PERAN KEY OPINION LEADER TERHADAP KEPUTUSAN PEMBELIAN
DOI:
Abstract Views:
820 times
PDF Downloads:
828 times
Abstract
In general, consumers will decide to purchase goods and services due to low pricing and in conjunction with their earnings level. However at the moment, consumers rely their decision to purchase a piece of apparel on the branded product and the personality who represents the brand. The intention of this study is to use case studies that involve actual consumers to evaluate how customers' decisions to make purchases under the Clarin The Label brand are influenced by key opinion leaders. Similar studies regarding Key Opinion Leaders on Consumer Purchase Decisions have not been found by researchers regarding their partial and simultaneous correlations. So with this it can be novelty in research so that it becomes new knowledge for consumers. This research used a descriptive qualitative methodology. In this study, three respondents were selected using the purposive sample method. The Visibility, Credibility, Attraction, and Power components have been appropriately applied in Rini Florencia's illustration based on the VisCAP model. With this, the Claryn The Label Key Opinion Leader encourages consumers' decision-making over their purchases.
Downloads
References
Afian, H. (2022). Faktor-Faktor yang Mempengaruhi Wanita Dalam Menjalankan Bisnis UMKM di Kabupaten Bojonegoro (Doctoral dissertation, IAIN Ponorogo).
Abby, E., & Irwansyah, I. (2021). Penggunaan Celebrity Endorser pada Media Sosial Instagram dalam Meningkatkan Brand Engagement. Jurnal Ilmiah Wahana Pendidikan, 7(5), 73-86.
Abdillah, L. A., Alwi, M. H., Simarmata, J., Bisyri, M., Nasrullah, N., Asmeati, A., ... & Bachtiar, E. (2020). Aplikasi Teknologi Informasi: Konsep dan Penerapan. Yayasan Kita Menulis.
ANE MISPIANI, A. N. E. (2021). Pengaruh Promosi, Brand Ambassador, Dan Brand Image Terhadap Loyalitas Pelanggan (Studi Kasus Pada Mahasiswa STEI Rawamangun) (Doctoral dissertation, Sekolah Tinggi Ilmu Ekonomi Jakarta).
Anggriani, D. (2019). Pengaruh Merek (Brand), Kemasan (Packaging) dan Harga (Price) Terhadap Keputusan Pembelian Selai Buah Homemade Marwah di Medan. JUMANT, 11(2), 1-12.
Aqiliyyah, D. (2017). Analisis Pengaruh Kualitas Informasi, Harga Dan Kualitas Produk Terhadap Pembelian Impulsif Dalam Belanja Online Menurut Perspektif Ekonomi Islam (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Islam UIN Raden Intan Lampung Angkatan 2015) (Doctoral dissertation, UIN Raden Intan Lampung).
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50.
Astuti, M., & Amanda, A. R. (2020). Pengantar Manajemen Pemasaran. Deepublish. Baharsyam, S., & Wahyuti, T. (2022). Strategi Penggunaan Key Opinion Leader (Kol) Di
Media Sosial Untuk Meningkatkan Brand Awareness Produk Sania Royale Soya Oil. Konvergensi: Jurnal Ilmiah Ilmu Komunikasi, 3(1).
Bilgies, A. F., Sundari, A., Muhajir, A., & Putra, H. P. (2021). Analisis Pengaruh Harga, Kualitas Produk, Dan Lokasi Terhadap Loyalitas Pelanggan Distro Mayang Madu Paciran Lamongan. J-MACC: Journal of Management and Accounting, 4(2), 75-91.
Blas Riesgo, S., Codina, M., & Sádaba, T. (2023). Does sustainability matter to fashion consumers? Clustering fashion consumers and their purchasing behavior in Spain. Fashion Practice, 15(1), 36-63.
Brahem, M., & Boussema, S. (2022). Social media entrepreneurship as an opportunity for women: The case of Facebook-commerce. The International Journal of Entrepreneurship and Innovation, 14657503211066010.
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace: Kualitas Produk Dan Kualitas Pelayanan (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211-224.
Claryn The Label. (2018). We Make Basic, But Better. Retrieved Juli 24, 2022, from https://clarynthelabel.com/
Choliq, R. A. (2016). Marketing Plan Sebagai Upaya Pencapaian Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Konveksi Zacky’s Collection (Doctoral dissertation, STAIN Kudus).
