Pengaruh Konten Media Sosial Instagram dan Kesadaran Merek Terhadap Minat Beli Sepatu Kanky Sportstyle di Kota Bandung
DOI:
https://doi.org/10.29313/bcsbm.v6i2.25243Abstract
Abstract. This study examines the influence of Instagram content and brand awareness on purchase intention toward Kanky Sportstyle shoes in Bandung City. The research was motivated by a preliminary survey indicating that attractive Instagram content did not proportionally increase brand awareness and purchase intention. A quantitative method with a descriptive-verificative approach was employed. Primary data were collected through an online Likert-scale questionnaire from 130 respondents selected using purposive sampling. The respondents were consumers in Bandung City who had viewed, followed, or interacted with Kanky Sportstyle's Instagram content. Data were analyzed using multiple linear regression with IBM SPSS Statistics 25. The results indicate that Instagram content and brand awareness each have a positive and significant effect on purchase intention. Simultaneously, both variables explain 53.2% of the variance in purchase intention, while the remaining 46.8% is influenced by other factors outside the model. These findings highlight the importance of developing engaging Instagram content alongside strengthening brand awareness to increase consumers' purchase intention toward local footwear brands.
Abstrak. Penelitian ini bertujuan menganalisis pengaruh konten media sosial Instagram dan kesadaran merek terhadap minat beli sepatu Kanky Sportstyle di Kota Bandung. Penelitian dilatarbelakangi oleh hasil pra-survei yang menunjukkan bahwa konten Instagram yang menarik belum mampu meningkatkan kesadaran merek dan minat beli secara proporsional. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data primer diperoleh melalui kuesioner daring berskala Likert kepada 130 responden yang dipilih menggunakan teknik purposive sampling, yaitu konsumen di Kota Bandung yang pernah melihat, mengikuti, atau berinteraksi dengan konten Instagram Kanky Sportstyle. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa konten Instagram dan kesadaran merek berpengaruh positif dan signifikan terhadap minat beli, baik secara parsial maupun simultan. Kedua variabel mampu menjelaskan 53,2% variasi minat beli, sedangkan sisanya dipengaruhi faktor lain di luar model.
References
Basimakopoulou, M., Theologou, K., & Tzavaras, P. (2022). A Literature Review on Digital Marketing: The Evolution of a Revolution. Journal of Social Media Marketing, 1(1), 30–40. https://doi.org/10.33422/jsmm.v1i1.901
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Efendioğlu, İ. H., & Durmaz, Y. (2022). The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users. Transnational Marketing Journal, 10(2), 251–275. https://doi.org/10.33182/tmj.v10i2.1606
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Kemp, & SImon. (2024). Digital 2024: Indonesia.
Khairunnisa, P. K., & Juliadi, R. (2023). Social media marketing strategy to increase brand awareness of local fashion brands. Jurnal Manajemen Komunikasi, 8(1), 21–38. https://doi.org/10.24198/jmk.v8i1.43548
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th edition). Pearson Education Limitied.
Mikhael, M., & Susan, M. (2022). The Pengaruh Social Media Marketing Melalui Instagram Terhadap Purchase Intention yang Dimediasi Brand Awareness di Interkultural Edukasi Partner. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(1), 50–60. https://doi.org/10.47065/ekuitas.v4i1.1802
Statista. (2024). Revenue of the Footwear Market in Indonesia.
Sugana, W. S., & Gunawan, T. (2022). EFFECT INSTAGRAM ON PURCHASE INTENTION BY BRAND AWARENESS DURING PANDEMIC. Jurnal Riset Bisnis Dan Manajemen, 15(2), 117–124. https://doi.org/10.23969/jrbm.v15i2.5828
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.
