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Tugas Akhir - 2013
THE INFLUENCE OF INFLUENCER, INTERACTION/CONTENT, WORD OF
MOUTH AND TESTIMONY TOWARD PURCHASE DECISION PROCESS OF
MACBETH PRODUCT IN BOGOR
Yudhitya Reza Tri Pamungkas¹, Ir. Tjahjono Djatmiko², Mba³
¹Manajemen (Manajemen Bisnis Telekomunikasi & Informatika), Fakultas Ekonomi Bisnis, Universitas
Telkom
Abstrak
ABSTRACT Macbeth is a company that sells shoes, which is inspired by music and other arts. Tom
Delonge founded Macbeth in 2002. Macbeth sales were decreased in 2010 until 2011. Therefore,
the role of social media network that is used by Macbeth should be enhanced in order to increase
the purchase decision process of Macbeth’s customers in Bogor. This research is to analyze the
effect of influencer, interaction / content, word of mouth and testimony toward purchase decision
process of Macbeth product in Bogor. There are several research types that are used in this
research which are quantitative method, descriptive analysis and path analysis. The chosen
technique that is used is non-probability sampling. The sampling technique is purposive
sampling, because the respondent is a person who knows Macbeth product and intend to buy
Macbeth product through social media networking. Based on the analysis, this study is qualified
for validity test, reliability test and then passed to path analysis. The coefficient determinant
Value is 47.8%, it means the variable influencer, interaction / content, word of mouth and
testimony affected the purchase decision process by 47.8%, while the remaining 52,2% can be
affected from the other variables. In coefficient path individually tests, it is shown significant <
0.05. It means, the variable influencer (x1), interaction / content (x2), word of mouth (x3) and
testimony (x4) influence purchase decisions (y). From the customer point of view, an influencer,
interaction/content, word of mouth and testimony need to be improved. Macbeth needs to choose
the Influencer who has the ability to persuade the customer to purchase Macbeth product. By
doing this, the customer will prioritize Macbeth products and the sales will be increased.
Interactions with customers are needed to influence them to purchase the products. Content in
social media network that Macbeth shares should be improved in order to attract the customers.
Strong interaction and good content will create strong relationships with consumers. Word of
mouth and testimony are needed to persuade and convince customers to purchase products.
Keyword: Social Media, Macbeth, Clothing & Shoes, Influencer, Interaction / content, Word of
Mouth, Testimony, Purchase Decision
Fakultas Ekonomi Bisnis
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Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika)
Tugas Akhir - 2013
CHAPTER I
INTRODUCTION
1.1
COMPANY PROFILE
1.1.1 COMPANY OVERVIEW
Macbeth is a company that sells shoes, which is inspired by music
and other arts. Macbeth founded in 2002 by a musician who got Platinum
award, Tom Delonge. Tom Delonge is known as a vocalist and guitarist in the
Blink-182 band, Box Car Racer and Angel & Airwaves. There are many
Indonesian Musicians who wear Macbeth products.
In the beginning, Macbeth only employs 30 people and most of them
are families and close friends. They are good in developing products and
advance from fashion, which is inspired from music in southern California.
The first kind of Macbeth shoes that is introduced is named Eliot that
is boost Macbeth popularity. Macbeth tried to reach the youth market by using
endorser from a band with genres of punk, pop punk, emo, hardcore and posthardcore, such as Angels and Airwaves, Rocket Rockers and Saint Loco.
Beside that, Macbeth has a social mission in designing a character of
shoes, which is Macbeth vegan. Macbeth vegan is made from 100% of the non
- animal material. Macbeth have mission to eliminate the violence on animals
while the material is imported from PETA (People For The Ethical Treatment
Of Animals), an organization of antiviolence on animals.
Macbeth achieved the award in 2007, for not using animal material
for their products. It means they are using organic canvas and denim from
1 Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika)
Tugas Akhir - 2013
vegetable fibers, synthetic water-based glues, synthetic leather and natural
rubber. Macbeth awarded as “Best Vegan Skate Shoe” by PETA for their
unique design and material used in their products.
