Social Media Marketing and Product Quality on Purchase Intention of All-You-Can-Eat Restaurant
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Oct 11, 2024
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Abstract
Social media marketing is a technique for someone to carry out marketing activities through social media or word of mouth, by promoting products to potential consumers in online platform. Pempek-Yuk Restaurant! is the first restaurant to provide culinary with the "All-you-can-eat" concept. This research aims to see whether interest in buying all-you-can-eat, is influenced by social media marketing and the quality of Pempek-Yuk! The research method was quantitative, using SPSS25 analysis tool and purposive sampling with Likert scale. The population was the millennial who live in Jakarta with total sample of 192 respondents. It is concluded that the buying interest of the millennial generation is influenced by social media marketing positively and significantly. The purchasing interest of the millennial generation is influenced by product quality positively and significantly. This study also shows that people's buying interest is influenced by social media marketing and product quality simultaneously, positively and significantly.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Surianto, S., Yulita, H., Wijaya, B., & Ibrahim, A. A. (2024). Social Media Marketing and Product Quality on Purchase Intention of All-You-Can-Eat Restaurant. Jurnal E-Bis, 8(2), 466-478. https://doi.org/10.37339/e-bis.v8i2.1850
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Nilowardono, S., Baktiono, A., Artaya, I. P., & Rosyid, A. (2024). The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion. IJEBD (International Journal of Entrepreneurship and Business Development), 7(1), 30–39. https://doi.org/10.29138/ijebd.v7i1.2612
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Noprisson, H., Husin, N., Zulkarnaim, N., Rahayu, P., Ramadhan, A., & Sensuse, D. I. (n.d.). Antecedent Factors of Consumer Attitudes toward SMS, E-mail and Social Media for Advertising.
Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business and Industrial Marketing, 34(7), 1410–1419. https://doi.org/10.1108/JBIM-10-2018-0295
Perakakis, E., Mastorakis, G., & Kopanakis, I. (2019). Social media monitoring: An innovative intelligent approach. Designs, 3(2), 1–12. https://doi.org/10.3390/designs3020024
Porcu, L., & Barrio-garcía, S. Del. (2022). Introduction to the special issue ” Omni- channel communication : Delivering unified communications across all branded touch-points ”. Journal of Marketing Communications, 00(00), 1–4. https://doi.org/10.1080/13527266.2022.2097297
Rhoda Adura Adeleye, Kehinde Feranmi Awonuga, Onyeka Franca Asuzu, Ndubuisi Leonard Ndubuisi, & Tula Sunday Tubokirifuruar. (2024). Digital marketing analytics: A review of strategies in the age of big data and AI. World Journal of Advanced Research and Reviews, 21(2), 073–084. https://doi.org/10.30574/wjarr.2024.21.2.0395
Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics, 178(4), 1043–1061. https://doi.org/10.1007/s10551-022-05048-7
Salem, M. S., Althuwaini, S., & Habib, S. (2018). Mobile advertising and its impact on message acceptance and purchase Intention. In www.jbrmr.com A Journal of the Academy of Business and Retail Management (Vol. 12). ABRM.
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Zoubi, M. M. Al, & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
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Thakur, J., & Kushwaha, B. P. (2024). Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis. Global Business and Organizational Excellence, 43(3), 139–155. https://doi.org/10.1002/joe.22233
Victoriia, P. (2020). Psychology the Psychological Role of Ethnic Identity. 3(March), 31–34. https://doi.org/10.31435/rsglobal
Vidyanata, D. (2022). Understanding the Effect of Social Media Marketing on Purchase Intention : A Value-Based Adoption Model. In Jurnal Dinamika Manajemen (Vol. 13, Issue 2). http://jdm.unnes.ac.id
Alareeni, B., & Elgedawy, I. (2023). AI and business, and innovation research : understanding the potential and risks of AI for modern enterprises (440th ed.). Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-031-42085-6
Alareeni, B., & Hamdan, A. (n.d.). Technology : Toward Business Sustainability (Vol. 4).
