Increase Purchasing Decision With Social Media Marketing and Corporate Social Responsbility (Case Study at Product TDRIVE PT Asuransi Tugu Pratama Indonesia)
Abstract
This research aims to determine the influence of the relationship between Social Media Marketing and Corporate Social Responsibility on Purchasing Decisions with Brand Image as an intervening variable and Brand Trust as a moderating variable. The type of research used in this research is descriptive quantitative research. The population in this study were users of PT Asuransi Tugu Pratama Indonesia's Tdrive product. The sampling technique used was purposive sampling. The number of samples in this study was 270 samples. The data analysis method in this research is using Structural Equation Modeling (SEM) with SmartPLS 4. The results of the research show that Social media marketing has no effect on purchasing decisions, Corporate social responsibility has a positive and significant effect on purchasing decisions, Social media marketing has a positive and significant effect on brand image, corporate social responsibility has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing decisions, and brand image is able to mediate the relationship between corporate social responsibility on purchasing decisions and brand trust is not able to moderate the relationship between social media marketing and decisions. purchase.
References
Abdullah, A. (2015). A Structural Model of The Relationships between Brand Image, Brand Trust and Brand Loyalty. International Journal of Management Research & Review, 5(3), 137–145.
Adrian, J.A., & zeplin, J. H. T. (2017). Pengaruh Brand Image Dan Brand Trust Ter. AGORA Jurnal Bisnis, 5, no: 3, 3–4.
Al-Abdallah, G., Khair, N., & Elmarakby, R. (2021). The Impact of Social Networking Sites on Luxury Vehicles Purchase Decision Process in Gulf Cooperation Council Countries. Journal of International Consumer Marketing, 33(5), 559–577. https://doi.org/10.1080/08961530.2020.1867023
Anggraeni, H., & Rachmi, A. (2023). Pengaruh Brand Trust Dan Kualitas Produk Terhadap Keputusan Pembelian Hijab Pada Toko Trend Hijab Malang. Jurnal Aplikasi Bisnis, 9(1), 8–13. https://doi.org/10.33795/jab.v9i1.570
Anik Suhartini, C. A., & Pertiwi, I. F. P. (2021). The Effect of Corporate Social Responsibility on Consumer Purchase Decisions with Corporate Image and Brand Image as Intervening. Journal of Business and Management Review, 2(5), 336–348. https://doi.org/10.47153/jbmr25.1392021
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
Aurellia, & Sidharta. (2023). Pengaruh Brand ImageTerhadap Keputusan Pembelian melalui Brand Trust sebagai Variabel Mediasi pada Produk Skincare Lokal. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 8(1), 2023.
Bakti, S. (2020). The Effect on Brand Trust and Advertising on Product Purchasing Decisions in PT. Herbal Penawar Al Wahida Indonesia. International Journal of Economics, Commerce and Management, VIII(3), 396–404.
Bukhari, F., Hussain, S., Ahmed, R. R., Mubasher, K. A., Naseem, M. R., Rizwanullah, M., Nasir, F., & Ahmed, F. (2023). Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan. Heliyon, 9(10). https://doi.org/10.1016/j.heliyon.2023.e20358
Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. https://doi.org/10.26740/jim.v9n3.p852-862
Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009
Djunaedi. (2016). Pengaruh Corporate Social Responsibility ( CSR ), dan Kualitas Produk. Jurnal Ilmu Ekonomi & Manajemen, 3(2).
Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801
Elzbieta, M., & Joanna, S. (2023). Corporate Social Responsibility as a Factor Influencing Purchasing Decisions of Consumers in Central and Eastern Europe. European Research Studies Journal, XXVI(Issue 4), 281–299. https://doi.org/10.35808/ersj/3285
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034
Hassan, M., Zahid, S., Nemati, A. R., Yongfeng, C., & Javed, W. (2021). Impact of WOM, Advertising Effectiveness, and Brand Image on Brand Trust: Evidence from Telecommunication Sector in Pakistan. Journal of Marketing Strategies, 3(3), 111–131. https://doi.org/10.52633/jms.v3i3.125
Huang, M., Mohamad Saleh, M. S., & Zolkepli, I. A. (2024). The moderating effect of environmental gamification on the relationship between social media marketing and consumer-brand engagement: A case study of Ant Forest Gen Z users. Heliyon, 10(4), e25948. https://doi.org/10.1016/j.heliyon.2024.e25948
Ina, A., Ayang, A., Bagus, I., & Udayana, N. (2024). Pengaruh Corporate Social Responsibility, Social Media Marketing, Store Environment, dan Perceived Value terhadap Purchase Decision (Studi Kasus Pada Pelanggan Pamella Satu Supermarket Yogyakarta) Anias. 8(1), 9217462. https://doi.org/10.33087/ekonomis.v8i1.1459
Kartika, T., & Pandjaitan, D. (2023). Electronic Word-of-Mouth and Social Media Marketing on Brand Image and Purchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 687–694. https://doi.org/10.37641/jimkes.v11i3.2162
Khan, I., & Fatma, M. (2023). CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043409
Khnouf, V., Nasri, S., Karnit, L., & Shamandour, M. (2023). The Effect of Brand Image on Customer Purchase Decision. Article in Journal of Service Innovation and Sustainable Development, 4(1), 59–71. https://doi.org/10.33168/SISD.2023.0106
Kodua, P., Blankson, C., Panda, S., Nguyen, T., Hinson, R. E., & Narteh, B. (2022). The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value. Journal of African Business, 23(4), 1088–1108. https://doi.org/10.1080/15228916.2021.2015835
Kusumastuti, S. (2022). Keputusan pembelian ditinjau dari brand trust , brand awareness dan word of mouth Purchasing decisions in terms of brand trust , brand awareness and word of mouth. 19(3), 590–597.
Novelayanti, M. D., Wulandari, A., & Yahya, A. (2024). The effect of promotions and online customer reviews on purchase decisions mediated by brand image on Erigo products on Shopee e-commerce. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 3991–4004.
Rachmad, Y. E., Meliantari, D., Akbar, I., Rijal, S., & Aulia, M. R. (2023). The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu Products. Jurnal EMT KITA, 7(3), 597–604. https://doi.org/10.35870/emt.v7i3.1111
Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). the Influence of Brand Image, and Product Quality on Purchase Decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
Rodrigues, P., & Borges, A. P. (2015). Corporate social responsibility and its impact in consumer decision-making. Social Responsibility Journal, 11(4), 690–701. https://doi.org/10.1108/SRJ-02-2014-0026
Sampurno, D. H. A., Yahya, A., Purnamasari, P., & Wulandari, A. (2024). Fear of missing out as intervening in digital marketing and brand image to purchase decision fear of missing out sebagai mediasi digital marketing. KENTAL: Jurnal Kewirausahaan Dan Bisnis Digital, 01(1), 38–56.
Susilawati, W., & Wufron, W. (2017). Pengaruh Brand Image Terhadap Brand Trust Serta Implikasinya Terhadap Brand Loyality (Produk Dodol PT. Herlinah Cipta Pratama). Jurnal Wacana Ekonomi, 17(1), 24–34. www.jurnal.uniga.ac.id
Wibowo, D. U., Yulianto, E., & Sunarti. (2022). Pengaruh Social Media Marketing Terhadap Kesadaran Merek, Citra Merek Dan Kepuasan Konsumen. Profit: Jurnal Administrasi Bisnis, 16(1), 130–137. https://profit.ub.ac.id/index.php/profit/article/view/2605
Widianingrum, E. (2020). Pengaruh Brand Image Dan Brand Trust Terhadap KeputusanPembelian Smartphone Pada Masa Pandemi Covid-19. Ekonomi, 1(bisnis), 1–9.