Now Macbeth has already reached an enormous youth market.
Macbeth issues their new product four times in a year, which is follow season
in Europe. Macbeth is currently using social media networks such as
MySpace, Facebook and Twitter, in order to spread their coverage.
Figure 1.1 Facebook of Macbeth
Source: https://www.facebook.com/macbethfootwear?ref=ts&fref=ts
Macbeth footwear (Facebook) and Macbeth Indonesia (Twitter) is
collaboration to sell Macbeth products. That is why I used Macbeth Indonesia
for Twitter analyzing, while Macbeth Footwear for Facebook analyzing.
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1.1.2 Product of Macbeth
These are several Macbeth products:
1.
Style: Eliot
Materials: black/cement Eliot in Recycled Canvas – Macbeth’s
modern classic updated with a split pennant quarter logo. The Eliot
was first shoe and remains one of Macbeth successful styles with its
low profile, ultra light weight upper – vegan.
Figure 1.2
Source: http://www.macbeth.com/products/details/eliot/blackcement/491
2.
Style: Brighton
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Materials: Black/canvas Brighton in Suede / Canvas – a modern update to a
classic t-toe jogger featuring a completely new outsole with medial arch
wrap as well as an exposed molded Eva midsole. Hidden within the heel of
the Eva midsole is an additional soft cushion pocket for added heel impact
reduction. “Zero Seam” lining construction with a small amount of padding
allows the upper form to your foot like the shoe was custom made to fit your
foot.
Figure 1.3
Source: http://www.macbeth.com/products/details/brighton/blackwhite/532
3.
Style: Mathew
Materials: Black/white Matthew in classic canvas / Recycled Canvas – The
Matthew its name from Macbeth founder Thomas Matthew Delonge. Its
extremely low profile vulcanized look is a great next step for the Eliot
customer – vegan.
Figure 1.4
Source: http://www.macbeth.com/products/details/matthew/blackwhite/517
Tugas Akhir - 2013
4.
Style: Langley
Materials: Black/cement Langley in Classic Canvas – The Langley is a
classic vulcanized style, with some additional comfort features added in. Our
construction includes a premium textile lasting board which makes the entire
shoe more flexible, and we added a layer of soft cushioning foam hidden
under our custom molded insole so you will love wearing them all day long –
Vegan.
Figure 1.5
Source:http://www.macbeth.com/products/details/langley/darkgreywhite/421
2
5.
Style: Pendleton
Materials: Black/white Pendleton in Synthetic Nubuck – Clean lines are the
name of the game with the Pendleton. This vulcanized style takes a
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minimalist approach to creating a classic design and there are only 4 main
panels in the upper design. Whether you are dressing the shoe up or down,
there is no clutter here, you will get a great look every time. Not to mention
the Pendleton is incredibly comfortable because of the hidden layer of
cushioning foam under our custom molded insoles and the premium textile
lasting board that adds overall flexibility while you are walking – Vegan.
Figure 1.7
Source:
http://www.macbeth.com/products/details/pendleton/blackcement/488
These are several prices of Macbeth products:
Table 1.1 Price of Macbeth products
Source:http://www.loserkids.co.id/index.php?route=product/search&keywor
d=fall%20holiday%202012&category_id=116
Tugas Akhir - 2013
From the explanation above, I choose title of “the influence of
influencer, interaction / content, word of mouth and testimony toward
purchase decision process of Macbeth product in Bogor City” as my research
object.
1.2
RESEARCH BACKGROUND
Social media networks can be used to communicate with friends,
family, work partner and can be used as an online shopping. There are many
people in Indonesia using social media networks to shop. It makes many of
brand owners in Indonesia promoting through social media networks. They
are using several social media platforms such as Blog, Facebook, Twitter and
YouTube.
Facebook and twitter are two sites that are mostly accessed in
Indonesia. The growth of Internet users in Indonesia is surprising. According
to data from research of Web Company, there are 40 million Indonesia people
using the Internet. Based on web research, it shows Indonesia people are on
the big three from the largest customer of Facebook and Twitter in the world.
