PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN VARIABEL MEDIASI BRAND IMAGE DAN BRAND TRUST PADA PRODUK SUKU CADANG HYDRAULIC EXCAVATOR DI INDONESIA

HERMAWAN, FRENDY (2022) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN VARIABEL MEDIASI BRAND IMAGE DAN BRAND TRUST PADA PRODUK SUKU CADANG HYDRAULIC EXCAVATOR DI INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the impact of Social Media Marketing on Purchase Intention mediated by Brand Image and Brand Trust. This study uses causal research method. The population in this study are consumers of hydraulic pump spare parts for Hydraulic Excavators in Indonesia. The sampling method uses non-probability techniques, involving 178 respondents who are consumers Hydraulic Excavator spare parts at PT. MPU. Data analysis using Structural Equation Modelling (SEM) SmartPLS version 3.0. The results of the study are as follows: (1) Social Media Marketing has a positive and significant effect on Purchase Intention, (2) Social Media Marketing has a positive and significant effect on Brand Image, (3) Social Media Marketing has a positive and significant effect on Brand Trust, (4) Brand Image has a positive and significant effect on Purchase Intention, (5) Brand Trust has a positive and significant effect on Purchase Intention, (6) Brand Image mediates the relationship between Social Media Marketing and Purchase Intention, (7) Brand Trust mediates the relationship between Social Media Marketing and purchase intention. Keywords: Social Media Marketing, Brand Image, Brand Trust, Purchase Intention Penelitian ini bertujuan untuk mengkaji pengaruh Social Media Marketing terhadap Purchase Intention dengan Variabel Mediasi Brand Image dan Brand Trust pada produk suku cadang Hydraulic Excavator di Indonesia. Penelitian ini menggunakan metode penelitian kausal. Populasi dalam penelitian ini adalah konsumen suku cadang pompa hidrolik untuk Hydraulic Excavator di Indonesia. Metode pengambilan sampel menggunakan teknik non probabilitas, dengan melibatkan 178 orang responden yang merupakan konsumen suku cadang Hydraulic Excavator pada PT. MPU. Analisis data menggunakan SEM (Structural Equation Modelling) SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa : (1) Social Media Marketing berpengaruh positif dan signifikan terhadap Purchase Intention, (2) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Image, (3) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Trust, (4) Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention, (5) Brand Trust berpengauh positif dan signifikan terhadap Purchase Intention, (6) Brand Image memediasi hubungan antara Social Media Marketing terhadap Purchase Intention, (7) Brand Trust memediasi hubungan antara Social Media Marketing terhadap Purchase Intention. Kata kunci : Social Media Marketing, Brand Image, Brand Trust, Purchase Intention

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 22 006
NIM/NIDN Creators:	55119110137
Uncontrolled Keywords:	Social Media Marketing, Brand Image, Brand Trust, Purchase Intention
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 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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.96 Influence of Restrictive Environments/Pengaruh Lingkungan Perbatasan
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	03 Jun 2022 08:57
Last Modified:	03 Jun 2022 08:57
URI:	http://repository.mercubuana.ac.id/id/eprint/62582

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