Citation:

I Wayan Putra Aditya, Ni Nyoman Kerti Yasa. "The Role of Brand Image in Mediating the Influence of Social Media Marketing on Purchase Intention (Study on Kober Noodle Products in Denpasar City)" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 435-446, 2024.

Abstract:

Business development is currently happening very rapidly. There are various types of brands and products presented on the market. Every company is required to be able to meet consumer needs and strive to create a product that has advantages and creates products that are different from competitors. The business venture that currently has intense competition is the culinary business. The company’s efforts to introduce its products are through social media. Marketing methods via social media will be easily accessible to the public, which will increase people’s buying intentions. This research aims to examine the influence of brand image in mediating social media marketing on purchase intention. This research is quantitative research using primary data obtained through questionnaires to potential Mie Kober consumers in Denpasar City. The sampling technique used purposive sampling technique with a sample size of 120 potential Mie Kober consumers in Denpasar City who met the specified criteria. Testing this hypothesis uses Path Analysis with the help of the SPSS program. The study’s findings demonstrate that social media marketing influences brand image and intention to buy positively and significantly, that brand image influences purchase intention positively and significantly, and that brand image mediates the effect of social media marketing on purchase intention.

References:

[1] Aditya, IGG & Yasa, N.N.K., (2024), The Effect Of Price Perception, Brand Image And Product Quality on Repurchase Intention: A Study on Consumers of Ayam Nampol Panjer Restaurant in Denpasar, Eurasia: Economics & Business, 5 (83), 3-15
[2] Ahmada, A. S. (2022). Pengaruh Influencer Marketing, Brand Image, Product Design, Product Quality Terhadap Purchase Intention Di Masa Pandemi Covid-19 (Studi Kasus Pada Brand Erigo Di Kota Malang). Jurnal Ekonomi Islam, 7 (1) page 34-47
[3] Anggrenita, E., & Sander, O. A. (2022). Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow. Journal of Business & Applied Management, 15(2), 143. https://doi.org/10.30813/jbam.v15i2.3774
[4] Arwachyntia, S. S., & Sijabat, R. (2022). Analisa Pengaruh Social Media Influencer Dan Social Media Marketing Terhadap Brand Image Serta Dampaknya Pada Purchase Intention (Studi Kasus pada Perawatan Wajah Pria). Analisa Pengaruh Social Media 1 JPSB, 10(1), 1–20.
[5] Asdiana, LDP. & Yasa, N.N.K., (2020), The Role Of Image Brands Mediates E-Wom Effects On Buying Interest In Triton Learning Institutions, Russian Journal of Agricultural And Socio-Economic Sciences, 7 (103), 45-53
[6] Candra, KYA & Yasa, N.N.K., (2022), Brand Image Mediates the Effect of Event Marketing and E-WOM on Purchase Intention, SSRG International Journal of Economics and Management Studies 9 (12), 37-46
[7] Damayanti, S., Chan, A., & Barkah, S. C. (2021). Pengaruh Social Media Marketing Terhadap Brand Image Mypangandaran Tour And Travel. Jurnal Ilmu Manajemen, 9(3), 852–862.
[8] Dananjaya, G., & Rastini, N. M. (2018). Peran Brand Image Memediasi Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Unud, 7(10), 5258–5283.
[9] Devanagiri, D. G. A. W. A., & Rastini, N. M. (2022). Peran Brand Image Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention (Studi Pada Konsumen Kopi Janji Jiwa Di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 11(11), 1873. https://doi.org/10.24843/ejmunud.2022.v11.i11.p02
[10] Dirayani, A. M. D., & Mandala, K. (2022). Peran Brand Love Memediasi Pengaruh Brand Trust Terhadap Brand Loyalty pada Konsumen Kober Mie Setan. E-Jurnal Manajemen Universitas Udayana, 11(9), 1594. https://doi.org/10.24843/ejmunud.2022.v11.i09.p01
