Pembaharuan status, pencitraan personal, kepercayaan dan keputusan pembelian daring

  • Adi Kurnia Djarot Nahusona Universitas Kristen Satya Wacana
  • Roos Kities Andadari Universitas Kristen Satya Wacana

Abstract

One of the most popular mobile messaging application in Indonesia is Blackberry Messenger. This application is not only popular for facilitating daily interactions but also commercial activities. In this respect, RF Shop as an e-commerce firm has utilized the status updating feature offered by Blackberry Messenger for their marketing activities. Specifically, this firm regularly updates its religious messages in its Blackberry Messenger status as a part of its personal branding. Thus, this research aims to test the effects of updating religious message in its Blackberry Messenger status as the seller’s personal branding on purchasing decisions in the e-commerce environment. This study uses a quantitative approach by distributing email-based questionnaires to 280 RF Shop’s customers with 115 completed questionnaires. Using the Partial Least Square (PLS), this study demonstrates status updating affects the seller’s personal branding. Further, a well-designed seller’s personal branding by updating religious messages positively affects customers’ trust. Eventually, customers’ trust will affect their decisions in the e-commerce environment.

Downloads

Download data is not yet available.

References

Akar, E., & Nasir, V. A. (2015). A review of literature on consumers’ online purchase intentions. Journal of Customer Behaviour, 14(3), 215–233. https://doi.org/10.1362/147539215X14441363630837

Ardyanto, D., Susilo, H., & Riyadi. (2015). Pengaruh kemudahan dan kepercayaan menggunakan e-commerce terhadap keputusan pembelian online (survei pada konsumen www.petersaysdenim.com ). Jurnal Administrasi Bisnis, 22(1), 1–8. Retrieved from http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/882

Bagwell, L. ., & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. American Economic Review, 86(3), 349–373. Retrieved from http://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.aspx?ReferenceID=1110783

Butar, C. R. B., & Ali, D. S. F. (2018). Strategi personal branding selegram non selebriti. Profesi Humas: Jurnal Ilmiah Ilmu Hubungan Masyarakat, 2(2), 86–101. https://doi.org/https://doi.org/10.24198/prh.v2i2.12029

Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: a review. Psychology & Marketing, 27(2), 94–116. https://doi.org/10.1002/mar.20322

Donath, J. (1999). Identity and deception in the virtual community. In Communities in cyberspace peter kollock and marc smith. London: Routhledge.

Dowling, G., & Staelin, R. (1994). A model of perceived risk and intended risk – handling activity. Journal of Consumer Research, 21(1), 119–134. Retrieved from https://econpapers.repec.org/article/oupjconrs/v_3a21_3ay_3a1994_3ai_3a1_3ap_3a119-34.htm

Featherstone, M. (1991). Consumer culture and postmodernism. London: sage.

Ghozali, I. (2006). Structural equation modeling metode alternatif dengan partial least square. Semarang: Badan Penerbit Universitas Diponegoro.

Giddens, A. (1991). Modernity and self-identity: Self and society in the late modern age. Cambridge: Polity.

Haroen, D. (2014). Personal branding kunci kesuksesan anda di dunia politik. PT. Gramedia Pustaka Utama. Jakarta.

Harold J. Leavitt. (1978). Managerial psychology. Jakarta: Erlangga.

Imawati, A. V., Solihah, A. W., & Shihab, M. (2016). Analisis personal branding fashion blogger Diana Rikasari. JISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 5(3), 175–184.

Köbler, F., Riedl, C., Vetter, C., Leimeister, J. M., & Krcmar, H. (2010). Social connectedness on facebook – an explorative study on status message usage. In Proceedings of the Sixteenth Americas Conference on Information Systems (pp. 1–11). https://doi.org/10.2139/ssrn.1641178

Kotler, P., & Amstrong, N. (2012). Principles of marketing (14th ed.). New Jersey: Prentice Hall.

Kotler, P., & Keller, K. L. (2009). Marketing Management. New Jersey: Person Education: Inc.

Laudon, T. (2009). E-commerce : Business technology society. New Jersey: Prentice Hall.

Ling, K. C. D., Piew, T. H., & Keoy, K. . (2011). Perceived risk, perceived technology, online trust for the online purchase intention in Malaysia. International Journal of Business and Management, 6(6), 167–182. Retrieved from http://www.ccsenet.org/journal/index.php/ijbm/article/download/10825/7679%0A

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359. https://doi.org/10.1287/isre.13.3.334.81

Montoya, P. (2009). The brand called you. United States: McGraw-Hill.

