Pengaruh social media marketing terhadap purchase intention melalui brand trust dan brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001902093
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Robert Kristaung
Subyek : Branding (marketing);Marketing -- Management
Kata Kunci : social media marketing , brand trust , brand loyalty , dan purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022001902093_Halaman-Judul.pdf | 11 | |
| 2. | 2024_TA_SMJ_022001902093_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022001902093_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2024_TA_SMJ_022001902093_Bab-2-Tinjauan-Pustaka.pdf | 17 |
|
| 5. | 2024_TA_SMJ_022001902093_Bab-3-Metode-Penelitian.pdf | 15 |
|
| 6. | 2024_TA_SMJ_022001902093_Bab-4-Analisis-dan-Pembahasan.pdf | 15 |
|
| 7. | 2024_TA_SMJ_022001902093_Bab-5-Kesimpulan.pdf | 4 | |
| 8. | 2024_TA_SMJ_022001902093_Daftar-Pustaka.pdf | 9 | |
| 9. | 2024_TA_SMJ_022001902093_Lampiran.pdf | 24 |
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T ujuan dari penelitian ini adalah untuk mengetahui Pengaruh Pemasaran Media Sosial Terhadap Pembelian Tiket Kereta Api Melalui Online. Data dalam penelitian ini dirancang untuk melakukan uji hipotesis (hypothesis testing) dengan menggunakan pendekatan kuantitatif. Penelitian ini menggunakan data berjenis cross sectional yang dilakukan dengan menyebarkan kuesioner kepada responden secara bersamaan untuk mengetahui hubungan antar variabel. Penelitian ini ada empat variabel dalam pengukuran yaitu: Social Media Marketing (SMM), Brand Trust (BI), Brand Loyalty (BL), dan Purchase Intention (PI). Data dalam penelitian ini menggunakan data primer yaitu, data yang dikumpulkan secara langsung oleh peneliti. Metode analisis data yang digunakan adalah uji analisis statistik Structural Equation Modelling (SEM) untuk menguji data yang diperoleh dari responden penelitian untuk mengetahui hasil penelitian dengan menggunakan bantuan software SPSS 21 dan AMOS 23. Kesimpulan yang dapat diambil dalam penelitian ini yaitu Social Media Marketing akan berpengaruh positif terhadap Purchase Intention, Brand Trust dan Brand Loyalty. Brand Trust dan Brand Loyalty akan berpengaruh positif terhadap Purchase Intention. Brand Trust akan berpengaruh positif terhadap Brand Loyalty. Social Media Marketing akan berpengaruh positif terhadap Purchase Intention melalui mediasi Brand Trust dan Brand Loyalty.
T he purpose of this research is to determine the influence of social media marketing on purchasing train tickets online. The data in this research was designed to carry out hypothesis testing using a quantitative approach. This research uses cross sectional data which was carried out by distributing questionnaires to respondents simultaneously to determine the relationship between variables. In this research, there are four variables in measurement, namely: Social Media Marketing (SMM), Brand Trust (BI), Brand Loyalty (BL), and Purchase Intention (PI). The data in this research uses primary data, namely, data collected directly by researchers. The data analysis method used is the Structural Equation Modeling (SEM) statistical analysis test to test the data obtained from research respondents to determine the research results using SPSS 21 and AMOS 23 software. The conclusion that can be drawn in this research is that Social Media Marketing will have an effect positive towards Purchase Intention, Brand Trust and Brand Loyalty. Brand Trust and Brand Loyalty will have a positive influence on Purchase Intention. Brand Trust will have a positive effect on Brand Loyalty. Social Media Marketing will have a positive influence on Purchase Intention through the mediation of Brand Trust and Brand Loyalty
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