PENGARUH SOSIAL MEDIA INFLUENCER DAN PROMOSI PENJUALAN TERHADAP MINAT BELI PADA BISNIS KULINER UMKM DI PALEMBANG INDAH MALL

Rentika Damara; Marlina Widiyanti; Muchsin Saggaf Shihab; Aslamia Rosa

doi:10.55681/jige.v4i3.1191

Authors

Rentika Damara Universitas Sriwijaya Palembang, Indonesia
Marlina Widiyanti Universitas Sriwijaya Palembang, Indonesia
Muchsin Saggaf Shihab Universitas Sriwijaya Palembang , Indonesia
Aslamia Rosa Universitas Sriwijaya Palembang, Indonesia

DOI:

https://doi.org/10.55681/jige.v4i3.1191

Keywords:

Influencers, Sales Promotions and Purchase Intentions

Abstract

This research was conducted with the aim of testing empirically by analyzing the influence of social media influencers and sales promotions on buying interest in the culinary business at Palembang Indah Mall. The population in this study are Micro, Small and Medium Enterprises (MSMEs) interested in the food and beverage culinary business in Palembang Indah Mall with a sample of 100 people who will be distributed to MSME enthusiasts in Palembang Indah Mall using the random method. sampling. The results obtained are influencer social media and sales promotion which have a significant positive effect on buying interest in culinary MSME businesses in Palembang Indah Mall. Suggestions that can be given for further research are for MSMEs to be more selective in choosing the role of influencers who can be trusted, have culinary knowledge, be honest with the messages conveyed, and be able to display culinary qualities that are easy to understand when carried out online or directly promoted on social media. Future researchers are expected to add other variables such as celebrity endorsement, word of mouth, online advertising, brand image, discount framing, and so on..

Downloads

Download data is not yet available.

References

Adha dkk. 2020. Pengaruh Sosial Media Influencer Terhadap Pengaruh Minat Kerja Antar Brand. Journal of Industrial Engineering & Management Research (JIEMAR), Vol.01, No.01, Hal 127-130.

Aggad dkk. 2021. Investigating The Impact of Influencers’, Characteristics,

Contents, and Trustworthiness on Consumers’ Purchase Intention. Review of International Geographical Education, Vol.11, No.6, Hal 886-902.

Ajzen. 1991. The Theory of Planned Behavior. Organizational Behavior and

Human Decision Processes, Vol.50, No.2, Hal 179-211.

Aldoreno. 2020. The Impact of Discount Frame and Type of Product on Purchase

Intention. Jurnal Manajemen Bisnis dan Kewirausahaan, Vol.5, No.1, Hal 10-15.

Al-Hadban, Nora, & Almotairi, Mohammed. 2020. Dampak Atribut Media Sosial Terhadap Niat Beli di Saudi Foodservice. Tinjauan Inernasional tentang Manajemen Pemasaran. Vol 1 No.3.

Bayu, Dimas Jarot, & Triastuti, Endah. 2020. Menggunakan Teori Strukturasi Giddens untuk Mengkaji Kontestasi Partisipasi Jurnalis Media Massa Online di Karadata. Jurnal Media dan Komunikasi Riset. Vol 12 No. 1.

Badan Pusat Statistik Provinsi Sumatera Selatan. 2023. Perkembangan Jumlah

Usaha, Mikro, Kecil, dan Menengah Provinsi Sumatera Selatan Tahun

Dulek dan Aydin. 2020. Effect of Social Media Marketing on e-WOM, Brand

Loyalty, and Purchase Intention. Journal of the Institute of Social Sciences of Bingol University, Vol.10, No.20, Hal 271-288.

Erlangga Heri. 2021. Effect of Digital Marketing and Social Media on Purchase

Intention of Smes Food Products. Turkish Journal of Computer and

Mathematics Education, Vol.12, No.3, Hal 3672-3678.

Eti, Ismat Ara, Horaira, Mohammad abu, & bari, Mohammad Murshedul. 2021. Power and Stimulus of Social Media Marketing on Consumer

Purchase Intention in Bangladesh During The Covid-19. International

Journal of Research in Business and Social Science, Vol.10, No.1, Hal

-4478.

Febriyantoro dan Arisandi. 2018. Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD: Jurnal Manajemen Dewantara, Vol.1, No.2, Hal 62-76.

Folkvord, Frans, & de Bruijne. 2020. The Effect of The Promotion of Vegetables by a Social Influencer on Adolescents’ Subsequent Vegetable Intake: A Pilot Study. International Journal of Environmental Research and Public Health, Vol.17, No.7, Hal 1-11.

Galdeano, Dulcenombre Madrid, Fati, Meryem Ogalo, Habil Slade, & Abro, Zahida. 2019. Social Media and Purchase Intention: Findings For Future Empirical Directions. Humanities & Social Sciences Reviews, Vol.7,No.4, Hal 141-150.

Jarrar dkk. 2020. Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising. Utopia y Praxis Latinoamericana, Vol.25, No.12, Hal 40-53.

Julianno dkk. 2020. Implementasi Web Scraping Untuk Pengumpulan Informasi Promo Makanan Menggunakan Klasifikasi Naive Bayes. Jurnal Infra, Vol.8, No.1.

Kemec dan Yuksel. 2021. The Relationship Among Influencer Credibility, Brand

Trust and Purchase Intention: The Case of Instagram. Journal of

Consumer and Consumption Research, Vol.13, No.1, Hal 159-193.

Kotler dan Keller. 2016. Manajemen Pemasaran. Jakarta: Erlangga.

Luo, Hanyang, Cheng, Sijia, Zhou, Wanhua, Song, Wuyang, Yu, Sumin, & Lin, Xodong . 2021. Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions. Journal of Theoretical and Applied Electronic Commerce Research, Vol.16, No.6, Hal 2386-2404.

Naeem, Mohammad. 2019. Do Social Networking Platforms Promote Service Quality and Purchase Intention of Customers of Service-Providing Organizations? Journal of Management Development, Vol.38, No.7, Hal 561-581.

Satini, Fernanado de Oliveira, Sampaio, Claudio Hoffman, Perin, Mercelo Gattermann, & Viera, Valter Afonso. 2020. The Effect of Food Influencers on Consumer’s Intention to Purchase Food Products/Services. Journal of Gastronomy Hospitality and Travel, Vol.3, No.2, Hal 150-163.

Shaari, Aida, Hamidi, Noor Hamidia Savain Ab, & Ahmad, Siti Nor Bayaa. 2021. Does Social Media Moderates Factors That Influence Perceived Value and Personal Value on Purchase Intention of Modest Apparel? Special Issue on Computing Technology and Information Management, Vol.18, Hal 57-73.

Xio, Liang, Guo, Feipeng, Yu, Fumao, & Liu, Shengnan. 2019. Pengaruh Isyarat Konteks Belanja Online pada Niat Beli Konsumen untuk Kerbalnjutan E-Commerce Lintas batas. Jurnal Ekonomi. Vol 11 No. 6.