Peran Price Discount Dalam Memoderasi Pengaruh Social Media Marketing dan Product Knowledge Terhadap Purchase Intention Produk Visval Bags

Nisa Ulmaghfiroh, Dewi Sri Woelandari, Resista Vikaliana, Novita Wahyu Setyawati

Abstract


The purpose of this study was to determine the effect of social media marketing and product knowledge on the purchase intention of Visvalbags products with a price discount as a moderating variable. This study uses a quantitative approach using a sample of 152 respondents, namely the millennial generation who live in North Bekasi using accidental sampling technique. The data analysis technique used is the classic assumption test, multiple linear regression test, hypothesis testing, and determination coefficient test using the SPSS version 21 tool. The results show that social media marketing and product knowledge variables have a significant positive effect on purchase intention, but the variables Price discount cannot moderate the relationship between social media marketing and product knowledge on the purchase intention of Visval Bags products for the millennial generation in North Bekasi.

Keywords


Social Media Marketing, Product Knowledge, Price Discount, Purchase Intention

Full Text:

PDF

References


Bhatti, A. (2018). Sales Promotion and Price Discount Effect on Consumer Purchase Intention with the Moderating Role of Social Media in Pakistan. International Journal of Business Management, 3(4), 50–58.

Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 53–68. https://doi.org/10.33059/jseb.v11i1.1722

Ghristian, I. D. (2016). Citra Merek , Dan Iklan Terhadap Minat Beli Celana Jean Levi ’ s Di Surabaya. Journal of Business and Banking, 5(2), 319–336. https://doi.org/10.14414/jbb.v5i2.552

Limartha, M., & Erdiansyah, R. (2019). Pengaruh Brand Equity dan Product Knowledge Terhadap Minat Beli Konsumen Komunitas Hello Beauty Jakarta pada Produk Wardah. Prologia, 2(2), 426. https://doi.org/10.24912/pr.v2i2.3723

Lin, N.-H. (2007). The Effect of Brand Image and Product Knowledge on Purchase Intention. Journal of International Management Studies, January, 121–132.

Lubiana, & Fauzi, M. & A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian ( Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014 / 2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks. Jurnal Administrasi Bisnis (JAB), 1(1), 190–199.

Manuarang, R. N., & Mawardi, M. K. (2018). PENGARUH PRODUCT KNOWLEDGE TERHADAP PURCHASE INTENTION ( Survei pada Pengunjung Toko Buku UB Press , Kota Malang ). Jurnal Administrasi Bisnis (JAB), 55(3), 41–47.

Mileva, D. M. (2018). Pengaruh Social Media Marketing dan Pesepsi Kualitas tehadap Niat Beli Surabaya Snowcake (Studi pada Masyarakat Surabaya Timur). Jurnal Ilmu Manajemen (JIM), 7(2), 446–452.

Muliaturrohmah Ikhwani, A., Paramita, I., & Sunaryo, K. (2019). Pengaruh Ukuran Perusahaan dan Corporate Governance Terhadap Konerja Keuangan Dengan Pengungkapan Sustaunability Report Sebagai Variabel Intervening. JRB-Jurnal Riset Bisnis, 2(2), 147–169. https://doi.org/10.35592/jrb.v2i2.407 Panday, R. (2019).

METODOLOGI PENELITIAN. CV. Pena Persada.

Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. 8114.

Raharjo, S. T., & Samuel, H. (2010). Pengaruh Social Media Marketing Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Mediasi pada Lazada. 1–6.

Rahman, S. H., Rohaeni, H., Wijaya, S., & Dewi, K. (2020). Pengaruh Price Discount dan Bonus Pack Terhadap Purchase Intention. 2(1), 24–36.

Resmawa, I. N. (2017). Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention dengan Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya. Jurnal Aplikasi Manajemen, Ekonomi Dan Bisnis, 1(2), 1–11. https://jameb.stimlasharanjaya.ac.id/JAMEB/article/view/20

Ridwan, L. M., Solihat, A., & Trijumansyah, A. (2018). Pengaruh Product Knowledge dan Brand Association Terhadap Purchase Intention Kawasan Kampung Kreatif Dago Pojok. Jurnal Pariwisata, 5(1), 68–82. https://doi.org/10.31311/par.v5i1.3060

Rismawan, I., & Purnami, N. (2017). Peran Price Discount Memoderasi Pengaruh Product Knowledge Dan Celebrity Endorser Terhadap Purchase Intention. EJurnal Manajemen Universitas Udayana, 6(1), 264–288.

Sujarweni, wiratna V. (2015). Metodologi Penelitian Bisnis dan Ekonomi (1st ed.). Pustaka Baru Press.

Suprapto, R., & Susanti, M. (2019). Pengaruh Pengetahuan Produk dan Kepercayaan terhadap Sikap Loyalitas Peserta BPJS Kesehatan Daerah Istimewa Yogyakarta. 2(1), 64–80.

Tuten, tracy L., & Solomon, mochael R. (2018). Sosial Media Marketing. Thousand Oaks.

Wilujeng, S. (2017). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying Konsumen Indomaret di Kecamatan Sukun Kota Malang. Journal FEB Universitas Kanjuruhan Malang, 457–469.

Winata, D. Z. (2019). Pengaruh Product Knowledge dan Word of Mouth terhadap Purchase Intention di Café Starbucks The Square Surabaya. 7(2).




DOI: https://doi.org/10.31334/abiwara.v2i2.1407

DOI (PDF): https://doi.org/10.31334/abiwara.v2i2.1407.g720

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Abiwara : Jurnal Vokasi Administrasi Bisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

 

View My Stats

_____________________________________________

Abiwara : Jurnal Vokasi Administrasi Bisnis

E - ISSN 2686-1577

Terbit setiap Maret dan September

Penerbit : Program Studi Administrasi Bisnis Program Vokasi Institut Ilmu Sosial dan Manajemen STIAMI Jl. Mardani raya No. 73 Johar Baru, Jakarta Pusat  » Tel / fax : (021) 422 8868

Email : [email protected]

Website: http://ojs.stiami.ac.id/index.php/ABIWARA