The Power of Social Media Marketing in Purchase Intention of Packaged Sambal
Downloads
Sambal, a type of chili sauce is a popular food product, making it essential for producers to develop the right strategies to boost sales. Social media Marketing was important in introducing products and increasing consumer purchase intention for packaged sambal. Marketing strategies have evolved alongside the advancement of digital technologies. One of the digital technology developments that supports marketing is social media. This study aims to analyze the power of social media advertising on the purchase intention of packaged sambal. Specifically, it investigates the influence of visuals, special offers, music, language, interaction, endorsements, and followers on purchase intention. Data were collected through surveys distributed to 106 social media users. This study uses multiple linear regression analysis and is conducted using SPSS software. The results show that visual elements and the number of followers significantly influence consumer’s purchasing intention. A simple and visually appealing design enhances information comprehension, making it easier for potential buyers to understand product details. Additionally, the high number of followers could increase consumer trust and brand credibility, positively affecting purchase decisions. On the other hand, factors such as special offers, music, language, interaction, and endorsements did not affect purchase intention significantly. These results provide valuable insights for packaged sambal producers, highlighting the importance of optimizing the social media marketing strategies by focusing on the most effective elements.
Adirestuty, F., Ratnasart, R. T., Wardhana, A. K., Miraj, D. A., & Battour, M. (2025). Gastronomy of religious tourism: Overview and future research agenda. Geo Journal of Tourism and Geosites, 58(1), 188–199.
Aida, N., & Effendi, A. (2024). Pengaruh Jumlah Followers, Selebriti Endorsemen, dan EWOM terhadap Minat Beli Pengguna Sosial Media TikTok (Studi Kasus Gen-Z Kota Makassar). Study of Scientific and Behavioral Management (SSBM), 5(4), 21–30.
Angeline, Widya, Y., Marbun, B., Aurelia, R., Yonica, C., & Tampubolon, B. (2024). Pengaruh Endorser Instagram Terhadap Keputusan Pembelian Produk Fashion. Studi. Cantaka: Jurnal Ilmu Ekonomi Dan Manajemen, 1, 60–68.
Chen, T., Samaranayake, P., Cen, X. Y., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 13(June). https://doi.org/10.3389/fpsyg.2022.865702
Choi, J., & Lee, A. (2020). The impact of visual aesthetics on consumer purchase intention in social media marketing. Journal of Marketing Research, 57(3), 456–472.
Cui, J., & Pan, J. (2025). Optimizing gift card and pricing strategies in the presence of double mental discounting. Journal of Retailing and Consumer Services, 85. https://doi.org/10.1016/j.jretconser.2025.104269
Eka, C., Fatahillah, R., Sarsono, A., Hanavi, A., & Sitorus, P. (2021). Pengaruh Tipe Post, Waktu Post, Testimoni Dan Follower Instagram Terhadap Minat Beli Konsumen. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 1(1), 91–100. https://doi.org/10.37366/master.v1i1.158
Elliott, C., Truman, E., & Black, J. E. (2025). Food marketing to teenagers: Examining the digital palate of targeted appeals. Appetite, 207(December 2024). https://doi.org/10.1016/j.appet.2025.107912
Fadhilah, A. N., Nikmah, N. F. A., Hermanto, A. S., Balqis, A., Re Falda, T. A., & Arum, D. P. (2024). Penggunaan Bahasa Indonesia dalam Pemasaran Digital E-Commerce : Studi Kasus Iklan Shopee. Jurnal Bahasa Daerah Indonesia, 1(2), 14. https://doi.org/10.47134/jbdi.v1i2.2355
Falah, F., & Marwini, M. (n.d.). PEMANFAATAN BAHASA DAN DIGITAL MARKETING BAGI UKM DI DESA BLACANAN, KABUPATEN PEKALONGAN. Harmoni: Jurnal Pengabdian Kepada Masyarakat, 6(1), 66–70.
Falah, F., Tiani, R., Marwini, M., & Constantina, F. (n.d.). Penerapan Bahasa dan Branding UMKM Produk Kantong Celana “Hasbuna” Desa Rembun Pekalongan. Harmoni: Jurnal Pengabdian Kepada Masyarakat, 7(2), 95–100.
