PENGARUH MIX MARKETING DAN BRAND IMAGE
TERHADAP IMPULSIVE BUYING PRODUK CAMILLE BEAUTY DI TIKTOK SHOP DENGAN EMOTIONAL RESPONSE SEBAGAI VARIABEL INTERVENING
DOI:
https://doi.org/10.37932/4hxezy25Keywords:
Bauran Pemasaran, Citra Merek, Pembelian Impulsif, TiktokshopAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran campuran dan citra merek terhadap pembelian impulsif produk Camille Beauty di TikTok Shop, dengan respons emosional sebagai variabel perantara. Metode penelitian yang digunakan adalah kuantitatif dengan pengumpulan data melalui kuesioner. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara pemasaran campuran dan citra merek terhadap pembelian impulsif, dan respon emosional berperan sebagai mediator. Penelitian ini memberikan masukan bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif di platform media sosial.
Downloads
References
Abdillah, W. and Hartono, J. (2015) Partial Least Square (PLS): Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis. Yogyakarta: Andi Offset.
Akbar, M. I. U. D. et al. (2020) ‘Linking Emotional Brand Attachment and Sales Promotion to Post-Purchase Cognitive Dissonance: The Mediating Role of Impulse Buying Behavior’, Journal of Asian Finance, Economics and Business, 7(11), pp. 367–379. doi: 10.13106/jafeb.2020.vol7.no11.367.
Berman, B. and Evans, J. R. (2017) Retail management: A Strategic Approach. USA: Macmillan Publishing Company.
Ciamas, W. S. et al. (2021) ‘Harga sebagai Komponen Marketing Mix Terhadap Penjualan di PT Bale Dipa Aruna (Perumahan Medan Resort City), Medan’, in Seminar Nasional Sains dan Teknologi Informasi (SENSASI) SENSASI 2021, pp. 496–500. Available at: http://seminar-id.com/prosiding/index.php/sensasi/article/view/635.
Creswell, W. J. and Creswell, J. D. (2021) Research Design: Qualitative, Quantitative and Mixed Methods Approaches. Fifth Edit, Journal of Chemical Information and Modeling. Fifth Edit. Los Angeles: SAGE Publications, Inc.
Destari, F., Indraningrat, K. and Putri, M. N. N. (2020) ‘Impact of shopping emotion towards impulse buying in e-commerce platform’, Jurnal Manajemen dan Pemasaran Jasa, 13(1), pp. 47–64. doi: 10.25105/jmpj.v13i1.6123.
Detanatasya, K. and Maridjo, H. (2022) ‘Analysis of the Effect of Store Atmosphere, Price Discount, and Sale Person on Impulse Buying, with Shopping Lifestyle and Emotional Response as Mediation Variables Study on UNIQLO Products Consumers in Yogyakarta’, Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(1), pp. 6101–6109.
Dewobroto, W. S. and Wijaya, K. (2022) ‘Analysis of the Effect of Stor Atmosphere and Social Factors on Emotional Responses Affecting Consumers’ PurchaseDecision’, Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(1), pp. 356–370.
Dharmayanti, A. and Ponirin (2023) ‘The Role of Emotional Response As Mediators Influence of Brand Image , Product Quality and Price on Products Repurchase Intention’, Journal of Management, E-Business & Entrepreneurship Research, 03(01), pp. 21–31.
Diana, N. and Setiadi, Y. W. (2021) ‘Effect of Marketing mix on BNI Syari’ah Bengkulu Customer Loyalty’, Journal of Indonesian Management, 1(3), pp. 368–376. doi: 10.53697/jim.v1i3.215.
Engel et al. (1994) Perilaku Konsumen. Jakarta: Binarupa Aksara.
Fatmawati, I., Astuti, D. F. and Iswanti, L. (2020) ‘The Influence of Store Atmosphere, Shopping Lifestyle, and Time Availability on Emoti onal Response and Impulse Buying’, in Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), pp. 346–354.
Febriansyah, M. I. (2024) ‘Pengaruh Electronic World of Mouth (E-WOM) dan Live Streaming TikTok terhadap Impulsive Buying di Toko Clothesthrift’, Jurnal Ekonomi, Manajemen dan Akuntansi, 3(2), pp. 136–143.
Febriansyah and Sukendra, C. (2020) ‘The Effect of Visual Merchandising, Store Atmosphere, and Emotional Response on Impulsive Purchases’, Journal of Business Management Review, 1(4), pp. 269–280. doi: 10.47153/jbmr14.432020.
Ghozali, I. and Latan, H. (2015) Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. Semarang: BP Undip.
Gulfraz, M. B. et al. (2022) ‘Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms’, Journal of Retailing and Consumer Services, 68(March), p. 103000. doi: 10.1016/j.jretconser.2022.103000.
Hair (2014) Multivariate Data Analysis. 7th edn. USA: Pearson Education.
Hair, J. F. et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd edn. California: SAGE.
Harahap, D. A. and Amanah, D. (2021) ‘Memahami Impulsif Buying dalam Proses Keputusan Pembelian Konsumen’, Jurnal Manajemen dan Bisnis, 19(01), pp. 31–55.
Hardani (2020) Metode Penelitian Kualitatif dan Kuantitatif. Yogyakarta: CV Pustaka Ilmu Group.
Henseler, J., Hubona, G. and Ray, P. A. (2016) ‘Using PLS path modeling in new technology research : updated guidelines’, Emerald Group Publishing Limited, 116(1), pp. 2–20. doi: 10.1108/IMDS-09-2015-0382.
