PERAN FUNCTIONAL BRAND IMAGE SEBAGAI MEDIASI TERHADAP BEHAVIOURAL INTENTION KONSUMEN MOBIL MITSUBISHI DI JAKARTA
DOI:
https://doi.org/10.35794/jmbi.v10i2.45022Abstract
Abstract. Over time the automotive industry is growing. Therefore, it is important for companies engaged in this field to maintain their position, especially in the modern era with technological developments and changes in human behaviour. The purpose of this study was to examine the influence of social media advertising content, social media sales promotion content, and customer satisfaction on the behavioural intention with a functional brand image as a mediating variable for Mitsubishi car consumers in Jakarta. This type of research uses quantitative analysis with the method used, namely purposive sampling with online questionnaires and a sample of 199 respondents. SmartPLS-SEM is used to process data analysis. The results of this study indicate that social media advertising content and social media sales promotion content can affect functional brand image. Functional brand image, customer satisfaction, and social media sales promotion content can influence behavioural intention. In addition, functional brand image can mediate the effect of social media advertising content and social media sales promotion content on behavioural intention.
Abstrak. Seiring berjalannya waktu industri otomotif semakin berkembang. Oleh karena itu, penting bagi perusahaan yang bergerak di bidang ini untuk tetap mempertahankan posisinya terutama pada era modern dengan perkembangan teknologi dan juga perubahan perilaku manusia. Tujuan penelitian ini untuk menguji pengaruh pada social media advertising content, social media sales promotion content, dan customer satisfaction terhadap behavioural intention dengan functional brand image sebagai variable mediasi bagi konsumen mobil Mitsubishi di Jakarta. Jenis penelitian ini menggunakan analisis kuantitatif dengan metode yang digunakan yaitu purposive sampling dengan penyebaran kuesioner yang dilakukan secara online dan sampel sebanyak 199 responden. SmartPLS-SEM digunakan untuk mengolah analisis data. Hasil dari penelitian ini mengunjukkan bahwa social media advertising content dan social media sales promotion content dapat mempengaruhi functional brand image. Functional brand image, customer satisfaction, dan social media sales promotion content dapat mempengaruhi behavioural intention. Selain itu, functional brand image dapat memediasi pengaruh social media advertising content dan social media sales promotion content terhadap behavioural intention.
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