Pengaruh Kualitas Produk dan Sosial Media Marketing terhadap Keputusan Pembelian Melalui Kepercayaan Merek pada J.Co Donut’s & Coffee di Jabodetabek

Sintia Ratnaningsih; Ra Nurlinda

doi:10.59841/excellence.v2i2.1356

Authors

Sintia Ratnaningsih Universitas Esa Unggul
Ra Nurlinda Universitas Esa Unggul

DOI:

https://doi.org/10.59841/excellence.v2i2.1356

Keywords:

Product quality, Social media marketing, Brand trust, Purchase decisions, Consumers

Abstract

This research aims to determine the direct and indirect influence between product quality, social media marketing, brand trust on purchasing decisions among J.Co Donut's & Coffee consumers in Indonesia. The method used is Path analysis using a Structural Equation Modeling (SEM) approach with data collection using a questionnaire distributed online to 190 respondents who are active social media users and customers of J.Co Donut's & Coffee. The results of the analysis show that product quality and social media marketing have a direct positive influence on brand trust and purchasing decisions, while brand trust does not have a direct influence on purchasing decisions. Brand trust is not proven to be a mediating variable between product quality and social media marketing on purchasing decisions. These findings provide important insights for companies in developing marketing strategies and understanding the factors that influence consumer purchasing behavior, emphasizing the importance of product quality and marketing strategies via social media in building brand trust and influencing purchasing decisions.

References

Aden, M., & Sisilia, K. (2021). Pengaruh kualitas produk terhadap kepuasan pelanggan pada J. Co Donuts & Coffee di Kota Bandung: The effect of product quality on customer satisfaction in J. Co Donuts & Coffee in Bandung City. E-Proceeding of Management, 8(1), 355–360.

Ahmad Mujahid. (2018). Labelisasi halal, harga dan celebrity endorser terhadap keputusan pembelian pada produk Wardah.

Ajina, A. S. (2019). The perceived value of social media marketing: An empirical study of online word of mouth in Saudi Arabian context. International Journal of Information Technology and Management, 6(3), 1512–1527.

Angraini, D., & Harwani, Y. (2020). The effect of product quality, price perception, and promotion on purchasing decisions in Sari Roti in West Jakarta. International Conference on Management, Economics and Business (ICMEB 2019), 120, 296–301.

Ariyanti, A., & Darmanto, R. F. (2019). Kualitas produk, harga dan ekuitas merek berpengaruh terhadap keputusan pembelian di J’Co Donuts & Coffee Metropolitan Mal Bekasi. Jurnal Pengembangan Wiraswasta, 21(3), 183. https://doi.org/10.33370/jpw.v21i3.347

Bahari, A. F., & Basalamah, J. (2019). Analisis kualitas produk, kualitas layanan dan customer relationship management serta dampaknya pada kepuasan peserta BPJS Ketenagakerjaan Kota Makassar. Jurnal Manajemen Bisnis, 6(1), 11–21. https://doi.org/10.33096/jmb.v6i1.155

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. https://doi.org/10.38035/jmpis.v3i1.867

Claranita, H. S., & L. (2020). Analisa pengaruh product quality terhadap brand loyalty dengan brand trust sebagai variabel mediasi pada Madame Chang Surabaya. Jurnal Strategi Pemasaran, 7(1), 11.

Dewi, N. S., & Sudiksa, I. B. (2019). Peran kepercayaan merek memediasi electronic word of mouth terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana, 8(6), 3784. https://doi.org/10.24843/ejmunud.2019.v08.i06.p18

Diana, T. (2021). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan. Journal of Communication Education, 15(1), 1267–1283. https://doi.org/10.58217/joce-ip.v15i1.226

Eka, R. (2021). JIWA Group terima pendanaan, konsep "grab & go" mengubah lanskap industri kopi lokal.

Elaydi, H. O. (2018). The effect of social media marketing on brand awareness through Facebook: An individual-based perspective of mobile services sector in Egypt. Open Access Library Journal, 5(10), 1–5. https://doi.org/10.4236/oalib.1104977

Galang. (2020). Analisis keputusan pembelian konsumen milenial pada provider smartphone (Studi pada pengguna provider Simpati). Business Management, Economic, and Accounting National Seminar, 1(1), 714–726.

