The Influence Of Social Proof, Brand Advocacy, Digital Campaigns And Digital Literacy Abilities On Instagram In Building Yotta's Purchase Intention
Keywords:
Social Proof, Brand Advocacy, Digital Campaign, Digital Literacy, Purchase Intention
Abstract
Marketing in the digital era has evolved with the advent of social media-based marketing strategies. Social media-based marketing strategies are becoming increasingly important for both large companies and MSMEs in building purchase intention for their products. Yotta, a well-known beverage brand in Makassar, presents a digital campaign with the tagline #SemangatYo. The #SemangatYo digital campaign is a form of Yotta's initiative to increase consumer visibility and engagement through digital platforms. This study aims to analyze the influence of social proof, brand advocacy, digital campaigns, and digital literacy on Instagram in building purchase intention for Yotta. This study uses quantitative methods with techniquesnon probability samplingwith the type of sample taken in the research, namelypurposive sampling. This study was conducted through an online questionnaire with 97 respondents from Generation Y and Generation Z who had purchased Yotta products, followed Yotta's Instagram account, and resided in South Sulawesi. Data analysis techniques used classical assumption tests and multiple regression analysis to examine the influence of independent variables (social proof, brand advocacy, digital campaigns, digital literacy) on the dependent variable (purchase intention). The results of the study indicate that the four independent variables simultaneously have a positive and significant influence on Yotta's purchase intention among generation Y and generation Z in South Sulawesi. Partially, the social proof and brand advocacy variables on Yotta's Instagram do not have a positive and significant influence on Yotta's purchase intention among generation Y and generation Z in South Sulawesi. Meanwhile, the digital campaign and digital literacy variables on Yotta's Instagram partially have a positive and significant influence on Yotta's purchase intention among generation Y and generation Z in South Sulawesi. Then the coefficient of determination has a value of 81.5% which indicates that there is 81.5% of the influence of social proof, brand advocacy, digital campaigns, and digital literacy simultaneously on purchase intention while the remaining 18.5% is influenced by other variables that are not used as variables in this study.
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Buchanan, R., Southgate, E., Smith, S. P., Murray, T., & Noble, B. (2017). Post no photos, leave no trace: Children’s digital footprint management strategies. E-Learning and Digital Media, 14(5), 275–290. https://doi.org/10.1177/2042753017751711
Cahyono, T. D., & Rizqi, R. M. (2024). The Impact of Digital Marketing, Financial Literacy, And Digital Literacy on Purchasing Intent for Online Products. Indonesian Business Review, 7(2), 83. https://doi.org/10.21632/ibr.7.2.83-93
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Desmaryani, S., Soleh, A., Irmanelly, & Wiarta, I. (2024). Integration of technology acceptance models and government support to improve digital literacy. Heliyon, 10(14), e34086. https://doi.org/10.1016/j.heliyon.2024.e34086
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Fahlevi, M. R., Achmad, B. A., & Rahmawati, E. (2021). Pengaruh Strategi Pemasaran Dan Media Sosial Terhadap Perilaku Konsumen Cafe Malam. Jurnal Bisnis Dan Pembangunan, 10(2), 11. https://doi.org/10.20527/jbp.v10i2.10991
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Gunawan, D. (2020). Pengaruh Social Media Campaign dan Online Promotion Terhadap Purchase Intention Pada Gojek Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–9. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/viewFile/10471/9329
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Indradi, D. (2018). Pengaruh Likuiditas, Capital Intensity Terhadap Agresivitas Pajak. Jurnal Akuntansi Berkelanjutan Indonesia, 1(1), 147–167.
IQBAL, M. (2021). Efektifitas Digital Marketing Terhadap Kualitas Layanan pada Usaha di Masa Pandemi Covid 19 (Studi Kasus di Aceh). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 7(2), 83–93. https://doi.org/10.35870/jemsi.v7i2.609
Irmawartini, N. (2017). Metodologi Penelitian (Issue 1).
