PENGARUH ULASAN GOOGLE, KESADARAN MEREK PADA MEDIA SOSIAL INSTAGRAM DAN PERAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN SEGALA RICEBOWL

ALI, ABDILAH (2026) PENGARUH ULASAN GOOGLE, KESADARAN MEREK PADA MEDIA SOSIAL INSTAGRAM DAN PERAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN SEGALA RICEBOWL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Google reviews, Brand Awarenessthrough Instagram, and the role of Influencers on consumer purchase decisions at Segala Ricebowl. In today’s digital era, consumers are increasingly influenced by online information and public opinion when making purchasing decisions. Google reviews provide credibility and social proof that shape perceived product quality. Brand Awareness on Instagram is built through engaging visual content and repeated exposure, while Influencers contribute emotional influence and trust through personal testimonials. This study uses a quantitative research method with a causal approach, involving 150 respondents who are active social media users. Data analysis is conducted using the Partial Least Square (PLS) method to test the relationships between variables. The findings are expected to reveal how significantly each factor influences purchasing decisions and offer strategic recommendations for business owners to optimize their digital Marketing Segala Ricebowl efforts effectively. Keywords: Google reviews, Instagram, Influencer, Brand Awareness, purchase decision Penelitian ini bertujuan untuk menganalisis pengaruh ulasan Google, kesadaran merek melalui media sosial Instagram, dan peran Influencer Marketing Segala Ricebowl terhadap keputusan pembelian konsumen pada Segala Ricebowl. Di era digital saat ini, konsumen semakin dipengaruhi oleh informasi online dan opini publik dalam pengambilan keputusan pembelian. Ulasan pelanggan di Google menciptakan kredibilitas dan bukti sosial yang memengaruhi persepsi kualitas. Kesadaran merek melalui Instagram dibangun melalui konten visual dan eksposur berulang, sementara Influencer Marketing Segala Ricebowl memberikan pengaruh emosional dan kepercayaan melalui testimoni pribadi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan kausal, melibatkan 150 responden yang merupakan pengguna aktif media sosial. Teknik analisis menggunakan Partial Least Square (PLS) untuk menguji hubungan antar variabel. Hasil yang diharapkan dari penelitian ini adalah mengetahui seberapa besar pengaruh masing-masing variabel terhadap keputusan pembelian, serta memberikan rekomendasi strategis bagi pelaku usaha dalam mengoptimalkan pemasaran digital Kata Kunci: Ulasan Google, Influencer Marketing, Kesadaran Merek, Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43122010365
Uncontrolled Keywords: Ulasan Google, Influencer Marketing, Kesadaran Merek, Keputusan Pembelian
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
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: 14 Sep 2026 05:38
Last Modified: 14 Sep 2026 05:38
URI: http://repository.mercubuana.ac.id/id/eprint/103847

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