Guarango, P. M. (2022). Jurnal Ekonomi dan Manajemen, 2(8.5.2017), 2003–2005.

Hakim, I. N., Nuryanto, I., Nuswantoro, U. D., & Nuswantoro, U. D. (2021). P-ISSN: XXXX-XXXX (Print) E-ISSN: XXXX-XXXX (Online), 1(2), 10–16.

Hanaysha, J. R. (2022). Machine translated by Google jurnal internasional data manajemen informasi dampak fitur pemasaran media sosial pada keputusan pembelian konsumen di industri makanan cepat saji: Kepercayaan merek sebagai mediator.

Hapsoro, B. B., & Hafidh, W. A. (2018). The influence of product quality, brand image on purchasing decisions through brand trust as mediating variable. Management Analysis Journal, 7(4).

Hardiyanti. (2023). Pengaruh minat, harga, promosi, citra merek, dan kualitas produk terhadap loyalitas konsumen dengan brand trust sebagai variabel mediasi. Jurnal Socia Logica, 2(2), 1–16.

Haryono. (2016). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Journal of Physics A: Mathematical and Theoretical, 450.

Iasa, N. F., & Siti, N. F. (2023). Pentingnya klasifikasi customer sebelum melakukan perancangan strategi digital marketing. Jurnal Nusantara Berbakti, 1(3), 01–09. https://doi.org/10.59024/jnb.v1i3.154

Ibrahim, M., & Thawil, S. M. (2019). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175–182. https://doi.org/10.36226/jrmb.v4i1.251

Ika Purnama, N., & Rialdy, N. (2019). Pengaruh kualitas produk dan personal selling terhadap kepuasan pelanggan alat-alat bangunan pada PT. Rodes Chemindo Medan. Jurnal Publik, 1(1), 174–181.

Inggasari, S. M., & Hartati, R. (2022). Pengaruh celebrity endorser, brand image, dan brand trust terhadap keputusan pembelian produk Scarlett Whitening. Cakrawangsa Bisnis, 3(1), 1–22.

Issalillah, F., Khayru, R. K., & Darmawan, D. (2021). Analisis perilaku konsumen rokok mild berdasarkan persepsi dan sikap. Journal of Trends, 2(2), 49–53.

Iyut, N., & Sumitro. (2020). The effect of brand trust and product price on customer satisfaction mediated by decision purchase of Marcks powder (Case study at PT. Kimia Farma Veteran). Indonesian College of Economics, 1–24.

Jan, A., Putro, W., & Gunawan, E. T. (2023). Pengaruh kualitas produk dan brand image terhadap keputusan pembelian yang dimediasi brand trust. Jurnal Manajemen dan Bisnis, 12(2), 125–142. https://doi.org/10.33508/jumma.v12i2.4841

Juddi, M. F., & Setianti, Y. (2019). Brand strategy J.Co Donuts Indonesia (Analisis upaya J.CO Donuts dalam menjadi top brand di segmen donat Indonesia). Seminar Nasional MACOM III Universitas Padjadjaran 2019 “Communication and Information Beyond Boundaries”, November, 244.

Khasanah, S. H., Ariani, N., & Argo, J. G. (2021). Analisis citra merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek. Prosiding Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi, 2, 394–411.

Khasanah, S. W. M., & Sudarwanto, T. (2021). Pengaruh harga dan kepercayaan merek terhadap keputusan pembelian hand sanitizer Dettol secara online pada masa pandemi Covid-19 di Surabaya. Jurnal Pendidikan Tata Niaga, 9(3), 1383–1389.