Jane. (2012). Statisitik Deskriptif & Regresi Linear Berganda dengan SPSS. In Semarang University Press (Issue April 2012).
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science, 20(39), 118–132. https://doi.org/10.1016/j.jefas.2015.07.001
Keller, K. L. (2013). Strategic Brand Managment: Building, Measuring, and Managing Brand Equity. Pearson Education Limited, 5(6), 457–459.
Khotimah, N. T. K., & Nurhastuti. (2018). Hubungan Kampanye Digital dengan Brand Awareness. Prosiding Managemen Komunikasi, 4(1), 28–33.
Laestadius, L. I., Wahl, M. M., Pokhrel, P., & Cho, Y. I. (2020). From Apple to Werewolf: A Content Analysis of Marketing for E-liquids on Instagram. 119–127. https://doi.org/10.1016/j.addbeh.2018.09.008.From
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131. https://doi.org/10.1287/mnsc.2017.2902
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024
Mardiatmoko, G. (2020). Pentingnya Uji Asumsi Klasik Pada Analisis Regresi Linier Berganda. BAREKENG: Jurnal Ilmu Matematika Dan Terapan, 14(3), 333–342. https://doi.org/10.30598/barekengvol14iss3pp333-342
Marijke De Veirman, Veroline Cauberghe, L. H. (2019). MARKETING THROUGH INSTAGRAM INFLUENCERS: IMPACT OF NUMBER OF FOLLOWERS AND PRODUCT DIVERGENCE ON BRAND ATTITUDE. Sustainability (Switzerland), 11(1), 1–14.
Moran, G., & Muzellec, L. (2017). eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23(2), 149–161. https://doi.org/10.1080/13527266.2014.969756
Mukhlis, Y., Jumadil, S., & Muhammad, Z. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219(2022), 688–696. https://doi.org/10.1016/j.procs.2023.01.340
Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/ija-30-1-013-046
Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113–1120.
Nguyen, T. T., Tran, T. N. H., Do, T. H. M., Dinh, T. K. L., Nguyen, T. U. N., & Dang, T. M. K. (2024). Digital literacy, online security behaviors and E-payment intention. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100292. https://doi.org/10.1016/j.joitmc.2024.100292
Qenaj, M., & Beqiri, G. (2022). Social Media Marketing in Hospitality Industry and Its Effect on Consumer Behavior in Kosovo. IFAC-PapersOnLine, 55(39), 66–69. https://doi.org/10.1016/j.ifacol.2022.12.012
Riyadi, S. (2023). Pengaruh Promosi dan Gaya Hidup Terhadap Pembelian Impulsif Pada Pengguna Shoppe (Studi Pada Mahasiswa Administrasi Bisnis Universitas Mulawarman).
Sampogna, G., Bakolis, I., Evans-Lacko, S., Robinson, E., Thornicroft, G., & Henderson, C. (2017). The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009–2014 Time to Change programme. European Psychiatry, 40, 116–122. https://doi.org/10.1016/j.eurpsy.2016.08.008
Schivinski, B., & Dabrowski, and D. (2019). The Effect of Social Media Communication on Consumer Perceptions of Brands. Tip, 23, 71–84.
Simpson, R., & Obdalova, O. A. (2014). New Technologies in Higher Education – ICT Skills or Digital Literacy? Procedia - Social and Behavioral Sciences, 154(October), 104–111. https://doi.org/10.1016/j.sbspro.2014.10.120
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Published
2025-11-26
How to Cite
Andi Caezar To Tadampali, Ika Wisudawaty, & Sri Hutami Adiningsih S. (2025). The Influence Of Social Proof, Brand Advocacy, Digital Campaigns And Digital Literacy Abilities On Instagram In Building Yotta’s Purchase Intention. International Journal of Education, Vocational and Social Science , 4(04), 1148-1184. https://doi.org/10.63922/ijevss.v4i04.2567
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