PENGARUH SOCIAL MEDIA MARKETING, PENGALAMAN BELANJA KONSUMEN, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI PASAR TANAH ABANG

PUTERI, HIKMAH (2024) PENGARUH SOCIAL MEDIA MARKETING, PENGALAMAN BELANJA KONSUMEN, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI PASAR TANAH ABANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of social media marketing, consumer shopping experience, and product variations on customer decisions of fashion products in the Tanah Abang market. The object in this study is someone who has shopped for fashion at Tanah Abang Market domiciled in Jabodetabek, Indonesia. The sample used in this study was as many as 100 respondents. The sampling technique uses purposive sampling and the approach used is the Structural Equation Model (SEM) with the Smart PLS analysis tool, with the research instrument being a questionnaire. The results of this study show that Social Media Marketing, Consumer Shopping Experience, Product Variations have a positive and significant effect on fashion product purchasing decisions in Tanah Abang Market Keywords: Social Media Marketing, Customer experience, product variations, purchase decisions. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh sosial media marketing, pengalaman belanja konsumen, dan variasi produk terhadap keputusan pelanggan produk fashion di pasar Tanah Abang. Objek dalam penelitian ini adalah seseorang yang pernah berbelanja fashion di Pasar Tanah Abang berdomisilli di Jabodetabek, Indonesia. Sampel yang digunakan dalam penelitian ini adalah sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling dan pendekatan yang digunakan adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS, dengan instrument penelitian yaitu kuesioner. Hasil penelitian ini menunjukan bahwa Social Media Marketing, Pengalaman Belanja Konsumen, Variasi Produk berpengaruh positif dan signifikan terhadap Keputusan pembelian produk fashion di Pasar Tanah Abang. Kata Kunci: Social Media Marketing, Pengalaman Belanja Konsumen, Variasi Produk, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 418
NIM/NIDN Creators:	43120110046
Uncontrolled Keywords:	Social Media Marketing, Pengalaman Belanja Konsumen, Variasi Produk, Keputusan Pembelian.
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 > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	05 Oct 2024 05:33
Last Modified:	05 Oct 2024 05:33
URI:	http://repository.mercubuana.ac.id/id/eprint/92228

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