Article Sidebar
Main Article Content
Abstract
This study aims to analyse the impact of conventional and digital marketing strategies on consumer purchase intention in increasing commercial vehicle sales, with purchase intention serving as a mediating variable. A quantitative approach was employed using an explanatory research design. Data were collected through purposive sampling from 111 respondents, consisting of consumers who have either purchased or not yet purchased Hino brand commercial vehicles, including trucks and buses. The collected data were analysed using Structural Equation Modelling (SEM). The findings reveal that both conventional and digital marketing strategies have a positive and significant influence on consumer purchase intention, which in turn directly and indirectly contributes positively to sales performance. Furthermore, purchase intention acts as a significant mediating variable between marketing strategies and vehicle sales. The study concludes that purchase intention plays a crucial mediating role in the relationship between marketing strategies and the increase in commercial vehicle sales. These findings provide valuable insights for commercial vehicle dealers in selecting and implementing appropriate marketing strategies, particularly in leveraging both conventional and digital media to enhance consumer purchase intention and drive sales growth.
Keywords
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Adhawiyah, Y. R., & Anshori, M. I. (2019). Peran pemasaran media sosial dalam menciptakan keputusan pembelian melalui kesadaran merek (Studi pada Instagram Clothing Line Bangjo). Jurnal Aplikasi Administrasi, 22(1).
- Akbar, M. A. (2023). Pengaruh strategi pemasaran terhadap keputusan pembelian mobil Mitsubishi Pajero [Undergraduate thesis].
- Amalana, A. (2022). Pengaruh promosi dan digital marketing terhadap keputusan pembelian melalui mediasi minat beli pada e-commerce Shopee [Undergraduate thesis].
- Gaikindo. (2023). Laporan penjualan kendaraan bermotor Indonesia tahun 2023. https://www.gaikindo.or.id/indonesian-automobile-industry-data/
- Gaikindo. (2024). Laporan penjualan kendaraan bermotor Indonesia tahun 2024. https://www.gaikindo.or.id/indonesian-automobile-industry-data/
- Gaikindo. (2024, Desember 1). Penjualan mobil November 2024 turun, industri waspada. Gaikindo. https://www.gaikindo.or.id/penjualan-mobil-november-2024-turun-industri-waspada/
- Ghozali, I. (2016). Aplikasi analisis multivariate dengan program IBM SPSS 23. Badan Penerbit Universitas Diponegoro.
- Hair, J. F., & Alamer, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
- Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
- Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
- Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405–431. https://doi.org/10.1108/IMR-09-2014-0304
- Heru, O., Rokhmawati, N., Kuncorowati, H., & Supardin, L. (2022). Pengaruh harga, iklan, dan citra merek terhadap minat beli Honda Scoopy di Yogyakarta. Jurnal Ilmu Humaniora, 11(1). http://stp-mataram.e-journal.id/JIH
- Khadiqi, D. F., Kusmayati, N. K., Kurniawan, Y., Kurniawan, T., & Wulansari, D. (2024). Analisa strategi pemasaran terhadap omset penjualan di dealer Yamaha Al-Handoko Motor. TEKNOBIS: Teknologi Bisnis dan Pendidikan, 2, 324–329.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Nirmala, D. S., Nafiqoh, A., & Manjasari, P. V. (2024). Pengaruh pemasaran digital terhadap minat beli konsumen (Studi pada PKM Tabaxain.aja). EMBISS: Entrepreneurship, Management, Business, and Information Systems Studies, 4(2). https://embiss.com/index.php/embiss/article/view/287
- Nitzl, C., Roldán, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling: Helping researchers discuss more sophisticated models. Industrial Management & Data Systems, 116(9), 1849–1864. https://doi.org/10.1108/IMDS-07-2015-0302
- MY, N. (2024). Unlocking Local Prosperity: Empowering Communities through Small Business Financing . Golden Ratio of Community Services and Dedication, 3(1), 18–28. https://doi.org/10.52970/grcsd.v3i1.607
- Oktaria, E. T., Zainab, & Helmita. (2024). Strategi promosi dalam meningkatkan volume penjualan mobil Ertiga pada PT Persada Lampung Raya Cabang Diponegoro di Bandar Lampung. Jurnal Ekonomi dan Bisnis, 5(1).
- Perdana, K. S., Sulistiowati, & Churniawan, A. D. (2020). Rancang bangun aplikasi dashboard pengunjung (Studi kasus pada Museum Teknoform Universitas Dinamika). Jurnal Sistem Informasi dan Komputerisasi Administrasi (JSIKA), 9(4).
- Pramesti, G. (2023). Analisis pengaruh promosi penjualan terhadap keputusan pembelian mobil Toyota Veloz melalui minat beli pelanggan sebagai variabel mediasi di Dealer Tunas Toyota Radin Inten [Diploma thesis, Politeknik STMI Jakarta].
- Schiffman, L. G., & Kanuk, L. L. (2008). Consumer behavior (7th ed.). Pearson Education.
- Sari, E. P., Aras, R. A., & Sucipto, K. R. R. (2024). Analisis pengaruh konten digital marketing terhadap minat beli produk mobil Hyundai. YUME: Journal of Management, 7(1).
- Sayyida. (2023). Structural equation modeling (SEM) dengan SmartPLS dalam menyelesaikan permasalahan di bidang ekonomi. Journal MISSY (Management and Business Strategy), 4(1).