By using social media network, users can access information through Internet
without spending so much money.
Tight competition makes the company keep on making new
innovation in strategy. Many products and services available on the market is
the impact. They keep promoting their products and services through social
media.
A marketing strategy that is fit to use in this era is marketing digital.
One of marketing strategy that the company could do is promotion. Promotion
is one of the elements in the marketing mix that is used by the company to
communicate product and service to their target customer. The biggest
Tugas Akhir - 2013
impacts are increasing in sales and make it easier for the company to promote
their product and services.
For the company it becomes easier to develop a strategy that engages
the right people in the right place at the right time and know what product they
should sell to the their customers.
Macbeth uses twitter as a media promotion tool and communicate to
the customers in order to get more customers. Beside that, Macbeth uses
twitter as a tool to attract indie music lovers. Macbeth uses Facebook as a
media promotion tool to the customer and to share the information in the form
of price and photo about Macbeth product such as shoes, shirt and sunglasses.
Macbeth uses MySpace to promote the video that related to Macbeth product
and promoting the band that endorsed by Macbeth through video.
Macbeth has specific target audiences and Macbeth have fans in
Indonesia that is called "Griffon’s Army" Indonesia, who are teenagers and
grew up people. Beside that, based on the data from the social media networks
account, it is showing that Macbeth’s fans are spread in several cities, such as
Bali, Bandung, Jakarta, Bekasi, Malang, Banjarmasin, Makassar, Medan, Solo
Pekanbaru, Purwokerto, Samarinda, Surabaya, Tangerang and Yogyakarta.
From the social media networks shown the sum of Macbeth’s fans as follows:
My space
Twitter
Facebook
63858 friends
29,921 followers
535,563 likes
http://www.myspace
.com/macbeth
http://twitter.com
/MacbethIndo
http://www.facebook.com
/macbethfootwear?fref=ts
Table 1.2 Social Networks of Macbeth
Source: data processed
Tugas Akhir - 2013
The data above shows the magnitude of enthusiasts and Macbeth user
who use social media networks and could be concluded, Macbeth use social
media networks as promotion media tool in promoting the product to the
customer. By using social media networks, Macbeth could wider the coverage
of the target market.
That is why I do research on social media role toward the purchase
decision process of Macbeth product in Bogor. It can be seen by online sales
of Macbeth product from January 2008 until December 2011, as follows:
Table 1.3Volume of Online Sales Macbeth and Vans Product from
January 2008 – December 2011
2011 421,200,000 111,000,000 234,000,000 133,000,000 2010 Vans 167,000,000 140,000,000 2009 Macbeth 78,000,000 128,000,000 2008 0 200,000,000 400,000,000 600,000,000 Source: Forbidden Store.BinaMarga Street, No.1D Baranangsiang
Bogor 2011.
From online sales,it can be seen that Macbeth is declining on sales
start from 2010 until 2011. Therefore, the roles of social media are required to
increase Macbeth sales in Bogor city.
Tugas Akhir - 2013
In 2011,population of Bogor city is 870.197, while in Bandar
Lampung is 1.364.759. Bandar Lampung also do not have a Macbeth official
store. According to the sales, even though Bandar Lampung does not have a
Macbeth official store, the sales are still higher compared to Bogor city. These
are the sales:
Table 1.4 sales of Macbeth product in Bogor city and Bandar Lampung
Bogor city
Bandar
Lampung
2009
140.000.000
2010
133.000.000
2011
111.000.000
118.779.000
160.780.000
174.085.000
Based on the problem above, the author chooses the title “THE
INFLUENCE OF INFLUENCER, INTERACTION / CONTENT, WORD OF
MOUTH
AND
TESTIMONY
TOWARD
PURCHASE
DECISION
PROCESS OF MACBETH PRODUCT IN BOGOR CITY”.
