DETAIL KOLEKSI

Pengaruh social media marketing terhadap consumer purchase intention : peran customer trust dan brand loyalty sebagai variabel mediasi


Oleh : Raihan Adhani Rosiano

Info Katalog

Nomor Panggil : 022001800037

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Internet marketing;Consumer behavior

Kata Kunci : social media marketing, customer trust, brand loyalty, consumer purchase intention

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001800037_Halaman-Judul.pdf 8
2. 2023_TA_SMJ_022001800037_Lembar-Pengesahan.pdf 5
3. 2023_TA_SMJ_022001800037_Bab-1-Pendahuluan.pdf 7
4. 2023_TA_SMJ_022001800037_Bab-2-Landasan-Teori.pdf 16
5. 2023_TA_SMJ_022001800037_Bab-3-Metode-Penelitian.pdf 22
6. 2023_TA_SMJ_022001800037_Bab-4-Analisis-dan-Pembahasan.pdf 22
7. 2023_TA_SMJ_022001800037_Bab-5-Kesimpulan.pdf 3
8. 2023_TA_SMJ_022001800037_Daftar-Pustaka.pdf 5
9. 2023_TA_SMJ_022001800037_Lampiran.pdf 26

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh social media marketing terhadap consumen purchase intetion dengan peran customer trust dan brand loyalty sebagai variabel mediasi. Data diperoleh dengan cara menyebar kuesioner secara online melalui google form yang diisi oleh 191 responden dan secara offline dengan menyebarkan selembaran yang diisi oleh 70 responden, sehingga total responden sebanyak 261 responden, namun hanya terdapat 208 yang dianalisa. Kriteria responden dalam penelitian ini adalah pelanggan yang telah membeli dan mengkonsumsi salah satu produk dessert box. Dengan minimal membeli dan mengkonsumsi 1 kali dalam sebulan pada 3 bulan terakhir. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai teknik pengambilan data. Metode analisis yang digunakan adalah, Structural Equation Modeline (SEM).Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif social media marketing terhadap customer trust, terdapat pengaruh positif social media marketing terhadap brand loyalty, terdapat pengaruh positif social media marketing, customer trust, dan brand loyalty terhadap consumer purchase intention, customer trust memediasi pengaruh social media marketing terhadap consumer purchase intention, brand loyalty memediasi pengaruh social media marketing terhadap consumer purchase intention.

T This study purposed to examine and analyze the effect of social media marketing on consumer purchase intentions with the role of customer trust and brand loyalty as mediating variables. Data was obtained by distributing questionnaires online via the Google form filled in by 191 respondents and offline by distributing leaflets filled out by 70 respondents, so that the total number of respondents was 261 respondents, but only 208 were analyzed. The criteria for respondents in this study were customers who had bought and consumed one of the dessert box products. With a minimum purchase and consumption once a month in the last 3 months. The data used is cross-sectional data and using purposive sampling as a data collection technique. The analytical method used is the Structural Equation Model (SEM).The results of this study indicate that there is a positive influence of social media marketing on customer trust, there is a positive influence of social media marketing on brand loyalty, there is a positive influence of social media marketing, customer trust, and brand loyalty on consumer purchase intention, customer trust mediates the influence of social media marketing on consumer purchase intention, brand loyalty mediates the influence of social media marketing on consumer purchase intention.

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