Viral Marketing, Bandwagon Effect dan Keputusan Pembelian: Integrasi Mekanisme Pemediasian Perilaku Konsumtif

Nikken Nur Fanydia Ningsih, Nur Laili Fikriah

Abstract


The utilization of TikTok as a digital promotional media is more preferred by marketers today because it is considered more effective in reaching a wider and more efficient target market at a lower cost for promoting products. Based on data, most TikTok user in Indonesia are from the Generation Z demographic. The purpose of this research is to examine the influence of viral marketing and the bandwagon effect on the purchasing decisions of Generation Z on the TikTok Shop, mediated by consumer behavior as an intervening variable. This research is a quantitative study. The data analysis method used in this study is partial least squares using SmartPLS 0.4. The research sample consists of 156 respondents from Generation Z who are TikTok users in Malang. The results of this study reveal that viral marketing, the bandwagon effect, and consumer behavior have a positive and significant impact on purchasing decisions. The consumer behavior variable is able to mediate the influence of viral marketing and the bandwagon effect on purchasing decisions made by the Generation Z demographic in the city of Malang.

Keywords


social media TikTok; generation Z; viral marketing; bandwagon effect; buying decision; consumtif behaviour

Full Text:

PDF

References


Agustina, A., Dolly, F. I., & Widyastuti, I. (2022). Pengaruh Perilaku Konsumtif dan Gaya Hidup Terhadap Keputusan Pembelian Skincare Mahasiswi STIA Setih Setio. Jurnal STIA Bengkulu: Committe to Administration …, 1(2),113–124. https://jurnal.stiabengkulu.ac.id/index.php/jsb/article/view/53%0Ahttps://jurnal.stiabengkulu.ac.id/index.php/jsb/article/download/53/50

Arikunto, S. (2019). Prosedur Penelitian. Rineka Cipta.

Beresford Research. (2022). Generations defined by name, birth year, and ages in 2022. https://www.beresfordresearch.com/age-range-by-generatio

Creswell, J. W. (2018). Desain Penelitian: Pendekatan Kualitatif, Kuantitatif, dan Metode Campuran. Sage. Los Angeles

Dewi, I. R. (2022). Data Terbaru! Berapa Pengguna Internet Indonesia 2022? https://www.cnbcindonesia.com/tech/20220609153306-37-345740/data-terbaru-berapa-pengguna-internet-indonesia-2022

Djuna, K., & Fadillah, A. N. (2022). Pemanfaatan Fenomena The Bandwagon Effect Pada Generasi Muda Indonesia. SANISA: Jurnal Kreativitas Mahasiswa Humum, 2(1), 18–23.

Dolot, A. (2018). The Characteristic of Generation Z. E-Mentor, 44–45.

Evelina, L. W., & Pebrianti, D. E. (2021). Perilaku Konsumtif Bandwagon Effect Followers Instagram Shopee pada Event Flash Sale. Warta ISKI, 4(02), 99–110. http://dx.doi.org/10.25008/wartaiski.v4i2.127

Fadhilah, F., & Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. Jurnal Ekonomi, Keuangan Dan Manajemen Inovasi, 17(3), 505–512. http://eprints.untirta.ac.id/id/eprint/6920

Fadilah, P. A. (2022). Pengaruh Lingkungan Teman Sebaya & Status Sosial Ekonomi Orang Tua Terhadap Keputusan Pembelian Dengan Perilaku Konsumtif Sebagai Variabel Intervening (Studi Kasus Mahasiswa Jurusan Ekonomi Syariah IAIN Syekh Nurjati Cirebon). Institut Agama Islam Negeri Syekh Nurjati Cirebon.

Fara, D. (2019). Hubungan Antara Bandwagon Effect dan Celebrity Worship Pada Penggemar K-POP. Universitas Sumatra Utara.

Furqon, M. A. (2020). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian. Jurnal Inspirasi Bisnis Dan Manajemen, 4(1), 79. https://doi.org/10.33603/jibm.v4i1.3311

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed). Badan Penerbit Universitas Diponegoro.

Harahap, M. A., & Adeni, S. (2020). Tren Penggunaan Media Sosial Selama Pandemi Di Indonesia. Jurnal Professional FIS UNIVED, 7(2), 13–23.

Kelly, R. C. (2022). Bandwagon Effect. 2022. https://www.investopedia.com/terms/b/bandwagon-effect.asp.

Khansa, S. D., & Putri, K. Y. S. (2022). Pengaruh Sosial Media Tiktok Terhadap Gaya Hidup Remaja. Ekspresi Dan Persepsi : Jurnal Ilmu Komunikasi, 5(1), 133–141. https://doi.org/10.33822/jep.v5i1.3939

Khudrotun, N. (2020). Generasi Z Mengawasi Pilkada 2020. Bawaslu Kabupaten Jombang.

Kwek, C. L., Lei, B., Leong, L. Y., Saggayam, M. J. A. J., & Peh, Y. X. (2020). The Impacts of Online Comments and Bandwagon Effect on the Perceived Credibility of the Information in Social Commerce: The Moderating Role of Perceived Acceptance. 145(Icebm 2019), 451–460. https://doi.org/10.2991/aebmr.k.200626.076

Linnes, C., & Metcalf, B. (2017). Generation and Their Acceptance of Technology. International Journal of Management & Information System, 21(2), 11–26.

Mahdi, I. (2022). Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022. https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022

Maholtra, N. K. (2020). Riset Pemasaran (Marketing Research) (7 jilid 1). New Jersey, Indonesia: PT. Indeks.

Mclnerney, P. K. A., Smith, T. R., & Yamakawa, N. (2020). What makes Asia’s Generation Z different? https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/what-makes-asia-pacifics-generation-z-different

Mukaromah, E. F. (2020). Pengaruh Fanatisme Suporter, Brand Love dan Perilaku Konsumtif Terhadap Keputusan Pembelian Merchandise. Jurnal Ilmiah Mahasiswa FEB, 8(2), 1–14. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/6751

Muliadi, B. (2020). What The Rise Of TikTok Says About Generation Z. https://www.forbes.com/sites/forbestechcouncil/2020/07/07/what-the-rise-of-tiktok-says-about-generation-z/?sh=36254a156549.

Muliajaya, I. M., Sujana, I. N., & Indrayani, L. (2019). Pengaruh Viral Marketing Dan Harga Terhadap Keputusan Pembelian Melalui Media Sosial Instagram Pada Mahasiswa Program Studi Pendidikan Ekonomi. Jurnal Pendidikan Ekonomi, 11(2), 628–636.

Oktari, A. D., Dewi, R. S., & Febriana, S. K. T. (2014). Keputusan Pembelian Perhiasan Emas Pada Pelanggan Toko Emas Di Kawasan Banjarmasin. 4, 1–5.

Pemkot Malang. (2023). Tri Bina Cita. https://malangkota.go.id/sekilas-malang/tri-bina-cita/.

Philip, K., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran (12 jilid 1). Erlangga. PT. Indeks.

Philip, P. (2019). Variabel Intervening pada Pembelian Sneakers Branded Oleh Generasi Z di Surabaya. Agora, 7(2).

Prabowo, G. (2022). 5 Aplikasi Mobile Paling Laris di Q1 2022, Didominasi Sosial Media!2022. https://nextren.grid.id/penulis/9074/gama-prabowo

Pradana, D., Hudayah, S., & Rahmawati, R. (2019). Marketing Strategy Analysis Kopi Arabika Specialty (Studi Kasus Pada Cv Frinsa Agrolestari). JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 5(1), 1–14. https://doi.org/10.34203/jimfe.v5i1.1324

Pratiwi, D. I., Noviarita, H., & Anggraeni, E. (2022). Impact of Viral Marketing on Marketplace Purchase Decisions in Indonesia. Jurnal Ekonomi Balance, 18(02), 276–284. https://journal.unismuh.ac.id/index.php/jeb/article/view/9616

Purwanti, I. D., & Istiyanto, B. (2022). Peran Media Sosial, Influencer, Dan Kebudayaan Melalui Perilaku Konsumtif Terhadap Keputusan Pembelian Menggunakan Variabel Intervening Pada Produk Bts Meal. SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business, 5(2), 210–222. https://doi.org/10.37481/sjr.v5i2.456

Rahmani, P. I. (2019). Pengaruh Perilaku Konsumtif Dan Country of Origin Terhadap Keputusan Pembelian Kosmetik (Studi Pada Wanita Bekerja Di Wilayah Surabaya). Jurnal Ilmu Manajemen (JIM), 7(2), 507–515.

Riani, R., & Samtan, N. (2020). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Pengambilan Keputusan Penggunaan Aplikasi Tiktok. International Journal of Communication, Management and Humanities, 145–146.

Schmitt‐Beck, R. (2015). Bandwagon Effect. The International Encyclopedia of Political Communication, 1–5. https://doi.org/10.1002/9781118541555.wbiepc015

Sindonews. (2020). Pengguna TikTok di Indonesia Didominasi Generasi Z dan Y.

Situmorang, J. R. (2010). Pemasaran Viral-Viral Marketing. http://www.hotmail.com.

Statista. (2023). Countries With The Highest Number Of Internet Users 2023. https://www.statista.com/statistics/262966/number-of-internet-users-in-selected-countries/

Sugiyono. (2019). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D (Sutopo Ed.). Alfabeta.

Sumartono. (2017). Terperangkap dalam Iklan. Alfabeta.

Sumarwan, U. (2015). Perilaku konsumen: Teori dan penerapannya dalam pemasaran (R. Sikumba). Ghalia Indonesia.

Sutarno, R. A., & Purwanto, S. (2022). Perilaku Konsumtif Generasi Z terhadap Keputusan Pembelian Produk Silverqueen di Kota Sidoarjo. J-MAS (Jurnal Manajemen Dan Sains), 7(1), 309.

Syahidah, R. A. (2021). Pengaruh Viral Marketing dan Digital Marketing terhadap Kepercayaan Konsumen dan Keputusan Pembelian Pada Produk Skincare Lokal di Masa Pandemi Covid 19 Risyda. Humanities Management and Science Proceedings, 1(2), 827–837.

Tjiptono, F. (2017). Strategi Pemasaran (4th ed.).

Tripambudi, B., & Indrawati, E. S. (2020). Hubungan Antara Kontrol Diri Dengan Perilaku Konsumtif Pembelian Gadget Pada Mahasiswa Teknik Industri Universitas Diponegoro. Jurnal EMPATI, 7(2), 597–603. https://doi.org/10.14710/empati.2018.21683

Warren, K. (2022). Generation Z (Gen Z): Definition, Birth Years, and Demographics. https://www.investopedia.com/generation-z-gen-z-definition-5218554

Wijaya, N., & Utami, L. S. S. (2021). Pengaruh Penyampaian Informasi pada Aplikasi TikTok terhadap Perilaku Konsumtif Generasi Z. Prologia, 5(2), 267. https://doi.org/10.24912/pr.v5i2.10171

Yudistira, A. (2022). Pengaruh Bandwagon Effect, Vablen Effect, terhadap Keputusan Pembelian di Masa Pandemi. 1–17.




DOI: https://doi.org/10.18860/iq.v19i2.22635

Bookmark and Share


Editorial Office:
Management Department,
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim
Gajayana Str. No. 50 Phone. 082334248882
E-mail: iqtishoduna@uin-malang.ac.id

E-ISSN 2614-3437
P-ISSN 1829-524X

Lisensi Creative Commons
IQTISHODUNA under CC BY SA 4.0 Internasional.

Indexed by: 

  Hasil gambar untuk gambar onesearchResearchBib  

Member of:


View My Stats