PENGARUH SOCIAL MEDIA MARKETING PADA APLIKASI HALODOC MELALUI PERCEIVED VALUE

Latif Ar Rafi(1), Robert Kristaung(2*),

(1) Program Studi Manajemen, Universitas Trisakti Jakarta
(2) Program Studi Manajemen, Universitas Trisakti Jakarta
(*) Corresponding Author

Abstract


The purpose of this research is to see, test and analyze the influence of Social Media Marketing on Percieved Value, Purchase Intention, Willingness to Pay Premium Price, and Electronic Word of Mouth as well as the positive influence of Percieved Value on Purchase Intention, Willingness to Pay Premium Price, and Electronic Word of Mouth and the positive influence of Social Media Marketing on Purchase Intention, Willingness to Pay Premium Price, and Electronic Word of Mouth mediated by Perceived Value. Data was obtained from the results of a questionnaire distributed to 200 respondents who had purchased Halodoc services twice in the last 3 months via social media. Data testing was carried out using Structural Equation Model (SEM) analysis. The results of this research show that Social Media Marketing has a positive influence on Purchase Intention. Social Media Marketing has a positive influence on Willingness to Pay Premium Price. Social Media Marketing has a positive influence on Electronic Word of Mouth. Social Media Marketing has a positive influence on Perceived Value. Perceived Value has a positive influence on Purchase Intention. Perceived Value has a positive influence on Willingness to Pay Premium Price. Perceived Value has a positive influence on Electronic Word of Mouth. Perceived Value mediates the positive influence of Social Media Marketing on Purchase Intention. Perceived Value mediates the positive influence of Social Media Marketing on Willingness to Pay Premium Price. Perceived Value mediates the positive influence of Social Media Marketing on Electronic Word of Mouth.


Keywords


Social Media Marketing, Perceived Value, Purchase Intention, Willingness to Pay Premium Price, Electronic Word of Mouth.

Full Text:

PDF

References


Alberto, E., Watanabe, D. M., & Alfinito, S. (2020). Perceived value , trust and purchase intention of organic food : a study with Brazilian consumers. https://doi.org/10.1108/BFJ-05-2019-0363

Anas, A. M., Abdou, A. H., Hassan, T. H., Mohamed, W., Alrefae, M., Daradkeh, F. M., El-amin, M. A. M., Basheer, A., Kegour, A., Mostafa, H., & Alboray, M. (2023). Satisfaction on the Driving Seat : Exploring the Influence of Social Media Marketing Activities on Followers ’ Purchase Intention in the Restaurant Industry Context.

Bairrada, C. M., & Coelho, A. (2018). The impact of brand personality on consumer behavior : the role of brand love. https://doi.org/10.1108/JFMM-07-2018-0091

Busharaa, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M., Elsaed, A. A., & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability (Switzerland), 15(6), 1–23. https://doi.org/10.3390/su15065331

Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761–784. https://doi.org/10.1108/14684520910985710

Choi, Y. K., Seo, Y., & Yoon, S. (2017). E-WOM messaging on social media: Social ties, temporal distance, and message concreteness. Internet Research, 27(3), 495–505. https://doi.org/10.1108/IntR-07-2016-0198

Do_satisfied_customers_really_.pdf. (n.d.).

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. 71403301, 772–785. https://doi.org/10.1108/IntR-06-2016-0164

Hu, T., Kettinger, W. J., & Poston, R. S. (2014). The effect of online social value on satisfaction and continued use of social media. 24(4), 391–410. https://doi.org/10.1057/ejis.2014.22

López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43. https://doi.org/10.4067/S0718-18762014000100004

Moslehpour, M. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. 33(2), 563–585. https://doi.org/10.1108/APJML-07-2019-0442

Moslehpour, M., Chau, K. Y., Dadvari, A., & Do, B. (2019). What Killed HTC and Kept Apple Alive ? Brand Sustainability Comparison of Two Asian Countries.

Oppong, P. K., Owusu, J., & Owusu-Ansah, W. (2022). Research in Business & Social Science price : The role of herbal brand image in Ghana. International Journal of Research in Business and Social Science, 11(6), 1–11.

Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004

Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. (n.d.).

Rusfian, E. Z., & Alessandro, J. D. (2021). Influence of Social Media’S Marketing Activity on Local Brand Equity and Consumer Response: Using Mix Method Approach. Linguistics and Culture Review, 5(S1), 767–780. https://doi.org/10.21744/lingcure.v5ns1.1462

Sekaran, U., & Roger, B. (2016). Research Metodology 7th Uma & Sekaran.pdf.

Teng, Y., & Wu, K. (2019). Sustainability Development in Hospitality : The Effect of Perceived Value on Customers ’ Green Restaurant Behavioral Intention. https://doi.org/10.3390/su11071987

THE_INFLUENCE_OF_SOCIAL_MEDIA_.pdf. (n.d.).

Torres, P., Augusto, M., & Wallace, E. (2018). Improving consumers ’ willingness to pay using social media activities. July 2017. https://doi.org/10.1108/JSM-07-2017-0257

Venkatesh, V., & Davis, F. (2000). A theoretical extension of the TAM. Management Science, 46(2), 186–204.

Vidyanata, D. (2022). Understanding the Effect of Social Media Marketing on Purchase Intention : A Value-Based Adoption Model. Jurnal Dinamika Manajemen, 13(2), 305–321. http://jdm.unnes.ac.id

Wahyudi, H. D., & Parahiyanti, C. R. (2021). The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation. International Journal of Multicultural and Multireligious Understanding, 8(12), 285. https://doi.org/10.18415/ijmmu.v8i12.3210

Yadav, M. (2018). The influence of social media marketing activities on customer loyalty. 2012. https://doi.org/10.1108/BIJ-05-2017-0092




DOI: https://doi.org/10.37365/ebid.v2i2.239

Refbacks

  • There are currently no refbacks.


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

Lisensi Creative Commons

Karya ini dilisensikan di bawah  Lisensi Internasional Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 .