STRATEGI VIRAL MARKETING DALAM MENINGKATKAN ONLINE PURCHASE DECISION PADA PENGGUNA BUKALAPAK DI INDONESIA
Abstract
Changes in consumer behavior in making purchases occur due to the increasingly rapid development of the internet followed by the e-commerce industry in Indonesia which is growing with many emerging e-commerce in Indonesia. Many customers prefer practicality in making purchases, especially millennials, which has resulted in many e-commerce offering attractive offers through promotions or advertisements. Many e-commerce promotions are done in a unique way so that it attracts a lot of consumers to visit the e-commerce and make purchases online. Viral marketing is an effective strategy that involves consumers in spreading the company's message to others. This study aims to analyze the effect of viral marketing on online purchase decisions for Bukalapak users in Indonesia. This study uses descriptive and verification methods with a quantitative approach. The research sample is 250 respondents who are Bukalapak users spread throughout Indonesia. The data was processed statistically by using the Structural Equation Modeling (SEM) method. The findings of this study indicate that the description of viral marketing and online purchase decisions is in a fairly good category. Viral marketing has a positive and significant effect on online purchase decisions. The information credibility dimension in viral marketing has the biggest contribution in shaping online purchase decisions.
Perubahan perilaku konsumen dalam melakukan pembelian terjadi diakibatkan perkembangan internet yang semakin pesat diikuti dengan industry e-commerce di Indonesia semakin berkembang dengan banyak bermunculan e-commerce di Indonesia. Banyak pelanggan yang lebih memilih kepraktisan dalam melakukan pembelian terutama millennial yang mengakibatkan banyak e-commerce yang memberikan penawaran yang menarik melalui promosi atau iklan. Banyak e-commerce yang melakukan promosi dengan cara yang unik sehingga banyak menarik minat konsumen untuk mengunjungi e-commerce tersebut dan melakukan pembelian secara online. Viral marketing menjadi salah satu strategi yang efektif yang melibatkan konsumen dalam menyebarkan pesan perusahaan kepada orang lain. Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing terhadap online purchase decision pada pengguna Bukalapak di Indonesia. Penelitian ini menggunakan metode deskriptif dan verfikatif dengan pendekatan kuantitatif. Sampel penelitian berjumlah 250 responden yang merupakan pengguna Bukalapak yang tersebar di seluruh Indonesia. Data diperolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan bahwa gambaran viral marketing dan online purchase decision berada pada kategori cukup baik. Viral marketing berpengaruh positif dan signifikan terhadap online purchase decision. Dimensi information credibility dalam viral marketing memberi kontribusi yang paling besar dalam membentuk online purchase decision
Keywords
Full Text:
PDFReferences
Adellia, N., & Adhi, P. (2017). Customer Perception Mapping Analysis of Indonesian E-commerce Marketplace Sites based on Attributes Usability , Site Design , Information Quality , Trust , and Empathy ( Case Study of Tokopedia , Bukalapak , Elevenia ,.
Aisyah, A., Wibowo, L. A., & Widjajanta, B. (2019). Promotion Mix Solusi Untuk Meningkatkan Keputusan Pembelian. 19(1), 1–6.
Alhasanah, J. U., Kertahadi, & Riyadi. (2014). PENGARUH KEGUNAAN, KUALITAS INFORMASI DAN KUALITAS INTERAKSI LAYANAN WEB E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Survei pada Konsumen www.get. Jurnal Administrasi Bisnis, 15(2), 1–10.
Ali, M. (1987). Penelitian Kependidikan Prosedur dan Strategis.
Artanti, Y., Prasetyo, F. H., & Sulistyowati, R. (2019). How Social Media Marketing Influences Online Purchasing Decision : Study of the Viral Marketing and Perceived Ease of Use. 2019, 988–1004. https://doi.org/10.18502/kss.v3i11.4066
Asmarani, A., & Usman, D. O. (2021). THE EFFECT OF SERVICE QUALITY, TRUST, AND SECURITY OF SHOPEE ON ONLINE PURCHASE DECISIONS ON STUDENTS OF STATE UNIVERSITY OF JAKARTA. 1–15.
Babin, B. J., & Harris, E. G. (2014). Consumer Behaviour (7th Editio).
