Pengaruh social media connect as consumer, social media content, dan elektronic word of mount terhadap purchase intention
Info Katalog
File Repositori
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. | Link |
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| 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 |
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| 5. | 2022_TA_SMJ_022001801148_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001801148_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001801148_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001801148_Daftar-Pustaka.pdf | 6 | |
| 9. | 2022_TA_SMJ_022001801148_Lampiran.pdf |
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T ujuan 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 his 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
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