Efek mediasi e-Wom dalam hubungan variabel antara aktivitas content marketing, electronic promotion, dan customer intention to buy
Info Katalog
File Repositori
Nomor Panggil : 022001901052
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Arnolt Kristian Pakpahan
Subyek : Internet marketing
Kata Kunci : content marketing, electronic promotion, electronic word of mouth, and customer intention to buy
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901052_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001901052_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001901052_Bab-1_Pendahuluan.pdf | 9 | |
| 4. | 2023_TA_SMJ_022001901052_Bab-2_Tinjauan-Pustaka.pdf | 10 |
|
| 5. | 2023_TA_SMJ_022001901052_Bab-3_Metode-Penelitian.pdf | 17 |
|
| 6. | 2023_TA_SMJ_022001901052_Bab-4_Analisis-dan-Pembahasan.pdf | 12 |
|
| 7. | 2023_TA_SMJ_022001901052_Bab-5_Kesimpulan.pdf | 5 |
|
| 8. | 2023_TA_SMJ_022001901052_Daftar-Pustaka.pdf | 6 | |
| 9. | 2023_TA_SMJ_022001901052_Lampiran.pdf | 30 |
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P enelitian ini mengkaji peran electronic word of mouth (E-WOM) dalam hubungan variabel antara aktivitas pemasaran digital dan niat beli di kalangan pelanggan marketplace. Kegiatan pemasaran digital terdiri dari pemasaran konten dan promosi elektronik (E-Promotion). Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner online dari 180 responden. Pelanggan Marketplace dipekerjakan untuk studi kuantitatif melalui Purposive sampling. Data dianalisis menggunakan Structural Equation Model (SEM) dengan menggunakan program SPSS dan Amos. Hasil penelitian ini menunjukkan bahwa Content marketing, electronic promotion, electronic word of mouth berpengaruh positif terhadap niat beli pelanggan melalui marketplace. Penelitian selanjutnya dapat memperluas penyebaran kuesioner ke seluruh daerah agar data bisa lebih akurat, peneliti selanjutnya dapat memperluas cakupan penelitian diberbagai objek lainnya, dan peneliti selanjutnya dapat melakukan penambahan variabel yang berkaitan pada niat beli pelanggan.
T his research examines the role of electronic word of mouth (E-WOM) in the relationship variables between digital marketing activities and purchase intentions among marketplace customers. Digital marketing activities consist of content marketing and electronic promotion (E-Promotion). This study uses primary data obtained through online questionnaires from 180 respondents. Marketplace customers are responsible for quantitative studies via Purposive sampling. Data were analyzed using the Structural Equation Model (SEM) using the SPSS and Amos programs. The results of this study indicate that content marketing, electronic promotion, electronic word of mouth have a positive effect on customer purchase intentions through the marketplace. Subsequent research can expand the scope of coverage to all regions so that data can be more accurate, further researchers can expand the scope of research in various other objects, and further researchers can add variables related to customer desires
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