Female The Role of Social Media Marketing, Brand Image, and Brand Trust to Purchase Decision in Customer: Focus on Solaria Restaurant in Jakarta and Kuala Lumpur
DOI:
https://doi.org/10.47747/fmiic.v1i1.2207Abstract
This research aims to examine the influence of Social Media Marketing, Brand Image, and Brand Trust on Purchase Decisions of female customers at Solaria restaurants in Jakarta and Kuala Lumpur. A quantitative method with a causal-explanatory approach was employed in this study. The research sample consisted of 228 female consumers of Solaria restaurants selected purposively. Data were collected through questionnaires from February to March 2024. The data analysis method used in this research is Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 3.0 software. The analysis results indicate a significant influence of Social Media Marketing, Brand Image, and Brand Trust on Purchase Decisions. The practical implications suggest that Solaria can enhance their social media presence, strengthen brand image, and build customer trust to influence purchase decisions. For future researchers, it is recommended to explore moderating variables and continue research with longitudinal and qualitative approaches to deepen the understanding of consumer behavior dynamics.
References
Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293-308. https://doi.org/10.1016/j.indmarman.2019.01.002
Muliyati, D., Rahmah, A., Sunaryo, S., & Susanti, D. (2021). The development of Android-based physics teaching materials on static fluids. AIP Conference Proceedings, 2331(1), 030038. https://doi.org/10.1063/5.0041764
Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.
Kazmi, A. & Mehmood, Q.S, 2016, The Effect Of Electronic Word Of Mouth Communication And Brand Image On Purchase Intention: A case of consumer electronic in Haripur Pakistan. Management Science Letters, Vol. 6: 499-508.
Pramono, R., Sondakh, L. W., Bernarto, I., Juliana, J., & Purwanto, A. (2021). Determinants of the small and medium enterprises progress: A case study of SME entrepreneurs in Manado, Indonesia. The Journal of Asian Finance, Economics and Business, 8(1), 881-889.
Aydın, G., Ar, A. A., & Taşkın, Ç. (2014). THE ROLE OF BRAND TRUST ON PARENTS’PURCHASE INTENTIONS OF BABY-CARE PRODUCTS. Doğuş Üniversitesi Dergisi, 15(2), 165-180.
Takaya, R. (2019). The effect of celebrity endorsement on brand image and trust brand and it’s impact to purchase intention Case study: Oppo Smartphone. Business and Entrepreneurial Review, 17(2), 183.
Ciarapica, F., Bevilacqua, M., & Antomarioni, S. (2019). An approach based on association rules and social network analysis for managing environmental risk: A case study from a process industry. Process Safety and Environmental Protection. https://doi.org/10.1016/j.psep.2019.05.037
Lu, B., & Zhang, S. (2020). A conjoint approach to understanding online buyers’ decisions towards online marketplaces. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 69-83. https://doi.org/10.4067/S0718-18762020000300106
Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69. https://doi.org/10.1016/j.jretconser.2017.11.001
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72. https://doi.org/10.1108/APJML-07-2019-0453
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0095
BİLGİN, Y. (2018). The Effect of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
Cho, E., Fiore, A. M., & Russell, D. W. (2015). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology & Marketing, 32(1), 28–48. https://doi.org/https://doi.org/10.1002/mar.20762
Jerslev, A., & Mortensen, M. (2020). Paparazzi photography, seriality and the digital photo archive. In Digital Snaps: The New Face of Photography, 155-178. https://doi.org/10.4324/9781003103509-11
Ryu, K., Lehto, X. Y., Gordon, S. E., & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management, 71, 348-363. https://doi.org/10.1016/j.tourman.2018.10.021
von Helversen, B., Abramczuk, K., Kopeć, W., & Nielek, R. (2018). Influence of consumer reviews on online purchasing decisions in older and younger adults. Decision Support Systems, 113, 1-10. https://doi.org/10.1016/j.dss.2018.05.006
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Goodrich, K., & de Mooij, M. (2014). How “social” are social media? A cross-cultural comparison of online and offline purchase decision influences. Journal of Marketing Communications, 20(1-2), 103-116. https://doi.org/10.1080/13527266.2013.797773
Hasan, M., & Sohail, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 33(3), 350-367. https://doi.org/10.1080/08961530.2020.1795043
Permatasari, I. (2021). Social Media Marketing, Brand Image and its Trust, E-Wom, Customer Purchase Decision (The Case of Some More). (Tesis Magister, Universitas Kristen Maranatha).
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372-385. https://doi.org/10.1108/MIP-02-2018-0070
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. Asia-Pacific Journal of Business Administration, 9(2), 134-145. https://doi.org/10.1108/APJBA-06-2016-0063
Ghozali I. dan Latan H. 2015. Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Ed. Ke-2. Badan Penerbit Universitas Diponegoro, Semarang.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
