Dampak pemasaran konten, pemasaran sosial media, kenyamanan online terhadap proses keputusan pembelian konsumen
Info Katalog
File Repositori
Nomor Panggil : 022001801018
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Iwan Ekawanto
Subyek : Social media;Marketing - Management
Kata Kunci : content marketing, social media marketing, online convenience, consumer buying decision process.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001801018_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001801018_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001801018_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2022_TA_SMJ_022001801018_Bab-2-Tinjauan-Pustaka.pdf | 15 |
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| 5. | 2022_TA_SMJ_022001801018_Bab-3-Metode-Penelitian.pdf | 12 |
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| 6. | 2022_TA_SMJ_022001801018_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001801018_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001801018_Daftar-Pustaka.pdf | 5 | |
| 9. | 2022_TA_SMJ_022001801018_Lampiran.pdf |
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P Penelitian ini bertujuan menguji dan menganalisa pengaruh pemasaran konten, pemasaran sosial media dan kenyamanan online terhadap proses keputusan pembelian. Objek penelitian ini adalah pengguna baju merek lokal. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling kepada 180 responden. Teknik pengumpulan data menggunakan kuesioner (Google form). Data yang diperoleh dianalisis dengan Structural Equation Model (SEM) dengan bantuan AMOS. Hasil dari penelitian ini menunjukkan terdapat pengaruh positif pemasaran konten terhadap proses keputusan pembelian, terdapat pengaruh positif pemasaran sosial media terhadap proses keputusan pembelian, terdapat pengaruh positif kenyamanan online terhadap proses keputusan pembelian. penelitian selanjutnya diharapkan menambah jumlah sampel dan meneliti pada objek selain baju merek lokal.
T This study aims to examine and analyze the effect of content marketing, social media marketing and online convenience on the consumer buying decision process. The object of this research is the users of local brand clothes. The method used in this research is non-probability sampling with purposive sampling technique to 180 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed with the Structural Equation Model (SEM) with the help of AMOS. The results of this study indicate that there is a positive influence of content marketing on the consumer buying decision process, there is a positive influence of social media marketing on the consumer buying decision process, there is a positive influence of online convenience on the consumer buying decision process. Future research is expected to increase the number of samples and examine objects other than local brand clothes
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