Ali, I., & Naushad, M. (2023). Examining the influence of social media marketing on purchase intention: The mediating role of brand image. Innovative Marketing, 19(4), 145–157. https://doi.org/10.21511/im.19(4).2023.12
Chongcs, J., Kathiarayan, V., Chong, J., & Sin, C. (2023). The Role of Artificial Intelligence in Strategic Decision-Making Opportunities, Challenges, and Implications for Managers in the Digital Age. International Journal of Management and Commerce Innovations, 11(May), 73–79.
Christian, M., Girsang, L. R. M., & Yulita, H. (2024). Do Women Consider Purchasing Eco-Friendly Beauty Products ? An Examination of Personal Motivations and Perceived Social Media. International Conference on Business and Technology, 1(1), 291–302.
Christian, M., Japri, E. P., Rembulan, G. D., & Yulita, H. (2021). Identification of Needs for Increasing the Selling Value of Salted Fish in Kali Baru. Jurnal Pengabdian Dan Kewirausahaan, 6(1), 10–16. https://doi.org/10.30813/jpk.v6i1.3162
Christian, M., Wibowo, S., Yulita, H., Melati, R., Sunarno, S., & Perdini, F. T. (2023). Two phases of online food delivery app users’ behavior in Greater Jakarta during the second year of the COVID-19 pandemic: Perceptions of food safety and hygiene. Environmental Health Engineering and Management, 10(3), 249–259. https://doi.org/10.34172/EHEM.2023.28
Gabelaia, I. (2022). The Applicability of Artificial Intelligence Marketing for Creating Data-driven Marketing Strategies. Journal of Marketing Research and Case Studies, 2022, 2165–7009. https://doi.org/10.5171/2022.466404
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Pearson Education Limited.
Henilia Yulita, Christian, M., & Fabianus Fensi. (2022). Aspek Informatifitas, Hiburan, Iritasi, Kredibilitas, Nilai dan Pengukuran Sikap Pada Iklan COVID-19 di Kanal YouTube. Jurnal E-Bis, 6(2), 386–395. https://doi.org/10.37339/e-bis.v6i2.979
Ifta Firdausa Nuzula, L. W. (2022). The Influence of Perceived Risk, Perceived Quality, Brand Attitude, and E-WoM on Purchase Intention. Expert Journal of Business and Management, 10(2), 51–64.
Indriyarti, E. R., Christian, M., Yulita, H., Ruminda, M., Sunarno, S., & Wibowo, S. (2022). Online Food Delivery App Distribution and Determinants of Jakarta’s Gen Z Spending Habits. Journal of Distribution Science, 20(7), 73–86. https://doi.org/10.15722/jds.20.07.202207.73
Jahja, R. (2022). Effect of Product Quality Brand Image Towards Purchasing Decision With Trust as an Intervening Variable. Syntax Literate: Jurnal Ilmiah Indonesia, 12(7). https://doi.org/10.36418/syntax
Jong-Hyuok Jung. (2017). Advertising Avoidance: A Consumer Socialization Perspective. Online Journal of Communication and Media Technologies, 7(3), 1–26.
Junianti, S., Yulita, H., & Christian, M. (2023). a Multiple Regression Analysis of Tokopedia E-Commerce Users’ Purchasing Decisions. Proceeding International Conference on Entrepreneurship (IConEnt), 2, 195–200.
Kozinets, R. V., & Gretzel, U. (2021). Commentary: Artificial Intelligence: The Marketer’s Dilemma. Journal of Marketing, 85(1), 156–159. https://doi.org/10.1177/0022242920972933
Kusuma Sunyoto, H., Vincentia, J., & Nathanael, V. (2024). Factors Influencing Consumers’ Purchasing Intention on BerryBenka E-commerce Application in Surabaya: Applying Mediation Test of Customer Satisfaction. 16. https://doi.org/10.33747
Leonita, L. (2023). The Impact Of Celebrity Endorsement On Purchase Intention Of Local Skincare Brand: The Role Of Perceived Quality And Perceived Value. Journal of Business Studies and Management Review (JBSMR), 6(2).