1.3
FORMULATION OF THE PROBLEM
Formulation of the problem in this research is growing of technology,
which force the company to be more perceptive in using the sophistication of
technology to promote the product. Therefore, the company should have a
good strategy by using social media.
From the formulation of the problem, come up research question as
follows:
1.
What and how is the influence of influencer, interaction / content,
word of mouth and testimony that used by Macbeth?
2.
What and how is the purchase decision process in Bogor City?
Tugas Akhir - 2013
3.
How the influence of influencer, interaction / content, word of mouth
and testimony can affect toward the purchase decision process of
Macbeth product in Bogor City?
1.4
PURPOSE OF RESEARCH
The purpose of this research is to obtain the data and information
needed in this research with the purpose as follows:
1.
Analyzing the effect of the influence of influencer toward a purchase
decision.
2.
Analyzing the effect of interaction / content toward a purchase
decision.
1.5
3.
Analyzing the effect of word of mouth toward a purchase decision.
4.
Analyzing the effect of testimony toward a purchase decision.
USE OF RESEARCH
The use of this research is expected to help and give big impact to the
development of science. Related to the research that is conducted, the use of
this research is divided into two, which are theoretical and practical functions.
1.5.1
Theoretical Function
1.
The result of this research is expected to give
information and develop knowledge in Management
Business Telecommunication and Informatics that is
related
to
the
influence
of
influencer,
interaction/content, word of mouth and testimony
toward the purchase decision procedure.
Tugas Akhir - 2013
1.5.2
Practical Function
1.
For Researcher
The researcher could implement the knowledge that
obtained in this research and could add the knowledge
that
related
with
Management
Business
Telecommunication and Informatics.
2.
For Company
This research could be used as a reference material to
Macbeth Company and can be used to improve the
company’s strategy.
3.
For Institute Management Telkom Bandung
This study expected to give more knowledge in the
library and as a reference material for students who
want to learn about marketing management, especially
the influence of influencer, interaction /content, word of
mouth and testimony toward purchase decision process.
1.6
SYSTEMATICS OF WRITING
Formulation and writing in this research are proper and can be
determined as follows:
CHAPTER I PRELIMINARY
This chapter contains of formulation and explanation toward
overview of object research, background research, formulation of the
Tugas Akhir - 2013
problem, purpose of research, use of research, systematic of the
writing of the research conducted.
CHAPTER II LITERATURE STUDY AND SCOPE OF
RESEARCH
This chapter contains a summary of theory, previous research,
framework, research hypothesis and scope of research that related to
the problem that researched by the author.
CHAPTER III RESEACH METHODOLOGY
This chapter contains the method that is used in this research and can
be adapted with type of research, operational variables, stages of
research, population and sample, data collection, and data analysis
techniques.
CHAPTER IV RESULT AND DISCUSSION
This chapter provides about the result of research that already
conducted with the uses of method that have been set.
CHAPTER V. CONCLUSION AND RECOMMENDATION
This chapter contains of conclusion about the result of research and
suggestion for the company.
Tugas Akhir - 2013
Tugas Akhir - 2013
CHAPTER V
CONCLUSION AND SUGGESTION
5.1 Conclusion
Based on the results and analysis that has already done in this
research, there are several conclusions that can provide an answer to the
problem formulation within this research:
1.
In this research the social media network is determined by the
characteristics of influence, interaction / content, word of mouth and
testimony variable. Influencer (X1) is classified as good category,
which is 74.66% and the best result of influencer is prominence in
the market or community, which is 77.50%. Interaction
/
content
(X2) classified as good category, which is 74.16% and measured by
three indicators. The interaction between content creators and users is
the best result, which is 75.50%. Word of mouth (X3) classified as
good category, which is 73.50% and measured by three indicators,
with the best is the strength with a value of 75.75%. Testimony (X4)
classified as good category, which is 70.58% and measured by three
indicators. The best result from testimony’s indicator is customer
feedback commentaries, which is 75.50%. Based on the result above,
from customer point of view about influencer, they want the
influencer who is prominent in the market or community. For the
interaction / content from customer point of view, that they want the
interaction / content on social media network is quick and listen
carefully in response to the customer question. For Word of mouth,
the customers know about social media network with other people,
Tugas Akhir - 2013
which mean the message itself is well spread. For testimony,
customers want to buy the product after they saw other customers say
anything positive about the product in social media.