[11] Dunan, H., Habiburrahman., & Angestu, B. (2020). Analisis Strategi Bisnis dalam Upaya Meningkatkan Penjualan pada Love Shop Boutique di Bandar Lampung. Jurnal Manajemen dan Bisnis Vol. 11 No. 1 pp: 53 – 62
[12] Fadhilah, D. A., & Pratiwi, T. (2021). Coopetition: Jurnal Ilmiah Manajemen Strategi Pemasaran Produk UMKM Melalui Penerapan Digital Marketing. Jurnal Ilmiah Manajemen, 12, 17–22.
[13] Gita, WNM. & Yasa, N.N.K., Rahanatha, GB., (2020), The Role of Brand Image In Mediating The Relationship of Product Quality And Price Fairness With Purchase Decision (A Case Study of the IPhone Product in Denpasar City), SSRG International Journal of Economics and Management Studies ( IJEMS ) 7 (4), 199-207
[14] Gunelius, S. (2011). 30-minute social media marketing. United States: McGraw-Hill Companies.
[15] Hakim, L. L. (2020). Pengaruh Brand Awareness, Brand Imagedan Customer Perceived Value Terhadap Purchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(3), 81–86.
[16] Hasan, G., & Elviana. (2023). Effect Of Brand Image, Celebrity Endorsement, EWOM, Brand Awareness And Social Media Communication On Purchase Intention With Brand Trust As A Mediation Variable On Smartphone Users In Batam City. Management Studies and Entrepreneurship Journal, 4(2), 606–615. http://journal.yrpipku.com/index.php/msej
[17] Hidayatullah, M. R., Made, I., & Dirgantara, B. (2018). Pengaruh Electronic Word Of Mouth, Dukungan Selebritas, Dan Pemasaran Media Sosial Terhadap Minat Beli Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Produk Fashion Levi’s di Kota Semarang). Diponogoro Jurnal Of Management, 7(4), 1–10. http://ejournal-s1.undip.ac.id/index.php/dbr
[18] Kartika, A. F., & Usman. (2023). Pengaruh Advertising Attractiveness, Digital Marketing, Product Quality dan Price terhadap Purchase Intention pada Shopee Affiliates Program. Jurnal Udinus, (3) 4, Page 13-21
[19] Kristinawati, A. (2021). Pengaruh Brand Image, Perceived Quality Dan Ewom Terhadap Purchase Intention Mobil Di Jakarta. Jurnal Manajemen Bisnis Dan Kewiraushaan, 5(5), 524–529.
[20] Kusuma, PPD., Ekawati, N.W., & Yasa, N.N.K., (2022), The Role Of Brand Image In Mediating The Effect Of Brand Equity On Purchase Intention: Study On Honda Motorcycles In Denpasar, EURASIA: Economics & Business 8 (62), 39-49.
[21] Laksamana, P. (2018). International Review of Management and Marketing Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8(1), 13–18. http:www.econjournals.com
[22] Lestari Adriana, I., & Widodo, T. (2019). The Role of Brand Awareness And Brand Image In Educating The Effect Of Social Media Marketing Activity on E-Wom And Commitment To Customer Tokopedia. E-Proceeding of Management, 6(2), 2817–2824.
[23] Lopulalan, M.A. & Yasa, N.N.K., (2024), The Role of Brand Image and Perceived Quality of Products Mediate Ewom’s Effect on The Purchase Intention of Millennial Consumer: Sido Muncul Herbal Medicine and Herbal, EURASIA: Economics & Business, 1 (79), 25-41
[24] Narayana, K. G. S., & Rahanatha, G. B. (2020). Peran Brand Image Memediasi Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1962. https://doi.org/10.24843/ejmunud.2020.v09.i05.p16
[25] Oktaviani, V. B. N., & Wahyuni, I. I. (2022). Strategi Pembentukan Customer Engagement Akun @ Kamargadget Melalui Campaign Team. Jurnal Komunikasi Bisnis Dan Manajemen, 9(1), 99–114.
[26] Pangestoe, J., & Purwanti. (2022). Analisa Pengaruh Brand Image, Celebrity Endorser, Attitude, Trust, dan Brand Awareness terhadap Purchase Intention Pada Fashion Sportwear di Kota Batam. SEIKO: Journal of Management & Business, 5(1), 2022–2137. https://doi.org/10.37531/sejaman.v5i1.1674
[27] Parama A.P, D. A., & Seminari, N. K. (2020). Pengaruh Brand Image Dalam Memediasi Electronic Word Of Mouth Terhadap Purchase Intention Pada Pengguna Traveloka. E-Jurnal Manajemen Universitas Udayana, 9(1), 139. https://doi.org/10.24843/ejmunud.2020.v09.i01.p08
[28] Patrisia, K.V. & Yasa, N.N.K., (2024), The Role of Brand Image in Mediating The Effect of Electronic Word of Mouth on Purchase Intention, International Journal of Economics, Commerce and Management, 12 (5), 1-15
