DOES HEDONIC AND UTILITARIAN MOTIVES AFFECTS INTENTION TO FOLLOW GREEN ACCOUNT? OPINION LEADERSHIP AS A MEDIATING

Adinda Mutiara Putri Sakhina; Rini Kuswati

doi:10.23960/jbm.v20i1.2080

Adinda Mutiara Putri Sakhina Universitas Muhammadiyah Surakarta
Rini Kuswati Universitas Muhammadiyah Surakarta

DOI: https://doi.org/10.23960/jbm.v20i1.2080

Keywords: Hedonic motives, Utilitarian motives, Opinion Leadership, Intention to Follow Green Account

Abstract

Many business people use social media as a marketing tool in this digital age. TikTok is one of the social media platforms that is frequently utilized as a tool for product marketing. The number of followers on a TikTok account dramatically impacts how well a product is marketed through TikTok social media. This study tries to analyze the mediation effect of opinion leadership on the relationship between hedonic motives and utilitarian motives on intention to follow green account. This study used a sample size of 200 respondents who knew account TikTok of The Body Shop Indonesia. The sampling method used non-probability sampling with a purposive sampling approach. Data analysis using the SmartPLS application. The research findings show that hedonic and utilitarian motives directly affect opinion leadership, hedonic and utilitarian motives directly affect intention to follow the green account, and opinion leadership affects intention to follow the green account. The mediation effect test shows that opinion leadership is proven to mediate the influence of hedonic and utilitarian motives on the intention to follow the green account.

Keywords: Hedonic Motives, Utilitarian Motives, Opinion Leadership, and Intention to Follow Green Account

Abstrak

Banyak pebisnis yang menggunakan media sosial sebagai alat pemasaran di era digital ini. TikTok merupakan salah satu platform media sosial yang sering digunakan sebagai alat pemasaran produk. Jumlah followers sebuah akun TikTok memiliki pengaruh yang besar terhadap seberapa baik sebuah produk dipasarkan melalui media sosial TikTok. Penelitian ini mencoba untuk menganalisis pengaruh mediasi opinion leadership terhadap hubungan antara hedomic motives dan utilitarian motives pada intention to follow green account. Penelitian ini menggunakan jumlah sampel sebanyak 200 responden yang mengetahui akun TikTok The Body Shop Indonesia. Metode pengambilan sampel menggunakan non probability sampling dengan pendekatan purposive sampling. Analisis data menggunakan aplikasi SmartPLS. Temuan penelitian menunjukkan bahwa hedonic dan utilitarian motives secara langsung berpengaruh terhadap opinion leadership, hedonic dan utilitarian motives secara langsung berpengaruh terhadap intention to follow green account, dan opinion leadership berpengaruh terhadap intention to follow green account. Uji efek mediasi menunjukkan bahwa opinion leadership terbukti memediasi pengaruh hedonic motives dan utilitarian motives terhadap intention to follow green account.

Kata Kunci : Hedonic Motives, Utilitarian Motives, Opinion Leadership, dan Intention to Follow Green Account

Downloads

Download data is not yet available.

