Pengaruh social media marketing terhadap purchase intention melalui brand awareness dan consumer brand engagement pada perusahaan ojek online

DETAIL KOLEKSI

Pengaruh social media marketing terhadap purchase intention melalui brand awareness dan consumer brand engagement pada perusahaan ojek online

Oleh : Jihan Anisa Diana Putri

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Hermanto Yaputra

Pembimbing 2 : Aekram Faisal

Kata Kunci : Social Media Marketing, Brand Awareness, Consumer Brand Engagement, Purchase Intention, Online Drive

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002100008_Halaman-Judul.pdf
2.	2025_SK_SMJ_022002100008_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002100008_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002100008_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002100008_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002100008_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002100008_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002100008_Bab-1.pdf
9.	2025_SK_SMJ_022002100008_Bab-2.pdf
10.	2025_SK_SMJ_022002100008_Bab-3.pdf
11.	2025_SK_SMJ_022002100008_Bab-4.pdf
12.	2025_SK_SMJ_022002100008_Bab-5.pdf
13.	2025_SK_SMJ_022002100008_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002100008_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh social media marketing (smm) terhadap brand awareness dan consumer brand engagement, serta implikasinya terhadap purchase intention pada perusahaan ojek online di wilayah jabodetabek. penelitian ini menggunakan metode nonprobability sampling dengan pendekatan purposive sampling, dan memperoleh jumlah responden sesuai kriteria sebanyak 271 orang. pengumpulan data dilakukan melalui survei online, dan analisis data menggunakan metode structural equation model (sem). hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif terhadap brand awareness dan consumer brand engagement. selain itu, brandawareness dan consumer brand engagement juga berpengaruh positif terhadap purchase intention. temuan ini menegaskan pentingnya strategi pemasaran media sosial dalam meningkatkan kesadaran merek, keterlibatan konsumen, dan niat beli pada layanan ojek online di era digital.

T This study aims to test and analyze the influence of social media marketing (smm) on brand awareness and consumer brand engagement, and its implications for purchase intention in online driver companies in the jabodetabek area. this study uses a non-probability sampling method with a purposive sampling approach,and obtains a total of 271 respondents according to the criteria. data collection was carried out through an online survey, and data analysis used the structural equation model (sem) method. the results of the study indicate that social media marketinghas a positive effect on brand awareness and consumer brand engagement. in addition, brand awareness and consumer brand engagement also have a positive effect on purchase intention. these findings emphasize the importance of social media marketing strategies in increasing brand awareness, consumer engagement, and purchase intention in online driver services in the digital era.