PEMASARAN SOSIAL MEDIA DAN KUALITAS PRODUK DALAM MENDORONG MINAT BELI ONLINE DENGAN CITRA MEREK DAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Sepatu Brodo)

MILLATSA, IBNU KHOLIF (2019) PEMASARAN SOSIAL MEDIA DAN KUALITAS PRODUK DALAM MENDORONG MINAT BELI ONLINE DENGAN CITRA MEREK DAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Sepatu Brodo). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the effect of social media marketing, product quality, brand image and perceived value and that implication on purchase intention (case studies on Brodo shoes product). The object for this research is people who follow Brodo on social media account Instagram @bro.do. This research was done to 200 respondents. The sampling technique in this research using purposive sampling. Data were collected by questionnaires that have been tested for validity and reliability. Data analysis technique used is Structural Equation Modeling (SEM) with Lisrel program 8.80. The results of this research indicate that of the 8 hypotheses contained in this study, only 5 had a significant effect and 3 other hypotheses had no effect. Social media marketing variable partially has a significant effect on perceived value and purchase intention. Product quality variable partially has a significant effect on the perceived value, brand image. Perceived value also has a significant effect on purchase intention. However, for the social media marketing variable shows doesn’t have an effect on brand image, brand image variable shows doesn’t have an effect on purchase intention, and also variable of product quality doesn’t have an effect on purchase intention. Keywords : Social Media Marketing, Product Quality, Brand Image, Perceived Value, Purchase Intention Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, product quality, brand image dan perceived value serta implikasinya terhadap purchase intention (studi kasus pada produk sepatu Brodo). Objek penelitian ini adalah orang-orang yang mengikuti akun media sosial Brodo di instagram @bro.do. Penelitian ini dilakukan kepada 200 responden. Teknik pengambilan sampel pada penelitian ini yaitu purposive sampling. Data dikumpulkan dengan kuesioner yang telah diuji validitas dan realibilitasnya. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan program LISREL 8.80. Hasil penelitian ini menunjukkan bahwa dari 8 hipotesis yang terdapat dalam penelitian ini, hanya 5 yang berpengaruh signifikan dan 3 hipotesis lainnya tidak berpengaruh signifikan. Variabel pemasaran sosial media secara parsial berpengaruh signifikan terhadap persepsi nilai, dan minat beli. Kualitas produk secara parsial berpengaruh signifikan terhadap persepsi nilai, citra merek. Persepsi nilai juga berpengaruh signifikan terhadap minat beli. Namun untuk variabel pemasaran sosial media menunjukkan tidak berpengaruh terhadap citra merek, variabel citra merek menunjukkan tidak berpengaruh terhadap minat beli, begitu juga variabel kualitas produk tidak berpengaruh terhadap minat beli. Kata Kunci : Pemasaran Media Sosial, Kualitas Produk, Citra Merek, Persepsi Nilai, Minat Beli

Item Type: Thesis (S1)
Call Number: SE/31/18/271
NIM: 43113120031
Uncontrolled Keywords: Pemasaran Media Sosial, Kualitas Produk, Citra Merek, Persepsi Nilai, Minat Beli
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Jun 2019 04:16
Last Modified: 25 Jun 2019 04:16
URI: http://repository.mercubuana.ac.id/id/eprint/49100

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