The Influence of Social Media Marketing, Brand Image, and Word of Mouth on Purchasing Decisions of Arak Bali Beverages in Bali Province

Authors

  • I Wayan Bima Thompson Universitas Bali Internasional
  • A. A. Ngurah Bagus Aristayudha Universitas Bali Internasional
  • Ni Luh Putu Surya Astitiani Universitas Bali Internasional

DOI:

https://doi.org/10.58812/wsis.v2i10.1301

Keywords:

Marketing, Brand, WOM

Abstract

As a regional staple that is of considerable cultural and economic significance in the Bali region, Arak Bali is the subject of this study, which aims to investigate the influence that social media marketing, brand image, and word of mouth have on the decisions that customers make about the purchase of Arak Bali. In a preliminary study with 10 participants, it was discovered that twenty percent of respondents were more interested in purchasing Arak Bali, while eighty percent preferred alcoholic beverages that were imported from other countries. This was the finding of the survey. For the purpose of this investigation, a quantitative methodology is applied, with a specific emphasis placed on the positivist paradigm. In addition to that, a survey that is comprised of questionnaires and random sampling is utilized. This study is centered on individuals who are wine drinkers and who reside in the province of Bali. These individuals are the focus of the investigation. For the purpose of this experiment, the sampling was carried out using the method of random sampling, and samples were gathered from as many as one hundred different individuals. Subsequent to the implementation of a double linear regression analysis strategy, the data is processed with the help of SPSS software version 29, which is the method that is utilized for the purpose of data analysis. The conclusions of this study indicate that the significance value of social media marketing is 0.001 less than 0.05, the significance value of brand image is 0.007 less than 0.05, and the meaning value of word of mouth is 0.001 less than 0.05. As a result, it is possible to draw the conclusion, on the basis of the analysis of the data, that social media marketing, brand image, and word of mouth have a substantial positive influence on the decision to purchase Bali Beverages in the province of Bali. Based on the data, it can be concluded that good marketing through social media, the building of a powerful brand image, and positive word of mouth all have a significant impact on the decisions that consumers make regarding their purchases. These findings provide essential information that can be utilized by Arak Bali in the development of its marketing strategy in highly competitive sectors.

References

I. Kambali and S. Masitoh, “Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Jasa Pengiriman Barang Di Kantor Pos Pati 59100,” Pro Mark, vol. 11, no. 1, p. 10, 2021.

K. G. S. Narayana and G. B. Rahanatha, “Peran Brand Image Memediasi Social Media Marketing Terhadap Keputusan Pembelian.” Udayana University, 2020.

A. R. Haryadi, R. Gunaningrat, and A. Suyatno, “Pengaruh Social Media Marketing, Citra Merek dan Word of Mouth Terhadap Keputusan Pembelian Pada Produk Kecantikan Somethinc,” J. Bisnis Manaj. dan Akunt., vol. 2, no. 2, pp. 8–17, 2022.

I. W. S. Putra, “Arak Bali Dalam Kehidupan Masyarakat Karangasem Bali Perspektif Sosioreligius,” Widya Katambung, vol. 14, no. 2, pp. 95–104, 2023.

I. B. G. Pranatayana and K. T. P. Arcana, “Strategi Pengembangan Minuman Tradisonal Arak Bali Menggunakan Model Analisis SWOT Dan QSPM: Studi Kasus Desa Tri Eka Buana Karangasem Bali,” Metta J. Ilmu Multidisiplin, vol. 1, no. 2, pp. 58–72, 2021.

I. K. Rusdiarnata, “Penggunaan Media Sosial Instagram Sebagai Media Promosi Minuman Cocktail Arak Bali,” J. Hotel Manag., vol. 1, no. 1, pp. 70–73, 2023.

L. W. K. Aryanti, I. G. A. Imbayani, and P. K. Ribek, “Pengaruh Brand Equity, Social Media Marketing dan Brand Ambassador Terhadap Keputusan Pembelian Wine Pada PT. Hatten Bali,” EMAS, vol. 2, no. 1, 2021.

Y. N. Sharma, “Role of Social Media Marketing on Consumer Buying Behavior on Alcoholic Product inside Kathmandu Valley,” Interdiscip. J. Manag. Soc. Sci., vol. 3, no. 1, pp. 164–177, 2022.

L. K. C. Dewi, S. Antari, and D. T. Ardana, “Pengaruh marketing mix 4C dan brand image terhadap purchase decision pada produk Bir Bintang di Bali,” Relasi J. Ekon., vol. 18, no. 2, pp. 44–55, 2022.

S. R. Fatmaningrum, S. Susanto, and M. Fadhilah, “Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian minuman Frestea,” J. Ilm. Manajemen, Ekon. Akunt., vol. 4, no. 1, pp. 176–188, 2020.

I. Miati, “Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar),” Abiwara J. Vokasi Adm. Bisnis, vol. 1, no. 2, pp. 71–83, 2020.

A. M. Ishak and T. Yuniati, “Pengaruh Kualitas Produk, Brand Trust, Harga Dan Word of Mouth Terhadap Pembelian Coffee Beer,” J. Ilmu dan Ris. Manaj., vol. 7, no. 11, 2018.

I. N. Fadilah, A. Kusniawati, and M. A. Kader, “PENGARUH REFERENCE GROUP DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Suatu Studi pada Konsumen Minuman Isotonik Merek Pocari Sweat di Toserba Gunasalma Kawali),” Bus. Manag. Entrep. J., vol. 2, no. 4, pp. 115–125, 2021.

R. Hidayat, N. A. Rahma, and H. Abd Hajar, “Pengaruh Word Of Mouth terhadap Keputusan Pembelian Pada Toko Warren Store di Kota Palopo,” J. Ilm. Res. STUDENT, vol. 1, no. 1, pp. 83–89, 2023.

Downloads

Published

2024-10-30

How to Cite

Thompson, I. W. B., Bagus Aristayudha, A. A. N., & Surya Astitiani, N. L. P. (2024). The Influence of Social Media Marketing, Brand Image, and Word of Mouth on Purchasing Decisions of Arak Bali Beverages in Bali Province. West Science Interdisciplinary Studies, 2(10), 1893–1901. https://doi.org/10.58812/wsis.v2i10.1301

Issue

Vol. 2 No. 10 (2024): West Science Interdisciplinary Studies

Section

Articles

License

Copyright (c) 2024 I Wayan Bima Thompson, A. A. Ngurah Bagus Aristayudha, Ni Luh Putu Surya Astitiani

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.