Analisis Dampak Aktivitas Pemasaran Media Sosial terhadap Kepercayaan
Abstract
Perkembangan teknologi informasi mampu berdampak positif dalam perkembangan ekonomi dan bisnis. Usaha Mikro Kecil dan Menengah (UMKM) sebagai salah satu sektor yang memiliki peranan penting dalam endukung perekonomian telah mampu beradaptasi dengan media digital. Hadirnya platform digital marketing dapat memberikan keuntungan baik bagi pelaku usaha serta konsumen. Tujuan penelitian bertujuan untuk mengetahui dampak aktivitas pemasaran media sosial terhadap kepercayaan. Populasi dalam penelitian ini yaitu pelaku UMKM dari kalangan milenial berjumlah 150 Mahasiswa. Penentuan jumlah sampel yaitu dengan menggunakan pertimbangan sampel minimun (10 x jumlah item pengukuran). Metode analisis yang digunakan yaitu analisis regresi linier. Hasil penelitian diperoleh informasi bahwa aktivitas pemasaran media sosial memiliki dampak positif signifikan pada kepercayaan.
Keywords:
Kualitas Aktivitas Pemasaran Media Sosial, Kepercayaan, Milenial, UMKM
References
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Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.
Kiss, A. N., Danis, W. M., & Cavusgil, S. T. (2012). International entrepreneurship research in emerging economies: A critical review and research agenda. Journal of Business Venturing, 27(2), 266-290.
Bosma, N., Sanders, M., & Stam, E. (2018). Institutions, entrepreneurship, and economic growth in Europe. Small Business Economics, 51(2), 483-499.
Kulb, C., Hennink, M., Kiiti, N., & Mutinda, J. (2016). How does microcredit lead to empowerment? A case study of the Vinya wa Aka group in Kenya. Journal of International Development, 28(5), 715-732.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International journal of information management, 35(1), 33-44.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Ghozali, I. (2017). Analisis Multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 2nd Edition, Sage Publications Inc., Thousand Oaks, CA.
Hamid, R. S., & Patra, I. K. (2019). Pengantar Statistika Untuk Riset Bisnis dan Ekonomi: Konsep Dasar dan Aplikasi SPSS versi 25. Banten: CV. AA. RIZKY.
Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of millennials. International Journal of Retail and Distribution Management, 46(10), 977–998.
Ikbal, M., & Hamid, R. S. (2016). Smartphone Use of Effectiveness in Supporting Young Entrepreneurs Business Activity in the Palopo Using Technology Acceptance Model (TAM). Information Management and Business Review, 8(1), 57–65.
Khan, Z., Yang, Y., Shafi, M., & Yang, R. (2019). Role of social media marketing activities (SMMAs) in apparel brands customer response: A moderated mediation analysis. Sustainability, 11(19), 5167.
Li, H., & Lo, H. Y. (2015). Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements. Journal of Advertising, 44(3), 208–218.
Lim, J. S., Al-Aali, A., Heinrichs, J. H., & Lim, K. S. (2013). Testing alternative models of individuals’ social media involvement and satisfaction. Computers in Human Behavior, 29(6), 2816-2828.
M. Fan, S. A. Qalati, M. A. S. Khan, S. M. M. Shah, M. Ramzan, and R. S. Khan. (2021). Effects of entrepreneurial orientation on social media adoption and SME performance: The moderating role of innovation capabilities, PLoS One, 16(4), 1–24.
Hsu, M. H., Chang, C. M., Chu, K. K., & Lee, Y. J. (2014). Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean IS success model and trust. Computers in Human Behavior, 36, 234-245.
Malhotra, Naresh K. (2010). Riset Pemasaran (Marketing Research) (Edisi 4 Jilid 1). New Jersey, Indonesia: PT. Indeks.
Maya, S., & Yohanna, L. (2018). Identification of problems and solution of the micro small middle entreprise with Nvivo-software. Sosio e-kons, 10(2), 121-130.
Nambisan, S. (2017). Digital Entrepreneurship: Toward a Digital Technology Perspective of Entrepreneurship. Entrepreneurship: Theory and Practice, 41(6), 1029–1055.
Lock, R., & Smith, H. L. (2016). The impact of female entrepreneurship on economic growth in Kenya. International Journal of Gender and Entrepreneurship. 8(1), 90–96.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.
Published
2022-06-01
How to Cite
Hamid, R. (2022). Analisis Dampak Aktivitas Pemasaran Media Sosial terhadap Kepercayaan. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(2), 1563-1570. https://doi.org/https://doi.org/10.36778/jesya.v5i2.774
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
