|
Abstract This
study aims to determine the effect of social media marketing on tik-tok and product knowledge on purchase intention which
is moderated by price discount on the shopee
marketplace in Pekanbaru City. The respondents of
this research are those who use the Shopee and Tiktok applications and have shopped online at the Shopee marketplace in Pekanbaru
City. The primary data in this study were obtained from distributing
questionnaires as an instrument to prove the results of the study and to test
the proposed hypothesis. In this study, using the structural equation
modeling (SEM) analysis method using Warp-PLS version 6.0 software. Sampling
using the technique of Non Probability Sampling with Purposive Sampling
procedure by taking a sample of 120 respondents. The results in this study
indicate that: 1) Social Media Marketing has a positive and significant
effect on Purchase Intention at the Shopee
Marketplace in Pekanbaru City, this is evidenced by
looking at the pvalue in this study, which is
<0.001 with a beta (β) value of 0.380, 2) Product Knowledge has a positive
and significant effect on Purchase Intention at the Shopee
Marketplace in Pekanbaru City, this is evidenced by
looking at the p-value in this study, which is <0.001 with a beta (β)
value of 0.352, 3) Social Media Marketing has a positive and positive effect.
significantly to Purchase Intention moderated by Price Discount at the Shopee Marketplace in Pekanbaru
City, this is evidenced by looking at the p-value in this study, which is
<0.001 with a beta () value of 0.280, 4) Product Knowledge has a positive
and significant effect on Purchase Intention which is moderated by Price
Discount on the Shopee Marketplace in Pekanbaru City, this is proven by by
looking at the p-value in this study, which is 0.015 with a beta (β) value of
0.191. Keywords: social media marketing; product knowledge; purchase
intention; price discount; marketplace; |
INTRODUCTION
The digital
era makes it easier for people in all respects, one of which is to enliven the
start-up business built by young Indonesians in recent years (Tazkiyyaturrohmah, 2020). They also
find new ways to promote their products from those that originally used
traditional methods such as advertising using posters, banners, bulletins,
magazines, billboards, and advertisements through television and radio media,
now to promotion through digital marketing, namely through internet media using
social media marketing, websites, and blogspots. Miranda, (2016) states that
in order for a company to survive and develop, marketers must create strategies
that can keep up with the times.
The
development of technology makes all human activities facilitated. Rohaeni & Marwa, (2018) stated that
one of the facilitated activities is shopping. Now shopping no longer has to be
done physically, but can be online where consumers do not have to go to the
store and can shop from home using the internet. The phenomenon of this
technological advancement has made modern people in Indonesia start using the
internet (Cinthya & Wati, 2020). The number
of Indonesian internet users continues to increase. Based on the results of the
latest Hootsuite and We Are Social reports, Indonesian internet users reached
202.6 million as of January 2021. This can be seen in figure 1 below
Figure 1
Data on the number of internet users in Indonesia in January 2021
Source : Hootsuite
& We Are Social, 2020
The role of
social media is very important to attract consumers in finding and digging
product information and make it easier for consumers to recognize and remember
products before they decide to buy the products they want. Social media such as
Instagram, Facebook, Whatsapp, Tiktok,
and other applications initially only functioned as entertainment, but now some
social media have changed their functions into platforms that we can use to
market the products we will sell (Andzulis, Panagopoulos, & Rapp, 2012).
Social media
taken in this study is Tiktok, where the Tiktok application is a non-game application that is very
popular today (Farida & Anggraeni, 2022). Where it
can be seen from figure 3 that TikTok is one of the most searched social media
according to data from Google Trends
.
