Pengaruh social media connect as consumer, social media content, dan elektronic word of mount terhadap purchase intention

DETAIL KOLEKSI

Pengaruh social media connect as consumer, social media content, dan elektronic word of mount terhadap purchase intention

5.0

Oleh : Putri Andini

Info Katalog

Nomor Panggil : 022001801148

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Arnolt KristianPakpahan

Subyek : Social media - Economic aspects;Marketing - Management

Kata Kunci : social media connect as consumer, social media content, electronic word of mouth, purchase intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801148_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001801148_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801148_Bab-1-Pendahuluan.pdf	9
4.	2022_TA_SMJ_022001801148_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801148_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001801148_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001801148_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801148_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001801148_Lampiran.pdf

Abstrak
Abstract

T Tujuan dari penelitian ini adalah untuk menganalisa pengaruh dari SocialMedia Connect as Consumer, Social Media Content dan Electronic Word of Mouthterhadap Purchase Intention pada konsumen Erigo di Generasi Z. Data diperolehdengan menyebarkan kuesioner secara online kepada konsumen pakaian lokal merekErigo yang berusia 18 sampai 24 tahun yang menggunakan media sosial dan pernahmengunjungi laman media sosial Erigo. Jumlah sampel sebanyak 150 responden danmetode pengambilan sampel pada penelitian ini menggunakan metode non probabilitysampling, dengan teknik purposive sampling. Alat analisis yang digunakan adalahStructural Equation Model (SEM). Hasil penelitian menunjukkan bahwa terdapatpengaruh positif Social Media Connect as Consumer dan Electronic Word of Mouthterhadap Purchase Intention. Tidak terdapat pengaruh positif Social Media Contentterhadap Purchase Intention.

T This study aims to determine and analyze the impact of Social Media Connectas Consumer, Social Media Content and Electronic Word of Mouth toward PurchaseIntention on Erigo Consumer in Z generation. The data was obtained by distributingquestionnaires online to local clothing consumers of Erigo brands aged 18 to 24 whouse social media and have visited Erigo's social media pages. The number of sampleas many as 150 respondents and the sampling methods in this study used nonprobability sampling methods, with purposive sampling techniques. The analysis toolused is structural equation model (SEM). There is a positive influence of Social MediaConnect as Consumer and Electronic Word of Mouth on Purchase Intention. There isno positive influence of Social Media Content on Purchase Int