MAHREZHA, NUGRAHA PUTRA (2025) ANALISIS PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN JASA BELANJA ONLINE PT CHIPO NIAGA INDONESIA. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Social media marketing as parts of digital marketing is considered as an effective tool for sustainable marketing in this era. PT Chipo Niaga Indonesia is a company specializing in import services from China to Indonesia, has experienced a decline in purchases since 2021 until 2023. This study aims to investigate the influence of social media marketing, service quality, website quality, price, and Trust as an intermediary on purchase decisions. A quantitative research method using Structural Equation Modeling (SEM) PLS 3.0 was employed, surveying 125 consumers of PT Chipo Niaga Indonesia. The results indicate that, contrary to expectations, social media marketing does not significantly impact purchase decisions or consumer Trust. These findings suggest that while social media is a popular platform, other factors play a more dominant role in shaping purchase decision within the context of PT Chipo Niaga Indonesia. Pemasaran media sosial sebagai bagian dari pemasaran digital dianggap sebagai alat yang efektif untuk pemasaran berkelanjutan di era ini. PT Chipo Niaga Indonesia, sebuah perusahaan yang mengkhususkan diri dalam jasa impor dari Cina ke Indonesia, mengalami penurunan pembelian sejak tahun 2021 hingga 2023. Penelitian ini bertujuan untuk menyelidiki pengaruh pemasaran media sosial, EService Quality, kualitas situs web, Persepsi Harga, dan kepercayaan sebagai variabel perantara terhadap keputusan pembelian. Metode penelitian kuantitatif menggunakan Model Persamaan Struktural (SEM) PLS 3.0 diterapkan dengan mensurvei 125 konsumen PT Chipo Niaga Indonesia. Hasil penelitian menunjukkan bahwa, bertentangan dengan ekspektasi, pemasaran media sosial tidak berdampak signifikan terhadap keputusan pembelian atau kepercayaan konsumen. Temuan ini menunjukkan bahwa meskipun media sosial merupakan platform yang populer, faktor lain memainkan peran yang lebih dominan dalam membentuk keputusan pembelian dalam konteks PT Chipo Niaga Indonesia
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55122120054 |
| Uncontrolled Keywords: | Social Media Marketing, Service Quality, Website Quality, Trust,Purchase Decisions, Pemasaran Media Sosial, E-Service Quality, Kualitas Situs Web,Kepercayaan, Keputusan Pembelian |
| 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: | Pascasarjana > Magister Manajemen |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 19 Feb 2025 02:04 |
| Last Modified: | 19 Feb 2025 02:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94329 |
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