INTRODUCTION
The social media
network has become a powerful platform for connecting people as it allows
virtual discussion and broadcast of all kinds of content on the Internet (Bauer, Stokburger-Sauer, & Exler,
2008). Therefore, many companies do advertising activities on social
media, one of which is using Instagram social media. Instagram has grown and
become a worldwide favorite social media. In Indonesia, the number of Instagram
social media users is growing. According to research from media company We Are
Social & Hootsuite., (2020) there are 63 million Instagram social media
users in Indonesia. That number is up 10 million users compared to the research
results in 2019. 49.2 percent of Instagram users were detected as male while
50.8 percent were women.
Social media is a new
marketing tool that allows us to know new consumers as well as potential
consumers in ways that were previously impossible (Karen, 2016).
Another social media
that is very popular in Indonesia is Facebook. According to research from media
company We Are Social & Hootsuite (2020) there are 130 million social media
users on Facebook. No wonder Facebook has been standing for quite a long time
since 2004 compared to instagram social media that was established since 2010 (Santoso, 2017).
Lactona is an
Indonesian dairy brand produced since 1973, experiencing significant changes in
its promotional activities. Lactona is participating in the era of online
marketing development through Instagram and Facebook.
The perception of
consumer value towards Lactona has been established for a long time. The
perceived value is related to consumer perception of the value of the product
characterized by the performance and function considerations of the price of
the goods and the level of emotional engagement (Chiang & Tseng, 2017). Social media has an
important role as a shaper of perception values and a means of communication to
share information in order to connect with each other. Social media is used as
a space to interact with people of various circles. For example Instagram and
Facebook, many companies use to connect with consumers to convey information,
search for consumer trends and wants, and build brand image and positive
perception (Santoso, 2017).
Based on the research
of (Jalilvand et al, 2011)
stated that electronic word of mouth (e-WOM) on social media has a significant
influence on consumers'
intention to make
purchases. It is proven that the importance of brand image and positive e-WOM
in the formation of perception value, so as to create consumer purchasing
intentions on social media.
Related brand awareness
where consumers are looking for information and are familiar with brand names
and remembering, as well as recognizing those brands. Strong memories that
consumers collect about a particular brand can be used as a basis for
consideration when choosing a product (Chitcharoen, Kanthawongs, Wathanasuksiri, &
Kanthawongs, 2013). Lactona sees the rapid development of Instagram
and Facebook to be able to maximize brand awareness to its consumers.
Like behavior is
related to consumer motivation to like the content of photos or videos uploaded
on social media. The phenomenon of liking behavior allows consumers to express
their preferred attitude towards specific information and other people's
responses on social media, by clicking likes (Gan, 2017).
The more people like
content on social media, the higher the value of consumer perception and
purchasing intentions (Chiang
& Tseng, 2017).
Therefore, the purpose
of the research to be achieved is to know and obtain the results of research,
namely:
1.
Testing the influence of e-WOM on perception
value
2.
Testing the influence of brand image on
perception value
3.
Testing the influence of brand awareness on
the value of perception
4.
Testing the influence of brand awareness on
purchasing intentions
5.
Test the value of perception of buying
intentions
6.
Test the influence of liking behavior that
moderates between perception value and purchase intention.
Figure 1.
Research Model
(Chiang & Tseng, 2017: 48).
METHOD
The method in this study used purposive sampling. This
method is a technique to determine research samples with certain considerations
that aim to make the
data obtained later can be more representative (Sugiyono, 2017).
The research was conducted by
distributing questionnaires online to respondents. In this study, researchers
determined the number of samples as many as 145 respondents. The criteria of
respondents selected are individhu who have purchased Lactona brand products at
least 1 time in the last 3 months with the age range of respondents are between
the ages of 18 - 55 years, and are followers of Lactona social media.
Table 1.
|
Characteristics |
Description |
Number |
% |
|
Gender |
Male |
55 |
38% |
|
Female |
90 |
62% |
|
|
Age |
20-25 |
23 |
17% |
|
26-30 |
31 |
12% |
|
|
30-35 |
62 |
44% |
|
|
35-40 |
27 |
21% |
|
|
41-45 |
1 |
1% |
|
|
45-50 |
1 |
1% |
|
|
Job |
Student |
7 |
5% |
|
Employees |
95 |
66% |
|
|
Self
employed |
25 |
17% |
|
|
Housewives |
18 |
12% |
|
|
Expenses / months |
<
Rp 1.500.000 |
8 |
6% |
|
Rp.1.500.001
– Rp. 2.500.000 |
58 |
42% |
|
|
Rp.