Fauzi, Q., Ulfah, U., & Wijayanti, I. (2024). Ethical challenges in transportation: A study on the implementation of Islamic business values. Al-Uqud: Journal of Islamic Economics, 8(2).
Febriyanti, A. R., Ratnasari, R. T., & Wardhana, A. K. (2022). The Effect of Economic Growth, Agricultural Land, and Trade Openness Moderated By Population Density on Deforestation in OIC Countries. Quantitative Economics and Management Studies, 3(2).
Ghifara, A. S., Iman, A. N., Wardhana, A. K., Rusgianto, S., & Ratnasari, R. T. (2022). The Effect of Economic Growth, Government Spending, and Human Development Index toward Inequality of Income Distribution in the Metropolitan Cities in Indonesia. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 529–536.
Gondowijoyo, A. (2017). Evaluasi Strategi Periklanan dan Pemasaran Interaktif pada Forward Event Creator. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 2(1), 96–105.
Haidar, N. F., & Martadi. (2021). Analisi Konten Visual Post Instagram Riliv Dalam Membentuk Customer Engagement. Jurnal Barik, 2(2), 121–134.
Hartawan, E., Liu, D., Handoko, M. R., Geraldo, E., & Widjojo, H. (2021). Pengaruh Iklan di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 8(1), 217–228.
Herlina, Loisa, J., & Matius, T. (2021). Pengaruh Model Promosi Flash Sale terhadap Minat Pembeli dan Keputusan Pembeli di Marketplace Online. JIMEA Jurnal Ilmiah MEA (Manajemen Ekomoni & Akuntansi), 5(2), 1637–1652.
Hidayah, I. N., Rohmah, N. F., & Saifuddin. (2021). Effectiveness of Digital Platforms as Food and Beverage Marketing Media During The Covid-19 Pandemic. Airlangga Journal of Innovation Management, 2(2), 122–130. https://doi.org/10.20473/ajim.v%vi%i.30696
Hutagaol, R. S. R., & Safrin, F. A. (2022). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening. Journal of Social Research, 1(7), 761–772. https://doi.org/10.55324/josr.v1i7.147
Ikhsana, M. C., Astuti, V. S., Wijaya, A. A., Finuliyah, F., & Qulub, A. M. (2022). Does Paid Promote Influences User Frequency To Purchase? An Analysis Using Aida Dimension. Airlangga Journal of Innovation Management, 3(2), 114–122. https://doi.org/10.20473/ajim.v3i1.20460
Iman, A. N., Sukmana, R., Ghifara, A. S., & Wardhana, A. K. (2022). The Effect of Zakat Collection, Company Age, and Company’s Total Assets on Financial Performance of Sharia Banking in Indonesia 2019-2020. Economic Education and Entrepreneurship Journal, 5(2), 217–224.
Jayanti, F. Della, Sangadji, E. M., & Indarti, N. (2024). Pengaruh Price Discount dan Penawaran Khusus Gratis Ongkos Kirim di Shopee Terhadap Keputusan Pembelian Konsumen Pada Mahasiswa Pendidikan Ekonomi Universitas PGRI Wiranegara Pasuruan. Neraca Manajemen, Ekonomi, 8(8), 1–10. https://doi.org/10.8734/mnmae.v1i2.359
Jin, S. V., & Phua, J. (2018). No TitleInfluencer marketing: The impact of social media influencers on consumer trust and purchase intentions. Journal of Consumer Behavior, 17(2), 65–76.
Juliansyah, A. F., Putri, A. E., Suryadana, M. L., Endyana, C., & Wardhana, A. K. (2021). Global Muslim Response to Bandung Halal Tourism Branding. International Journal of Applied Sciences in Tourism and Events, 5(2), 197–206. https://doi.org/https://doi.org/https://doi.org/10.31940/ijaste.v5i2.197-206
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kavas, B. (2024). The Effect of Music on Social Media Advertising : A Research on Brand Awareness. 22(2), 1–15. https://doi.org/10.19080/PBSIJ.2024.22.556081
Khalil, I., Saggaff Shihab, M., & Hammad, H. (2023). Pengaruh Konten dan Copywriting Instagram Terhadap Brand Awareness dan Keputusan Pembelian. Jurnal Administrasi Dan Manajemen, 13(3), 307–317. https://doi.org/10.52643/jam.v13i3.3483
Khanzasalwa, K., & Nurfebiaraning, S. (2023). Pengaruh Elemen Video Dan Audio Pada Iklan Sasa Di Twitter Terhadap Sikap Khalayak. Komunikologi: Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 6(2), 103. https://doi.org/10.30829/komunikologi.v6i2.11707
Kotler, P. (2016). Manajemen Pemasaran Edisi 13 Jilid 2. Prenhalindo.
