INSANI, AFRIZAL BAGUS (2025) PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP BRAND AWARENESS DAN RE-PURCHASE INTENTION INDOPARTS. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is entitled "The Influence of Social Media Marketing and EWOM on Brand Awareness and Re-purchase Intention of Indoparts". The objectives of this study are 1) To determine and explain the influence of social media marketing on Indoparts brand awareness; 2) To determine and explain the influence of E-WOM on Indoparts brand awareness; 3) To determine and explain the influence of social media marketing on Indoparts re-purchase intention; 4) To determine and explain the influence of E-WOM on Indoparts re-purchase intention; 5) To determine the magnitude of the influence of social media marketing and E-WOM on Indoparts brand awareness; 6) To determine the magnitude of the influence of social media marketing and E-WOM on Indoparst re-purchase intention. This research began with the many people who use social media as a place to find information. The social media that is often used by the public is Instagram. In addition to being used as a place for promotion, Instagram social media can be used for promotions of several companies to support brand awareness and interest in buying the company's products. This study aims to determine the effect of social media marketing and electronic word of mouth on brand awareness and re-purchase intention on Indoparts Instagram. This study used the S-O-R theory to determine the effect of Indoparts social media marketing and electronic word of mouth with the AISAS model. This research is an explanatory quantitativeresearch with a survey method using a questionnaire. The respondent sample used purposive sampling with a total of 338. The distribution of the research questionnaire was by sending G-form to Indoparts followers. The results of the study showed that the social media marketing variable (X1) on the brand awareness variable (Y1) was 0.132. While the electronic word of mouth variable (X2) on the brand awareness variable (Y1) was 0.306. Furthermore, the social media marketing variable (X1) on the re-purchase intention variable (Y2) was 0.226. While the electronic word of mouth variable (X2) on the re-purchase intention variable (Y2) was 0.371. The results of this study explain that the independent variables of social media marketing and electronic word of mouth have a positive effect on brand awareness and re-purchase intention. Keyword: Social Media Marketing, Electronic Word of Mouth, Brand Awareness, Re-purchase Intention. Penelitian ini berjudul “Pengaruh Social Media Marketing dan EWOM terhadap Brand Awareness dan Re-purchase Intention Indoparts”. Tujuan penelitian ini adalah 1). Untuk mengetahui dan menjelaskan pengaruh social media marketing terhadap brand awareness Indoparts 2). Untuk mengetahui dan menjelaskan pengaruh E-WOM terhadap brand awareness Indoparts 3). Untuk mengetahui dan menjelaskan pengaruh social media marketing terhadap re-purchase intention Indoparts 4). Untuk mengetahui dan menjelaskan pengaruh E-WOM terhadap re-purchase intention Indoparts 5). Untuk mengetahui besaran pengaruh social media marketing dan E-WOM terhadap brand awareness Indoparts 6). Untuk mengetahui besaran pengaruh social media marketing dan E-WOM terhadap re-purchase intention Indoparst. Penelitian ini berawal dari banyaknya masyarakat yang menggunakan social media sebagai tempat mencari informasi. Sosial media yang sering digunakan masyarakat yaitu Instagram. Selain digunakan untuk menjadi tempat promosi, sosial media Instagram bisa digunakan untuk promosi beberapa perusahaan guna menunjang kesadaran merek dan minat untuk membeli produk perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing dan electronic word of wouth terhadap brand awareness dan repurchase Intention Instagram Indoparts. Penelitian ini menggunakan teori SO-R untuk mengetahui pengaruh social media marketing Indoparts dan electronic word of mouth dengan model AISAS. Penelitian ini merupakan penelitian kuantitatif eksplanatori dengan metode survey menggunakan kuesioner. Sampel responden ini menggunakan purposive sampling dengan jumlah 338. Penyebaran kuesioner penelitian dengan mengirimkan G-form kepada follower Indoparts. Hasil penelitian menunjukan bahwa variabel social media marketing (X1) terhadap variabel brand awareness (Y1) yaitu 0,132. Sementara variabel electronic word of mouth (X2) terhadap variabel brand awareness (Y1) yaitu 0,306. Selanjutnya variabel social media marketing (X1) terhadap variabel re-purchase intention (Y2) yaitu 0,226. Sementara variabel electronic word of mouth (X2) terhadap variabel re-purchase intention (Y2) yaitu 0,371, Hasil penelitian ini menjelaskan variabel bebas social media marketing dan electronic word of mouth berpengaruh secara positif terhadap brand awareness dan re-purchase Intention. Kata Kunci: Social Media Marketing, Electronic Word of Mouth, Brand Awareness, Re-purchase Intention.
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