FITRIYANI, FITRIYANI (2022) PENGARUH SOSIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH (EWOM) DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI GKINVEST. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis Pengaruh Sosial Media Marketing, electronic Word of Mouth dan Kualitas Pelayanan Terhadap Keputusan Pembelian di GKInvest. Objek penelitian di PT GKInves salah satu perusahaan swasta yang bergerak dalam bidang investasi dan pasar modal. Populasi dalam penelitian ini adalah 300 investor di GKInvest. Sampel yang dipergunakan adalah sebanyak 220 orang investor, dihitung berdasarkan rumus Hair et.al (2016) dimana ukuran sampel berpedoman 5 – 10 kali parameter yaitu sebanyak 44 indikator dikalikan 5 (44 x 5). Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner kemudian di sebarkan kepada masing-masing responden melalui email. Metode analisis data menggunakan Partial Least Square. Tahapan-tahapan pengujian antara lain uji outer model, uji inner model dan uji hipotesis. Penelitian ini membuktikan bahwa variabel Social Media Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, Electronic Word of Mouth berpengaruh positif dan signifikan terhadap keputusan pembelian dan Kualitas Pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian di GKInvest. Kata Kunci: Sosial Media Marketing, Electronic Word of Mouth, Kualitas Pelayanan, Keputusan Pembelian. This study aims to analyze the effect of social media marketing, electronic word of mouth and service quality on purchasing decisions at GKInvest. The object of research at PT GKInves is a private company engaged in investment and capital markets. The population in this research is 300 investors in GKInvest. The sample distributed was 220 investors, calculated based on the Hair et.al formula (2016) where the sample size is guided by 5 – 10 times the parameter, which is 44 indicators multiplied by 5 (44 x 5). The data collection method uses a survey method, with the research instrument being a questionnaire and then distributing it to each respondent via email. Methods of data analysis using Partial Least Square. The stages of testing include outer model testing, inner model testing and hypothesis testing. This study proves that the variable Social Media Marketing has a positive and significant effect on purchasing decisions, Electronic Word of Mouth has a positive and significant effect on purchasing decisions and Service Quality has a positive and significant effect on purchasing decisions at GKIvest. Keywords: Social Media Marketing, Electronic Word of Mouth, Quality of Service, Purchase Decision.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43118110361 |
| Uncontrolled Keywords: | Kata Kunci: Sosial Media Marketing, Electronic Word of Mouth, Kualitas Pelayanan, Keputusan Pembelian, Social Media Marketing, Electronic Word of Mouth, Quality of Service, Purchase Decision. |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | TIA FEBRIANA ABABIL |
| Date Deposited: | 16 Jan 2023 07:37 |
| Last Modified: | 16 Jan 2023 07:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/73470 |
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