Mengoptimalkan Big Data Marketing untuk Meningkatkan Purchase Intention melalui Brand Awareness pada Indibiz PT Telkom
DOI:
https://doi.org/10.38035/jafm.v7i2.3258Keywords:
Big Data Marketing, Brand Awareness, Purchase Intention, UMKM, Manajemen MarketingAbstract
Perkembangan digitalisasi menuntut UMKM untuk memanfaatkan data pelanggan dalam strategi pemasaran, namun belum optimalnya pemanfaatan data pemasaran menjadi kendala utama dalam mendorong niat beli. Penelitian ini bertujuan untuk menganalisis pengaruh Big Data Marketing terhadap Purchase Intention dengan Brand Awareness sebagai variabel mediasi pada UMKM pengguna layanan Indibiz PT Telkom Indonesia. Metode yang digunakan adalah pendekatan kuantitatif deskriptif. Pengumpulan data dilakukan melalui kuesioner daring terhadap 115 responden pelaku UMKM dengan menggunakan teknik purposive sampling. Analisis data dilakukan melalui pemodelan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) menggunakan perangkat lunak SmartPLS 4. Hasil pengujian membuktikan bahwa Big Data Marketing berpengaruh positif dan signifikan terhadap Brand Awareness, dan Brand Awareness berpengaruh signifikan terhadap Purchase Intention. Namun, Big Data Marketing terbukti tidak memiliki pengaruh langsung yang signifikan terhadap Purchase Intention. Temuan ini secara empiris mengonfirmasi terjadinya mekanisme mediasi penuh (Indirect-Only Mediation). Kesimpulan dari penelitian ini menegaskan bahwa strategi pemasaran berbasis data tidak dapat memicu niat beli konsumen secara instan, melainkan mutlak memerlukan kesadaran merek yang kuat sebagai perantara untuk dapat secara efektif mengonversi strategi analisis data menjadi minat beli UMKM terhadap layanan Indibiz.
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