 47-59.

Barreda, A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2019). The impact of social media activities on brand image and emotional attachment A case in the travel context. Journal of Hospitality and Tourism Technology, Vol. 11 No. 1, 2020, pp. 109-135.

Beyond. (2022). Syarat dan Ketentuan Kompasian. Retrieved from https://www.kompasiana.com/: https://www.kompasiana.com

Blattberg, R., & Neslin, S. (1990). Sales Promotion Concepts, Methods, and Strategies.

Buil, I., Martínez, E., & De Chernatony, L. (2013b). The influence of brand equity on consumer responses. Journal of Consumer Marketing, Vol. 30 No. 1, 62-74.

Chu, S., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, Vol. 4 No. 3, 158-174.

Ghozali, I. (2021). Pertial Least Square Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.2.9. Badan Penerbit Universitas Diponegoro.

Hamid, I. (2021). Social Media Advertising Untuk Jangkauan Customer Lebih Luas. Retrieved from https://aptana.co.id/: https://aptana.co.id/blog-details/Social-Media-Advertising-Untuk-Jangkauan-Customer-Lebih-Luas--BL-12

Haryono, S., & Wardoyo, P. (2013). Structural Equation Modelling. PT. Intermedia Personalia Utama.

Homer, P. (2008). Perceived quality and image: when all is not ‘rosy. Journal of Business Research, Vol. 61 No. 7, 715-723.

Indrawati, & Utama, K. P. (2018). Analyzing 4G Adoption in Indonesia Using a Modified Unified Theory of Acceptance and Use of Technology 2. International Conference on Information and Communication Technology, 98-102.

Karamang , E. (2022). Pengaruh Social Media Marketing dan Brand Image Terhadap Keputusan Memilih Pada Sekolah Bisnis Di Bandung. Ezra Karamang, Volume 5, Nomor 1, Maret 2022, 20-31.

Keller, K. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, Vol. 15 Nos. 2/3, 139-155.

Kotler, P. (2003). Marketing Management.

Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: the impact of consumer differences at an ethnic-group leve. Journal of Product and Brand Management, Vol. 14 No. 3, 170-186.

Lew, S., & Sulaiman, Z. (2014). Consumer purchase intention toward products made in Malaysia vs made in China: a conceptual paper. Procedia – Social and Behavioral Sciences, Vol. 130, 37-45.

Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product and Brand Management, Vol. 4 No. 4, 23-34.

Meeprom, S., & Silanoi, T. (2020). Investigating the perceived quality of a special event and its influence on perceived value and behavioural intentions in a special event in Thailand. International Journal of Event and.

Prasetio, A., Rahman, D. A., Sary, F. P., Pasaribu, R., & Sutjipto, M. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4), 1195–1200.

Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, Vol. 13 No. 3, 2019, 302-330.

Rawat, A. S. (2021, Maret 31). An Overview of Descriptive Analysis. Retrieved from https://www.analyticssteps.com/: https://www.analyticssteps.com/blogs/overview-descriptive-

Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian di Bidang Manajemen, Teknik, Pendidikan dan Eksperimen. Deepublish.

Straker, K., Wrigley, C., & Rosemann,, M. (2015a). Typologies and Touchpoints: Designing. Journal of Research in Interactive Marketing, Vol. 9 No. 2, 110-128.

Sugiat , M., Primiana , I., Kaltum, U., & Herwany , A. (2020). Innovative Marketing Of Emerging Moslem Fashion In the Province Of West Java Indonesia. Journal of Sustainability Science and Management, Volume 15 Number 5, July 2020, 165-173.

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, Vol. 28 No. 2, 195-211.

Downloads

Published

2023-06-30

How to Cite

Andini, P. Y., & Sharif, O. O. (2023). PENGARUH SOCIAL MEDIA ACTIVITIES TERHADAP BEHAVIORAL INTENTION YANG DIMEDIASI OLEH BRAND IMAGE PADA TOYOTA. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9018

Issue

Section

Articles

Citation Check