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Abstract

Meskipun telah banyak literatur yang membahas tentang pentingnya pemasaran media sosial, namun masih sedikit literatur yang mengeksplorasi topik terkait peranan pemasaran media sosial yang spesifik pada UMKM di bidang kuliner dalam mempengaruhi minat beli konsumen sehingga dampaknya pada daya saing dari UMKM. Dengan demikian, maka Tujuan penelitian ini adalah untuk menganalisis pengaruh secara langsung dari pemasaran media sosial terhadap eWOM, kepercayaan dan minat beli. Disamping itu juga bertujuan untuk menganalisis pengaruh secara langsung eWOM dan kepercayaan terhadap minat beli, serta pengaruh secara tidak langsung dari pemasaran media sosial terhadap minat beli melalui eWOM dan kepercayaan konsumen. Penelitian ini menggunakan pendekatan kuantitatif yang berdasarkan filsafat positivisme. Lokasi penelitian berada di Kabupaten Gowa dengan subjek penelitian adalah konsumen dari UMKM kuliner, dengan total sampel sebanyak 100 orang responden. Teknik analisis data menggunakan analisis jalur dengan bantuan Software AMOS. Hasil penelitian menunjukkan bahwa pemasaran media sosial secara langsung berpengaruh positif dan signifikan terhadap e-WOM dan kepercayaan konsumen. Selain itu, pemasaran media sosial, e-WOM dan kepercayaan juga terbukti secara langsung berdampak positif dan signifikan terhadap minat beli konsumen. Terakhir, bahwa secara tidak langsung pemasaran media sosial berpengaruh signifikan terhadap minat beli melalui eWOM dan kepercayaan konsumen dari UMKM kuliner di Kabupaten Gowa.

Keywords

Pemasaran Media Sosial, e-WOM, Kepercayaan, Minat Beli, UMKM Kuliner.

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How to Cite
Ngandoh , A. M. ., & Zaenal , F. R. . (2024). Analisis Pemasaran Media Sosial, eWOM, Kepercayaan dan Minat Beli: Studi Empiris pada UMKM KulinerAnalisis Pemasaran Media Sosial, eWOM, Kepercayaan dan Minat Beli: Studi Empiris pada UMKM Kuliner. Economics and Digital Business Review, 5(1), 439–449. https://doi.org/10.37531/ecotal.v5i1.1108
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References

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  19. Chan, B., Purwanto, E., & Hendratono, T. (2020). Social media marketing, perceived service quality, consumer trust and online purchase intentions. Technology Reports of Kansai University, 62(10), 6265–6272.
  20. Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & García-Henche, B. (2022). Word of mouth and digitalization in small retailers: Tradition, authenticity, and change. Technological Forecasting and Social Change, 175(August 2021). https://doi.org/10.1016/j.techfore.2021.121382
  21. Ellitan, L., Rosari, A. De, & Kristanti, M. M. (2022). Analasis pengaruh instagram terhadap purchase intention melalui brand awareness dan brand trust pada starbucks surabaya. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 4(10), 4740–4748. https://doi.org/10.32670/fairvalue.v4i10.1757
  22. Erwita, M. A., Handayani, Y. I., & Amrullah, A. A. (2021). Peningkatan Daya Saing Pelaku Umkm di Surabaya Bidang Kuliner, Kerajinan Tangan, dan Jasa Melalui Pemasaran Digital. PeKA: Jurnal Pengabdian Kepada Masyarakat, 4(1), 40–47.
  23. Garcia Henche, B. (2018). Urban experiential tourism marketing: Use of social media as communication tools by the food markets of Madrid. Journal of Tourism Analysis, 25(1), 2–22. https://doi.org/10.1108/JTA-01-2018-0002
  24. Kautish, P., Purohit, S., Filieri, R., & Dwivedi, Y. K. (2023). Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM. Technological Forecasting and Social Change, 190(August 2022), 122407. https://doi.org/10.1016/j.techfore.2023.122407
  25. Khan, S., Umer, R., Umer, S., & Naqvi, S. (2021). Antecedents of trust in using social media for E-government services: An empirical study in Pakistan. Technology in Society, 64, 101400. https://doi.org/10.1016/j.techsoc.2020.101400
  26. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
  27. Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: the mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41–48.
  28. Raharjo, M. (2020). Implementation of Social Media Marketing for MSMEs. International Journal of Education, Information Technology, and Others, 3(2), 458–465.
  29. Schoner-Schatz, L., Hofmann, V., & Stokburger-Sauer, N. E. (2021). Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing and Management, 22, 100661. https://doi.org/10.1016/j.jdmm.2021.100661
  30. Siamagka, N.-T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, 89–99.
  31. Suherman, M., & Susan, M. (2022). Efek Bauran Pemasaran Pada Niat Beli Ulang Konsumen Umkm Makanan Dan Minuman Gereja Santo Paulus Bandung. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 421–431.
  32. Teng, S., Khong, K. W., Chong, A. Y. L., & Lin, B. (2017). Persuasive electronic word-of-mouth messages in social media. Journal of Computer Information Systems, 57(1), 76–88.
  33. Wartika, I. M. B. L. P., Mahendra, A. A. P. P., Wirawan, I. P. A., Mahyuni, L. P., & Wirsa, I. N. (2023). Pemberdayaan UMKM Melalui Pengenalan Pemasaran Digital Khususnya Media Sosial Sebagai Sarana Promosi di Era Pandemi. Panrita Abdi-Jurnal Pengabdian Pada Masyarakat, 7(2), 285–292.
  34. Yuan, C. L., Moon, H., Kim, K. H., & Wang, S. (2021). The influence of parasocial relationship in fashion web on customer equity. Journal of Business Research, 130, 610–617.