Pengaruh Kualitas Konten Dan Interaksi Media Sosial Terhadap Keputusan Pembelian Melalui Brand Awareness Produk Sebar Project Di Sukoharjo Jawa Tengah
DOI:
https://doi.org/10.37385/j9wdfb14Keywords:
kualitas konten; interaksi media sosial; brand awareness; keputusan pembelian; pemasaran media sosial.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas konten dan interaksi media sosial terhadap keputusan pembelian, baik secara langsung maupun melalui brand awareness pada konsumen Sebat Project di Sukoharjo, Jawa Tengah. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel terdiri atas 160 konsumen yang dipilih menggunakan purposive sampling dengan kriteria mengikuti akun Instagram atau TikTok Sebat Project dan pernah melakukan pembelian produk Sebat Project. Data dikumpulkan melalui kuesioner daring dengan skala Likert lima poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS. Hasil penelitian menunjukkan bahwa kualitas konten berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,588; p < 0,001) dan brand awareness (β = 0,484; p < 0,001). Interaksi media sosial juga berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,301; p = 0,002) dan brand awareness (β = 0,443; p < 0,001). Selanjutnya, brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,245; p = 0,014). Hasil pengujian efek tidak langsung menunjukkan bahwa brand awareness secara signifikan memediasi pengaruh kualitas konten terhadap keputusan pembelian (β = 0,119; p = 0,016) serta pengaruh interaksi media sosial terhadap keputusan pembelian (β = 0,108; p = 0,032). Model mampu menjelaskan 76,9% variasi brand awareness dan 73,0% variasi keputusan pembelian. Temuan ini menunjukkan bahwa efektivitas pemasaran media sosial pada produk furnitur tidak hanya ditentukan oleh kualitas informasi dan interaksi dengan konsumen, tetapi juga oleh kemampuan kedua aktivitas tersebut dalam memperkuat kesadaran merek. Secara praktis, Sebat Project perlu memprioritaskan konten yang informatif, relevan, konsisten, dan menarik serta mempertahankan komunikasi yang responsif untuk memperkuat brand awareness dan mendorong keputusan pembelian konsumen.
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