AVRILLIA, CHERYL (2024) PENGARUH SOCIAL MEDIA MARKETING, CONTENT MARKETING, DAN CITRA MEREK TERHADAP MINAT BELI PRODUK HELM KYT. S1 thesis, Universitas Mercu Buana.
|
Text (HAL COVER)
1. COVER.pdf Download (312kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
2. BAB I.pdf Restricted to Registered users only Download (364kB) |
|
|
Text (BAB II)
3. BAB II.pdf Restricted to Registered users only Download (262kB) |
|
|
Text (BAB III)
4. BAB III.pdf Restricted to Registered users only Download (179kB) |
|
|
Text (BAB IV)
5. BAB IV.pdf Restricted to Registered users only Download (407kB) |
|
|
Text (BAB V)
6. BAB V.pdf Restricted to Registered users only Download (83kB) |
|
|
Text (DAFTAR PUSTAKA)
7. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (125kB) |
|
|
Text (LAMPIRAN)
8. LAMPIRAN.pdf Restricted to Registered users only Download (973kB) |
Abstract
This study was conducted to test the influence of social media marketing, content marketing and brand image on consumer purchasing interest in KYT helmet products. The population in this study were people in DKI Jakarta Province. This study was conducted using a quantitative descriptive approach. The data analysis method used in this study was the Structural Equation Model (SEM) with the Smart PLS software data analysis tool version 4.0. The sampling used was purposive sampling, namely taking samples from respondents who were deliberately selected and had met the predetermined criteria, namely the DKI Jakarta community who knew the KYT helmet product and social media aged 17- 40 years. With a sample size of 165 respondents. The data collection technique used a questionnaire via Google form. The results of this study indicate that social media marketing has a positive and significant effect on purchasing interest, content marketing has a positive and significant effect on purchasing interest and brand image has a positive and significant effect on purchasing interest. Penelitian ini dilakukan untuk menguji pengaruh social media marketing, content marketing dan citra merek terhadap minat beli konsumen produk helm KYT. Populasi dalam penelitian ini adalah masyarakat di Provinsi DKI Jakarta. Penelitian ini dilakukan dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis data software Smart PLS versi 4.0. Pengambilan sampel yang digunakan adalah purposive sampling, yaitu pengambilan sampel kepada responden yang sengaja dipilih dan telah memenuhi kriteria-kriteria yang telah ditetapkan yaitu masyarakat DKI Jakarta yang mengetahui produk dan sosial media helm KYT dengan usia 17-40 tahun. Dengan ukuran sampel sebanyak 165 responden. Teknik pengumpulan data menggunakan kuesioner melalui Google Form. Hasil penelitian ini menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap minat beli, content marketing berpengaruh positif dan signifikan terhadap minat beli dan citra merek berpengaruh secara positif dan signifikan terhadap minat beli.
Actions (login required)
 |
View Item |
