A DIGITAL MARKETING STRATEGY USING SOCIAL MEDIA MARKETING TO INCREASE CONSUMER PURCHASE DECISIONS MEDIATED BY BRAND PERCEPTION
Abstract
Improving customer impressions of non-subsidized mortgages is one of the challenges facing banks today, and the use of digital marketing media has become necessary to win the competition. This study attempts to examine the roles of brand perception in mediating the interactions between social media marketing and customer purchase decisions in the non-subsidized mortgage setting since consumer perception is still a problem in non-subsidized mortgages in Indonesia. Three hundred twenty participants from non-subsidized mortgage debtors who have had new credit agreements for more than three months and who follow Bank XYZ on Instagram were used in this study. PLS-SEM, or partial least square structural equation modeling, was used in this study's data analysis. According to the findings, brand perception significantly and positively mediates the influence of social media marketing on customer purchasing decisions. The study's findings suggest that Bank XYZ has to improve its social media marketing approach, focusing on producing engaging, interactive, and educational content for users. Building a brand relationship with customers is extremely important for improving brand perception. Consumers will find it simpler to use a mortgage at Bank XYZ because of the perception connected to their minds.
Keywords
Full Text:
PDFReferences
Alalwan, A. A., Rana, N., Dwivedi, Y., and Algharabat, R. 2017. Social Media in Marketing: A Review and Analysis of the Existing Literature. Telematics and Informatics, 34(7), pp. 1117–1190.
Andriani, R. and Putra, W. B. T. S. 2019. The Intersection of Marketing and Human Resources Discipline: Employer Brand Equity as a Mediator in Recruitment Process. International Journal of Innovative Science and Research Technology, (4), pp. 465-475.
Angelyn and Kodrat, D. S. 2021. The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship, 1(1).
Ardiansyah, F. and Sarwoko, E. 2020. How Social Media Marketing Influences Consumers' Purchase Decisions? A Mediation Analysis of Brand Awareness. Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 17(2), pp. 156-168.
Aslam, W., Ham, M., and Farhat, K. 2018. Influencing Factors of Brand Perception on Consumers Repurchase Intention: An Examination of Online Apparel Shopping. Journal of Contemporary Management Issue Management, 23(2), pp. 87-101.
Belch, George E. and Belch, Michael A. 2007. Advertising and Promotion: An Integrated Marketing Communications Perspective, 7th ed. McGraw-Hill International Edition, New York.
Duggan, M., Ellison, N. B., Lampe, C., Lenhart, A., and Madden, M. 2015. Social Media Update 2014. Pew Research Center, pp. 9.
Ebrahim, R. S. 2019. The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing. Routledge, Taylor, and Francis Group. DOI: https://doi.org/10.1080/15332667.2019.1705742.
Gao, Y., Zang, L., and Wei, W. 2021. The Effect of Perceived Error Stability, Brand Perception, and Relationship Norms on Consumer Reaction to Data Breaches. International Journal of Hospitality Management, 94(2021), pp. 102802.
Ha, H. Y. and Perks, H. 2005. Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction and Brand Trust. Journal of Consumer Behaviour: An International Research Review, 4(6), pp. 438–452.
Hair, J. F., Ringle, C. M., and Sarstedt, M. 2011. PLS-SEM: Indeed, a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), pp. 139–151.
Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A. 2012. An Assessment of the Use of Partial Least Square Structural Equation Modelling in Marketing Research. Journal of the Academy of Marketing Science, 40(1), pp. 414-433.
Hanaysha, J. 2022. Impact of Social Media Marketing Features on Consumer's Purchase Decision in the Fast-Food Industry: Brand Trust as a Mediator. International Journal Information Management Data Insight, 2(2).
Hudson, S., Huang, L., and Roth, M. T. 2014. The Influence of Social Media Interactions on Consumer–Brand Relationships: A Three-Country Study of Brand Perceptions and Marketing Behaviors. International Journal of Research in Marketing, 33(1), pp. 27-41.
Idrees, Z., Xinping, X., Shafi, K., Hua, L., and Nazeer, A. 2015. Consumer's Brand Trust and its Link to Brand Loyalty. American Journal of Business, Economics and Management, 3(2), pp. 34-39.
Itani, O. S., Agnihotri, R., and Dingus, R. 2017. Social Media Use in B2B Sales and Its Impact on Competitive Intelligence Collection and Adaptive Selling: Examining the Role of Learning Orientation as an Enabler. Industrial Marketing Management, 66, pp. 64–79.
Kaplan, A. M. and Haenlein, M. 2010. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, Vol. 53, Iss. 1, pp. 59-68.
Kotler, Phillip and Keller, Kevin Lane. 2006. Marketing Management, 12th ed. Pearson Education International, New Jersey, USA.
Kotler, P. and Keller, K. L. 2009. Manajemen Pemasaran Jilid 1. Edisi 13. Jakarta: Erlangga.
Okazaki, S. 2009. The Tactical Use of Mobile Marketing: How Adolescents' Social Networking Can Best Shape Brand Extensions. Journal of Advertising Research, Vol. 49, Iss. 1, pp. 12-26.
Okazaki, S., Diaz-Martin, A. M., Rozano, M., and Menendez-Benito, H. D. 2015. Using Twitter to Engage with Customers: A Data Mining Approach. Internet Research, Vol. 25, Iss. 3, pp. 416-434.
Peter, J. Paul and Donnelly, James H. 2007. Marketing Management: Knowledge and Skills, 8th ed. McGraw-Hill International Edition, New York.
Putra, M. I, Suharyono, and Abdillah, Y. 2014. Pengaruh Brand Ambassador terhadap Brand Image serta Dampaknya terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 12(1).
Ramsunder, M. 2011. The Impact of Social Media Marketing on Purchase Decision in Tyre Industry. Faculty of Business and Economic Sciences at the Nelson Mandela Metropolitan University Business School.
Rismayadi, B., Isyanto, P., and Noviani, A. D. 2011. Analisis Persepsi Merek terhadap Perilaku Konsumen Produk Indosat. Solusi, 9(19), pp. 53-65.
Wang, F. and Hariandja, E. S. 2016. The Influence of Brand Ambassador on Brand Image and Consumer Purchasing Decision: A Case of Tous Les Jours in Indonesia. International Conference on Entrepreneurship (IConEnt), pp. 292-306.
Warner-Søderholm, G., Bertsch, A., Sawe, E., Lee, D., Wolfe, T., Meyer, J., Engel, J., and Fatilua, U. N. 2018. Who Trusts Social Media?. Computers in Human Behavior, 81(April), pp. 303-315.
Wu, Chih-Wen, Martinez, J. M. G., and Martin, J. M. M. 2020. An Analysis of Social Media Marketing Strategy and Performance in the Context of Fashion Brands: The Case of Taiwan. Psychology Marketing. Wiley.
Yogesh, F. and Yesha, M. 2014. Effect of Social Media on Purchase Decision. Pacific Business Review International, Volume 6, Issue 11.
Yu, Xiaolei and Yuan, Chunlin. 2019. How Consumers' Brand Experience in Social Media Can Improve Brand Perception and Customer Equity. Asia Pacific Journal of Marketing and Logistics. Emerald Publishing Limited.
DOI: http://dx.doi.org/10.21776/ub.jam.2023.021.03.18
Refbacks
- There are currently no refbacks.