PENGARUH PEMASARAN MEDIA SOSIAL, KESADARAN MEREK, DAN KETERLIBATAN DENGAN MEREK TERHADAP NIAT MEMBELI (STUDI KASUS: MEREK FLIMTY DI JABODETABEK)

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial (social media marketing), kesadaran merek (brand awareness), dan keterlibatan dengan merek (brand engagement) terhadap niat membeli (purchase intention) produk Flimty di kalangan pengguna media sosial di Jabodetabek. Populasi penelitian mencakup pengguna media sosial di wilayah Jabodetabek, dengan sampel sebanyak 155 responden yang dipilih secara non-probability sampling dan telah mengenal atau memiliki niat membeli Flimty. Data dianalisis menggunakan structural equation modeling (SEM) berbasis partial least squares (PLS) dengan bantuan SmartPLS 3. Hasil analisis mengungkap temuan yang menarik yaitu social media marketing terbukti mampu membangun brand engagement, brand awarness dan purchase intention yang dibuktikan dengan nilai p dibawah 0.05. Hal ini mengindikasikan bahwa strategi sosial media marketing yang dilakukan merek Flimty mampu menciptakan ruang interaksi yang mendalam antara merek dan konsumen. Namun, di sisi lain, brand awarness justru kurang efektif dalam menumbuhkan purchase intention yang dibuktikan dengan nilai p diatas 0,05 yang patut diduga sebagai akibat merek yang tergolong baru dan budaya makan orang Indonesia. Temuan ini mengindikasikan bahwa strategi pemasaran Flimty di media sosial berhasil menciptakan interaksi emosional dengan konsumen tetapi belum efektif dalam membangun pengenalan merek yang kuat. Selain itu, brand engagement terbukti memediasi secara signifikan hubungan antara sosial media marketing dan purchase intention, sementara brand awareness tidak memiliki peran mediasi. Implikasi dari penelitian ini menekankan perlunya merek seperti Flimty untuk merancang strategi sosial media marketing yang tidak hanya interaktif tetapi juga fokus pada peningkatan brand awareness melalui konten edukatif dan kampanye yang lebih terarah
Kata Kunci: Sosial media marketing, kesadaran merek, keterlibatan merek, niat beli.

Abstract

This study was conducted to investigate the influence of social media marketing, brand awareness, and brand engagement on the purchase intention of Flimty products among social media users in the Jabodetabek area. The study population includes social media users in the Jabodetabek region, with a sample of 155 respondents selected through non-probability sampling who are familiar with or have the intention to purchase Flimty. The data was analyzed using structural equation modeling (SEM) based on partial least squares (PLS) with the help of SmartPLS 3. The results of the analysis revealed interesting findings, namely that social media marketing was proven to be able to build brand engagement, brand awareness, and purchase intention, as indicated by a p-value below 0.05. This indicates that the social media marketing strategy carried out by the Flimty brand was able to create a space for deep interaction between the brand and consumers. However, on the other hand, brand awareness was less effective in fostering purchase intention, as evidenced by a p-value above 0.05, which is likely due to the brand being relatively new and the eating culture of Indonesians. This finding indicates that Flimty's social media marketing strategy successfully creates emotional interaction with consumers but is not yet effective in building strong brand awareness. Additionally, brand engagement was found to significantly mediate the relationship between social media marketing and purchase intention, while brand awareness did not mediate this relationship. The implications of this study emphasize the need for brands like Flimty to design social media marketing strategies that are not only interactive but also focus on enhancing brand awareness through educational content and more targeted campaigns.
Keywords: Social Media Marketing, Brand Awareness, Brand Engagement, Purchase Intention