Article Per Year (5 Year)
p-Index From 2019 - 2024
2.241
P-Index
This Author published in this journals
All Journal Jurnal Penyuluhan JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial SEIKO : Journal of Management & Business Journal of Information System, Applied, Management, Accounting and Research Jurnal Ilmu Manajemen EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Journal of Management and Bussines (JOMB) Economics and Digital Business Review Economic Reviews Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Tarandhika Tantra
Universitas Telkom
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Published : 15 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : SEIKO : Journal of Management

 1 
Pengaruh Social Media Marketing Instagram dan Brand Passion Sebagai Mediasi Terhadap Minat Beli Masyarakat Produk Uniqlo Di Indonesia Muhammad Iqbal Darmawan; Helni Mutiarsih Jumhur; Tarandhika Tantra
SEIKO : Journal of Management & Business Vol 4, No 3 (2022)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v4i3.2859

Abstract

Abstrak Banyaknya tren fashion di Indonesia membuat masyarakat menjadi banyak pilihan fashion. Banyak sekali merek fashion yang bermunculan di Indonesia baik itu dari dalam negeri atau juga dari luar negeri. Akibat dari banyaknya merek fashion yang muncul di Indonesia maka persaingan di sektor fashion menjadi sangat ketat sehingga perusahaan fashion mulai media sosial untuk mempromosikan produknya. Uniqlo merupakan salah satu perusahaan yahg menggeluti pasar di Indonesia. Uniqlo melakukan aktivitas media sosial salah satu media sosial yang digunakan adalah Instagram. Uniqlo sudah memiliki jumlah followers lebih banyak jika dibandingkan dengan kompetitornya namun minat beli pada produk Uniqlo masih menduduki posisi keempat di Indonesia. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh pemasaran media sosial terhadap minat beli masyarakat Indonesia yang dimediasi oleh brand passion. Metode pada penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan data mengunakan survey kepada 385 responden yang akan dianalisis menggunakan structure equation model (SEM). Berdasarkan hasil penelitian konten yang dibuat oleh perusahaan berpengaruh tidak signifikan terhadap konten yang dibuat oleh pengguna Instagram begitu juga dengan pengaruh konten yang dibuat oleh perusahaan berpengaruh tidak signifikan terhadap brand passion. Namun konten yang dibuat oleh pengguna media sosial berpengaruh signifikan terhadap brand passion begitu juga dengan pengaruh brand passion terhadap minat beli berpengaruh signifikan. Kata Kunci: Fesyen, Uniqlo, pemasaran media sosial, firm created content, user generated content, brand passion, minat beli Abstract The number of fashion trends in Indonesia makes people have many fashion choices. There are so many fashion brands that have sprung up in Indonesia, both from within the country and also from abroad. As a result of the many fashion brands that have emerged in Indonesia, the competition in the fashion sector has become very tight, so fashion companies have started social media to promote their products. Uniqlo is one of the companies involved in the market in Indonesia. Uniqlo conducts social media activities, one of the social media used is Instagram. Uniqlo already has more followers than its competitors, but buying interest in Uniqlo products still occupies the fourth position in Indonesia. This study aims to determine how the influence of social media marketing on the buying interest of the Indonesian people which is mediated by brand passion. The method in this study uses quantitative methods with data collection techniques using surveys to 385 respondents who will be analyzed using a structure equation model (SEM). Based on the results of research, content created by companies has no significant effect on content created by Instagram users as well as the influence of content created by companies has no significant effect on brand passion. However, content created by social media users has a significant effect on brand passion as well as the influence of brand passion on purchase intention has a significant effect. Keywords: Fashion, Uniqlo, social media marketing, firm created content, user generated content, brand passion, purchase intention.
Co-Authors Abdurochman, A Fadlan Agios Gerasimos Bisotwo Purnomo Ainun, Hasnah Alvian Putra Pamungkas Astri Wulandari Bethani Suryawardani Dandy Marcelino Fadhlurrahman, Afdhal Fat’hah Noor Prawita Fauzi, Helmi Ismara Gandeva Bayu Satrya Helni Mutiarsih Jumhur Heppy Millanyani Ilham Meidarlis Yefri Indira Rachmawati Khanza Nafira Fitri Mochamad Yudha Febrianta Muhammad Iqbal Muhammad Iqbal Darmawan Siti Sarah Hanifa Apriandhita Tafiana, Adinda Kalitta Tara Diva Azura