[29] Pratama, IPA. & Yasa, N.N.K., (2023), The Role Of Brand Image Mediates The Influence Of Social Media Marketing And Content Marketing On Purchase Decisions: A Study On Consumers Of Umah Lokal Coffee & Roastery In Denpasar, EURASIA: Economics & Business, 8 (74), 3-21
[30] Pratiwi, A. A. M. (2020). Peran Media Sosial dalam Meningkatkan Penjualan Online saat Pandemi Covid-19. Jurnal Satyagraha, 03, 73–81. http://ejournal.universitasmahendradatta.ac.id/index.php/satyagraha
[31] Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen Dan Perbankan, 5(3), 145–155. https://www.marthatilaarspa.com/
[32] Primananda, PGB., Yasa, N.N.K., Sukaatmadja, IPG., Setiawan, P.Y., (20220, Trust as a mediating effect of social media marketing, experience, destination image on revisit intention in the COVID-19 era. International Journal of Data and Network Science, 6 (2)
[33] Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). Pengaruh Social Media Marketing Terhadap Brand Awareness dan Purchase Intention (Studi Kasus: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 9(11), 1035–1044.
[34] Putri, H. M. (2020). Pengaruh Citra Merek dan Kualitas Produk Terhadap Kepuasan Konsumen yang Berdampak Pada Loyalitas Konsumen Kober Mie Setan Cabang Semolowaru Surabaya.
[35] Putri, KAMA & Yasa, N.N.K., (2022), The Role of Customer Satisfaction as mediating variable on The Effect of Brand Image towards Coffee Shop Customer’s Repurchase Intention, European Journal of Business and Management Research, 7 (2), 149-154
[36] Putri, S. C. P., & Nofri, O. (2023). Peran Mediasi Citra Merek Pada Pengaruh Pemasaran Sosial Media Dan Ulasan Online Konsumen Terhadap Minat Beli Pada Generasi Z Pengguna Maybelline Di Kota Makassar. Study of Scientific and Behavioral Management (SSBM), 4(1), 1–14.
[37] Sanita, S., Kusniawati, A., & Lestari, M. N. (2019). Pengaruh Product Knowledge Dan Brand Image Terhadap Purchase Intention (Penelitian pada PT. Bahana Cahaya Sejati Ciamis). Bisnis Management and Entrepreneurship Journal, 1(3).
[38] Saraswati, P. D., & Santika, I. W. (2019). Peran Inovasi Produk Memediasi Orientasi Pasar terhadap Kinerja Pemasaran Produsen Makanan Oleh-Oleh Khas Bali. E-Jurnal Manajemen Universitas Udayana, 8(12), 6992. https://doi.org/10.24843/ejmunud.2019.v08.i12.p05
[39] Shabrina, Dilla., Hasoloan, Aswand., & Fahmi, Teuku. (2023). Strategi Login Coffee Space dalam Menghadapi Persaingan Bisnis di Kota Medan. Jurnal Bisnis Corporate Vol 8 No 1 pp: 1-22
[40] Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
[41] W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4). https://doi.org/10.3390/su12041691
[42] Soefhwan, & Kurniawati. (2022). Pengaruh social media marketing, product quality, dan store atmosphere terhadap purchase intention dengan brand image sebagai variabel mediasi pada coffee shop di Aceh. Jurnal Ilmiah Akuntansi Dan Keuangan, 4(10), 2022. https://journal.ikopin.ac.id/index.php/fairvalue
[43] Subawa, IKS., Yasa, N.N.K., Giantari, IGAK., & Sukaatmadja, (2023), The Role of Brand Image in Mediateing The Influence of Place and Promotion on Purchase Decisions, EURASIA: Economics & Business, 9 (72), 72-88
[44] Sutariningsih, N. M. A., & Widagda K, I. G. N. J. A. (2021). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 10(2), 145. https://doi.org/10.24843/ejmunud.2021.v10.i02.p03
[45] Ulan, K., Rivai, A. K., & Sari, D. A. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening: Studi Pada Produsen Dessert Box. Jurnal Bisnis, Manajemen Dan Keuangan, 3(2), 354–373.
[46] Wijaya, Rangga Agus., Qurratu’aini, Nafia Ilhama., & Paramastri, Bella. (2019). Pentingnya Pengelolaan Inovasi Dalam Era Persaingan. Jurnal Manajemen dan Bisnis Indonesia Vol 5 No 2 pp: 23-44 DOI: https://doi.org/10.32528/jmbi.v5i2.2922
[47] Wijaya, Ricky Handika & Indriyanti, Irma Satya. (2022). Faktor yang Mempengaruhi Purchase Intention Pelanggan Super Indo di Kota Bekasi. E-Jurnal Manajemen TSM Vol. 2, No. 1, pp. 87-98

Keywords:

Social Media Marketing, Brand Image, Purchase Intention.