0 20 40 60 80 100 120 TikTok: (Indonesia)
Figure 2 TikTok App Search
Percentage on Google TrendskTok on Google Trends
Sumber : Google Trends, 2021
From figure 2 according to data from Google Trends,
TikTok is one of the most searched social media in Indonesia where
TikTok-related searches continue to increase until August 13, 2021. Active Tiktok users who quite a lot influence the marketing
process for online sellers in Indonesia, one of which is the Shopee Haul Trend
is where TikTok content creators make unboxing videos of the items they buy on
Shopee and upload them via TikTok. Here is a picture of shopee
haul tiktok trend 2021:
Figure 3 Trend Tiktok Shopee Haul
Sumber : Tiktok,2021
From picture 3 above,
it can be seen that social media marketing created by content creators on
TikTok has a fairly large number of viewers of 175.8 million views. With this shopeehaul trend, consumers are more familiar with the
product, and increase purchase intent towards the shopee
marketplace. In determining the purchase intention of a consumer, product
knowledge is one of the important things. Resmawa, (2017) explained that consumers who want to buy a product,
will usually seek as much information as possible by researching and evaluating
similar products to compare products between different brands. Regarding
product knowledge, Waluyo & Pamungkas,(
2003) said product knowledge is the scope of all accurate
information stored in consumer memory which is as good as their perception of
product knowledge. Consumers with higher knowledge will become more realistic
in the selection of products that match their expectations. The higher the consumer's
knowledge of a product, it can increase the consumer's ability to make more
pleasant choices. The explanation greatly explains the importance of the level
of consumer knowledge of a product.
In addition to social
media marketing and product knowledge, supporting factors that can increase
purchase intention for potential customers are price discounts. As in the
research conducted by Prasetyo, (2019) that price discounts can affect consumer purchase
intentions. In the age of technology where the emergence of this online
marketplace, consumers have become more sensitive to prices. The phenomenon
that occurs today is that consumers have become more sensitive to prices
because of the perception that prices in online marketplaces are cheaper than
physical marketplaces. Price Discount is a promotion of a marketing strategy
based on prices where consumers are offered the same goods at a reduced price.
It can be seen that the shopee marketplace conducts
price promotions using discount prices such as in the "Flash Sale",
"Cash Back", and Ramadan promos. This price discount can indirectly
attract consumers to make purchases on the shopee
marketplace. Based on the description above, the research that will be
conducted is about the Influence of Social Media Marketing on Tiktok and Product Knowledge, on Purchase Intention
moderated with Price Discount. This research is specifically for Shopee
marketplace users who have seen shopeehaul reviews on
TikTok, and the location of this research will be
carried out in Pekanbaru City.
Based on the background
presented, the title used in this study is "The Influence of Social Media
Marketing on Tik-Tok and Product Knowledge on Purchase Intention Moderated by
Price Discount on Shopee Marketplace in Pekanbaru City." The research is titled The Impact of
Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi
Arabia. (Esraa
Alfeel) obtained results The
results of this study show that Social Media Marketing has a positive effect on
customer purchase intentions, therefore based on the findings of this study
Social Media Marketing cannot be avoided by companies. Infact
social media marketing should be precisely planned and executed to increase
sales and profits. The Impact of Social Media Marketing on Brand Equity toward
the Purchase Intention of Starbucks Indonesia (Melissa Anastasia Karman) Based
on the results of research that has been done, the discount price variable is
included in the very attractive category. Consumer risk perception variables
fall into the high category. The purchase intent variable is in the intent
category. Discounted prices have a positive and significant effect. Consumer risk
perception has a significant negative effect on consumer purchase intent.
Discounted prices have a positive and significant effect on purchase intent.
Discounted prices indirectly have a negative and significant effect on purchase
intent.
METHOD RESEARCH
In this study, the
author uses a type of Quantitative Research, which is a type of research that
uses research design based on statistical procedures or in other ways of
quantification to measure research variables. According to Sujarweni, (2015) what is meant by
Quantitative Research is a type of research that produces findings that can be
achieved using statistical procedures or other means of quantification
(measurement). There are 2 types of techniques that can be used by researchers
in this study, namely questionnaires and observations (Sugiyono, 2017).
RESULT
AND DISCUSSION
1. The Effect
of Social Media Marketing on Purchase Intention
The results of this study show that there is an influence of Social Media
Marketing on Purchase Intention on the Shopee
Marketplace in Pekanbaru City, which is evidenced by
looking at the p-value in this study, which is <0.001 with a beta value (β)
of 0.380. So this research hypothesis can be accepted
and it is said that Social Media Marketing has a significant effect on Purchase
Intention. The results of this study show that the information provided by
researchers regarding Social Media Marketing on Tik-Tok has a positive impact
on Purchase Intention for Shopee users in Pekanbaru City.
