PENGARUH MEDIA SOSIAL, KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI CUKIZU FURNITURE

ZALIANTI, ZELIKA (2023) PENGARUH MEDIA SOSIAL, KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI CUKIZU FURNITURE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of social media influence, product quality and brand image on buying interest of Cukizu Furniture. One of the strategies used by Cukizu Furniture to market its products is through social media. Several competitors engaged in furniture such as Duatukang, Saturuma, Furnitureguns, etc. also market their products through social media. Therefore, promotions carried out through social media must be appropriate to the target market. The population in this study are consumers or Instagram followers of Cukizu Furniture. While the sample of this study used a purposive sampling technique with a sample size of 115 respondents. The analytical method used in this study is through Partial Least Square (PLS) software. The results showed that social media had a positive and significant effect on purchase intention, product quality had a positive and significant effect on purchase intention and brand image had a positive and significant effect on purchase intention. Keywords: Social Media, Product Quality, Brand Image, Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Pengaruh media sosial, kualitas produk dan citra merek terhadap minat beli Cukizu Furniture. Salah satu strategi yang digunakan oleh Cukizu Furniture untuk memasarkan produknya yaitu melalui media sosial. Beberapa pesaing yang bergerak dibidang seperti Duatukang, Saturuma, Furnitureguns, dll. juga memasarkan produknya melalui media sosial. Maka dari itu, promosi yang dilakukan melalui media sosial harus tepat sesuai dengan target pasar. Populasi pada penelitian ini adalah konsumen atau followers Instagram Cukizu Furniture. Sedangkan sampel penelitian ini menggunakan teknik Purposive Sampling dengan ukuran sampel sebanyak 115 responden. Metode analisis yang digunakan pada penelitian ini melalui software Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa media sosial berpengaruh positif dan signifikan terhadap minat beli, kualitas produk berpengaruh positif dan signifikan terhadap minat beli dan citra merek berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Media Sosial, Kualitas Produk, Citra Merek, Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 453
Call Number:	SE/31/23/489
NIM/NIDN Creators:	43118110173
Uncontrolled Keywords:	Media Sosial, Kualitas Produk, Citra Merek, Minat Beli
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 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 > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 022 Administration of The Physical Plant/Administrasi dan Fisik Perpustakaan > 022.9 Equipment, Furniture, Furnishings/Peralatan, Perabotan 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	28 Nov 2023 03:30
Last Modified:	29 Nov 2023 07:15
URI:	http://repository.mercubuana.ac.id/id/eprint/84366

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