Kotler, P., & Keller. (2012). Marketing Management Edisi 14. Global Edition. Pearson.
Laksmi, A. A., & Oktafani, F. (2016). Pengaruh Electronic Word Of Mouth (eWOM) Terhadap Minat Beli Followers Instagram Pada Warunk Upnormal. Jurnal Computech & Bisnis, 10(2), 78–88.
Lavanya, S., Sonata, P., & Astuti, B. (2023). Pengaruh Interaksi Media Sosial terhadap Niat Beli dan Keterlibatan Perilaku: Faktor Sumber dan Konten Sebagai Peran Mediasi. 02(01), 250–267.
Lee, J., & Eastin, M. S. (2022). The impact of social media advertising on consumer perception and behavior. Journal of Interactive Marketing, 58, 30–45.
Lenaini, I. (2021). Teknik Pengambilan Sampel Purposive Dan Snowball Sampling. HISTORIS: Jurnal Kajian, Penelitian & Pengembangan Pendidikan Sejarah, 6(1), 33–39.
Liu, H., Jayawardhena, C., Osburg, V. S., Yoganathan, V., & Cartwright, S. (2021). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132(April), 208–220. https://doi.org/10.1016/j.jbusres.2021.04.030
Loestefani, V., Poan, R., Suwitorahardjo, B., & Wardhana, A. K. (2022). Service Quality and Product Quality as An Influence on Customer Loyalty at Naturalis Koffie. FIRM Journal of Management Studies, 7(2), 211–236.
Mahayani, A. (2019). Pengaruh Customer Engagement Melalui Media Sosial terhadap Kepercayaan Merek (Studi Kasus : Instagram Shopee). Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 3(4), 3301–3310.
Maksi, S. J., Keller, K. L., Dardis, F., Vecchi, M., Freeman, J., Evans, R. K., Boyland, E., & Masterson, T. D. (2023). The food and beverage cues in digital marketing model: special considerations of social media, gaming, and livestreaming environments for food marketing and eating behavior research. Frontiers in Nutrition, 10(February), 1–15. https://doi.org/10.3389/fnut.2023.1325265
Mendo, A. Y., Singh, S. K., Yantu, I., Hinelo, R., Bokingo, A. H., Dungga, E. F., Juanna, A., Wardhana, A. K., Niroula, B., & Win, T. (2023). Entrepreneurial leadership and global management of COVID-19: A bibliometric study. F1000Research, 12(31), 31.
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100–112.
Peburiyanti, D., & Sabran, S. (2022). Pengaruh Promosi Penjualan, Variasi Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Pada Butik Kanabini Di Tenggarong. Jurnal Ekonomi & Manajemen Indonesia, 20(1), 29–39. https://doi.org/10.53640/jemi.v20i1.771
Prajarini, D., & Sayogo, D. (2021). Pengaruh Desain Post Instagram Terhadap Minat Pembelian Produk Umkm Kedai Kopi Di Kabupaten Sleman. Jurnal Desain Komunikasi Visual & Multimedia, 7(01), 187– 199. https://doi.org/10.33633/andharupa.v7i01.4139
Pratiwi, A. C., Wardhana, A. K., & Rusgianto, S. (2022). Application of Vector Error Correction Model on Macroeconomic Variables toward Changes in the Composite Stock Price Index. Daengku: Journal of Humanities and Social Sciences Innovation, 2(2), 219–229.
Purwanti, S. L., Mursityo, Y. T., & Rachmadi, A. (2019). Analisis Faktor Minat Beli , Social commerce , Kepercayaan Dan Followers Dalam Pemasaran Produk Melalui Media Sosial Facebook Hijup. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 3(2), 2070–2079.