Based on the results obtained when conducting interviews with several
respondents, they argue that Social Media Marketing is very influential on
Purchase Intention or purchase intent, because the better Social Media
Marketing with the trend of "shopeehaul" on
Tik-Tok, the more Purchase Intention or consumer purchase
intention on the Shopee Marketplace. The better a brand is at promoting its
products by adding promos or conducting events through social media, the more
interested consumers will be in buying the product.
The results of this study are supported by previous researchers conducted
by (Sulasih, Suliyanto, Novandari, &
Munawaroh, (2022) conducted research on the Role of Price Discount in Moderating the
Influence of Social Media Marketing and Product Knowledge on the Purchase
Intention of Visval Bags Products (Rismawan & Purnami, 2017). The results of this study showed that with t-count results of 2.309
> 1.65514 (t-table) with sig. 0.022 < 0.050 (α) or a significant value
smaller than 0.05. This means that Social Media Marketing has a significant
effect on Purchase Intention. This study also explains that promotion through
Instagram, Facebook, Youtube and other social media
can influence consumer buying interest.
2. Affect Product Knowledge on
Purchase Intention
The results of this study show that there is an influence of Product
Knowledge on Purchase Intention on the Shopee
Marketplace in Pekanbaru City, which is evidenced by
looking at the p-value in this study, which is <0.001 with a beta value (β)
of 0.352. So this research hypothesis can be accepted
and it is said that Product Knowledge has a significant effect on Purchase
Intention. The results of this study show that the information provided by
researchers regarding Product Knowledge has a positive impact on Purchase
Intention for Shopee users in Pekanbaru
City.
Based on the results obtained when conducting interviews with several
respondents, they argue that with higher knowledge will become more realistic
in the selection of products that match their expectations. The explanation
greatly explains the importance of the level of consumer knowledge of a
product.
The results of this study are supported by previous researchers conducted
by Amri & Maryono, (2021) conducting research on the Effect of Product Knowledge on Purchase
Intention (Survey on UB Press Bookstore Visitors, Malang City). The results of
this study show that the value of sig. F (0.000) < sig. α (0.05) and
Adjusted R Square value of 0.508 or 50.8%. This shows that Product Knowledge
consisting of Subjective Knowledge, Objective Knowledge, and Experience
Knowledge variables of 50.8% can affect Purchase Intention.
3. The Effect
of Social Media Marketing on Moderated Purchase Intention Price Discount
The results of this study
show that there is an influence of Social Media Marketing on Purchase Intention
moderated by Price Discount on the Shopee Marketplace
in Pekanbaru City, which is evidenced by looking at
the p-value in this study, which is <0.001 with a beta value (β) of 0.280. So the hypothesis of this study can be accepted and it is
said that Social Media Marketing has a significant effect on Purchase Intention
moderated Price Discount. The results of this study show that the information
provided by researchers regarding Social Media Marketing on Tik-Tok has a
positive impact on Purchase Intention moderated Price Discount for Shopee users in Pekanbaru City.
Table 1
Comparison of Direct and Indirect Path Coefficients Results
|
Influence |
Value of the coefficient of influence |
|
Social Media Marketing terhadap Purchase Intention |
0.380 |
|
Social Media Marketing terhadap Purchase Intention dimoderasi
Price Discount |
0.280 |
Sumber : Data Olahan Peneliti,
2022
Based on table 1 above, it can be seen that the magnitude of direct
influence is greater than which indirect influence, meaning that respondents
selected in this study stated that from Social Media Marketing with the trend
of "shopeehaul" on Tik-Tok
alone can have an influence on Purchase Intention on the Shopee Marketplace.
This is not in line with previous research conducted by Sulasih et al.,(2022) conducted research on the Role of Price Discount in Moderating the
Influence of Social Media Marketing and Product Knowledge on the Purchase
Intention of Visval Bags Products. The results of
this study showed a t-count result of 1.241 (t-count) smaller than 1.65514
(t-table) with a significant value of 0.216 greater than 0.05. This means that
Price Discount is not able to moderate Social Media Marketing towards Purchase
Intention (Unni & Weinstein, 2021). In this case, discounts promoted on social media cannot increase or
moderate the influence of consumer purchase intent on Visval
products.
