PENGARUH PEMASARAN SOSIAL MEDIA, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL LISTRIK WULING AIR EV

DWIHARTA, ERJA (2025) PENGARUH PEMASARAN SOSIAL MEDIA, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL LISTRIK WULING AIR EV. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was designed to assess the relationship between social media marketing, price, and brand image with the purchasing decision of the Wuling Air EV, using a quantitative method with Partial Least Square analysis techniques on 202 participants. This study found that social media marketing has a positive, though not significant, impact on purchasing decisions; conversely, price and brand image factors both have a positive and significant influence on purchasing decisions. The study concluded that the effectiveness of digital marketing, the right pricing strategy, and good brand perception together increase the likelihood of consumers choosing the Wuling Air EV as their vehicle. Keywords: social media marketing, price, brand image, purchasing decision, Electric Vehicle Penelitian ini dirancang untuk menilai hubungan antara pemasaran di media sosial, harga, serta citra merek dengan keputusan pembelian Wuling Air EV, memakai metode kuantitatif dengan teknik analisis Partial Least Square terhadap 202 partisipan. Penelitian ini menemukan bahwa pemasaran di media sosial memiliki dampak positif meski tidak signifikan terhadap keputusan pembelian; sebaliknya, faktor harga serta citra merek sama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian. Kesimpulan studi ini adalah bahwa efektivitas pemasaran digital, strategi harga yang tepat, dan persepsi merek yang baik secara bersama-sama meningkatkan peluang konsumen memilih Wuling Air EV sebagai kendaraan mereka. Kata Kunci: Pemasaran Sosial Media, Harga, Citra Merek, Keputusan Pembelian, Mobil Listrik

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 342
NIM/NIDN Creators:	43121010262
Uncontrolled Keywords:	Pemasaran Sosial Media, Harga, Citra Merek, Keputusan Pembelian, Mobil Listrik
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 > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	09 Oct 2025 08:47
Last Modified:	09 Oct 2025 08:47
URI:	http://repository.mercubuana.ac.id/id/eprint/98960

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