Memahami Niat Beli Produk Mixue Pada Generasi Z Di Kota Bengkulu
Abstract
This study aims to understand the purchase intention of Mixue products in Generation Z in Bengkulu City. included in quantitative research using purposive sampling technique. The population of this study is generation z who live in Bengkulu city with an age range of 17 years - 26 years and have bought mixue products as many as 160 respondents. This research uses SEM-PLS version 4.0. The results of this study indicate that Viral marketing has a significant effect on purchase intention, Brand image has a significant effect on purchase intention, E-wom has no significant effect on purchase intention, Store atmosphere has a significant effect on purchase intention. can also conduct more in-depth research with the development of more comprehensive variables and more specific units of analysis. Future research can consider expanding the object of research so that the results obtained are more accurate than this study
References
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Benhardy, K. A., Hardiyansyah, Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: Mediating brand trust. Management Science Letters, 10(14), 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035
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Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292–2300. https://doi.org/10.1016/j.chb.2011.07.008
Carl, W. J. (2006). What’s all the buzz about?: Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices. Management Communication Quarterly, 19(4), 601–634. https://doi.org/10.1177/0893318905284763
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22), 1–15. https://doi.org/10.3390/su132212770
Cynthiadewi, P. R., & Hatammimi, J. (2014). The Influence of Electronic Word Of Mouth Toward Brand Image and Purchase Intention of 13th Shoes. March. https://doi.org/10.15242/icehm.ed1214001
DÜLEK, B., & AYDIN, İ. (2020). Effect of Social Media Marketing on E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Fan, Y.-W., & Miao, Y.-F. (2012). Effect of Electronic Word-of-Mouth on Consumer Purchase Intention: the Perspective of Gender Differences. 10(3), 7.
Ghozali, I. (2014). SEM metode alternatif dengan menggunakan Partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). The Use of Partial Least Squares (PLS) to Address Marketing Management Topics. Journal of Marketing Theory and Practice, 19(2), 135–138.
Hariyanto, F. L. (2015). Pengaruh Citra Merek, Kualitas Produk, Harga dan Promosi Terhadap Niat Beli. Jurnal Ilmu dan Riset Manajemen, 2(5), 1–16.
Haryani, S., & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers behavioural intention. Pacific Science Review B: Humanities and Social Sciences, 1(1), 49–56. https://doi.org/10.1016/j.psrb.2015.12.002
HEPTARIZA, A. (2020). The Effect of Attitude, Normal Subjective and Perceived Behavioral Control (Pbc) on Actual Purchasing Through Purchases of Online Purchase in The Online Retail Industry. Jurnal Ekonomi & Bisnis JAGADITHA, 7(1), 9–17. https://doi.org/10.22225/jj.7.1.583.9-17
Holdford, D. A. (2004). Using buzz marketing to promote ideas, services, and products. Journal of the American Pharmacists Association, 44(3), 387–396. https://doi.org/10.1331/154434504323064020
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Keller. 2008. Strategic Brand Management: building, measuring, and managing equity 3rd Edition. New Jersey: Pearson Prentice Hall
Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management, 15th Edition. New Jersey: Pearson Pretice Hal
Leila, C., & Abderrazak, G. (2013). The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement. Journal of Marketing Research and Case Studies, 2013, 1–8. https://doi.org/10.5171/2013.584547
Levy, M & Weitz, B. A. 2001. Retailing Management. Richard D. Irwin Inc.
Liu, H.-H., & Wang, Y.-N. (2019). Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 72–83. https://doi.org/10.12691/jbms-7-2-3
Manorek, S. L., Pangemanan, S. S., & Rumokoy, F. (2016). the Influence of Brand Image, Advertising,Perceived Price Toward Consumer Purchase Intention At Samsung Smartphone. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(4), 661–670.
MartÃn-Consuegra, D., Faraoni, M., DÃaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237–251. https://doi.org/10.1080/20932685.2018.1461020
Mathur, M., & Goswami, S. (2014). Store Atmospheric Factors Driving Customer Purchase Intention - An Exploratory Study. BVIMSR’s Journal of Management Research, 6(2), 111–117.
