Mengungkap Peran Norma Subjektif, Cinta Merek, dan Advokasi Merek terhadap Niat Beli: Studi pada Pembelian Online Saat Even Harbolnas

Yulia Nuraeny Hartoyo, Yudi Sutarso

Abstract


National Online Shopping Day has become a phenomenon that attracts public interest in shopping through online platforms. National Online Shopping Day is an annual event that involves ownership and highlighting through online platforms that are often held in certain countries or regions, so that a number of e-commerce sites and online stores provide massive discounts, targeted promotions, and other special offers to customers. This study aimed to analyze the mediating role of price sensitivity in linking factors such as subjective norms, behavior, brand love, brand advocacy, and purchase intent during National Online Shopping Day. This study used quantitative research with descriptive analysis techniques using WARP-PLS. The sampling technique used is non-probability sampling with purposive sampling techniques. The sample of this study was 149 users of National Online Shopping Day in Surabaya and Sidoarjo. The results of this study showed that subjective norms had no effect on attitudes. In addition, subjective norms influence purchase intent, brand love, and brand advocacy. The role of attitude also influences purchase intent and brand love. Brand love influences purchase intent and brand advocacy, as does the role brand advocacy plays in influencing purchase intent. The role of price sensitivity is also quite large but is not able to moderate the relationship between subjective norms to attitudes

Keywords


Norma subjektif, sikap, niat beli, cinta merek, advokasi merek, sensitivitas harga.

Full Text:

PDF

References


Abdelrazek, N. A., & El-Bassiouny, N. (2023). Online brand advocacy for sustainable brands: a study in an emerging market. Management & Sustainability: An Arab Review, 2(1), 67–86. https://doi.org/10.1108/msar-06-2022-0029

Achadi, A., Surveyandini, M., & Prabawa, A. (2021). Pengaruh Kualitas Website E-Commerce, Kepercayaan, Persepsi Risiko dan Norma Subyektif terhadap Minat Beli Secara Online di bukalapak.com. Jurnal Ilmiah Universitas Batanghari Jambi, 21(3), 1207. https://doi.org/10.33087/jiubj.v21i3.1628

Alfin Mahendra Wardana. (2021). ARTIKEL ILMIAH. Eprints.Perbanas.Ac.Id.

Angelina, M., Ellitan, L., & Ika Handayani, Y. (2023). Pengaruh Brand Image, Brand Love dan Brand Experience terhadap Brand Loyalty dengan Mediasi Brand Trust pada Kedai Mixue di Kota Surabaya. Jurnal Ilmiah Multidisiplin, 2(9).

Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2022). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review, 34(1), 62–84. https://doi.org/10.1108/EBR-10-2019-0274

Choi, Y., Kroff, M. W., & Kim, J. (2021a). Developing brand advocacy through brand activities on Facebook. Journal of Consumer Marketing, 38(3), 328–338. https://doi.org/10.1108/JCM-10-2019-3460

Choi, Y., Kroff, M. W., & Kim, J. (2021b). Developing brand advocacy through brand activities on Facebook. Journal of Consumer Marketing, 38(3), 328–338. https://doi.org/10.1108/JCM-10-2019-3460

Donald R Cooper’s Business Research Methods, 12th Edition. (n.d.).

Udayana, R. (2019). Pengaruh Perceived Usefullness, Perceived Ease Of Use, dan Subjective Norm Terhadap Purchase Intention Melalui Attitude Sebagai Mediasi (Studi Kasus Pada Konsumen Gudang Digital Online Yogyakarta). EBBANK, 10(2), 41–48.

Etik, E. T., & Setiyono, W. P. (2021). The Importance of Knowledge, Skill, Attitude and Competence to Achieve Professional Performance. Academia Open, 5. https://doi.org/10.21070/acopen.5.2021.2391

Izquierdo-Yusta, A., Martínez–Ruiz, M. P., & Pérez–Villarreal, H. H. (2022). Studying the impact of food values, subjective norm and brand love on behavioral loyalty. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102885

Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India. International Journal of Retail and Distribution Management, 48(5), 517–536. https://doi.org/10.1108/IJRDM-02-2019-0042

Junaid, M., Hussain, K., Akram, U., Asghar, M. M., Zafar, S., & Hou, F. (2020). Brand love: the emotional bridge between tourists’ perceived value and well-being. Asia Pacific Journal of Tourism Research, 25(12), 1328–1341. https://doi.org/10.1080/10941665.2020.1853577

Lestari, L. D., & Dwijayanti, R. (2021). Pengaruh Fenomena Harbolnas (Hari Belanja Online Nasional) Pada E-Commerce Shopee Melalui Diskon Dan Kemudahan Bertransaksi Terhadap Keputusan Pembelian. Jurnal Pendidikan Tata Niaga (JPTN), 9. https://newsmaker.tribunnews.com/.

