Analisis pengaruh content marketing, social media marketing dan online convenience terhadap consumer buying decision process

DETAIL KOLEKSI

Analisis pengaruh content marketing, social media marketing dan online convenience terhadap consumer buying decision process

Oleh : Imaculata Cindy Pentakosta

Info Katalog

Nomor Panggil : 022001901009

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Arwini Sumardi

Subyek : Internet marketing;Consumer behaviour

Kata Kunci : content marketing, social media marketing, online convenience&consumer buying decision process.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901009_Halaman-Judul.pdf	12
2.	2023_TA_SMJ_022001901009_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001901009_Bab-1_Pendahuluan.pdf	9
4.	2023_TA_SMJ_022001901009_Bab-2_Tinajaun-Pustaka.pdf	18
5.	2023_TA_SMJ_022001901009_Bab-3_Metodologi-Penelitian.pdf	18
6.	2023_TA_SMJ_022001901009_Bab-4_Analisis-dan-Pembahasan.pdf	12
7.	2023_TA_SMJ_022001901009_Bab-5_Kesimpulan.pdf	5
8.	2023_TA_SMJ_022001901009_Daftar-Pustaka.pdf	1
9.	2023_TA_SMJ_022001901009_Lampiran.pdf	15

Abstrak
Abstract

K Konsumsi daging ayam di Indonesia terus mengalami peningkatan, dan peningkatan tersebut berbanding lurus dengan semakin tingginya tingkat pertumbuhan industri restoran cepat saji, terutama kedai ayam goreng sebagai salah satu komoditi utamanya yangmenempati urutan pertama sebagai menu makanan yang paling sering dipesan oleh masyarakat.Namun demikian, dari daftar 5 brand restoran cepat saji dan kedai ayam goreng paling populer di Indonesia, tidak ada satupun brandlokal asli Indonesia masuk kedalam daftar. Oleh sebab itu, sebuah strategi sangat diperlukan untuk menghadapi persaingan, yaitu dengan cara meningkatkan kemampuan perusahaan dalam mengadaptasi teknologi informasi untuk tujuan-tujuan promosi dan pemasaran produk secara online, dengan meningkatkan kualitas-kualitas pada content marketing, social media marketing dan online convenience, yang diharapkan dapat meningkatkan consumer buying decision process.Dengan demikian, penelitian ini dimaksudkan untuk menganalisis pengaruh content marketing, social media marketingdan online convenienceterhadap consumer buying decision processpada pelanggan restoran gerai ayam goreng Suharti di Jakarta. Metode penelitian ini adalah kuantitatif deskriptif yang digunakan untuk menggambarkan hubungan atau pengaruh antar variabel-variabel penelitian berdasarkan pada penggunaan analisis statistik dan persamaan matematis. Sumber data diperoleh melalui survei kuesioner secara online dan offline kepada 180 pelanggan restoran gerai ayam goreng Suharti di Jakarta. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) untuk menguji hipotesis-hipotesis penelitian. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif content marketing, social media marketingdan online convenienceterhadap consumer buying decision processpada pelanggan restoran gerai ayam goreng Suharti di Jakarta.

T The consumption of chicken meat in Indonesia continues to increase, and this increase is directly proportional to the increasing growth rate of the fast food restaurant industry, especially fried chicken product as one of the main commodities which ranks first as the food menu most frequently ordered by the public. However, from the list of the 5 most popular brands of fast food restaurants and fried chicken products in Indonesia, not a single Indonesianâ€™s localbrand is included in the list. Therefore, a strategy is needed to deal with competition, namely by increasing the companyâ€™s ability to adapt information technology for online product promotion and marketing purposes, by improving the quality of content marketing, social media marketing and online convenience, which is expected to improve the consumer buying decision process. Therefore, the purpose of this study is in order to analyze the effects of content marketing, social media marketing and online convenience on the consumer buying decision process for restaurant customers at Suhartiâ€™s fried chicken outlets in Jakarta. This research method is descriptive quantitative which is used to describe the relationships or influences between research variables based on the use of statistical analysis and mathematical equations. The source of the data is obtained through an online and offline questionnaire surveys of 180 customers of the Suhartiâ€™s fried chicken outlet restaurant in Jakarta. The data analysis technique used is the Structural Equation Model (SEM) to test the research hypotheses. The findings of this study show that there are positive effects of content marketing, social media marketing and online convenience on the consumer buying decision process for restaurant customers at Suhartiâ€™s fried chicken outlets in Jakarta.