PENGARUH SOCIAL MEDIA MARKETING DAN KREDIBILITAS INFLUENCER TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE TERHADAP PT XYZ

Abstract

Perkembangan media sosial telah mendorong perubahan signifikan dalam strategi pemasaran jasa, termasuk pada industri penerbangan. PT XYZ sebagai maskapai full service nasional memanfaatkan social media marketing dan kerja sama dengan influencer untuk memperkuat brand image serta meningkatkan purchase intention konsumen. Namun demikian, efektivitas kedua strategi tersebut dalam membentuk niat beli melalui citra merek masih perlu dikaji secara empiris. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan kredibilitas influencer terhadap purchase intention melalui brand image pada PT XYZ. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 150 responden pengguna media sosial yang mengenal atau pernah menggunakan jasa PT XYZ. Teknik analisis data menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Pengujian dilakukan melalui uji validitas, reliabilitas, serta uji hipotesis untuk mengetahui hubungan antar variabel penelitian. Hasil penelitian menunjukkan bahwa social media marketing dan kredibilitas influencer berpengaruh positif dan signifikan terhadap brand image. Brand image juga terbukti berpengaruh signifikan terhadap purchase intention dan menjadi variabel yang paling dominan dalam mendorong niat beli konsumen. Selain itu, brand image berperan sebagai variabel mediasi parsial dalam hubungan antara social media marketing dan kredibilitas influencer terhadap purchase intention. Penelitian ini menyimpulkan bahwa penguatan brand image merupakan kunci utama dalam meningkatkan efektivitas strategi pemasaran digital PT XYZ. Penelitian selanjutnya disarankan untuk menambahkan variabel lain seperti brand trust atau customer satisfaction serta menggunakan data empiris longitudinal agar hasil penelitian menjadi lebih komprehensif.The rapid growth of social media has significantly transformed marketing strategies in the service industry, including the airline sector. PT XYZ, as Indonesia’s national full-service airline, utilizes social media marketing and influencer collaborations to strengthen brand image and stimulate consumers’ purchase intention. However, empirical evidence regarding the effectiveness of these strategies in influencing purchase intention through brand image remains limited. This study aims to examine the effect of social media marketing and influencer credibility on purchase intention through brand image at PT XYZ. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 150 respondents who actively use social media and are familiar with or have used PT XYZ services. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. Instrument testing included validity and reliability tests, followed by hypothesis testing to analyze the relationships among variables. The results indicate that social media marketing and influencer credibility have a positive and significant effect on brand image. Brand image also has a significant influence on purchase intention and is identified as the strongest determinant of consumers’ buying intention. Furthermore, brand image acts as a partial mediating variable between social media marketing, influencer credibility, and purchase intention. This study concludes that strengthening brand image is essential for enhancing the effectiveness of digital marketing strategies at PT XYZ. Future research is recommended to incorporate additional variables such as brand trust or customer satisfaction and to apply longitudinal data to obtain more comprehensive findings.