Huslaili, M., Isyanto, P. and Sumarni, N. (2023) ‘The Influence Of NCT 127 Brand Ambassadors And Brand Image On The Impulsive Buying Behavior Of Nature Republic Products On NCT 127 Fans On Social Media Twitter’, Management Studies and Entrepreneurship Journal, 4(5), pp. 7807–7817. Available at: http://journal.yrpipku.com/index.php/msej.
Islami, V. and Yulistria, R. (2021) ‘Pengaruh Store Atmosphere Pada Impulse Buying Melalui Emotional Respon Pada Citrus Bogor’, Jurnal Administrasi Bisnis, 1(1), pp. 39–43.
Kertajaya, H. (2017) Positioning, Diferensiasi, dan Brand. Jakarta: Gramedia Pustaka Utama.
Kotler, P. and Keller, K. L. (2016) Marketing Management. New Jersey: Pearson Merril Prentice Hall.
Lupiyoadi (2016) Manajemen Pemasaran Jasa Teori dan Praktik. Jakarta: Salemba Empat.
Mowen, J. and Minor, M. (2015) Perilaku Konsumen. Jakarta: Erlangga.
NOVA (2021) Berbisnis Sejak Muda, Camille Beauty Milik Nadya Shavira Jadi Brand Masker Paling Laris. Available at: https://nova.grid.id/read/053038133/berbisnis-sejak-muda-camille-beauty-milik-nadya-shavira-jadi-brand-masker-paling-laris?page=all.
Nurtanio, I. N. et al. (2022) ‘The Influence of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying in Bukalapak E-Commerce’, Takfirul Iqtishodiyyah: Jurnal Pemikirann Ekonomi Syariah, 2(2), pp. 1–28.
Pandiangan, K., Masiyono, M. and Dwi Atmogo, Y. (2021) ‘Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty’, Jurnal Ilmu Manajemen Terapan, 2(4), pp. 471–484. doi: 10.31933/jimt.v2i4.459.
Pratama, H. (2020) ‘The Influence of Retail Marketing Mix Performance on Customer Satisfaction and Implications on Impulsive Buying Consumer Mayasari Plaza in Tasikmalaya City’, Jurnal Manajemen, Keuangan dan Komputer, 3(1), pp. 49–88. Available at: http://swa.co.id/business-strategy/marketing/2012-bisnis-ritel-di-indonesia-kian-.
Rahmawati, Y., Pristiyono and Gulo, N. A. (2024) ‘Analisis Motivasi Konsumen dan Impulsive Buying dalam Berbelanja Online E- commerce Indonesia’, Management Studies and Entrepreneurship Journal, 5(2), pp. 5024–5039.
Rangkuti, F. (2017) Studi Kelayakan Bisnis dan Investasi. Jakarta: Gramedia Pustaka Utama.
Ratnasari, I., Indarwati, P. and Suhartatik, S. (2023) ‘Pengaruh Promosi Dan Harga Terhadap Impulse Buying’, Jurnal Sosial Teknologi, 3(8), pp. 678–684. doi: 10.59188/jurnalsostech.v3i8.909.
Rizal, M. et al. (2024) ‘The Role of Emotional Response in Mediating the Influence of Green Product and Green Promotion to Sales Performance, A Study on Dairy Products Marketed in Modern Market Channels’, International Journal of Integrative Sciences, 3(8), pp. 871–888. doi: 10.55927/ijis.v3i8.10540.
Schiffman, L. G. and Kanuk, L. L. (2014) Consumer Behaviour. 10th edn. New Jersey: Pearson Prentice Hall.
Sugiyono (2020) Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Surahman (2020) Metode Penelitian. Kementerian Kesehatan Republik Indonesia.
Tjiptono, F. (2019) Strategi Pemasaran. Yogyakarta: Andi Offset.
Trihudiyatmanto, M. (2020) ‘Analisa Pengaruh Store Atmosphere dan Promosi Terhadap Impulse Buying Melalui Emotional Response Sebagai Variabel Intervening’, Journal of Economic, Management, Accounting and Technology (JEMATech), 3(2), pp. 136–146.
Utami, C. W. (2018) Manajemen Ritel: Strategi dan Implementasi Ritel Modern. Jakarta: Salemba Empat.
Verawaty, F. and Rustam, T. A. (2023) ‘Pengaruh Promosi, Atribut Produk Dan Brand Image Terhadap Impulsive Buying Di Indomaret Anugerah Park Batam’, Management Studies and Entrepreneurship Journal (MSEJ), 4(6), pp. 8134–8142. Available at: https://www.yrpipku.com/journal/index.php/msej/article/view/2543/1935.
Widyastuti, A. N., Tubastuvi, N. and Santoso, S. B. (2020) ‘The Effect of Marketing Mix on Purchase Decisions’, Jurnal Manajemen Bisnis, 11(2), pp. 163–176. doi: 10.18196/mb.11295.
Zeithaml, V. A., Bitner, M. J. and Gremler, D. D. (2009) Services Marketing: Integrating Customer Focus Across the Firm. 5th edn. New York: Mc Graw Hil.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Ekobis : Ekonomi Bisnis & Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
Copyright
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material
- for any purpose, even commercially.
Under the following terms:
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Jurnal Ekobis: Ekonomi Bisnis & Majemen is licenced under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).
Privacy Statement
The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.