- Shmueli, G., Ray, S., Manuel Velasquez Estrada, J., & Chatla, S. B. (2015). The elephant in the room: Evaluating the predictive performance of partial least squares (PLS) path models. Social Science Research Network (SSRN). http://ssrn.com/abstract=2659233
- Siregar, A. I. (2024). Digital marketing dalam menghadapi persaingan bisnis di era digital: Kajian konseptual. Jurnal Ilmiah Universitas Batanghari Jambi, 24(3), 2921. https://doi.org/10.33087/jiubj.v24i3.5678
- Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454RI.eduline2861
- Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
- Triyono, R., Mutia, Y. A., Gerhaen Purwansya, Y., Hidayati, N., Yustina, B., & Mutia, A. (2022). Strategi social-interactive marketing dalam rangka menciptakan brand awareness dan brand image produk mobil BEV (Battery Electric Vehicle) Indonesia. Institut Pertanian Bogor Press.
References
Adhawiyah, Y. R., & Anshori, M. I. (2019). Peran pemasaran media sosial dalam menciptakan keputusan pembelian melalui kesadaran merek (Studi pada Instagram Clothing Line Bangjo). Jurnal Aplikasi Administrasi, 22(1).
Akbar, M. A. (2023). Pengaruh strategi pemasaran terhadap keputusan pembelian mobil Mitsubishi Pajero [Undergraduate thesis].
Amalana, A. (2022). Pengaruh promosi dan digital marketing terhadap keputusan pembelian melalui mediasi minat beli pada e-commerce Shopee [Undergraduate thesis].
Gaikindo. (2023). Laporan penjualan kendaraan bermotor Indonesia tahun 2023. https://www.gaikindo.or.id/indonesian-automobile-industry-data/
Gaikindo. (2024). Laporan penjualan kendaraan bermotor Indonesia tahun 2024. https://www.gaikindo.or.id/indonesian-automobile-industry-data/
Gaikindo. (2024, Desember 1). Penjualan mobil November 2024 turun, industri waspada. Gaikindo. https://www.gaikindo.or.id/penjualan-mobil-november-2024-turun-industri-waspada/
Ghozali, I. (2016). Aplikasi analisis multivariate dengan program IBM SPSS 23. Badan Penerbit Universitas Diponegoro.
Hair, J. F., & Alamer, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405–431. https://doi.org/10.1108/IMR-09-2014-0304
Heru, O., Rokhmawati, N., Kuncorowati, H., & Supardin, L. (2022). Pengaruh harga, iklan, dan citra merek terhadap minat beli Honda Scoopy di Yogyakarta. Jurnal Ilmu Humaniora, 11(1). http://stp-mataram.e-journal.id/JIH
Khadiqi, D. F., Kusmayati, N. K., Kurniawan, Y., Kurniawan, T., & Wulansari, D. (2024). Analisa strategi pemasaran terhadap omset penjualan di dealer Yamaha Al-Handoko Motor. TEKNOBIS: Teknologi Bisnis dan Pendidikan, 2, 324–329.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Nirmala, D. S., Nafiqoh, A., & Manjasari, P. V. (2024). Pengaruh pemasaran digital terhadap minat beli konsumen (Studi pada PKM Tabaxain.aja). EMBISS: Entrepreneurship, Management, Business, and Information Systems Studies, 4(2). https://embiss.com/index.php/embiss/article/view/287
Nitzl, C., Roldán, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling: Helping researchers discuss more sophisticated models. Industrial Management & Data Systems, 116(9), 1849–1864. https://doi.org/10.1108/IMDS-07-2015-0302
MY, N. (2024). Unlocking Local Prosperity: Empowering Communities through Small Business Financing . Golden Ratio of Community Services and Dedication, 3(1), 18–28. https://doi.org/10.52970/grcsd.v3i1.607
Oktaria, E. T., Zainab, & Helmita. (2024). Strategi promosi dalam meningkatkan volume penjualan mobil Ertiga pada PT Persada Lampung Raya Cabang Diponegoro di Bandar Lampung. Jurnal Ekonomi dan Bisnis, 5(1).
Perdana, K. S., Sulistiowati, & Churniawan, A. D. (2020). Rancang bangun aplikasi dashboard pengunjung (Studi kasus pada Museum Teknoform Universitas Dinamika). Jurnal Sistem Informasi dan Komputerisasi Administrasi (JSIKA), 9(4).
Pramesti, G. (2023). Analisis pengaruh promosi penjualan terhadap keputusan pembelian mobil Toyota Veloz melalui minat beli pelanggan sebagai variabel mediasi di Dealer Tunas Toyota Radin Inten [Diploma thesis, Politeknik STMI Jakarta].
Schiffman, L. G., & Kanuk, L. L. (2008). Consumer behavior (7th ed.). Pearson Education.
Sari, E. P., Aras, R. A., & Sucipto, K. R. R. (2024). Analisis pengaruh konten digital marketing terhadap minat beli produk mobil Hyundai. YUME: Journal of Management, 7(1).
Sayyida. (2023). Structural equation modeling (SEM) dengan SmartPLS dalam menyelesaikan permasalahan di bidang ekonomi. Journal MISSY (Management and Business Strategy), 4(1).
Shmueli, G., Ray, S., Manuel Velasquez Estrada, J., & Chatla, S. B. (2015). The elephant in the room: Evaluating the predictive performance of partial least squares (PLS) path models. Social Science Research Network (SSRN). http://ssrn.com/abstract=2659233
Siregar, A. I. (2024). Digital marketing dalam menghadapi persaingan bisnis di era digital: Kajian konseptual. Jurnal Ilmiah Universitas Batanghari Jambi, 24(3), 2921. https://doi.org/10.33087/jiubj.v24i3.5678
Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454RI.eduline2861
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Triyono, R., Mutia, Y. A., Gerhaen Purwansya, Y., Hidayati, N., Yustina, B., & Mutia, A. (2022). Strategi social-interactive marketing dalam rangka menciptakan brand awareness dan brand image produk mobil BEV (Battery Electric Vehicle) Indonesia. Institut Pertanian Bogor Press.