FADILA, ARIEF (2019) PENGARUH KEPERCAYAAN KONSUMEN DAN RESPON EMOSIONAL IKLAN DIMEDIA SOSIAL TERHADAP KEPUASAN KONSUMEN PADA PT COCA - COLA BOTTLING INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is to know consumer, emotional response of social media advertisement to consumer satisfaction. The research object is consumer of PT coca – cola bottling Indonesia. The respondents in this study were students of the 2016 faculty of economics and business faculty, management department. This research was conducted on 100 respondents with this research taking the form of convience sampling technique. Therefore, data analysis used is statistical analysis in the form of SPSS 20. The results of this study indicate that in t test, the variables of consumer confidence have a significant positive effect on consumer satisfaction, and the emotional response of social media advertisements has a positive effect on customer satisfaction Keywords: consumer confidence, emotional response of social media advertisements, consumer satisfaction Penelitian ini untuk mengetahui pengaruh kepercayaan konsumen, dan respon emosional iklan dimedia sosial terhadap kepuasan konsumen. Objek penelitian ini adalah konsumen minuman Pt coca – cola bottling Indonesia. Responden pada penelitian ini adalah mahasiswa/i fakultas ekonomi dan bisnis jurusan manajemen universitas mercu buana angkatan 2016. Penelitian ini dilakukan terhadap 100 responden dengan pengambilan penelitian ini berupa teknik convience sampling. Analisis data yang digunakan adalah analisis statistik dalam bentuk SPSS 20. Hasil pada penelitian ini menunjukkan secara uji t bahwa variabel kepercayaan konsumen berpengaruh positif signifikan terhadap kepuasan konsumen, dan variable respon emosional iklan dimedia sosial berpengaruh positif signifikan terhadap kepuasan konsumen. Kata kunci: kepercayaan konsumen, respon emosional iklan dimedia sosial, kepuasan konsumen.
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