The Influence of Social Media Marketing on Purchase Decisions with Experiential Marketing as a Moderator
Abstract
This study aims to propose experiential marketing variables as moderating variables and provide new perspectives in understanding the influence of Social Media Marketing / SMM on Purchase Decisions in the context of food and beverage MSMEs in Blora Regency. In addition, this study also aims to provide new insights into the strategic role of experiential marketing in the context of digital marketing. This study uses an explanatory research design with a population that includes all people in Blora Regency who use social media or the internet, the number of which is unlimited. The research sample consists of 119 respondents selected through The sampling method in this study is using a purposive sampling technique, namely where the research sample uses certain criteria in the study. Data were collected using a questionnaire with an interval scale from 1 to 10, which describes the level of agreement from Strongly Disagree (1) to Strongly Agree (10). Data analysis was carried out using the Partial Least Square (PLS) method. The results of the study indicate that Social Media Marketing carried out by Food and Beverage MSMEs in Blora Regency has a significant effect on Purchase Decisions from potential consumers. Also, the experiential marketing variable moderates by strengthening the relationship of the Social Media Marketing variable to Purchase Decisions. This research contributes to the development of the role of experiential marketing variables in moderating the relationship between social media marketing and purchasing decisions for food and beverage MSMEs. It also provides practical recommendations for food and beverage MSMEs in Blora Regency regarding marketing strategies through social media.
Full Text:
PDFReferences
Angkie, N. S., & Tanoto, S. R. (2019). Pengaruh Social Media Marketing Terhadap Brand Equity Pada Brand Fashion Zara , H & M , Pull & Bear , Dan Stradivarius Di Surabaya. Agora, 7(1), 1–6.
Bernard (2011). Sampling III: Nonprobability Samples and Choosing Informants. Research Methods in Anthropology: Qualitative and Quantitative Approaches, 143–155. https://doi.org/10.1525/aa.2000.102.1.183
Haryadi, A. R., Gunaningrat, R., & Suyatno, A. (2022). Pengaruh Social Media Marketing, Citra Merek Dan Word of Mouth Terhadap Keputusan Pembelian Pada Produk Kecantikan Somethinc. Jurnal Bismak, 2(2), 8–17.
Ilman, S. A., Silalahi, P. R., & Tambunan, K. (2022). Pengaruh Sertifikasi Halal MUI Pada Produk J. CO DONUTS Terhadap Keputusan Pembelian (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Islam …. JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen, 2(1), 111–120. https://ummaspul.ejournal.id/JKM/article/download/2843/816
Joni Budiarto & Erminati Pancaningrum (2019). Pengaruh Experiential Marketing terhadap Keputusan Pembelian Smartphone Xiaomi. urnal Riset Manajemen Dan Bisnis Dewantara. Vol 2 No 2, Juli 2019. https://ejournal.stiedewantara.ac.id/index.php/JMD/article/view/370/241
Kustini. (2007). Penerapan Experiential Marketing. Jurnal Riset Ekonomi Bisnis.Muharam, A. N., Widaningsih, S., & Mustikasari, A. (2021). Pengaruh Sosial Media Marketing melalui Instagram terhadap Minat Beli Produk Boci Baso Aci (Studi Kasus pada PT. AA Mapan Perkasa Tahun 2020). E-Proceeding of Applied Science, Vol 7, No. 4, Page: 625-634, ISSN: 2442- 5826, telkomuniversity.ac.id, https://openlibrarypublications.telkomuniversity.ac.id/index.php/appliedsci ence/article/view/15261).
Muizzudin, & Kisti, S. A. (2020). Pengaruh Sertifikasi Halal, Citra Merek, dan Harga terhadap Keputusan Pembelian Minuman Teh Botol Sosro (Studi Kasus pada Mahasiswa Pendidikan Tinggi Islamic Village). Journal of Islamic Economics, Business and Finance, 10(2), 137–151.
Nasution, P., Effendi, S., & Agustami, E. (2022). Pengaruh Sertifikasi Halal terhadap Minat dan Keputusan Pembelian Kosmetik Wardah di Kecamatan Barumun. Jurnal Kajian Ekonomi Syariah, 3(1), 68–75.
Nehemia, Handal S. (2010). Analisis Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan (Studi Kasus Waroeng Spesial Sambal cab.Sompok Semarang, Jurnal Manajemen, Fakultas Ekonomi Universitas Diponegoro.
Nurrokhim, A., & Widyastuti, E. (2021). Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening. Journal of Management and Digital Business, 1(2), 122–134. https://doi.org/10.53088/jmdb.v1i2.134
Pranatawijaya, Viktor Handrianus, Widiatry Widiatry, Ressa Priskila, and Putu Bagus Adidyana Anugrah Putra. “Penerapan Skala Likert Dan Skala Dikotomi Pada Kuesioner Online.” Jurnal Sains Dan Informatika 5, no. 2 (2019): 128–37.
Purwaningsih, N., & Susanto, F. (2020). Pengaruh Sosial Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Dirga Mahar. Journal Homepage, 1–13.
Agustina Marzuki, Crystha Armereo, Pipit Fitri Rahayu, Pratikum Statistik, (Malang: Ahlimedia Press, 2020), h. 51
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.
Dharmmesta, B. S., & Handoko, T. H. (2012). Manajemen Pemasaran: Analisis Perilaku Konsumen. Yogyakarta: BPFE.
BPS Blora, 2025. Selamat Hari Media Sosial Nasional , 10 Juni 2024 - Berita - Badan Pusat Statistik Kabupaten Blora). Diakses pada 19 Januari 2025 dari https://blorakab.bps.go.id/id/news/2024/06/10/371/selamat-hari-media-sosial-nasional---10-juni-2024.html.
BPS Blora, 2025. Survei Sosial Ekonomi Nasional /Susenas Maret 2024. Dalam Kabupaten Blora dalam Angka, Blora Regency In Figures 2025. Volume 42 Tahun 2025.
Initial Survey of Researchers, (2025). An initial questionnaire was distributed to obtain data related to the role of Social Media Marketing (SMM) in influencing the Purchase Decision (PD) of Food and Beverage MSME Products in Blora Regency, which was carried out by distributing online questionnaires to the Blora Regency Community who use social media and the internet. The survey was conducted on March 11-13, 2025, with the results that 22 respondents provided answers.
Refbacks
- There are currently no refbacks.
License URL: https://creativecommons.org/licenses/by/4.0/deed.en
Jurnal SAMaJ Indexed by :
