Pengaruh product knowledge, perceived consumer effectiveness, social media marketing dan attitude terhadap intention pembelian makanan organik

DETAIL KOLEKSI

Pengaruh product knowledge, perceived consumer effectiveness, social media marketing dan attitude terhadap intention pembelian makanan organik

Oleh : Ghina Mayan Febrina

Info Katalog

Nomor Panggil : 022001801056

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ayu Eka Sari

Subyek : Marketing management

Kata Kunci : product knowledge, perceived consumer effectiveness, attitude, social media marketing, intention, or

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801056_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001801056_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001801056_Bab-1-Pendahuluan.pdf	7
4.	2022_TA_SMJ_022001801056_Bab-2-Tinjauan-Pustaka.pdf	17
5.	2022_TA_SMJ_022001801056_Bab-3-Metode-Penelitian.pdf	19
6.	2022_TA_SMJ_022001801056_Bab-4-Analisis-dan-pembahasan.pdf	13
7.	2022_TA_SMJ_022001801056_Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022001801056_Daftar-Pustaka.pdf	16
9.	2022_TA_SMJ_022001801056_Lampiran.pdf	21

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji serta menganalisis pengaruh Product Knowledge, Perceived Consumer Effectiveness, Social Media Marketing dan Attitude terhadap Intention pembelian makanan organik. Sampel yang digunakan dalam penelitian ini adalah sebanyak 120 responden dengan menggunakan metode penarikan sampel secara menyebarkan kuesioner. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli makanan organik atau konsumen yang memiliki pengetahuan mengenai makanan organik. Pengujian hipotesis yang dilakukan menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil dari penelitian ini menunjukkan bahwa adanya pengaruh positif Social Media Marketing terhadap Product Knowledge. Terdapat pengaruh positif Social Media Marketing terhadap Perceived Consumer Effectiveness. Terdapat pengaruh positif Product Knowledge terhadap Attitude. Perceived Consumer Effectiveness terhadap Attitude menghasilkan pengaruh yang positif. Lalu Attitude terhadap Intention memiliki pengaruh yang positif dan terakhir Product Knowledge terhadap Intention yang juga menunjukkan adanya pengaruh positif.

T This study aims to examine and analyze the effect of Product Knowledge, Perceived Consumer Effectiveness, Social Media Marketing and Attitude on Intention to purchase organic food. The sample used in this study were 120 respondents using the sampling method by distributing questionnaires. The sample used in this study are consumers who have bought organic food or consumers who have knowledge about organic food. Hypothesis testing was carried out using the Structural Equation Model (SEM) method with the help of AMOS software. The results of this study indicate that there is a positive influence of Social Media Marketing on Product Knowledge. There is a positive influence of Social Media Marketing on Perceived Consumer Effectiveness. There is a positive effect of Product Knowledge on Attitude. Perceived Consumer Effectiveness on Attitude produces a positive influence. Then Attitude to Intention has a positive influence and finally Product Knowledge to Intention which also shows a positive influence.