Chen, C. H., Nguyen, B., Klaus, P. “Phil,” & Wu, M. S. (2015). Exploring Electronic Word-of-Mouth (eWOM) in The Consumer Purchase Decision-Making Process: The Case of Online Holidays – Evidence from United Kingdom (UK) Consumers. Journal of Travel and Tourism Marketing, 32(8), 953–970. https://doi.org/10.1080/10548408.2014.956165
Chen, Y., & Lee, Y. (2017). Online Apparel Shopping Behavior Effects of Consumer Information Search on Purchase Decision Making in the Digital Age. iCAST, 143–148.
Chou, S. Y., Picazo-vela, S., & Pearson, J. M. (2013). The Effect of Online Review Configurations , Prices , and Personality on Online Purchase Decisions : A Study of Online Review Profiles on eBay. October 2014, 37–41. https://doi.org/10.1080/15332861.2013.817862
Dirgantari, P. D., Hidayat, Y. M., Mahphoth, M. H., & Nugraheni, R. (2020). Level of use and satisfaction of e-commerce customers in covid-19 pandemic period: An information system success model (issm) approach. Indonesian Journal of Science and Technology, 5(2), 261–270. https://doi.org/10.17509/ijost.v5i2.24617
Erkan, I., & Evans, C. (2018). Social media or shopping websites ? The influence of eWOM on consumers ’ online purchase intentions. Journal of Marketing Communications, 7266(May 2016), 1–17. https://doi.org/10.1080/13527266.2016.1184706
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and E-Business Management, 15(3), 599–622. https://doi.org/10.1007/s10257-016-0319-6
Harahap, D. A., Hurriyati, R., Gaffar, V., Wibowo, L. A., & Amanah, D. (2018). Effect of Word of Mouth on Students Decision to Choose Studies in College. October 2018, 793–797. https://doi.org/10.5220/0007090007930797
Hashem, T. N. (2020). Examining the Influence of COVID 19 Pandemic in Changing Customers' Orientation towards E-Shopping. Modern Applied Science, 14(8), 59. https://doi.org/10.5539/mas.v14n8p59
Hidayat, S., Suryantoro, H., & Wiratama, J. (2017). Pengaruh Media Sosial Facebook Terhadap Perkembangan E–Commerce Di Indonesia. Simetris : Jurnal Teknik Mesin, Elektro Dan Ilmu Komputer, 8(2), 415. https://doi.org/10.24176/simet.v8i2.1165
Hsieh, J. K., Hsieh, Y. C., & Tang, Y. C. (2012). Exploring the disseminating behaviors of eWOM marketing: Persuasion in online video. Electronic Commerce Research, 12(2), 201–224. https://doi.org/10.1007/s10660-012-9091-y
Isfahami, M. M., Hurriyati, R., & Dirgantari, P. D. (2021). Pengaruh Brand Trust dan Celebrity Endorse terhadap Keputusan Pembelian Konsumen. 17(2), 177–186.
Jeng, S. (2016). Journal of Air Transport Management The in fl uences of airline brand credibility on consumer purchase intentions. Journal of Air Transport Management, 55, 1–8. https://doi.org/10.1016/j.jairtraman.2016.04.005
Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time : How to waltz the social media / viral marketing dance. Business Horizons, 54(3), 253–263. https://doi.org/10.1016/j.bushor.2011.01.006
Karczmarczyk, A., Jankowski, J., & Wątróbski, J. (2018). Multi-criteria decision support for planning and evaluation of performance of viral marketing campaigns in social networks. In PLoS ONE (Vol. 13, Issue 12). https://doi.org/10.1371/journal.pone.0209372
Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137–147. https://doi.org/10.1016/j.dss.2015.06.004
Kotler, P., & Keller, K. L. (2012). Marketing Management. In Journal of Global Marketing (Vol. 22, Issue 4). https://doi.org/10.1080/08911760903022556
Kshetri, A., & Jha, B. (2016). Online Purchase Intention: A Study of Automobile Sector in India. Review of Integrative Business and Economics Research, 5(3), 35.
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2
Mohammed, E., & Ali, M. (2017). Investigating Effects Of Viral Marketing On Consumer’s Purchasing Decision. British Journal of Marketing Studies, 5(4), 5.
