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Email this article Pengaruh konten buzzer terhadap keputusan pembelian melalui keterlibatan konsumen
Abstract
Tujuan utama dari penelitian ini adalah untuk menginvestigasi dampak langsung dari konten viral yang dibuat oleh buzzer @kuliner_salatiga terhadap keputusan pembelian produk kuliner UMKM dan dampak tidak langsung melalui interaksi konsumen. Kebaruan dari penelitian ini adalah model hubungan antara viral konten oleh buzzer terhadap keputusan pembelian dan hasil penelitian ini dapat diaplikasikan di organisasi maupun daerah lainnya. Untuk mendapatkan bukti empiris, 201 responden mengisi kuesioner online dan data dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa konten viral buzzer @kuliner_salatiga berpengaruh langsung terhadap keputusan pembelian. Selain itu, peran keterlibatan konsumen secara parsial memediasi hubungan antara konten viral buzzer dan keputusan pembelian konsumen. Temuan ini menawarkan wawasan yang berguna dalam mendorong penggunaan konten buzzer untuk pemasaran bisnis kuliner, dan pentingnya keterlibatan buzzer dengan pengguna sehingga dapat mempengaruhi keputusan pembelian konsumen.
The primary objective of this research is to investigate the direct impact of viral content created by the @kuliner_salatiga Buzzer on the purchasing decisions of culinary MSME products and the indirect impact through consumer interactions. The novelty of this study lies in the model of the relationship between viral content by Buzzer and purchasing decisions, which can be applied in other organizations or regions. To obtain empirical evidence, 201 respondents completed an online questionnaire, and the data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The research findings indicate that viral content by the @kuliner_salatiga Buzzer has a direct influence on purchasing decisions. Additionally, consumer involvement partially mediates the relationship between Buzzer's viral content and consumer purchasing decisions. These findings offer valuable insights into encouraging the use of Buzzer content for culinary business marketing and the importance of Buzzer engagement with users to influence consumer purchasing decisions.
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DOI: http://dx.doi.org/10.26623/jreb.v17i1.8885
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