ANALISIS PENGARUH KESADARAN MEREK, KUALITAS PROGRAM DONASI, DAN IKLAN MEDIA SOSIAL TERHADAP KEPUTUSAN BERDONASI PADA CROWDFUNDING BAWABERKAH.ORG (STUDI KASUS PADA DONATUR CROWDFUNDING BAWABERKAH.ORG DI INDONESIA)

RAMADHANI, MAULIDINA (2019) ANALISIS PENGARUH KESADARAN MEREK, KUALITAS PROGRAM DONASI, DAN IKLAN MEDIA SOSIAL TERHADAP KEPUTUSAN BERDONASI PADA CROWDFUNDING BAWABERKAH.ORG (STUDI KASUS PADA DONATUR CROWDFUNDING BAWABERKAH.ORG DI INDONESIA). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze about the influence of brands awareness, donation program quality, and advertising in social media towards donate decisions at the BawaBerkah.org as a fundraising company. By using purposive sampling techniques, this study succeeded in gathering as many as 96 people who were willing to become research respondents. The method of analysis used in this study is by multiple linear regression analysis using SPSS 25.0. The results of this study indicate that the variables of brand awareness, donation program quality, and social media support positively towards donation decisions. Partially, the variables of brand awareness, donation program quality and social advertising media show a significant influence on donation decisions. Meanwhile, the variables of brand awareness, donation program quality and advertising media have a significant influence on donate decisions. While the dominant variable on the donate decision is the product quality variable. Keywords: Brand Awareness, Product Quality, Social Media Ads, Purchasing Decisions. This study aims to examine and analyze about the influence of brands awareness, donation program quality, and advertising in social media towards donate decisions at the BawaBerkah.org as a fundraising company. By using purposive sampling techniques, this study succeeded in gathering as many as 96 people who were willing to become research respondents. The method of analysis used in this study is by multiple linear regression analysis using SPSS 25.0. The results of this study indicate that the variables of brand awareness, donation program quality, and social media support positively towards donation decisions. Partially, the variables of brand awareness, donation program quality and social advertising media show a significant influence on donation decisions. Meanwhile, the variables of brand awareness, donation program quality and advertising media have a significant influence on donate decisions. While the dominant variable on the donate decision is the product quality variable. Keywords: Brand Awareness, Product Quality, Social Media Ads, Purchasing Decisions. Studi ini bertujuan untuk menguji dan menganalisis pengaruh dari kesadaran merek, kualitas program donasi, dan iklan media sosial terhadap keputusan berdonasi pada sebuah perusahaan penggalangan dana BawaBerkah.org. Dengan menggunakan teknik purposive sampling, penelitian ini berhasil mengumpulkan sebanyak 96 orang yang bersedia menjadi responden survei penelitian. Metode analisa yang digunakan pada studi ini yaitu dengan analisa regresi linier berganda yang menggunakan SPSS 25.0. Hasil dari penelitian ini menunjukkan bahwa variabel kesadaran merek, kualitas program donasi, dan iklan media sosial berpengaruh secara positif terhadap keputusan berdonasi. Secara parsial, variabel kesadaran merek, kualitas program donasi dan iklan media sosial menunjukkan adanya pengaruh signifikan terhadap keputusan berdonasi. Sedangkan, variabel kesadaran merek, kualitas program donasi dan iklan media sosial berpengaruh signifikan terhadap keputusan penggunaan pelanggan. Adapun variabel yang berpengaruh dominan terhadap keputusan berdonasi yaitu variabel kualitas program donasi. Kata Kunci: Kesadaran Merek, Kualitas Produk, Iklan Media Sosial, Keputusan Pembelian, Crowdfunding

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 282
Call Number: TM/51/21/124
NIM/NIDN Creators: 55117120029
Uncontrolled Keywords: Kesadaran Merek, Kualitas Produk, Iklan Media Sosial, Keputusan Pembelian, Crowdfunding
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.4 Subject Analysis and Control/Subjek Analisis dan Kontrol Perpustakaan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 510 Mathematics/Matematika > 515 Analysis, Theory of Functions/Analisis, Teori Fungsi
500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 510 Mathematics/Matematika > 515 Analysis, Theory of Functions/Analisis, Teori Fungsi > 515.2 General Aspects of Analysis/Aspek Umum Analisis
500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 510 Mathematics/Matematika > 518 Numerical Analysis/Analisis Numerik, Analisa Numerik
700 Arts/Seni, Seni Rupa, Kesenian > 710 Civic and Lanscape Art/Seni Perkotaan dan Pertamanan > 715 Woody Plants in Lanscape Design/Teknik Pengaturan Pohon pada Desain Pertamanan > 715.2 General Aspects of Analysis/Aspek Umum Analisis
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Dec 2021 04:30
Last Modified: 22 Jun 2023 04:47
URI: http://repository.mercubuana.ac.id/id/eprint/52073

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