References

Abdul Hamid, N. A., Cheun, C. H., Abdullah, N. H., Ahmad, M. F., & Ngadiman, Y. (2019). Does Persuasive E-commerce Website Influence Users’ Acceptance and Online Buying Behaviour? The Findings of the Largest E-commerce Website in Malaysia. Lecture Notes in Information Systems and Organisation, 30, 263–279. https://doi.org/10.1007/978-3-030-10737-6_17
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Akdevelioglu, D., & Kara, S. (2020). An international investigation of opinion leadership and social media. Journal of Research in Interactive Marketing, 14(1), 71–88. https://doi.org/10.1108/JRIM-11-2018-0155
Alicia, F., Shakira, F., Harahap, S., & Lestari, D. (2022). Peran Tiktok Di zaman Milenial Sebagai Media Komunikasi Pemasaran Bisnis Online (Studi akun @safaglow.id). Jurnal Ilmu Komputer, Ekonomi Dan Manajemen (JIKEM), 2(2), 3559–3566.
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117(November 2017), 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103149
Barta, S., Flavian, C., & Gurrea, R. (2021). Managing consumer experience and online flow: Differences in handheld devices vs PCs. Technology in Society, 64(November 2022), 2020–2021. https://doi.org/10.1016/j.techsoc.2020.101525
Brown, J. R. (2020). The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives. Journal of Business Research, 107(March), 233–244. https://doi.org/10.1016/j.jbusres.2018.09.010
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017a). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/OIR-09-2016-0253
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017b). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369–375. https://doi.org/10.1089/cyber.2016.0360
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(July 2018), 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Casaló, L. V, Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622–633. https://doi.org/https://doi.org/10.1016/j.chb.2010.04.013
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Dedeoglu, B. B., Bilgihan, A., Ye, B. H., Buonincontri, P., & Okumus, F. (2018). The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management, 72(April 2017), 10–20. https://doi.org/10.1016/j.ijhm.2017.12.007
Fakhreddin, F., & Foroudi, P. (2022). Instagram Influencers: The Role of Opinion Leadership in Consumers’ Purchase Behavior. Journal of Promotion Management, 28(6), 795–825. https://doi.org/10.1080/10496491.2021.2015515
Fernandes, E., Semuel, H., & Adiwijaya, M. (2020). The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation: A Study at Beauty Care and Anti-Aging Clinic Service in Surabaya. Petra International Journal of Business Studies, 3(1), 23–36. https://doi.org/10.9744/ijbs.3.1.23-36
Hariyanto, D. (2016). Buku Komunikasi Pemasaran. In Jurnal Penelitian Pendidikan Guru Sekolah Dasar (Vol. 6, Issue August).
Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I. A., & Khan, F. U. (2022). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing - ESIC, 26(2), 231–246. https://doi.org/10.1108/SJME-06-2021-0113
Istania, F., Pratiwi, I. P., Yasmine, M. F., & Ananda, A. S. (2019). Celebrities and celebgrams of cosmetics: The mediating effect of opinion leadership on the relationship between instagram profile and consumer behavioral intention. International Journal of Scientific and Technology Research, 8(8), 75–86.
Johannes, J., Octavia, A., & Suwarti, Y. (2017). the Effect of Hedonic Lifestyle, Hedonic Motivation and Quality of Products To Interest Recycling Tupperware Product in Jambi Cty. Journal of Business Studies and Mangement Review, 1(1), 18–25. https://doi.org/10.22437/jb.v1i1.3918
Kautonen, T., van Gelderen, M., & Fink, M. (2015). Robustness of the theory of planned behavior in predicting entrepreneurial intentions and actions. Entrepreneurship: Theory and Practice, 39(3), 655–674. https://doi.org/10.1111/etap.12056
Kholifah, N. (2020). Nilai Utilitarian Dan Nilai Hedonis Terhadap Word Of Mouth ( Studi Pada Onlineshop NINA Fashion ) E-commerce atau Electronic Commerce adalah proses jual beli yang dilakukan secara online berbasis elektronik antara penjual dan pembeli . Menurut Laudon & La. 5, 112–131.
Kim, J., Kim, S. (Sam), Jhang, J., Doust, N. A. S., Chan, R. Y. K., & Badu-Baiden, F. (2023). Preference for utilitarian or hedonic value options during a pandemic crisis: The moderation effects of childhood socioeconomic status and sensation-seeking. International Journal of Hospitality Management, 110 (December 2022), 103427. https://doi.org/10.1016/j.ijhm.2023.103427
Kussudyarsana, Setyawan, A. A., & Kuswati, R. (2019). Riset Pemasaran. Muhammadiyah University Press.
Kuswati, R., Soepatini, S., Vrasica, R., & Rayyantika, F. (2021). Instruments Validation of Pro-Environmental Behaviour Model. Urecol Journal. Part B: Economics and Business, 525.
Li, J., Hudson, S., & So, K. K. F. (2021). Hedonic consumption pathway vs. acquisition-transaction utility pathway: An empirical comparison of Airbnb and hotels. International Journal of Hospitality Management, 94(December). https://doi.org/10.1016/j.ijhm.2020.102844
Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431–442. https://doi.org/10.1016/j.bushor.2018.01.010
Rogers, E. M., & Cartano, D. G. (1962). Methods of Measuring Opinion Leadership. The Public Opinion Quarterly, 26(3), 435–441. http://www.jstor.org/stable/2747233
Seni, N. N. A., & Ratnadi, N. M. D. (2017). Theory of Planned Behavior Untuk Memprediksi Niat Berinvestasi. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 12, 4043. https://doi.org/10.24843/eeb.2017.v06.i12.p01
Sulistianti, R. A., & Sugiarta, N. (2022). Konstruksi Sosial Konsumen Online Shop Di Media Sosial Tiktok (Studi Fenomenologi Tentang Konstruksi Sosial Konsumen Generasi Z Pada Online Shop Smilegoddess Di Media Sosial Tiktok). JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 6(1), 3456–3466. https://doi.org/10.58258/jisip.v6i1.2861
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Exension of the Technology Acceptance Model: Four Longitudenal Field Studies. Management Science, 46(2), 186–204. https://doi.org/http://doi.org/10.1287/mnsc.46.2.186.11926
Yassar, A. D., & Kuswati, R. (2023, July). Health Consciousness and Environmental Concern: The Elucidating of Green Brand Love. In Proceeding of International Students Conference on Accounting and Business (Vol. 2, No. 1).