Putri, V. T., & Suprapti, I. (2021). Preferensi Konsumen Sambal Di Kota Surabaya Dan Kabupaten Bangkalan. Agriscience, 2(1), 1–16. https://doi.org/10.21107/agriscience.v2i1.11184
Putri, Y. M. (2024). Persepsi Followers Terhadap Konten Akun Instagram @pmbunisba_blitar. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 13(1), 35–46. https://doi.org/10.35457/translitera.v13i1.3618
Qosim, N., Ratnasari, R. T., Wardhana, A. K., Fauziana, H., & Barkah, T. T. (2023). Eight Years of Research Related to the Green Sukuk in the Global Stock Exchange Market to Support the Implementation of SDG: A Bibliometric Review. Journal of Islamic Economic and Business Research, 3(2), 161–180.
Reza, F. (2016). Faisal Reza Strategi Promosi Penjualan Online Lazada Co Id. Jurnal Kajian Komunikasi, 4(1), 64–74.
Riduwan, R., & Wardhana, A. K. (2022). Effect of industrial digitalization on total halal meat production in Java. Journal of Halal Product and Research, 5(1), 24–31.
Ryandono, M. N. H., Mawardi, I., Rani, L. N., Widiastuti, T., Ratnasari, R. T., & Wardhana, A. K. (2022). Trends of research topics related to Halal meat as a commodity between Scopus and Web of Science: A systematic review. F1000Research, 11(1562), 1562.
Ryandono, M. N. H., Permatasari, S. A., & Wijayanti, I. (2019). Business behavior in an islamic perspective: Case study of muslim woman entrepreneurs in Ikatan Wanita Pengusaha Indonesia (IWAPI). 12th International Conference on Business and Management Research (ICBMR 2018), 154–159.
Sahabuddin, R., Arif, H. M., Unde, J. T., Putri, F. A., & Nazirah, A. (2024). Pengaruh Celebrity Endorser Terhadap Minat Beli Produk Skintific Dalam Perspektif Mahasiswa UNM. Jurnal Manajemen, 3(2), 198. https://doi.org/10.26858/jm.v3i2.54692
Sari, A. E. K., & Patrikha, F. D. (2024). Pengaruh Kualitas Konten, Jumlah Pengikut Dan Rating Toko Terhadap Keputusan Pembelian Pada Platform E-Commerce. Jurnal Pendidikan Tata Niaga (JPTN), 12(2).
Setiawan, D. (2019). Strategi Komunikasi Bahasa Indonesia Dalam Menarik Konsumen di E-Commerce. Jurnal Pemikiran Sosiologi, 8(1), 61–69.
Siddiq, I., Juliana, J., & Adirestuty, F. (2020). Shariapreneur Interest: Analysis Of Sharia Business Knowledge and Motivation (Studies On Students Of The Islamic Economics Study Program Bandung City Universities. Review of Islamic Economics and Finance, 3(2), 80–90.
Siregar, S. B. R., Yulasmi, & Lusiana. (2022). Celebrity endorser dan Promosi terhadap Keputusan Pembelian dengan Brand image sebagai Variabel Intervening. Journal of Business and Economics (JBE) UPI YPTK, 7(3), 431–436. https://doi.org/10.35134/jbeupiyptk.v7i3.194
Smith, A., Brown, K., & Johnson, L. (2019). The role of promotions and music in shaping consumer behavior: A comprehensive study on marketing strategies. Marketing Science Review, 38(4), 234–250.
Sopari, R. M., Alawiyah, W. D., Bisnis, A., Negeri, P., & Indonesia, B. (2024). Pengaruh Visual Content Marketing Dan Copywriting Terhadap Tingkat Engagement Pengguna Instagram Di Kota Bandung. 7(3), 356–369.
Sugiyono. (2022). Metode Penelitian Kuantitatif. Alfabeta.
Suprayogi, N., Fianto, B. A., Febriyanti, A. R., Sukmaningrum, P. S., Filianti, D., & Wijayanti, I. (2025). PEMBERDAYAAN MASYARAKAT PESISIR DI DESA KWANYAR BARAT, BANGKALAN, MADURA: PERSPEKTIF KEBERLANJUTAN LINGKUNGAN, KESEHATAN, DAN EKONOMI DIGITAL. Jurnal Terapan Abdimas, 10(1), 1–10.