Lestari, R., & An’nisa, B. (2021). Mediasi sekuensial sosial media dan digital marketing pada hubungan brand ambassador dengan brand trust produk Scarlett Whitening. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 4(2), 543–552. https://doi.org/10.36407/jmsab.v4i2.378

Lova, T. K., & Raharjo, S. T. (2023). Pengaruh social media marketing dan brand experience terhadap purchase decision konsumen (Studi pada konsumen Somethinc). Diponegoro Journal of Management, 12(3), 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr

Made, N., Dewi, P., Imbayani, G. A., Ribek, P. K., Ekonomi, F., Universitas, B., & Denpasar, M. (2021). Pengaruh social media marketing terhadap keputusan pembelian yang dimediasi oleh brand trust pada produk Scarlett Whitening. Jurnal Ilmiah Akuntansi dan Bisnis, 6(2), 210–221.

Mellisa, D. (2021). Pengaruh Brand Ambassador, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Scarlett Whitening Pada Mahasiswa Di Fakultas Ekonomi Universitas Tarumanagara Jakarta. Jurnal Ekonomi, 3(2), 100–107.

Munawar, N. (2023). A collaborative filtering recommender system framework for tourism destination in Bandung. Journal of Information Systems Engineering and Business Intelligence, 6(2), 11–20. https://doi.org/10.20473/jisebi.6.2.11-20

Nurtjahjanti, H., & Susilowati, S. (2019). The role of brand trust and brand loyalty on brand performance in the cosmetics industry: A study on the mediating role of consumer satisfaction. International Journal of Management and Applied Science, 5(5), 24–30.

Parsons, A. L. (2011). Social media from a corporate perspective: A content analysis of official Facebook pages. International Journal of Business and Commerce, 2(1), 25–34.

Putri, N., & Hasna, M. (2018). Pengaruh kualitas produk dan brand trust terhadap keputusan pembelian produk halal pada produk kosmetik Wardah di Fakultas Ekonomi dan Bisnis Islam (FEBI) UIN Raden Intan Lampung. Jurnal Ilmiah Bisnis dan Ekonomi Islam, 2(3), 198–206.

Qamariyah, N., & Susilowati, Y. (2020). The effect of brand image, brand trust, and perceived quality on purchasing decisions: A study on consumers of J.Co Donuts & Coffee in Semarang. Journal of Management and Business, 19(1), 36–47.

Rachmat, F., & Putri, D. S. (2022). Analyzing the impact of social media marketing on brand loyalty in online travel agency business: The mediating role of brand trust. Journal of Business and Entrepreneurship, 6(2), 10–19. https://doi.org/10.5897/jbe.v6i2.279

Sari, D. R. (2023). Pengaruh kualitas produk terhadap kepuasan konsumen di J. Co Donuts & Coffee. Jurnal Ekonomi, Manajemen dan Bisnis, 3(2), 123–130.

Sholihah, L. I., Lestari, P. V., & Suyanto. (2022). Analisis strategi pemasaran pada masa pandemi Covid-19 di Taman Wisata MBS. Jurnal Ekonomi dan Bisnis Islam (Journal of Islamic Economics and Business), 5(2), 167–182. https://doi.org/10.20473/jebis.v5i2.3482

Simamora, H. (2018). Manajemen sumber daya manusia. Gramedia Pustaka Utama.

Syamsudin, N., & Rusli, A. (2023). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan. Jurnal Ilmiah Mahasiswa Ekonomi, 2(1), 63–77.

Tanto, H. (2017). Pengaruh strategi pemasaran, kualitas produk dan harga terhadap kepuasan konsumen. Jurnal Bisnis dan Manajemen, 14(2), 139–151. https://doi.org/10.31843/jbm.v14i2.24

Wardani, N. I. (2022). Analisis pengaruh kualitas produk, harga dan promosi terhadap kepuasan pelanggan pada usaha mikro kecil menengah (UMKM) di kota Surabaya. Jurnal Bisnis dan Manajemen, 8(2), 245–256.

Yamamoto, A. (2022). The impact of social media marketing on customer purchase decision making: A study of Indonesian millennials. Journal of Business and Management, 10(3), 55–70. https://doi.org/10.5923/j.jbm.20221003.02

Yuliana, M., & Rahmatika, R. (2023). Pengaruh social media marketing dan kualitas produk terhadap keputusan pembelian konsumen (Studi kasus pada perusahaan kosmetik XYZ). Jurnal Akuntansi dan Manajemen (JAM), 8(2), 118–134.