Mowen, J. C., & Minor, M. (2002). Perilaku konsumen. Jakarta: Erlangga, 90
Nurhasanah, E., & Karyaningsih. (2021). Pengaruh Brand Image dan Perceived Quality terhadap Minat Beli Pada Website Sophie Paris. YUME : Journal of Management, 4(1), 177–186. https://doi.org/10.37531/yume.vxix.343
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147–162. https://doi.org/10.1504/IJBIS.2018.091861
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis, 5(1), 40–50. https://doi.org/10.31294/jeco.v5i1.9284
Putri, S. A., Yohana, C., & Yusuf, M. (2021). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness TerhadapPurchase Intention Produk Dessert Box. Jurnal Bisnis, Manajemen, dan Keuangan, 2(3), 769–786.
Resti Meldarianda, H. L. S. (2016). PENGARUH STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN PADA RESORT CAFÉ ATMOSPHERE BANDUNG Resti. 17(2), 1–23.
Rohman, I. Z., & Indaryadi, A. I. K. (2020). Pengaruh celebrity endorser, brand image, brand loyalty, dan perceived quality terhadap minat beli konsumen dan dampaknya terhadap intensi rekomendasi. Jurnal Kajian Manajemen Bisnis, 9(2), 80. https://doi.org/10.24036/jkmb.10955000
Ruhamak, M. D., & Rahayu, B. (2017). Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare. Ekonika : Jurnal ekonomi universitas kadiri, 1(2), 188–204. https://doi.org/10.30737/ekonika.v1i2.14
Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences, 11(2), 597–622.
Suharyanto, S., & Lestari, T. (2022). Pengaruh Kualitas Produk dan Store Atmosphere Terhadap Keputusan Pembelian dengan Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Kedai Kopi Lain Hati di Grand Galaxy City Bekasi). Jurnal Manajemen dan Perbankan (JUMPA), 9(2), 10–24.
Sulistiyawati, S. (2021). Pengaruh Media Sosial, Lokasi, Store Atmosphere terhadap Niat Beli di Cafe. Jurnal Ilmu Manajemen, 9(3), 1173–1183. https://doi.org/10.26740/jim.v9n3.p1173-1183
Supranto, J. and Nandan Limakrisna. 2011. Perilaku Konsumen Dan Strategi Pemasaran: Untuk Memenangkan Persaingan Bisnis. Jakarta: Mitra Wacana Media.
Taspcott, Don (2008). GrownUp Digital: How the Net GenerationisChangingYour World. McGraw-Hill.
Trivedi, J. (2017). The Effect of Viral Marketing Messages on Consumer Behavior. Journal of Management Research, 17(2), 84498.
Utami, C.W. 2006. Retail Management: Modern Strategy and Implementation. First Edition. Jakarta: Salemba Four
Vianna, K. A., de Mesquita, J. M. C., Linhares, M. R. S., & Moreira, P. de C. G. (2016). The Relationship Between Viral Marketing, Purchase Intention, and Brand Visibility: Study with Brazilian Customers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 229–241. https://doi.org/10.1007/978-3-319-29877-1_49
Waloejan, N. A. (n.d.). the Influence of Store Atmosphere on Consumer Purchase Decision At Kawan Baru Restaurant Mega Mas Manado. 4(1), 1212–1219.
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40.
Watung, M., Massie, J. D. D., & Ogi, I. W. (2022). Pengaruh Electronic Word of Mouth Dan Celebrity Endorser Dengan Brand Image Terhadap Purchase Intention Pembelian Tiket Online (Studi Pada Situs Traveloka) Influence of Electronic Word of Mouth and Celebrity Endorse With Brand Image To Online Ticket Buyin. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 1181–1191.
Yonita, T., & Budiono, H. (2020). Pengaruh Ewom Terhadap Brand Image Dan Purchase Intention Produk Innisfree Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 152. https://doi.org/10.24912/jmk.v2i1.7455
Wood, S. (2013). Generation Z as consumers: Trends and innovation. Institute for Emerging Issues: NC State University
Yonita, T., & Budiono, H. (2020). Pengaruh Ewom Terhadap Brand Image Dan Purchase Intention Produk Innisfree Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 152. https://doi.org/10.24912/jmk.v2i1.7455
Alif Fianto, A. Y., Hadiwidjojo, D., Aisjah, S., & Solimun, S. (2014). The Influence of Brand Image on Purchase Behaviour Through Brand Trust. Business Management and Strategy, 5(2), 58. https://doi.org/10.5296/bms.v5i2.6003
Arjunita, I., Lapian, S. L. H. V. J., & Lumantow, R. Y. (2021). Pengaruh Viral Marketing, Store Atmosphere, dan Brand Trust Terhadap Keputusan Pembelian Produk Kopi Tuya Manado. Jurnal Ekonomika dan Bisnis Islam, 9(3), 437–446.
