PENGARUH GETOK TULAR, CITRA MEREK DAN SOSIAL MEDIA PADA KEPUTUSAN PEMBELIAN ( Studi Pada Bakpia Kukus Tugu Jogja )

RINALDY, GILANG (2023) PENGARUH GETOK TULAR, CITRA MEREK DAN SOSIAL MEDIA PADA KEPUTUSAN PEMBELIAN ( Studi Pada Bakpia Kukus Tugu Jogja ). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of Word of Mouth, Brand Image and Social Media on Purchasing Decisions at Bakpia Kukus Tugu Jogja. The population of this research is the people of DKI Jakarta and Yogyakarta who have ever consumed and bought Bakpia Kukus Tugu Jogja products. The sample used is as many as 145 respondents. Methods of data collection using survey methods, with the research instrument is a questionnaire. The data analysis method used descriptive analysis and hypothesis testing using the Structural Equation Model (SEM) with the Smart-PLS (Partial Least Square) program. Keywords : Word of Mouth, Brand Image, Social Media, Purchasing Decisions, Yogyakarta Penelitian ini bertujuan untuk menguji pengaruh Getok Tular, Citra Merek dan Sosial Media pada keputusan pembelian (Pada Studi Bakpia Kukus Tugu Jogja). Populasi dalam penelitian ini adalah masyarakat DKI Jakarta dan Yogyakarta yang pernah mengkonsumsi dan membeli produk Bakpia Kukus Jogja. Sampel yang digunakan adalah sebanyak 145 responden. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan analisis deskriptif dan hipotesis diuji menggunakan Structural Equation Model (SEM) dengan proses Smart-PLS (Partial Least Square) program. Kata Kunci : Getok Tular, Citra Merek, Pemasaran Media Sosial, Keputusan Pembelian, Keputusan Pembelian, Yogyakarta.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 415
Call Number: SE/31/23/447
NIM/NIDN Creators: 43119010192
Uncontrolled Keywords: Getok Tular, Citra Merek, Pemasaran Media Sosial, Keputusan Pembelian, Keputusan Pembelian, Yogyakarta.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 16 Nov 2023 06:47
Last Modified: 16 Nov 2023 06:47
URI: http://repository.mercubuana.ac.id/id/eprint/84176

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