Malhotra, N. K. (2015). Essentials of marketing research : a hands-on orientation.

Manuella, W., & Sander, A. (2022). Pengaruh Electronic Word Of Mouth (E-Wom) Di Instagram Terhadap Minat Pembelian Pada Merek Kosmetik Lokal Yang Dimediasi Oleh Citra Merek Dan Sikap Merek. In Journal of Strategic Management (Vol. 2, Issue 2).

Nurliyanti, N., Arnis Susanti, A., & Hadibrata, B. (2022). Pengaruh Harga, Promosi Dan Brand Image Terhadap Keputusan Pembelian (Literature Review Strategi Marketing Manajement). 2(2). https://doi.org/10.38035/jihhp.v2i2

Penelitian Dan Pengembangan, J., Riana Sari, A., Rahman, F., Wulandari, A., Pujianti, N., Laily, N., Yulia Anhar, V., Anggraini, L., Azmiyannoor, M., Muhammad Ridwan, A., & Ilham Ilham Muddin, F. (2020). 32 JPPKMI 1 (1) (2020) Perilaku Pencegahan Covid-19 Ditinjau dari Karakteristik Individu dan Sikap Masyarakat Abstrak. https://journal.unnes.ac.id/sju/index.php/jppkmiURL:https://journal.unnes.ac.id/sju/index.php/jppkmi/article/view/41428/173

Pertiwi, D., Sejati, F. R., & Prasetianingrum, S. (2020). Analisis Kesuksesan Sistem E-Commerce Yang Berpartisipasi Pada Harbolnas. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 6(2), Inpress. https://doi.org/10.34203/jimfe.v6i2.2610

Prihadi, D., Harira Irawan, B., Subroto, S., Studi Bisnis Digital Fakultas Ekonomi dan Bisnis Universitas Pancasakti Tegal, P., & Studi Manajemen Fakultas Ekonomi dan Bisnis, P. (2022). Pengaruh Digital Marketing, Sistem Paylater, Diskon Harbolnas Terhadap Motivasi Hedonis Dan Dampaknya Pada Impulse Buying (Vol. 15, Issue 2).

Purwa, N. D., & Suksmawati, H. (2022). Persepsi Generasi Milenial Terhadap Hari Belanja Online Nasional Pada E-Commerce Shopee. Expose: Jurnal Ilmu Komunikasi, 5(1), 16. https://doi.org/10.33021/exp.v5i1.3533

Rahmawati, O., Riyanto Fakultas Ekonomi dan Bisnis, K., Studi Manajemen, P., Pelita Bangsa, U., Ruko Bekasi Mas, B., Ahmad Yani, J., Jaya, M., Bekasi Sel, K., & Barat, J. (2023). Pengaruh Brand Personality, Brand Love dan Brand Image Terhadap Brand Advocacy. Media Online), 4(1). https://doi.org/10.47065/arbitrase.v4i1.1101

Rakatama, M., & Winarto, A. (2021). Pengaruh Brand Image dan Brand Love Terhadap Repurchase Intention (Studi Kasus pada Konsumen Produk Gucci di Surabaya). https://journal.inspirasi.or.id/index.php/nomicpedia

Samala, N., & Singh, S. (2019). Millennial’s engagement with fashion brands: A moderated-mediation model of brand engagement with self-concept, involvement and knowledge. Journal of Fashion Marketing and Management, 23(1), 2–16. https://doi.org/10.1108/JFMM-04-2018-0045

Saputra, M. K., Nyoman, N., & Respati, R. (2023). Peran Brand Awareness Memediasi Daya Tarik Celebrity Endorser Terhadap Niat Beli Produk Pakaian Merek Erigo. 12(7), 671–690. https://doi.org/10.24843/EJMUNUD.2023.v12.i07.p02

Sreen, N., Dhir, A., Talwar, S., Tan, T. M., & Alharbi, F. (2021). Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102549

Sugiyono. (2019). Metode Penelitian Kuantitatif.

Sutarso, Y., Ayu Sekarsari, L., Annisatul Hidayati, E., Andariksa, H., & Zafira Putri, M. (2022). Understanding the attributes of digital wallet customers: Segmentation based on perceived risk during the Covid-19 pandemic. Jurnal Ekonomi Dan Bisnis, 25(Oktober), 381–400. www.ejournal.uksw.edu/jeb

Trivedi, J. P., Kishore, K., Trivedi, J. P., & Kishore, K. (2020). Investigating the factors influencing consumers’ purchase intention for electric cars: an emerging market perspective. In Int. J. Economics and Business Research (Vol. 20, Issue 2).




DOI: https://doi.org/10.32502/jimn.v13i2.7125

Refbacks

  • There are currently no refbacks.


Creative Commons License
Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

INDEXED / ABSTRACTED

     BASE Logo      logo