2.500.001– Rp. 3.500.000 |
42 |
30% |
|
|
Rp.
3.500.001– Rp. 4.500.000 |
16 |
12% |
|
|
>Rp. 4.500.000 |
15 |
11% |
|
|
Social media followed |
Instagram |
134 |
68% |
|
|
Facebook |
64 |
32% |
Respondent Profile
RESULTS
AND DISCUSSION
Researchers used multiple regression analysis and SPSS
software to process the data obtained. Here are the results of the first
multiple regression
1. The
Influence of e-WOM, Brand Image, and Brand Awareness on Perception Value
Table 2.
Regression
Result 1
From the data above, the result of the F test can be
obtained calculated F value of 50.695 with a probability value of 0.000
indicating that the probability (0.000) < 0.05. With the data it can be
concluded that Ho is rejected and Ha is accepted i.e.e-WOM, brand image and
brand awareness have a significant influence on the value of
perception.
In other words, these three variables, namely e-WOM, brand image and brand
awareness can increase the value of perception on Lactona social media. Judging
from the data that has Adj. R-Square 0.509 which means that 50.9% of perception
value is influenced by e-WOM, brand image and brand awareness, while the
remaining 49.1% is influenced by other variables outside of this study.
H1:
E-WOM positively and significantly affects the value of perception obtained
from the test result t in the variable e-WOM is the value of the regression
coefficient (beta) of 0.320 with a probability (p) of 0.000 < 0.05, it can
be concluded that e-WOM has a positive and significant influence on the value
of perception. The results showed that e-WOM has a positive and significant
effect on the value of perception. The better e-WOM on Lactona social media
will positively increase the value of perception felt by consumers. This is in
line with research conducted by (Li et al, 2012) which states that e-WOM is a key
element that influences consumer purchasing intentions and this is the strength
of recommendations to others expressed in words. E-WOM represents the
consumer's opinion of a product poured online through social media, the better
opinion from consumers towards Lactona will be able to increase the positive
perception of consumers towards the product.
H2: Brand Image positively and
significantly affects the value of perception.
Obtained from the test result of t in
Brand Image variable namely regression coefficient value (beta) of 0.309 with
probability (p) 0.001 < 0.05, it can be concluded that Brand Image has a
positive and significant influence on perception value. The results showed that
brand image has a positive and significant effect on the value of perception.
The better brand image that consumers feel on Lactona social media will
positively be able to increase the value of perception. According to (Chiang & Tseng, (2017) explaining the
value of perception is the overall consumer's assessment of the benefits of the
product based on what they receive and what they provide. This makes the brand
image of a product will have an impact on the perception felt by consumers. If
the consumer's brand image towards the product is better, it will be able to
make the perception of value felt by consumers. This is in line with research
from (Djatmiko & Pradana, 2016) which states that
online consumers can determine their perception of brand image and value
through experiences that can influence their buying intentions.
H3: Brand Awareness positively and significantly affects
the value of perception Obtained from the results of t test on Brand Awareness
variable that is the value of regression coefficient (beta) of 0.185 with
probability (p) 0.026 < 0.05, it can be concluded that Brand Awareness has a
positive and significant influence on the value of perception. The results
showed that brand awareness has a positive and significant effect on the value
of perception. The better brand awareness that consumers feel on Lactona social
media will positively increase the value of perception. According to (Barreda, Bilgihan, Nusair, & Okumus, 2016) that level of
awareness is determined by consumer perception of a product brand, which can be
formed using social networking sites. Thus, brand awareness felt by consumers
will affect consumer perception of a product. The results of this study are in
line with research conducted by (Chiang & Tseng, 2017) which stated that
brand awareness affects the value of perception in consumers.
Table 3.