Montoya, P., & Vandehey, T. (2008). The brand called you: Make your businness stand out in a crowded marketplace. United States: McGraw-Hill.

Nielsen.com. (2014). Blackberry messenger, aplikasi chat paling banyak dipilih di indonesia.

O’Brien, T. (2007). The power of personal branding, creating celebrity status with your target audience. New Jersey: Mendham Publishing.

Pavlou, P. a, & Gefen, D. (2004). Building effective online marketplaces trust with institution-based trust. Information Systems Research, 15(1), 37–59. https://doi.org/10.1287/isre.

Peterson, R. A., & Kern, R. M. (1996). Changing highbrow taste: From snob to omnivore. American Sociological Review, 61(5), 900–907. https://doi.org/10.2307/2096460

Purworini, D., & Sugiyanti. (2013). Motif personal branding mahasiswa ums di facebook. Jurnal Ilmu Komunikasi, Fakultas Komunikasi dan Informatika, 4(2), 1–10. Retrieved from https://publikasiilmiah.ums.ac.id/handle/11617/3074

Rini, E. S., & Astuti, D. W. (2012). Pengaruh Agnes Monica sebagai celebrity endorser terhadap pembentukan brand image Honda Vario. Bisma Jurnal Bisnis dan Manajemen, 6(1), 1–12. Retrieved from https://jurnal.unej.ac.id/index.php/BISMA/article/download/45/23

Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior. New Jersey: Prentice Hall.

Scott, J. (1996). Stratification and power: Structures of class, status and command. Cambridge: Polity.

Septriadi. (2012). Analisis proses pembentukan personal brand melalui social media (studi kasus proses pembentukan brand Chappy Hakim dan Yunarto Wijaya melalui twitter). Fakultas Ilmu Sosial dan Politik Universitas Indonesia. Retrieved from http://lib.ui.ac.id/file?file=digital/20313533-T 31733-Analisis proses-full text.pdf

Settles, C. (1996). Langkah-langkah penting cybermarketing menuju sukses. Jakarta: Elex Media Komputindo.

Suhir, M., Suyadi, I., & Riyadi. (2014). Pengaruh persepsi resiko, kemudahan dan manfaat terhadap keputusan pembelian secara daring (survei terhadap pengguna situs website www.kaskus.co.id). Jurnal Administrasi Bisnis, 8(1), 1–10. Retrieved from http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/355

Susanto, R. (2009). Brand equity yang dibangun melalui personal branding (Studi kasus: Rhenald Kasali dengan MMUI dan Hermawan Kartajaya dengan markplus). Universitas Indonesia. Retrieved from http://lib.ui.ac.id/file?file=digital/128417-T 26622-Brand equity-HA.pdf

Turner, B. S. (1988). Status. Minneapolis: University of Minnesota Press.

Waringin, T. D. (2013). Marketing revolution. Jakarta: PT Gramedia Pustaka Utama.

Wijaya, M., & Jasfar, F. (2014). Pengaruh rancangan situs, harga, kepercayaan dan keamanan terhadap pembelian produk fashion melalui online shopping. Jurnal Manajemen dan Pemasaran Jasa, 7(2), 31–62. Retrieved from http://www.trijurnal.lemlit.trisakti.ac.id/index.php/jasa/article/view/798

Wouters, C. (1995). Etiquette books and emotion management in the 20th century: Part one: The integration of social classes. Journal of Social History, 29(1), 107–124. Retrieved from https://www.jstor.org/stable/3788711?seq=1#page_scan_tab_contents

Yunitasari, C., & Japarianto, E. (2013). Analisa faktor-faktor pembentuk personal branding dari C.Y.N. Jurnal Manajemen Pemasaran, 1(1), 1–8. Retrieved from http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/123/73%0A%0A

Yusnidar, Samsir, & Restuti, S. (2014). Pengaruh kepercayaan dan persepsi risiko terhadap minat beli dan keputusan pembelian produk fashion secara online di Kota Pekanbaru. Jurnal Sosial Ekonomi Pembangunan, 4(12), 311–329.

Zarkada, A. (2012). Concepts and constructs for personal branding: An exploratory literature review approach. SSRN Electronic Journal. January. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1994522%0A%0A
Published
2018-10-31
How to Cite
Nahusona, A., & Andadari, R. (2018). Pembaharuan status, pencitraan personal, kepercayaan dan keputusan pembelian daring. Jurnal Ekonomi Dan Bisnis, 21(2), 267-288. https://doi.org/https://doi.org/10.24914/jeb.v21i2.1691
Section
Articles