4. Influence Product Knowledge terhadap
Purchase Intention yang dimoderasi Price
Discount
The results of
this study show that there is an influence of Product Knowledge on Purchase
Intention moderated by Price Discount on the Shopee
Marketplace in Pekanbaru City, which is evidenced by
looking at the p-value in this study which is 0.015 with a beta value (β) of
0.191. So this research hypothesis can be accepted and
it is said that Product Knowledge has a significant effect on Purchase
Intention moderated Price Discount. The results of this study show that the
information provided by researchers regarding Product Knowledge or product
knowledge has a positive impact on Purchase Intention moderated Price Discount
for Shopee users in Pekanbaru
City.
Tabel 2 Perbandingan
Hasil Path Coefficients Direct dan Indirect
|
Influence |
Value of the coefficient
of influence |
|
Product Knowledge terhadap Purchase
Intention |
0.352 |
|
Product Knowledge terhadap Purchase
Intention dimoderasi Price Discount |
0.191 |
Sumber : Data Olahan Peneliti,
2022
Based on table 2 above, it can be seen that the magnitude of direct influence
is greater than which indirect influence, meaning that respondents selected in
this study stated that only knowing more about the product (Product Knowledge)
can have an influence on Purchase Intention on the Shopee Marketplace (Sarman & Tuncay, 2023).
This is not in line with previous research conducted by Rismawan & Purnami, (2017) who conducted research on the Role of Price Discount in moderating the
influence of product knowledge and celebrity endoser
on purchase intention. The results of this study showed that the partial
regression coefficient value was -0.071 with a Sig. value of 0.003. This means
that the Price Discount variable is able to moderate but weaken the influence
of one's Product Knowledge on the Purchase Intention of Nike original futsal
shoes. Someone who has high Product Knowledge tends to have doubts about buying
original Nike futsal shoes related to the quality of the product such as
product defects and product durability considering that products that get
discounted prices are old products.
.
CONCLUSION
Based on the
results of research on the Influence of Social Media Marketing on Tiktok and Product Knowledge on Purchase Intention
Moderated by Price Discount on the Shopee Marketplace
in Pekanbaru City by distributing questionnaires both
online and offline to 120 respondents spread across Pekanbaru
City, several conclusions can be drawn as follows is Social Media Marketing
affects Purchase Intention on the Shopee marketplace
in Pekanbaru City. This means that the better the
Social Media Marketing carried out by Tik-Tok content creators, the more the
Purchase Intention will increase on the Shopee marketplace. Product Knowledge
affects Purchase Intention on the Shopee marketplace
in Pekanbaru City. This means that the better the
introduction of potential customers to Product Knowledge, the more the increase
in purchase intention or Purchase Intention on the Shopee marketplace.
Social Media
Marketing affects Purchase Intention moderated by Price Discount on the Shopee marketplace in Pekanbaru
City. This means that the more discount programs or Price Discounts promoted in
Social Media Marketing, the more it increases or moderates the influence of
purchase intent on the Shopee marketplace. Product Knowledge affects Purchase
Intention moderated by Price Discount on the Shopee
marketplace in Pekanbaru City. This means that the
more able the company is to convince that the Price Discount will not cause
doubts about product knowledge or Product Knowledge of potential consumers
related to information about the product, the more it will increase purchase
intention on the Shopee marketplace
.
REFERENCES
Amri, Mujaddidul, & Maryono, Maryono. (2021). Pengaruh Persepsi
Tentang Baitul Maal Wat Tamwil (Bmt) Dan Pengetahuan Produk Terhadap Preferensi
Anggota Memilih Pembiayaan Murabahah Di Bmt Bina Ihsanul Fikri (Bif) Kota
YOGYAKARTA Tahun 2019. Jurnal MD, 7(1), 83–108.
