Pengaruh Social Media Marketing terhadap Electronics Word of Mouth dan Peran Mediasi Brand Equity dan Brand Identity antara Electronics Word of Mouth terhadap Willingness to Pay Konsumen Mobil Listrik

Authors

  • Steven Sumardyo Universitas Trisakti , Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13667

Keywords:

Social Media Marketing, Electronic-Word of Mouth, Brand Equity, Brand Identity, Willingness to Pay

Abstract

Sektor transportasi merupakan pengguna bahan bakar terbesar di Jakarta yang berkontribusi sebesar 44% secara keseluruhan dan penghasil emisi karbon monoksida (CO) terbesar dengan menyumbang sebesar 96,36% atau 28.317 ton per tahun. Laporan Indeks Kualitas Udara Kehidupan (AQLI) menyebut Indonesia sebagai satu dari enam negara yang paling berkontribusi terhadap polusi udara global. Kebijakan mengenai persyaratan emisi telah ditingkatkan akibat meningkatnya penekanan pada pencemaran lingkungan sehingga memberikan tekanan yang lebih besar pada industri otomotif yang seharusnya berkonsentrasi pada penciptaan kendaraan lebih ramah lingkungan. Indonesia memiliki peluang sangat baik untuk menjadi pemain utama rantai pasokan EV global, karena 24% cadangan nikel global berada di Indonesia, sehingga menjadikan Indonesia sebagai negara dengan cadangan nikel terbesar di dunia. Tujuan penelitian ini adalah menganalisis variabel Social Media Marketing, Electronic-Word of Mouth, Brand Equity, dan Brand Identity terhadap Willingness to Pay. Penelitian ini menggunakan jenis kuantitatif deskriptif dengan sampel sebanyak 150 orang. teknik analisis data yang digunakan adalah SmartPLS 3 untuk menguji model SEM. Hasil penelitian menunjukan terdapat pengaruh positif antara Social Media Marketing, Electronic-Word of Mouth, Brand Equity, dan Brand Identity terhadap Willingness to Pay serta Brand Equity dan Brand Identity mampu memediasi pengaruh terhadap Social Media Marketing dan Electronic-Word of Mouth terhadap Willingness to Pay.

References

Ahdiat, A. 2023. Penjualan Mobil Listrik di Indonesia Meningkat pada Agustus 2023. Databoks, 2023. https://databoks.katadata.co.id/datapublish/2023/09/19/penjualan-mobil-listrik-di-indonesia-meningkat-pada-agustus-2023

Annur, M. C. 2023. Apa yang Membuat Konsumen Indonesia Mau Beli Mobil Listrik? Ini Surveinya. Databoks, 2023. https://databoks.katadata.co.id/datapublish/2023/10/17/apa-yang-membuat-konsumen-indonesia-mau-beli-mobil-listrik-ini-surveinya

Ansary, A., & Hashim, N. M. H. N. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969–1002

Bruno, G., Aikaterini, Daniele, Joonas, Gaetano & Rafaele. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer Behavior. Journal of Business Research, 9

Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100–107.

Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183

Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2021). Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity. Business Perspectives and Research, 227853372110249. doi:10.1177/22785337211024926

Ferry, S. 2023. Mobil Listrik Paling Laris di RI Ternyata Model Merek Ini!. CNBC Indonesia, GIIAS 2023. https://www.cnbcindonesia.com/news/20230823095846-4-465322/mobil-listrik-paling-laris-di-ri-ternyata-model-merek-ini

Ghozali, I., Latan, H., 2017, Partial Least Square: Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0, Badan Penerbit Universitas Diponegoro, Semarang.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.

https://www.gaikindo.or.id/hyundai-ioniq-5-teratas-di-penjualan-mobil-listrik-2023/

Hung-Chun, L., Kuncoroaji, T. I., Reed-Joe, C. & Der-Hsiang, H. 2021. International Journal of Economics, Business and Management Research, Vol. 5, No.06; 2021

Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (15th ed.). United States of America: Pearson Education Limited.

Mehyar, H., Saeed, M., Al Ja-Afreh, H. B. A. & Al-Adaileh, R. 2020. The Impact Of Electronic Word Of Mouth On Consumer Purchasing Intention. Journal of Theoretical and Applied Information Technology 31st January 2020. Vol.98. No 02

Mindrut, S., Manolica, S. & Roman, C. T. 2015. Building Brands Identity. Procedia Economics and Finance 20 ( 2015 ) 393 – 403. 7th International Conference on Globalization and Higher Education in Economics and Business Administration, GEBA 2013

Plenter, F., von Hoffen, M., Chasin, F., Benhaus, S., Matzner, M., Paukstadt, U., & Becker, J. (2018). Quantifying Consumers’ Willingness to Pay for Electric Vehicle Charging. 2018 IEEE 20th Conference on Business Informatics (CBI). doi:10.1109/cbi.2018.00030

Riorini, S.V. & Berliyanti, D. O. (2015). Antesenden Dari Willingness To Pay A Price Premium Dan Konsekuensinya Terhadap Purchase Intention Of Green Products. Jurnal Manajemen/Volume XIX, No. 03, Oktober 2015: 304-320

Santoso, Amanda Putri. (2017). “Pengaruh konten post Instagram terhadap onlineEngagement. Studi Kasus Pada Lima Merek Pakaian Wanita”. Skripsi.Institusi Teknologi Sepuluh November.Vivek, Shiri. Sharon E. Beatty &Robert.

Tim Redaksi CNBC. 2023. Terungkap! Ini Fakta Penyumbang Terbesar Polusi Udara Jakarta. CNBC Indonesia, https://www.cnbcindonesia.com/news/20230822092516-4-464937/terungkap-ini-fakta-penyumbang-terbesar-polusi-udara-jakarta

Tuladhar, U., Yuangyai, N., Pengsakul, T. & Gyawali, S. 2023. The Determination of Willingness to Pay for Electrical Vehicles: A Literature Review. International Journal of Energy Economics and Policy, 023, 13(5), 425-431

Uma Sekaran dan Roger Bougie. (2016). An easy way to help students learn,

collaborate, and grow. www.wileypluslearningspace.com

Yuliasma, F., Warningsih, T. & Darwis, A. N. (2020). Consumer Willingness To Pay For

The Purchase Of Spicy Acid Catfish At Pondok Gurih Restaurant Pekanbaru. ECSOFiM: Journal of Economic and Social of Fisheries and Marine. 2020. 08(01): 82-96, Permalink/DOI: http://dx.doi.org/10.21776/ub.ecsofim.2020.008.01.07

Downloads

Published

14-02-2024

How to Cite

Sumardyo, S., & Riorini, S. V. (2024). Pengaruh Social Media Marketing terhadap Electronics Word of Mouth dan Peran Mediasi Brand Equity dan Brand Identity antara Electronics Word of Mouth terhadap Willingness to Pay Konsumen Mobil Listrik. Jurnal Pendidikan Tambusai, 8(1), 8460–8470. https://doi.org/10.31004/jptam.v8i1.13667

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

Citation Check

License

Copyright (c) 2024 Steven Sumardyo

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).