Darus, P., & Silviani, I. (2022). Peran strategi komunikasi dalam meningkatkan penjualan ditinjau dari bauran pemasaran. Message: jurnal komunikasi, 11(1), 60-73.
Dwi Istiar, R. (2019). Pengaruh Faktor Pribadi, Budaya, Psikologi Terhadap Keputusan Nasabah Memilih Bank Mandiri Syariah Cabang Palembang (Doctoral dissertation, UIN Raden Fatah Palembang).
Elango, S., & Suryakumar, M. (2022). Entrepreneurial celebrity endorsement and its influences on purchase behaviour. International Journal of System Assurance Engineering and Management, 1-9.
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, Kajian Ilmiah Mata Kuliah Umum, 21(1), 33-54.
Guo, J., Hao, H., Wang, M., & Liu, Z. (2022). An empirical study on consumers' willingness to buy agricultural products online and its influencing factors. Journal of Cleaner Production, 336, 130403.
Ju, R., & Dong, C. (2023). When controversial businesses meet dialogic communication: Insights from public relations practitioners in the oil and gas industry. Public Relations Review, 49(4), 102347.
Kertamukti, R (2015). Strategi Kreatif dalam Periklanan: Konsep Pesan, Media, Branding, Anggaran. Jakarta: PT RajaGrafindo Persada.
Khairina, A. R. (2016). Pengaruh Harga, Lokasi Dan Bukti Fisik Terhadap Keputusan Konsumen Dalam Memilih Jasa Hotel Harun Square Di Kota Lhokseumawe. Jurnal Visioner & Strategis, 5(2).
Kharuhayothin, T., & Patarapongsant, Y. (2023). Will I follow my ideal self everywhere? Exploring consumers’ perceptions towards fast fashion influencers on Instagram. In Fashion Marketing in Emerging Economies Volume I (pp. 77-108). Palgrave Macmillan, Cham.
Koçak, Ö., Levinthal, D. A., & Puranam, P. (2022). The dual challenge of search and coordination for organizational adaptation: How structures of influence matter. Organization Science.
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J. Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis, 7(3), 152-159.
Kurniawan, D. (2020). Peran Brand Image Dalam Memediasi Pengaruh Electronic Word Of Mouth (Ewom) Dan Brand Ambassador Terhadap Purchase Intention (Studi Pelanggan E-Commerce Di Kota Medan) (Doctoral dissertation, UMSU).
Manalu, M. P. (2022). Faktor Pembentuk Credibility Dan Para Social Interaction, Serta Implikasinya Terhadap E-WOM Intention Dan Purchase Intention: Penelitian Pada Youtube Channel Gadgetin (Doctoral dissertation, STIE Indonesia Banking School).
Mardiana, D., & Sijabat, R. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian. Widya Cipta: Jurnal Sekretari dan Manajemen, 6(1), 9-13.
Mone, R. (2019, Maret 8). Hari Perempuan Internasional & Potensi Perempuan Indonesia dalam Sektor UMKM. Retrieved Juli 24, 2022, from https://mnews.co.id/read/berita-lainnya/hari-perempuan-internasional-potensi-per empuan-indonesia-dalam-sektor-umkm/.
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers' intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 122067.
Noor, H. (2019). Perancangan Visual Branding Pada Produk Krips Sebagai Media Promosi Pemasaran (Doctoral dissertation, Universitas Mercu Buana Yogyakarta).
Nurfaiza, U. (2020). Studi konstruksi sosial perempuan pada PT Ojek Syari tentang Gender dan Dakwah Islam (Doctoral dissertation, UIN Sunan Ampel Surabaya).
Nurul, A. A. (2022). Pengaruh Celebrity Endorsment Terhadap Efektivitas Iklan Dalam Perspektif Manajemen Bisnis Syariah (Studi Pada Konsumen Banana Foster Bandar Lampung) (Doctoral Dissertation, Universitas Islam Negeri Raden Intan Lampung).
Peer, E., Rothschild, D., Gordon, A., Evernden, Z., & Damer, E. (2022). Data quality of platforms and panels for online behavioral research. Behavior Research Methods, 54(4), 1643-1662.
Picaully, M. R. (2018). Pengaruh Kepercayaan Pelanggan Terhadap Niat Pembelian Gadget Di Shopee Indonesia. Jurnal Manajemen Maranatha, 18(1), 31-40.
