SEIKO : Journal of Management & Business
Vol 6, No 1 (2023): January - Juny

Pengaruh Social Media Marketing dan Brand Passion Terhadap Minat Beli Produk Vans di Indonesia

Panji Addakhil Bangsa (Unknown)
Maria Apsari Sugiat (Unknown)



Article Info

Publish Date
28 Feb 2023

Abstract

Seiring berjalannya waktu, fungsi sepatu terus berubah. Tidak hanya sepatu wanita, sepatu pria juga terus berkembang dari warna, desain hingga fungsi. Sepatu yang dulunya hanya sekedar sepatu kini menjadi ikon fashion. Sneakers semakin populer di kalangan masyarakat Indonesia. Vans menjadi salah satu produsen sepatu yang diminati oleh masyarakat Indonesia. Sneaker yang awalnya untuk sepatu olahraga, khususnya basket, kini bergeser ke sepatu serba guna yang bisa digunakan di berbagai situasi. Vans memanfaatkan social media untuk melakukan aktivitas promosi mereka. Penelitian ini bertujuan untuk mengetahui bagaimana social media marketing dan brand passion terhadap minat beli produk Vans di Indonesia. Metode pada penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan data menggunakan survei kepada 393 responden yang akan dianalisis menggunakan structure equation model (SEM). Berdasarkan hasil penelitian konten yang dibuat oleh perusahaan berpengaruh signifikan terhadap konten yang dibuat oleh pengguna social media, namun konten yang dibuat oleh perusahaan dan pengguna social media berpengaruh tidak signifikan terhadap brand passions. Serta brand passion memiliki pengaruh signifikan terhadap minat beli. Kata Kunci: Sneakers, Vans, Social Media Marketing, Firm Created Content, User Generated Content, Brand Passion, Minat Beli. Abstract Over time, the function of shoes continues to change. Not only women's shoes, men's shoes also continue to develop from color, design to function. Shoes that used to be just shoes have now become fashion icons. Sneakers are increasingly popular among the people of Indonesia. Vans is one of the most popular shoe manufacturers in Indonesia. Shoes that were originally for sports shoes, especially basketball, have now shifted to versatile shoes that can be used in various situations. Vans use social media to carry out their promotional activities. This study aims to find out how social media marketing and brand passion affect the interest in buying Vans products in Indonesia. The method in this study uses quantitative methods with data collection techniques using surveys to 393 respondents who will be analyzed using the structural equation model (SEM). Results Based on research, content created by companies has a significant effect on content created by social media users, but content created by companies and social media users has no significant effect on brand passion. And brand passion has a significant influence on buying interest. Keywords: Sneakers, Vans, Social Media Marketing, Firm Created Content, User Generated Content, Brand Passion, Minat Beli.

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Journal Info

Abbrev

seiko

Publisher

Subject

Social Sciences

Description

The Journal Management & Business (SEJaman) provides a forum for academics and professionals to share the latest developments and advances in knowledge and practice of management business both theory and practices. It aims to foster the exchange of ideas on a range of important management subjects ...