2.
In this research the variable Y or the purchase decision process is
measured by three indicators, which are finding information, benefit
consideration and purchase priority. Based on the result about the
purchase decision process, classified as good category, which is
66.91% and the best result is finding information with a value of
69.50%. It happens, because the customers are affected by influencer
who wears Macbeth product and the interaction between content
creators and users through Facebook and Twitter. In addition tie
strength as one of the indicators of word of mouth that is showing the
relationship with the customer. Testimony can affect customers to
find the information and finally purchase the products. In other
words, the influencer of Macbeth has the ability to deliver the
message from product and also the influencer of Macbeth is good in
making them to become interested in finding about the product of
Macbeth.
3.
Based on the result of path analysis, the simultaneous test of
influencer (X1), interaction / content (X2), word of mouth (X3) and
testimony (X4) influence on purchase decision with a value of Rsquare which is 47.8% and while the remaining from the R-square or
the residual is 52.2%. It means the influencer, interaction / content,
word of mouth and testimony in the influence on purchase decision
classified as high. Because, there are many other variables
influencing purchase decision. Those four variables are influencing
purchase decision influenced by 47.8%. It means that, those four
variables are highly influenced on purchase decision. From
individual test, the best result is testimony with a value of 44.4% and
Tugas Akhir - 2013
from direct and indirect influence the best result is testimony with a
value of 43.2%. It means that, testimony is needed by Macbeth to
persuade the customer in purchasing the product.
5.2 Suggestion
1.
For Other Researcher
For other researcher who wants to research about social
media can use the other elements of social media, such as: influence
of publisher reached, followers, comments, tags added, registration of
third-party social logins, responses to socially posted events. While
for the dependent variables, the other researcher can use brand cocreation and brand awareness.
2.
For The Company
a.
Based on the analysis in interaction / content, “Twitter and
Facebook account of Macbeth always update about Macbeth
product” is the smallest than the other. The interaction / content
to the customer is good, but not good enough to make the
customers more interest in purchasing Macbeth product. If this
situation continues, Macbeth can lose their customers. It is
happening, because their customers feel the interaction and
content is not good enough. They have less interest in purchasing
Macbeth’s products. Macbeth needs to make the customers
interest with the information that Macbeth shares about their
product. In other words, Macbeth needs to make good content in
order to strengthen the relationship with the customer, it will
help Macbeth to increase the purchase decision of Macbeth
customer when the customer felt already enough with
Tugas Akhir - 2013
information about Macbeth product. Macbeth also can interact
more with their customers. By interacting more with their
customers, Macbeth will also strengthen the relationship with
their customers.
b.
Based on the analysis, Macbeth customer does not prioritize the
Macbeth product. In other words, Macbeth customers are
actually keeping finding information itself, but they do not
prioritize it to purchase Macbeth product. It happens, because
people do not convince to prioritizing in the purchase of
Macbeth product. It is not good for Macbeth, because Macbeth
can keep losing in sales since their customers does not prioritize
to purchase Macbeth product. So, Macbeth needs to improve the
purchase priority of their customers. Macbeth can improve it, by
convincing their customers to purchase their product. It can be
done by using good influencer, interact with their customers and
make a good content, spreading a better the message and
information, and have a good information and convention of
their customers about Macbeth product.
c.
The smallest result from individual test is interaction/content.
Macbeth needs to make the customer interest with the
information that Macbeth shares about their product. In other
words, Macbeth needs to make good content in order to
strengthen the relationship with the customer. It will help
Macbeth to increase the purchase decision of Macbeth customer.
By doing this, Macbeth can improve the purchase decision of
their customers and eventually will increase the R-square value
because the influence is getting bigger.
Tugas Akhir - 2013
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