Rahman, M. M., Dana, L. P., Moral, I. H., Anjum, N., & Rahaman, M. S. (2022). Challenges of rural women entrepreneurs in Bangladesh to survive their family entrepreneurship: a narrative inquiry through storytelling. Journal of Family Business Management, (ahead-of-print).
Ramadayanti, F. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk. Jurnal Studi Manajemen dan Bisnis, 6(2), 111-116.
Ramlawati, R., & Lusyana, E. (2020). Pengaruh Celebrity Endorsement dan Citra Merek terhadap Minat Beli Produk Kecantikan Wardah pada Mahasiswi HPMM Cabang Maiwa DI Makassar. Jurnal Manajemen Dan Organisasi Review (Manor), 2(1), 65-75.
Ruhamak, M. D., & Rahayu, B. (2016). Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare. Jurnal Ekonika: Jurnal Ekonomi Universitas Kadiri, 1(2).
Ruslina, S. (2020, April). UMKM Perempuan Sumbang 9,1 Persen PDB. Retrieved Juli 24, 2022, from http://pelakubisnis.com/2020/04/umkm-perempuan-sumbang-91-persen-pdb/
Simbolon, R. A., Aryansyah, R., & Nurbaiti, N. (2022). Pengaruh Analisis SWOT Dalam E-Business (Studi Kasus E-Business Shopee Di Kalangan Mahasiswa Universitas Islam Negeri Sumatera Utara). Insight Management Journal, 2(2), 54-61.
Sofyan, M., Junaidi, A., & Rahmawati, N. F. (2022). Analisis Kualitas Layanan Dan Persepsi Harga Terhadap Keputusan Pembelian Jasa Ekspedisi PT. Kadiri Logistik Cargo. In SENMABIS: Conference Series (Vol. 1, No. 1, pp. 83-95).
Susanti, A. (2017, April). Liktausi: Financial Literacy Education Model for Women Entrepreneurs of UMKM in Central Java Through Sikapi Uangmu Applications. In Prosiding Seminar Pendidikan Ekonomi dan Bisnis (Vol. 3, No. 1).
Tran, V. D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business & Management, 9(1), 2084968.
Tseng, T. H., & Wang, H. Y. (2023). Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement. Journal of Product & Brand Management.
Wang, X., Zhang, M., Fan, W., & Zhao, K. (2022). Understanding the spread of COVID‐19 misinformation on social media: The effects of topics and a political leader's nudge. Journal of the Association for Information Science and Technology, 73(5), 726-737.
Wardandy, I. S., Mukson, M., & Prastiwi, W. D. (2022). Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Daging Ayam Broiler. Jurnal Litbang: Media Informasi Penelitian, Pengembangan dan IPTEK, 18(1), 1-16.
Winter, S., & Neubaum, G. (2016). Examining characteristics of opinion leaders in social media: a motivational approach. Social Media and Society, 2(3). https://doi. org/10.1177/2056305116665858.
Yuliana, L., Wijanarko, A. A., Raharjo, A. M., Harnanih, S., & Firdiana, M. (2022). Peranan Influencer Dalam Meningkatkan Penjualan Produk Selama Kondisi Pandemi. Jurnal Bisnis Terapan, 6(1), 75-88.
Yunita, D., Widad, A., Diah, Y., & Farla, W. (2021). Pembuatan Content Marketing sebagai Strategi Menumbuhkan Brand Awareness bagi Pelaku Usaha di Era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2), 89-96.
Zhang, L., Shao, Z., Zhang, J., & Li, X. (2022). The situational nature of impulse buying on mobile platforms: A cross-temporal investigation. Electronic Commerce Research and Applications, 56, 101204.
Zhao, F., & Ying, K. (2017). Discovering social network key opinion leaders based on a psychological influence model. International Journal of Management and Applied Science, 3(9).
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional.
-
Articles published in Jurnal Bisnis Terapan are licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license, which permits anyone to copy, transform, or redistribute articles for any lawful purpose in any medium, provided appropriate credit is given to the original author(s) and Jurnal Bisnis Terapan is recognized as its original publisher. A link to this license should also be provided. Any derivative work of an article published in Jurnal Bisnis Terapan must also be shared under the same (or compatible) license.
-
Both copyright and publishing rights on articles are retained by the respective author(s), without restrictions. Only a non-exclusive license is granted to Jurnal Bisnis Terapan to publish the article and identify itself as its original publisher.