Nasution, H. F. (2018). PENGARUH KEMUDAHAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKAIAN SECARA ONLINE (Studi Kasus Mahasiswa Belanja Online Pada FEBI IAIN Padangsidimpuan). At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 4(1), 26. https://doi.org/10.24952/tijaroh.v4i1.1082
Pereira, H. G., Salgueiro, M. de F., & Rita, P. (2016). Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism. Journal of Retailing and Consumer Services, 30, 279–291. https://doi.org/10.1016/j.jretconser.2016.01.003
Permana, A. I. (2020). Pengaruh Kualitas Website, Kualitas Pelayanan, Dan Kepercayaan Pelanggan Terhadap Minat Beli Pelanggan Di Situs Belanja Online Bukalapak. Ekonomi Bisnis, 25(2), 94–109. https://doi.org/10.33592/jeb.v25i2.422
Prastowo, B., Mahendratmo, J., & Ariyanti, M. (2019). Analysis of E - Marketing Mix To Consumer Purchase Decisions Traveloka. Asian Journal of Management Sciences & Education, 8(January), 72–82.
Purba, R. S. (2016). Pengaruh Viral Marketing melalui Aplikasi Line terhadap Keputusan Pembelian. E-Proceeding of Applied Science, 2(2), 469–474.
Saputri, M. E. (2016). Pengaruh Perilaku Konsumen Terhadap Pembelian Online Produk Fashion Pada Zalora Indonesia. Jurnal Sosioteknologi, 15(2), 291–297. https://doi.org/10.5614/sostek.itbj.2016.15.02.11
Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach (4th ed.). John Wiley & Sons, Inc. https://doi.org/10.13140/RG.2.1.1419.3126
Solomon, M., & Bamossy, G. (2006). Consumer Behaviour (third edit). Prentice Hall Financial Times.
Sugiyono. (2013). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif, dan R&D). ALFA.
Susilowati, R., Edriana Pangestuti, & Aniesa Samira Bafadhal. (2019). PENGARUH VIRAL MARKETING TERHADAP KEPERCAYAAN KONSUMEN DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei Online pada Konsumen King Mango yang Merupakan Followers Akun Instagram @Kingmangosurabaya). Jurnal Administrasi Bisnis, 66(1), 1–9.
Thirumalai, S., & Sinha, K. K. (2011). Customization of the online purchase process in electronic retailing and customer satisfaction: An online field study. Journal of Operations Management, 29(5), 477–487. https://doi.org/10.1016/j.jom.2010.11.009
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews , Trust and Perceived Risk on Online Purchase Intention in Emerging Markets : A Mexican Perspective. Journal of International Consumer Marketing, 0(0), 1–13. https://doi.org/10.1080/08961530.2020.1712293
Yogesh, F. (2017). Effect of Social Media on Purchase Decision. 6(11), 45–51.
Yulianto, M. R., Suhartono, & Ronny. (2018). The Effect of Online Viral Marketing on Blackberry Messenger Applications on Customer Satisfaction Through Purchasing Decisions on University Student in Sidoarjo. 9(2), 123–135.
Yunianto, E. (2019). Pemilihan Ecommerce C2C Indonesia Dengan Metode Fuzzy Vikor. IC-Tech, XIII(1), 61–67. https://ejournal.stmik-wp.ac.id/index.php/ictech/article/view/74
YUNITA, N. R., SUMARSONO, H., & FARIDA, U. (2019). PENGARUH PERSEPSI RISIKO, KEPERCAYAAN, DAN KEAMANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI BUKA LAPAK (Studi Kasus Pada Komunitas Buka Lapak Ponorogo). ISOQUANT : Jurnal Ekonomi, Manajemen Dan Akuntansi, 3(1), 90. https://doi.org/10.24269/iso.v3i1.243
Yunita, R. D., Yulianeu, Tri, A. H., & Gagah, E. (2016). Pengaruh kepercayaan konsumen, kemudahan dan kualitas informasi terhadap keputusan pembelian secara online dengan minat beli sebagai variabel intervening (Studi pada pengguna situs jual beli Bukalapak.com). Journal Ilmiah, 1, 1–7.
yusuf, R., Hendrayati, H., dan Wibowo, L. . (2020). Pengaruh Konten Pemasaran Shoppe Terhadap Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan IImu Sosial, 1(2), 506–515. https://doi.org/10.38035/JMPIS
Zarkasi, I. A. (2017). Pengaruh Layanan Transaksi dan Layanan Sebelum Pembelian Terhadap Keputusan Pembelian Melalui Pengalaman Navigasi Website Sebagai Variabel Intervening ( Studi kasus pada Mahasiswa FISIP Undip Pengakses Website. 6(3), 1–12.
Zernigah, K. I., & Sohail, K. (2012). Consumers’attitude towards Viral Marketing in Pakistan. Management & Marketing, 7(4), 645.
DOI: https://doi.org/10.17509/jbme.v6i2.37666
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Journal of Business Management Education (JBME)is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats