PENGARUH SOCIAL MEDIA MARKETING, CONTENT MARKETING, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SAMSUNG DAN IPHONE PADA MAHASISWA UNIVERSITAS DI SEMARANG
Keywords:
social media marketing, content marketing, brand image, purchase decision
Abstract
Samsung and iPhone are popular brands in Indonesia's smartphone market, attracting many users. Nowadays, smartphones serve not only for communication but also as tools for digital marketing. This study focuses on examining how social media marketing, content marketing, and brand image affect the choices of university students in Semarang when it comes to buying Samsung and iPhone smartphones. We collected data from 100 students selected using a specific sampling method. We used a Likert scale questionnaire and IBM SPSS 25 for analysis. The results showed that social media marketing doesn't influence purchase decisions for Samsung and iPhone. However, content marketing and brand image significantly influence both brands. In general, these factors positively impact purchase decisions, with Samsung having a slightly higher impact compared to iPhone. There's no significant difference between the two brands. These findings can help businesses improve their marketing strategies for better targeting consumers.
References
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Hermiyenti, Suci, and Yunia Wardi. 2019. “A Literature Review on the Influence of Promotion , Price and Brand Image to Purchase Decision.” Advances in Economics, Business and Management Research 64:538–45.
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Lopes, Ana Rita, Ipam Porto, and Beatriz Casais. 2022. “Digital Content Marketing: Conceptual Review and Recommendations for Practitioners.” Academy of Strategic Management Journal 21(2):1–17.
Lubis, Septiana Sara, Yenni Samri, and Juliati Nasution. 2023. “Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Produk Smartphone Samsung.” SEIKO : Journal of Management & Business 6(1):422–33. doi: 10.37531/sejaman.v6i1.3657.
Mahardini, Swesti, Virginio Gryffin Singal, and Malik Hidayat. 2022. “Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta.” Ikraith-Ekonomika 6(1):180–87. doi: 10.37817/ikraith-ekonomika.v6i1.2480.
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Mukarromah, Ustadriatul, Mirtan Sasmita, and Lilis Rosmiati. 2022. “Pengaruh Konten Marketing Dan Citra Merek Terhadap Keputusan Pembelian Dengan Dimediasi Minat Beli Pada Pengguna Aplikasi Tokopedia.” MASTER: Jurnal Manajemen Strategik Kewirausahaan 2(1):73–84.
Nagy, Szabolcs, and Gergő Hajdú. 2021. “The Relationship between Content Marketing and the Traditional Marketing Communication Tools Digitalization.” Észak-Magyarországi Stratégiai Füzetek 18(1):110–19.
Normawati, Rani Arifah, Shanti Ike Wardani, and Anna Widayani. 2021. “Pemanfaatan Digital Marketing Sebagai Sarana Komersialisasi Produk Kampung Batik Kembang Turi Blitar.” 5, No. 1(May). doi: 10.31849/dinamisia.v5i2.4157.
Purwanto, Agus, and Yuli Sudargini. 2021. “Exploring Factors Affecting Buying Interest of Smartphones During the Covid 19 Pandemic.” Journal of Industrial Engineering & Management Research 2(4):124–30.
Putra, Febrianur Ibnu Fitroh Sukono, Wiyadi, and Purwo Edy Saputro. 2019. “Analisis Komparasi Kepuasan Konsumen Yang Membeli Smartphone China Pada Gerai Resmi Dan Black Market.” Jurnal Manajemen Daya Saing 21(2):79–87.
Putri, Oktavia Dewi, Puji Rahayu Suci, and Mulyono. 2022. “Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87).” Bulletin of Management and Business 3(1):42–50.
Putri Sabella, Valma, Agus Hermawan, and Titis Shinta Dhewi. 2022. “The Influence of Brand Ambassador and Social Media Marketing on Purchase Intention Through Brand Image (Study on Consumers ‘ Sang Dewa Snack’).” International Journal Of Humanities Education and Social Sciences (IJHESS) 2(1):120–28. doi: 10.55227/ijhess.v2i1.217.
Saputra, Galih Ginanjar, and Fadhilah. 2021. “Pengaruh Content Marketing Dan E-Wom Pada Media Sosial Tiktok Terhadap Keputusan Pembelian Generasi Z.” Jurnal Ekonomi, Keuangan Dan Manajemen Inovasi 17(3):505–12.
Sari, Anita Kartiika, and Tri Wahjoedi. 2022. “The Influence of Brand Image and Brand Awareness on Purchasing Decisions Is Moderated by Brand Ambassador.” World Journal of Advanced Research and Reviews 16(3):947–57. doi: 10.30574/wjarr.2022.16.3.1462.
Sari, Desi Permata. 2021. “Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian, Kualitas Produk, Harga Kompetitif, Lokasi.” Jurnal Ilmu Manajemen Terapan 2(4):524–33. doi: 10.31933/jimt.v2i4.
Sarippudin, Asep, Iis Fitriani, and Wandy Zulkarnaen. 2019. “Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di ITC Kebon Kelapa Bandung.” SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu STIE Muhammadiyah Bandung 1 No. 3(143):42–51.
Strzębicki, Dariusz. 2022. “The Use Of Content Marketing On The Websites Of Dairy Companies.” Marketing Of Scientific And Research Organizations 46(4):43–58.
Upadana, Made wahyu Krisna, and Komang Agus Satria Pramudana. 2020. “Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian.” E-Jurnal Manajemen Universitas Udayana 9(5):1921. doi: 10.24843/ejmunud.2020.v09.i05.p14.
Yani, Ahmad, and Siti Napisah. 2020. “Pengaruh Lokasi, Harga, Dan Brand Image Terhadap Keputusan Pembelian Perumahan Subsidi Kota Pangkalpinang.” JEM: Jurnal Ekonomi Dan Manajemen STIE Pertiba Pangkalpinang 6(1):96–104.
Yaputra, Priandy. 2020. “Pengaruh Social Media Marketing, Store Environment, Sales Promotion, Dan Precieved Value Terhadap Purchase Decision Konsumen Sogo Departemen.” Jurnal Manajemen Bisnis Dan Kewirausahaan 4:36–41. doi: https://doi.org/10.24912/jmbk.v4i1.6795.
Yu, Yang. 2023. “Analysis of Development of Social Media Marketing Based on Social Media Platforms —— Using Apple as an Example.” International Conference on Innovations in Marketing and Investment Management 39:260–65.
Ali, Rizwan, Vera Komarova, Tanveer Aslam, and Kęstutis Peleckis. 2022. “The Impact Of Socical Media Marketing On Youth Buying Behaviour.” Entrepreneurship And Sustainibility Issues 9(4):125–38.
Almohaimmeed, Bader M. A. 2019. “The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective.” Journal of Business & Retail Management Research 13(04):146–58. doi: 10.24052/jbrmr/v13is04/art-13.
Anantanyu, Sapja, Putri Permatasari, Joko Winarno, and Agung Wibowo. 2022. “Strategi Komunikasi Pemasaran Melalui Digital Marketing Minyak Kayu Putih Pada Kelompok Tani Hutan (KTH) Wonolestari, Desa Wonoharjo Boyolali.” Jurnal Surya Masyarakat 5(1):60–67. doi: https://doi.org/10.26714/jsm.5.1.2022.60-67.
Ansari, Sinoka, Ghishwa Ansari, Muhammad Umar Ghori, and Abdul Ghafoor Kazi. 2019. “Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision.” Journal of Public Value and Administration Insights 2(2):5–10.
Daulay, Rachmadonna Shinta, Hidayah Pulungan, Adelia Noviana, and Siti Hurhaliza. 2020. “Manfaat Teknologi Smartphone Dalam Kegiatan Pembelajaran Pendidikan Islam Di Masa Pandemi Corona-19.” Al-Ulum: Jurnal Pendidikan Islam 1(1):29–43. doi: 10.56114/al-ulum.v1i1.7.
Desai, Vaibhava. 2019. “Fostering Innovation , Integration and Inclusion Through Interdisciplinary Practices in Management Digital Marketing : A Review.” International Journal of Trend in Scientific Research and Development (IJTSRD) (March):196–200.
Dzakirah, Farah, Nasrul Nasrul, and Sinarwaty Sinarwaty. 2021. “Pengaruh Brand Image Dan Celebrity Endorser Terhadap Keputusan Pembelian Kosmetik Make Over Di Kota Kendari.” Jurnal Manajemen Dan Kewirausahaan 13(1):84. doi: 10.55598/jmk.v13i1.23311.
Febriyanti, Rizky Suci, and Aniek Wahyuati. 2016. “Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Melalui Minat Beli.” Jurnal Ilmu Dan Riset Manajemen2 5(5):3.
Handayani, Ririn, Universitas Lancang, and Kuning Pekanbaru. 2020. Metodologi Penelitian Sosial.
Harahap, Alwi Hanapi. 2020. “The Role of Youtube in Building Brand Image Communication in Technology Review Content on the Gadgetin Channel (David Brandi).” International Journal of Cultural and Social Science 1(1):Pages.
Hardani, dkk. 2020. Buku Metode Penelitian Kualitatif Dan Kualitatif.
Hasmayni, Babby, and Johannes S. Lumbanbatu. 2019. “Gambaran Lifelifestyle Pada Mahasiswa Fakultas Psikologi Pengguna Iphone Di Universitas Medan Area.” Jurnal TEKESNOS: Jurnal Teknologi, Kesehatan Dan Ilmu Sosial 1(1):9–16.
Hermiyenti, Suci, and Yunia Wardi. 2019. “A Literature Review on the Influence of Promotion , Price and Brand Image to Purchase Decision.” Advances in Economics, Business and Management Research 64:538–45.
Hidayah, Eka Nur, and Ginanjar Rahmawan. 2021. “The Influence of Product Quality, Price, Product Innovation and Brand Image on Purchasing Decisions of Instant Noodles in Indonesia.” Journal of Research in Business, Economics, and Education 3(1):1–8.
Huda, Isra Ul, Anthonius J. Karsudjono, and Ryan Darmawan. 2021. “Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial.” Jurnal Komunikasi Bisnis Dan Manajemen 8(1):32–40.
Irianto, Devan Ramadhan. 2020. “Pengaruh Content Marketing Dan Brand Image Terhadap Minat Beli Produk Mitra Bukalapak (Studi Pada Konsumen Mitra Bukalapak Di Kota Malang).”
Kalangi, Natalia Junni, Lucky F. Tamengkel, and Olivia Walangitan. 2019. “Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear.” 8(1):44–54.
Lopes, Ana Rita, Ipam Porto, and Beatriz Casais. 2022. “Digital Content Marketing: Conceptual Review and Recommendations for Practitioners.” Academy of Strategic Management Journal 21(2):1–17.
Lubis, Septiana Sara, Yenni Samri, and Juliati Nasution. 2023. “Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Produk Smartphone Samsung.” SEIKO : Journal of Management & Business 6(1):422–33. doi: 10.37531/sejaman.v6i1.3657.
Mahardini, Swesti, Virginio Gryffin Singal, and Malik Hidayat. 2022. “Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta.” Ikraith-Ekonomika 6(1):180–87. doi: 10.37817/ikraith-ekonomika.v6i1.2480.
Masrianto, Agus, Hartoyo Hartoyo, Aida Vitayala S. Hubeis, and Nur Hasanah. 2022. “Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability.” Journal of Open Innovation: Technology, Marketi, and, Comlexity 8:153.
Mukarromah, Ustadriatul, Mirtan Sasmita, and Lilis Rosmiati. 2022. “Pengaruh Konten Marketing Dan Citra Merek Terhadap Keputusan Pembelian Dengan Dimediasi Minat Beli Pada Pengguna Aplikasi Tokopedia.” MASTER: Jurnal Manajemen Strategik Kewirausahaan 2(1):73–84.
Nagy, Szabolcs, and Gergő Hajdú. 2021. “The Relationship between Content Marketing and the Traditional Marketing Communication Tools Digitalization.” Észak-Magyarországi Stratégiai Füzetek 18(1):110–19.
Normawati, Rani Arifah, Shanti Ike Wardani, and Anna Widayani. 2021. “Pemanfaatan Digital Marketing Sebagai Sarana Komersialisasi Produk Kampung Batik Kembang Turi Blitar.” 5, No. 1(May). doi: 10.31849/dinamisia.v5i2.4157.
Purwanto, Agus, and Yuli Sudargini. 2021. “Exploring Factors Affecting Buying Interest of Smartphones During the Covid 19 Pandemic.” Journal of Industrial Engineering & Management Research 2(4):124–30.
Putra, Febrianur Ibnu Fitroh Sukono, Wiyadi, and Purwo Edy Saputro. 2019. “Analisis Komparasi Kepuasan Konsumen Yang Membeli Smartphone China Pada Gerai Resmi Dan Black Market.” Jurnal Manajemen Daya Saing 21(2):79–87.
Putri, Oktavia Dewi, Puji Rahayu Suci, and Mulyono. 2022. “Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87).” Bulletin of Management and Business 3(1):42–50.
Putri Sabella, Valma, Agus Hermawan, and Titis Shinta Dhewi. 2022. “The Influence of Brand Ambassador and Social Media Marketing on Purchase Intention Through Brand Image (Study on Consumers ‘ Sang Dewa Snack’).” International Journal Of Humanities Education and Social Sciences (IJHESS) 2(1):120–28. doi: 10.55227/ijhess.v2i1.217.
Saputra, Galih Ginanjar, and Fadhilah. 2021. “Pengaruh Content Marketing Dan E-Wom Pada Media Sosial Tiktok Terhadap Keputusan Pembelian Generasi Z.” Jurnal Ekonomi, Keuangan Dan Manajemen Inovasi 17(3):505–12.
Sari, Anita Kartiika, and Tri Wahjoedi. 2022. “The Influence of Brand Image and Brand Awareness on Purchasing Decisions Is Moderated by Brand Ambassador.” World Journal of Advanced Research and Reviews 16(3):947–57. doi: 10.30574/wjarr.2022.16.3.1462.
Sari, Desi Permata. 2021. “Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian, Kualitas Produk, Harga Kompetitif, Lokasi.” Jurnal Ilmu Manajemen Terapan 2(4):524–33. doi: 10.31933/jimt.v2i4.
Sarippudin, Asep, Iis Fitriani, and Wandy Zulkarnaen. 2019. “Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di ITC Kebon Kelapa Bandung.” SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu STIE Muhammadiyah Bandung 1 No. 3(143):42–51.
Strzębicki, Dariusz. 2022. “The Use Of Content Marketing On The Websites Of Dairy Companies.” Marketing Of Scientific And Research Organizations 46(4):43–58.
Upadana, Made wahyu Krisna, and Komang Agus Satria Pramudana. 2020. “Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian.” E-Jurnal Manajemen Universitas Udayana 9(5):1921. doi: 10.24843/ejmunud.2020.v09.i05.p14.
Yani, Ahmad, and Siti Napisah. 2020. “Pengaruh Lokasi, Harga, Dan Brand Image Terhadap Keputusan Pembelian Perumahan Subsidi Kota Pangkalpinang.” JEM: Jurnal Ekonomi Dan Manajemen STIE Pertiba Pangkalpinang 6(1):96–104.
Yaputra, Priandy. 2020. “Pengaruh Social Media Marketing, Store Environment, Sales Promotion, Dan Precieved Value Terhadap Purchase Decision Konsumen Sogo Departemen.” Jurnal Manajemen Bisnis Dan Kewirausahaan 4:36–41. doi: https://doi.org/10.24912/jmbk.v4i1.6795.
Yu, Yang. 2023. “Analysis of Development of Social Media Marketing Based on Social Media Platforms —— Using Apple as an Example.” International Conference on Innovations in Marketing and Investment Management 39:260–65.
Published
2024-05-30
How to Cite
Ahmada, R. A., & Putra, F. I. F. S. (2024). PENGARUH SOCIAL MEDIA MARKETING, CONTENT MARKETING, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SAMSUNG DAN IPHONE PADA MAHASISWA UNIVERSITAS DI SEMARANG. Dinamika: Jurnal Manajemen Sosial Ekonomi, 4(1), 90-110. https://doi.org/10.51903/dinamika.v4i1.438
Section
Articles