Arnould E, Linda P, George Z. 2002. 1st edition. Consumers. New York (US): Mc.Graw-Hill, Inc.
Azis, A., & Syarifah, I. (2022). Pengaruh Viral Marketing terhadap Purchase Intention dan Keputusan Pembelian. Literatus, 4(2), 471–476. https://doi.org/10.37010/lit.v4i2.812
Benhardy, K. A., Hardiyansyah, Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: Mediating brand trust. Management Science Letters, 10(14), 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035
Bosnjak, Michael, Obermeir, Dirk, and Tuten, Tracy L, 2006. Predicting and explaining the propensity to bid in online auctions
Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292–2300. https://doi.org/10.1016/j.chb.2011.07.008
Carl, W. J. (2006). What’s all the buzz about?: Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices. Management Communication Quarterly, 19(4), 601–634. https://doi.org/10.1177/0893318905284763
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22), 1–15. https://doi.org/10.3390/su132212770
Cynthiadewi, P. R., & Hatammimi, J. (2014). The Influence of Electronic Word Of Mouth Toward Brand Image and Purchase Intention of 13th Shoes. March. https://doi.org/10.15242/icehm.ed1214001
DÜLEK, B., & AYDIN, İ. (2020). Effect of Social Media Marketing on E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Fan, Y.-W., & Miao, Y.-F. (2012). Effect of Electronic Word-of-Mouth on Consumer Purchase Intention: the Perspective of Gender Differences. 10(3), 7.
Ghozali, I. (2014). SEM metode alternatif dengan menggunakan Partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). The Use of Partial Least Squares (PLS) to Address Marketing Management Topics. Journal of Marketing Theory and Practice, 19(2), 135–138.
Hariyanto, F. L. (2015). Pengaruh Citra Merek, Kualitas Produk, Harga dan Promosi Terhadap Niat Beli. Jurnal Ilmu dan Riset Manajemen, 2(5), 1–16.
Haryani, S., & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers behavioural intention. Pacific Science Review B: Humanities and Social Sciences, 1(1), 49–56. https://doi.org/10.1016/j.psrb.2015.12.002
HEPTARIZA, A. (2020). The Effect of Attitude, Normal Subjective and Perceived Behavioral Control (Pbc) on Actual Purchasing Through Purchases of Online Purchase in The Online Retail Industry. Jurnal Ekonomi & Bisnis JAGADITHA, 7(1), 9–17. https://doi.org/10.22225/jj.7.1.583.9-17
Holdford, D. A. (2004). Using buzz marketing to promote ideas, services, and products. Journal of the American Pharmacists Association, 44(3), 387–396. https://doi.org/10.1331/154434504323064020
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Keller. 2008. Strategic Brand Management: building, measuring, and managing equity 3rd Edition. New Jersey: Pearson Prentice Hall
Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management, 15th Edition. New Jersey: Pearson Pretice Hal
Leila, C., & Abderrazak, G. (2013). The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement. Journal of Marketing Research and Case Studies, 2013, 1–8. https://doi.org/10.5171/2013.584547
Levy, M & Weitz, B. A. 2001. Retailing Management. Richard D. Irwin Inc.
Liu, H.-H., & Wang, Y.-N. (2019). Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 72–83. https://doi.org/10.12691/jbms-7-2-3
Manorek, S. L., Pangemanan, S. S., & Rumokoy, F. (2016). the Influence of Brand Image, Advertising,Perceived Price Toward Consumer Purchase Intention At Samsung Smartphone. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(4), 661–670.
MartÃn-Consuegra, D., Faraoni, M., DÃaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237–251. https://doi.org/10.1080/20932685.2018.1461020
Mathur, M., & Goswami, S. (2014). Store Atmospheric Factors Driving Customer Purchase Intention - An Exploratory Study. BVIMSR’s Journal of Management Research, 6(2), 111–117.