Sury, K., Arief, M., & Asyik, N. F. (2024). Analyzing the effects of social media, customer-to-customer interactions, and traditional marketing on customer decision-making through brand preference. International Journal of Research in Business and Social Science (2147- 4478), 13(4), 49–63. https://doi.org/10.20525/ijrbs.v13i4.3401
Tololiu, R. M., & Roring, F. (2022). Pengaruh Promosi Dan Testimoni Pelanggan Terhadap Minat Beli Konsumen Hp Samsung Di Marketplace Facebook ( Studi Kasus Pada Toko Mozamart Manado ) Influence of Promotions and Customer Testimonials on Consumer Purchase Interests of Samsung Hp in the Facebo. Jurnal EMBA: Ekonomi Manajemen Bisnis Dan Akuntansi, 10(4), 1110–1120.
Wang, T. D., Chiang, C. E., Chao, T. H., Cheng, H. M., Wu, Y. W., Wu, Y. J., Lin, Y. H., Chen, M. Y. C., Ueng, K. C., Chang, W. T., Lee, Y. H., Wang, Y. C., Chu, P. H., Chao, T. F., Kao, H. L., Hou, C. J. Y., & Lin, T. H. (2022). 2022 Guidelines of the Taiwan Society of Cardiology and the Taiwan Hypertension Society for the Management of Hypertension. Acta Cardiologica Sinica, 38(3), 225–325. https://doi.org/10.6515/ACS.202205_38(3).20220321A
Wardani, A., Chio, E., Brahmana, P., Athirah, F., & Putri, F. Y. (2025). Pengaruh Tiktok terhadap Perilaku Konsumen dalam Pembelian Produk Kecantikan d an Skincare “ Somethinc ” Secara Online. 3(April).
Wardhana, A. K., & Ratnasari, R. T. (2022). Impact of Agricultural Land and the Output of Agricultural Products Moderated with Internet Users toward the Total export of Agricultural Product in Three Islamic South East Asian Countries. Iqtishodia: Jurnal Ekonomi Syariah, 7(2), 11–20.
Wardhana, A. K., Rusgianto, S., & Fauziana, H. (n.d.). Effect of Timber, Palm Oil, and Gold Output on GNI in Indonesia in the Maqashid Framework.
Wijaya, F. A., & Sugiharto, S. (2015). Pengaruh Celebrity Endorsementterhadap Purchase Intention Denganbrand Image Sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Pond’S). Jurnal Manajemen Pemasaran, 9(1), 16–22. https://doi.org/10.9744/pemasaran.9.1.16-22
You, H., & Husda, N. E. (2024). Pengaruh Quality Product , Social Network , dan Celebrity Endorsement terhadap Purchase Intention terhadap. J-MAS (Jurnal Manajemen Dan Sains), 9(2), 1505–1513. https://doi.org/10.33087/jmas.v9i2.1942
Yudha, A. T. R. C., Huda, N., Maksum, M., Sherawali, S., & Wijayanti, I. (2024). The Moderating Effect of Religiosity on Fashion Uniqueness and Consciousness in Halal Fashion Purchase. Indonesian Journal of Halal Research, 6(2), 71–84.
Zaki, I., Herianingrum, S., Hapsari, M. I., Bayuny, A. F. R., & Wijayanti, I. (2024). Diversifikasi Pengolahan Tanaman Obat Tradisional, Pengemasan dan pemasaran Online Di Desa Sugihwaras Kecamatan Prambon Kabupaten Nganjuk. Janaloka, 3(1), 1–8.
Zakik, Z., Kamil, A., Prasetyo, A. S., Ryandono, M. N. H., & Wijayanti, I. (2022). Economic development on Madura Island through halal tourism: A business feasibility study. Al-Uqud: Journal of Islamic Economics, 6(2), 289–303.
Copyright (c) 2025 Airlangga Journal of Innovation Management
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- The journal allows authors to hold copyright without restrictions and retain publication rights without restrictions. The author retains the copyright and grants the first publication rights to the journal, with his work simultaneously licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA). This license allows others to share the work with acknowledgment of authorship and initial publication in this journal, provided that the work is not used for commercial purposes and that any derivative works must use the same license.
- Authors may enter into additional contractual agreements for non-exclusive distribution of the journal publication version (e.g., uploading it to an institutional repository or publishing it in book form), while still including acknowledgment of the initial publication in this journal.
- Authors are allowed and encouraged to upload their work online (e.g., in an institutional repository or personal website) before and during the submission process. This can support productive scientific exchanges as well as increase citations to published works.
AJIM by UNAIR is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
