Memahami Niat Konsumen Untuk Membeli Kendaraan Bermotor Listrik Dalam Konteks Pemasaran Media Sosial
Livia Indriyani Innonchyka, Ike Janita Dewi, Dr., M.B.A.
2023 | Tesis | S2 MANAJEMEN (MM) JAKARTA
Tujuan
dari penelitian ini yaitu untuk mengevaluasi keterkaitan antara pengetahuan produk, pemasaran
media sosial, persepsi efektivitas, sikap, norma subyektif, harga, control perilaku
yang dirasakan, dan niat beli. Metode yang dipakai dalam
penelitian ini yaitu metode kuantitatif. Sampel untuk penelitian ini terdiri
dari 203 responden yang mengetahui kendaraan listrik tetapi belum pernah
membelinya. Tanggapan kuesioner menghasilkan data penelitian, yang kemudian
dianalisis menggunakan metode analisis SEM dengan bantuan aplikasi SMARTPLS.
Hasil penelitian ini menyimpulkan bahwa (1)
Sikap terhadap niat beli berdampak positif dan signifikan, (2) norma subjektif pada
niat beli berdampak positif dan signifikan, (3) Kontrol perilaku pada niat beli
berdampak positif dan signifikan, (4) Harga pada niat beli tidak berdampak dan
signifikan, (5) Kontrol perilaku terhadap harga tidak berpengaruh dan
signifikan terhadap harga, artinya bahwa tinggi rendah kontrol perilaku tidak
berpengaruh, (6) Pengetahuan produk terhadap sikap berdampak positif dan
signifikan, (7) Pengetahuan
produk pada niat beli berdampak positif dan signifikan, (8) Persepsi
efektivitas pada sikap berdampak positif dan signifikan, (9) Persepsi
efektivitas pada niat beli berdampak positif dan signifikan, (10) Pemasaran
media sosial pada norma subjektif berdampak positif dan signifikan, (11)
Pemasaran media sosial terhadap harga memiliki pengaruh positif dan signifikan,
(12) Pemasaran media sosial terhadap persepsi efektivitas berdampak positif dan
signifikan, (13) Pemasaran media sosial pada pengetahuan produk berdampak positif
dan signifikan.
The purpose of this research is to analyze product knowledge, social media marketing, perceived consumer effectiveness,
attitudes, subjective norms, price, perceived behavioral control, and intention
to purchase. This study takes a quantitative methodological approach. The 203
respondents included in this research are representative of the Indonesian
population and are familiar with but have not yet bought an electric car. The
questionnaire responses served as the source data for this study, which was
analyzed using the SEM method and the SMARTPLS software.
This study found that
(1) one's attitude has a positive and significant effect on one's intent to
buy, (2) one's subjective norm has a positive and significant effect on one's
intent to buy, (3) one's behavioral control over one's impulse to buy has a
positive and significant effect on one's impulse to buy, and (4) one's
perception of the impact of price on one's impulse to buy has no, (5)
Behavioral control on price has no significant effect on price, meaning that
high or low behavioral control has no effect, (6) There is a positive and
statistically significant effect of product knowledge, (7) a positive and
statistically significant effect of product knowledge on purchase intent, (8) a
positive and statistically significant effect of perceived attitude
effectiveness, (9) a positive and statistically significant effect of perceived
effectiveness on purchase intent, (10), a positive and statistically
significant effect of social media marketing on subjective norms, (11), a positive
and statistically significant effect of social media marketing on price, (12),
and (13) a positive and statistically significant effect.
Kata Kunci : product knowledge, social media marketing, perceived consumer effectiveness, attitude, subjective norm, price, perceived behavioral control and purchase intention