Liu, P., & Ali Qureshi, H. (2023). The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan. International Journal of Business and Economics Research. https://doi.org/10.11648/j.ijber.20231203.15
Lukitaningsih, A., Cahya, A. D., & Mizan, I. (2024). Ekombis Review-Jurnal Ilmiah Ekonomi dan Bisnis The Influence Of Product Quality, And Brand Images On Purchasing Decisions Through The Role Of Purchase Intention As An Intervening Variable As An Intervening Variable (Case Study On Purchasing An Iphone Brand Smartphone In Yogyakarta). Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(2), 1853–1864. https://doi.org/10.37676/ekombis.v12i
Lumingkewas, G. E., F A Tumbuan, W. J., C Pandowo, M. H., Eunike Lumingkewas, G., F A Tumbuan, W. J., & C Pandowo, M. H. (2023). The Influence Of Social Media Marketing, E-Wom And Brand Awareness On Purchase Intention At Uniqueshop.Ind Jewellery Online Shop. 11(3), 347–358.
Nilowardono, S., Baktiono, A., Artaya, I. P., & Rosyid, A. (2024). The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion. IJEBD (International Journal of Entrepreneurship and Business Development), 7(1), 30–39. https://doi.org/10.29138/ijebd.v7i1.2612
Niu Haitao. (2022). The Role of Brand Image and Product Quality on Purchase Intention (Study Literature Review). Dinasti International Journal of Management Science, 4(1), 166–174.
Nofirda, F. A., Ayu, N. G., & Binangkit, I. D. (2023). The Effect of Total Quality Management and Service Quality to Customer Satisfaction in the Store Feandra Cake Pekanbaru. Inovbiz: Jurnal Inovasi Bisnis, 11, 149–156.
Noprisson, H., Husin, N., Zulkarnaim, N., Rahayu, P., Ramadhan, A., & Sensuse, D. I. (n.d.). Antecedent Factors of Consumer Attitudes toward SMS, E-mail and Social Media for Advertising.
Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business and Industrial Marketing, 34(7), 1410–1419. https://doi.org/10.1108/JBIM-10-2018-0295
Perakakis, E., Mastorakis, G., & Kopanakis, I. (2019). Social media monitoring: An innovative intelligent approach. Designs, 3(2), 1–12. https://doi.org/10.3390/designs3020024
Porcu, L., & Barrio-garcía, S. Del. (2022). Introduction to the special issue ” Omni- channel communication : Delivering unified communications across all branded touch-points ”. Journal of Marketing Communications, 00(00), 1–4. https://doi.org/10.1080/13527266.2022.2097297
Rhoda Adura Adeleye, Kehinde Feranmi Awonuga, Onyeka Franca Asuzu, Ndubuisi Leonard Ndubuisi, & Tula Sunday Tubokirifuruar. (2024). Digital marketing analytics: A review of strategies in the age of big data and AI. World Journal of Advanced Research and Reviews, 21(2), 073–084. https://doi.org/10.30574/wjarr.2024.21.2.0395
Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics, 178(4), 1043–1061. https://doi.org/10.1007/s10551-022-05048-7
Salem, M. S., Althuwaini, S., & Habib, S. (2018). Mobile advertising and its impact on message acceptance and purchase Intention. In www.jbrmr.com A Journal of the Academy of Business and Retail Management (Vol. 12). ABRM.
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Zoubi, M. M. Al, & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Sukma, A., Handayani, R., Oktaviani, D., Hapsari, A. Y., & Manajemen, A. S. (2023). Enrichment: Journal of Management The effect of product quality and information quality on buying decisions through purchase interest. Enrichment: Journal of Management1944, 13(3), 1933–1944.
Thakur, J., & Kushwaha, B. P. (2024). Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis. Global Business and Organizational Excellence, 43(3), 139–155. https://doi.org/10.1002/joe.22233
Victoriia, P. (2020). Psychology the Psychological Role of Ethnic Identity. 3(March), 31–34. https://doi.org/10.31435/rsglobal
Vidyanata, D. (2022). Understanding the Effect of Social Media Marketing on Purchase Intention : A Value-Based Adoption Model. In Jurnal Dinamika Manajemen (Vol. 13, Issue 2). http://jdm.unnes.ac.id