PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP NIAT BELI PADA KEDAI KOPI DI BANDAR LAMPUNG

Tristianti, Destiana (2021) PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP NIAT BELI PADA KEDAI KOPI DI BANDAR LAMPUNG. Strata 1 thesis, Universitas Teknokrat Indonesia.

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Abstract

Effect Of Social Media Marketing On Purchase Intention At a Coffee Shop in Bandar Lampung ABSTRACT By : Destiana Tristianti NPM. 17411363 The number of internet users in Indonesia is increasing and one of the reasons people use the internet is to access social media. Social media can be used by companies to introduce and promote the products or services offered. Seeing this, a study was conducted to examine the effect of social media marketing on consumer purchase intentions. The purpose of this study was to determine the effect of social media marketing activities on brand equity, the effect of brand equity on E-WOM, the effect of E-WOM on purchase intentions and the effect of social media marketing activities on purchase intentions. This study focuses on coffee shops in Bandar Lampung. In this study, quantitative methods were used and research data were collected using an online questionnaire survey of 140 respondents in Bandar Lampung by applying a non-probability sampling method of purposive sampling type. The data obtained were analyzed by simple linear regression test. Based on the results of the study, it shows that there is an influence between social media marketing activities on brand equity. In addition, brand equity has a positive impact on E-WOM, and E-WOM affects consumers' purchase intentions. Lastly, social media marketing activities have shown a direct impact on consumers' purchase intentions. Keywords: Social media marketing activities, Brand equity, E-WOM, Purchase intention Pengaruh Pemasaran Media Sosial Terhadap Niat Beli Pada Kedai Kopi di Bandar Lampung ABSTRAK Oleh : Destiana Tristianti NPM. 17411363 Jumlah pengguna internet di Indonesia semakin meningkat dan salah satu alasan masyarakat menggunakan internet yaitu untuk mengakses media sosial. Media sosial dapat dimanfaatkan perusahaan untuk memperkenalkan dan mempromosikan produk atau jasa yang ditawarkan. Melihat hal ini, maka dilakukan penelitian untuk mengkaji pengaruh antara pemasaran media sosial terhadap niat beli konsumen. Tujuan dari penelitian ini untuk mengetahui pengaruh aktivitas pemasaran media sosial terhadap brand equity, pengaruh brand equity terhadap E-WOM, pengaruh E-WOM terhadap niat beli dan pengaruh aktivitas pemasaran media sosial terhadap niat beli. Penelitian ini berfokus pada kedai kopi di Bandar Lampung. Dalam penelitian ini digunakan metode kuantitatif dan data penelitian dikumpulkan menggunkan survei kuesioner online terhadap 140 responden di Bandar Lampung dengan menerapkan metode non probability sampling tipe purposive sampling. Data yang diperoleh dianalisis dengan uji regresi linear sederhana. Berdasarkan hasil penelitian, menunjukkan bahwa terdapat pengaruh antara aktivitas pemasaran media sosial terhadap brand equity. Selain itu brand equity berdampak positif tehadap E-WOM, dan E-WOM mempengaruhi niat beli konsumen. Terakhir, aktivitas pemasaran media sosial telah menunjukkan dampak langsung terhadap niat beli konsumen. Kata Kunci : Aktivitas pemasaran media sosial, Brand equity, E-WOM, Niat beli

Item Type:	Thesis (Strata 1)
Uncontrolled Keywords:	Aktivitas pemasaran media sosial, Brand equity, E-WOM, Niat beli
Subjects:	MANAJEMEN
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	Asep Haikal Kurniawan S.IP., M.A
Date Deposited:	14 Feb 2022 07:05
Last Modified:	14 Feb 2022 07:05
URI:	http://repository.teknokrat.ac.id/id/eprint/3604

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