Mowen, J. C., & Minor, M. (2002). Perilaku konsumen. Jakarta: Erlangga, 90
Nurhasanah, E., & Karyaningsih. (2021). Pengaruh Brand Image dan Perceived Quality terhadap Minat Beli Pada Website Sophie Paris. YUME : Journal of Management, 4(1), 177–186. https://doi.org/10.37531/yume.vxix.343
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147–162. https://doi.org/10.1504/IJBIS.2018.091861
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis, 5(1), 40–50. https://doi.org/10.31294/jeco.v5i1.9284
Putri, S. A., Yohana, C., & Yusuf, M. (2021). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness TerhadapPurchase Intention Produk Dessert Box. Jurnal Bisnis, Manajemen, dan Keuangan, 2(3), 769–786.
Resti Meldarianda, H. L. S. (2016). PENGARUH STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN PADA RESORT CAFÉ ATMOSPHERE BANDUNG Resti. 17(2), 1–23.
Rohman, I. Z., & Indaryadi, A. I. K. (2020). Pengaruh celebrity endorser, brand image, brand loyalty, dan perceived quality terhadap minat beli konsumen dan dampaknya terhadap intensi rekomendasi. Jurnal Kajian Manajemen Bisnis, 9(2), 80. https://doi.org/10.24036/jkmb.10955000
Ruhamak, M. D., & Rahayu, B. (2017). Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare. Ekonika : Jurnal ekonomi universitas kadiri, 1(2), 188–204. https://doi.org/10.30737/ekonika.v1i2.14
Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences, 11(2), 597–622.
Suharyanto, S., & Lestari, T. (2022). Pengaruh Kualitas Produk dan Store Atmosphere Terhadap Keputusan Pembelian dengan Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Kedai Kopi Lain Hati di Grand Galaxy City Bekasi). Jurnal Manajemen dan Perbankan (JUMPA), 9(2), 10–24.
Sulistiyawati, S. (2021). Pengaruh Media Sosial, Lokasi, Store Atmosphere terhadap Niat Beli di Cafe. Jurnal Ilmu Manajemen, 9(3), 1173–1183. https://doi.org/10.26740/jim.v9n3.p1173-1183
Supranto, J. and Nandan Limakrisna. 2011. Perilaku Konsumen Dan Strategi Pemasaran: Untuk Memenangkan Persaingan Bisnis. Jakarta: Mitra Wacana Media.
Taspcott, Don (2008). GrownUp Digital: How the Net GenerationisChangingYour World. McGraw-Hill.
Trivedi, J. (2017). The Effect of Viral Marketing Messages on Consumer Behavior. Journal of Management Research, 17(2), 84498.
Utami, C.W. 2006. Retail Management: Modern Strategy and Implementation. First Edition. Jakarta: Salemba Four
Vianna, K. A., de Mesquita, J. M. C., Linhares, M. R. S., & Moreira, P. de C. G. (2016). The Relationship Between Viral Marketing, Purchase Intention, and Brand Visibility: Study with Brazilian Customers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 229–241. https://doi.org/10.1007/978-3-319-29877-1_49
Waloejan, N. A. (n.d.). the Influence of Store Atmosphere on Consumer Purchase Decision At Kawan Baru Restaurant Mega Mas Manado. 4(1), 1212–1219.
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40.
Watung, M., Massie, J. D. D., & Ogi, I. W. (2022). Pengaruh Electronic Word of Mouth Dan Celebrity Endorser Dengan Brand Image Terhadap Purchase Intention Pembelian Tiket Online (Studi Pada Situs Traveloka) Influence of Electronic Word of Mouth and Celebrity Endorse With Brand Image To Online Ticket Buyin. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 1181–1191.
Yonita, T., & Budiono, H. (2020). Pengaruh Ewom Terhadap Brand Image Dan Purchase Intention Produk Innisfree Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 152. https://doi.org/10.24912/jmk.v2i1.7455
Wood, S. (2013). Generation Z as consumers: Trends and innovation. Institute for Emerging Issues: NC State University
Yonita, T., & Budiono, H. (2020). Pengaruh Ewom Terhadap Brand Image Dan Purchase Intention Produk Innisfree Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 152. https://doi.org/10.24912/jmk.v2i1.7455
Published
2023-12-13
How to Cite
ELEAZAR, Yosua; HAYADI, Ilsya.
Memahami Niat Beli Produk Mixue Pada Generasi Z Di Kota Bengkulu.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 12, n. 2, p. 380-390, dec. 2023.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/4573>. Date accessed: 21 dec. 2024.
doi: https://doi.org/10.32503/revitalisasi.v12i2.4573.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