Regression Result 2
From the data above the F test result can be obtained
calculated F value of 56.256 with a probability value of 0.000 indicating that the
probability (0.000) < 0.05. With this data, it can be concluded that Ho was
rejected and Ha accepted that brand awareness and perception value have a
significant influence on purchasing intentions. In other words, both variables,
namely brand awareness and perception value can increase purchasing intentions
on Lactona products. Judging from the data that has Adj. R-Square 0.434 which
means that 43.4% of buying intentions are influenced by brand awareness and
perception value, while the remaining 56.6% are influenced by other variables
outside of this study.
H4: Brand
Awareness positively and significantly affects Purchasing Intention
Obtained from the
results of t test on Brand Awareness variable that is the value of regression
coefficient (beta) of 0.453 with probability (p) 0.000 < 0.05, it can be
concluded that brand awareness has a positive and significant influence on
purchasing intention. The results showed that brand awareness has a positive
and significant effect on purchasing intentions. The better brand awareness
that consumers feel on lactona social media will positively be able to increase
purchasing intentions. According to Lee et al, (2014) stated that brand awareness has been identified as a
significant variable to create a value perception and buying intention. Brand
awareness can be the basis for purchasing considerations that are prioritized
for consumers. Consumers who have a strong brand awareness of a brand, will
make a positive preference for the brand when the consumer needs a product.
H5: Perception
Value positively and significantly affects Purchasing Intention Obtained from the test
result t in the variable Perception Value that is the value of the regression
coefficient (beta) of 0.289 with a probability (p) of 0.000 < 0.05, it can
be concluded that the Value of Perception has a positive and significant
influence on buying intentions. The results showed that the perception of value
has a positive and significant effect on purchasing intentions. The better perception
of value that consumers feel on Lactona social media will positively be able to
increase purchasing intentions. According to (Chiang & Tseng, 2017) states that the perceived value is related to consumer
perception of the value of the product characterized by the performance and
function considerations of the price of goods and the level of emotional
engagement. A product that is perceived well by consumers has a higher chance
than other alternative products. This is in line with (Hu, Huang, Zhong, Davison, & Zhao, 2016) also mentions on social shopping sites and confirms that
consumer perception of value positively affects buying intentions.
Table 3.
Regression Result 3
Table 3 shows that adjusted R-Square value is 0.515 which
means that the change in consumer purchasing intention variable is determined
by the variable value of perception and liking behavior of 51.5% and the
remaining 48.5% by other variables not included in this model. The moderation
effect of liking behavior on the influence of perception value on purchasing
intention shows a value of -0.524 with a significance value of 0.327 (>0.05)
which means that liking behavior does not strengthen the influence of
perception value on consumer purchasing intentions significantly. Lactona's
social media has not been able to amplify the influence of value perception on
purchasing intentions. According to (Gan, 2017) phenomenon of liking
behavior allows consumers to express their preferred attitude towards specific
information and other people's responses on social media, by clicking on likes,
then they contribute to the value of a content in the form of a total number of
likes. Consumer liking behavior can be influenced by consumers' interest in
content uploaded on social media. If the uploaded content is considered less
attractive by consumers, it will reduce the liking behavior of consumers.
Another contributing factor is that liking behavior does not moderate the
influence of perception on buying intentions on lactona social media, because
Lactona's social media is new, it is evident from the followers of social media
who are still few. This is not in line with previous research conducted by (Chiang & Tseng, 2017) revealed the behavior of clicking likes as variable
moderation beaked positively towards the value of perception and buying
intentions.
Figure
2.
Research
Results
CONCLUSION
The results of the first study, e-WOM,
brand image and brand awareness have a positive and significant effect on the
perceived value of consumers. Then the results of the second study, brand
awareness and perceived value have a significant and positive influence on
purchase intention. Therefore the company is expected to be able to create a
more informative content strategy that reviews product knowledge and excellence
in social media in order to increase e-WOM, brand image, brand awareness and
perceived value in society, thereby increasing consumer purchase intentions. Then the
results of the third study, liking behavior cannot moderate the effect of
perceived value on purchase intention, it is evident in Instagram's new policy
that Instagram has reasons to hide the number of likes, reduce anxiety and
reduce social comparisons (CNN
Business, 2019). Thus companies can focus more on interesting and
informative content strategies to upload on social media.
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