PENGARUH SOCIAL MEDIA MARKETING, KERAGAMAN PRODUK DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA ASTRO E-GROCERY

WIBOWO, ADJENG CECILIA ANGGRAINI (2025) PENGARUH SOCIAL MEDIA MARKETING, KERAGAMAN PRODUK DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA ASTRO E-GROCERY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to examine and analyze the influence of Social Media Marketing, Product Variety, and Brand Awareness on Purchase Decision at Astro eGrocery. The population of this study consists of Astro app users located in Jakarta, Depok, Tangerang, South Tangerang, and Bekasi. The sample size used was 160 respondents, determined based on the calculation guidelines from Hair et al. (2019). The sampling method employed was non-probability sampling, specifically purposive sampling, which allows selection based on certain criteria relevant to the research objectives. Data was collected using a survey method, with questionnaires serving as the primary instrument to systematically and measurably gather information from respondents. Data analysis was carried out using the Partial Least Squares (PLS) approach. The findings from the analysis indicate that the variables Social Media Marketing, Product Variety, and Brand Awareness have a statistically positive and significant effect on Purchase Decision. Keywords: Social Media Marketing, Product Diversity, Brand Awareness,Purchase Decision, Q-commerce. Penelitian ini dilakukan dengan tujuan untuk menguji serta menganalisis pengaruh Social Media Marketing, Keragaman Produk dan Brand Awareness terhadap Keputusan Pembelian Pada Astro e-Grocery. Populasi dalam penelitian ini adalah pengguna aplikasi Astro yang berada di daerah Jakarta, Depok, Tangerang, Tangerang Selatan, dan Bekasi. Jumlah sampel yang digunakan sebanyak 160 responden, ditentukan menggunakan pedoman perhitungan dari Hair et al. (2019). Sampel dalam penelitian ini diperoleh melalui pendekatan nonprobability sampling, dengan teknik purposive sampling, yang memungkinkan pemilihan berdasarkan kriteria tertentu yang relevan dengan tujuan penelitian. Pengumpulan data dilakukan dengan metode survei, di mana kuesioner digunakan sebagai alat utama untuk memperoleh informasi dari para responden secara sistematis dan terukur. Analisis data pada penelitian ini dilaksanakan dengan pendekatan metode Partial Least Square (PLS). Temuan dari analisis tersebut mengindikasikan bahwa variabel Social Media Marketing, Keragaman Produk, serta Brand Awareness secara statistik berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian. Kata Kunci: Social Media Marketing, Keragaman Produk, Brand Awareness, Keputusan Pembelian, Q-commerce.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 206
NIM/NIDN Creators:	43121010088
Uncontrolled Keywords:	Social Media Marketing, Keragaman Produk, Brand Awareness, Keputusan Pembelian, Q-commerce.
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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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:	04 Aug 2025 03:39
Last Modified:	05 Aug 2025 07:39
URI:	http://repository.mercubuana.ac.id/id/eprint/96516

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