Anteseden dari purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022001802079
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Social media - Economic aspects;Brand loyalty
Kata Kunci : social media marketing, brand awareness, brand engagement, and purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001802079_Halaman-judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001802079_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001802079_Bab-1_Pendahuluan.pdf | 9 | |
| 4. | 2022_TA_SMJ_022001802079_Bab-2_Landasan-Teori.pdf | 21 |
|
| 5. | 2022_TA_SMJ_022001802079_Bab-3_Metode-Penelitian.pdf | 12 |
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| 6. | 2022_TA_SMJ_022001802079_Bab-4_Hasil-Pembahasan-Penelitian.pdf | 11 |
|
| 7. | 2022_TA_SMJ_022001802079_Bab-5_Kesimpulan.pdf | 4 |
|
| 8. | 2022_TA_SMJ_022001802079_Daftar-Pustaka.pdf | 4 | |
| 9. | 2022_TA_SMJ_022001802079_Lampiran.pdf | 18 |
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P enelitian ini bertujuan untuk menganalisis variabel apa saja yang dapat mempengaruhi 4 elemen variabel yaitu social media marketing, brand awareness, brand engagement , purchase intention. Selain itu penelitian ini juga bertujuan untuk menganalisis pengaruh social media marketing terhadap brand awareness,brand engagement dan purchase intention, brand awareness terhadap purchase intention dan brand engagement terhadap purchase intention.Penelitian ini dilakukan menggunakan 130 sample pengguna aktif media sosial dan pernah membeli merek produk atau jasa yang diiklankan melalui media sosial minimal 2x dalam 6 bulan terakhir.Penelitian ini menggunakan metode kuantitatif. Data penelitian diperoleh melalui koesioner online (Google Form) yang dibagikan di media sosial Whatsapps dan Instagram. Metode yang digunakan adalah non probability sampling dengan tehnik purposive sampling dan data yang diperoleh dianalisis dengan model persamaan structural (SEM).Hasil dari penelitian ini diperoleh bahwa (1) Terdapat pengaruh positif social media marketing terhadap brand awareness,brand engagement,purchase intention (2) Terdapat pengaruh positif brand awareness terhadap purchase intention (3) Terdapat pengaruh positif brand engagement terhadap purchase intention
T his study aims to analyze what variables can affect the 4 elements of the variables, namely social media marketing, brand awareness, brand engagement, purchase intention. In addition,this study also aims to analyze the effect of social media marketing on brand awareness,brand engagement,purchase intention,brand awareness on purchase intentions, brand engagement on purchase intentions.This study was conducted using 130 samples on active users of social media and have purchased a product or service brand advertised through social media at least 2x in the last 6 months. This study uses quantitative methods.The research data was obtained through an online questionnaire (Google Form) which was distributed on Whatsapps and Instagram social media. The method used is nonprobability sampling with purposive sampling technique and the data obtained were analyzed by structural equation model (SEM).The results of this study showed that (1) There is a positive influence social media marketing on brand awareness,brand engagement,purchase intention (2) There is a positive influence brand awareness on purchase intention (3) There is a positive influence brand engagement on purchase intention
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