Andzulis, James “Mick,” Panagopoulos, Nikolaos G., &
Rapp, Adam. (2012). A review of social media and implications for the sales
process. Journal of Personal Selling & Sales Management, 32(3),
305–316.
Cinthya, Nathasha, & Wati, Rianna. (2020). Fenomena
sastra cyber: trend baru sastra islami dalam masyarakat modern di indonesia. Jurnal
Edukasi Khatulistiwa, 3(1).
Farida, Farida, & Anggraeni, Antika. (2022). Pengaruh
Efektifitas Promosi Terhadap Niat Beli Konsumen Produk Skincare Erto’s Beauty
Care Melalui Media Sosial Tiktok. Inovator, 11(1), 129–144.
Miranda, Yosy Cynthia. (2016). Kajian Terhadap FaktorYang
Mempengaruhi Impulse BuyingDalam Online Shopping. Competence: Journal of
Management Studies, 10(1).
Prasetyo, Dwi Robby. (2019). Apakah membership bisa membuat
konsumen loyal terhadap suatu perusahaan Universitas Ma Chung Malang. Jurnal
Manajemen: Untuk Ilmu Ekonomi Dan Perpustakaan, 5(1).
Resmawa, Ira Ningrum. (2017). Pengaruh Brand Image dan
Product Knowledge terhadap Purchase Intention dengan Green Price sebagai
Moderating Variabel pada Produk the Body Shop di Surabaya. Jurnal Aplikasi
Manajemen, Ekonomi Dan Bisnis, 1(2), 1–11.
Rismawan, I. Made Ari, & Purnami, Ni Made. (2017). Peran
price discount memoderasi pengaruh product knowledge dan celebrity endorser
terhadap purchase intention. Udayana University.
Rohaeni, Heni, & Marwa, Nisa. (2018). Kualitas Pelayanan
Terhadap Kepuasan Pelanggan. Jurnal Ecodemica, 2(2), 312–318.
Sarman, Abdullah, & Tuncay, Suat. (2023). The
relationship of Facebook, Instagram, Twitter, TikTok and WhatsApp/Telegram with
loneliness and anger of adolescents living in Turkey: A structural equality
model. Journal of Pediatric Nursing, 72, 16–25.
https://doi.org/https://doi.org/10.1016/j.pedn.2023.03.017
Sugiyono. (2017). Metode Penelitian Kuantitatif,
Kualitatif, dan R&D. Bandung: Alfabeta.
Sujarweni, V. Wiratna. (2015). Akuntansi Biaya: Teori dan
Penerapannya Seluk Beluk Akuntansi Contoh dan Aplikasinya/V. Wiratna Sujarweni.
Sulasih, Sulasih, Suliyanto, Suliyanto, Novandari, Weni,
& Munawaroh, Azizahtul. (2022). Memprediksi Niat Beli Produk Fashion
Melalui Aplikasi Marketplace dengan Theory Planned Behaviour dan Product
Knowledge sebagai Variabel Moderasi dengan Analisa Partial Least Square (PLS). El-Jizya:
Jurnal Ekonomi Islam, 10(1), 1–20.
Tazkiyyaturrohmah, Rifqy. (2020). Tren model bisnis
kolaborasi antar perusahaan startup perspektif bisnis islam. Jurnal
Penelitian Islam, 14(02), 381–401.
Unni, Zoya, & Weinstein, Emily. (2021). Shelter in Place,
Connect Online: Trending TikTok Content During the Early Days of the U.S.
COVID-19 Pandemic. Journal of Adolescent Health, 68(5), 863–868.
https://doi.org/https://doi.org/10.1016/j.jadohealth.2021.02.012
Waluyo, Purwanto, & Pamungkas, Agus. (2003). Analisis
perilaku brand switching konsumen dalam pembelian produk handphone di Semarang.
Jurnal Bisnis Dan Ekonomi, 1(3).
Copyright
holders:
Gatot Wijayanto,
Jushermi, Sri Wahyuni,
Agnes Alvionita, Rahmat Junaidi,
Arwinence Pramadewi
(2023)
First
publication right:
Injurity - Interdiciplinary Journal and Humanity
This article is licensed under a Creative Commons Attribution-ShareAlike
4.0 International