PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP CITRA MEREK SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN di ZALORA.CO.ID

RAHMAN, MUHAMMAD FAWZY (2020) PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP CITRA MEREK SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN di ZALORA.CO.ID. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (324kB) | Preview
Preview	Text (ABSTRAK) 02 ABSTRAK.pdf Download (69kB) | Preview
	Text (BAB I) 03 BAB 1.pdf Restricted to Registered users only Download (294kB)
	Text (BAB II) 04 BAB 2.pdf Restricted to Registered users only Download (231kB)
	Text (BAB III) 05 BAB 3.pdf Restricted to Registered users only Download (173kB)
	Text (BAB IV) 06 BAB 4.pdf Restricted to Registered users only Download (377kB)
	Text (BAB V) 07 BAB 5.pdf Restricted to Registered users only Download (75kB)
	Text (DAFTAR PUSTAKA) 08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (76kB)
	Text (LAMPIRAN) 09 LAMPIRAN.pdf Restricted to Registered users only Download (855kB)

Abstract

This study aims to determine and analyze Social Media Marketing and Service Quality on brand image and its impact on purchasing decisions of Zalora.co.id. The sampling technique using nonprobability sampling method, the type of sampling technique used and suitable for this research is purposive sampling technique. The sample used is 200 samples, the data collection method uses survey method, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. This study proves that Social Media Marketing has a positive and significant effect on Brand Image. Service Quality has a positive and significant effect on Brand Image. Social Media Marketing has a positive and significant effect on purchasing decisions. Service Quality has a positive and significant effect on Purchasing Decisions. Brand Image has a positive and significant effect on Purchasing Decisions. Keywords : Service Quality, Brand Image, Purchase Decision, Zalora.co.id Penelitian ini bertujuan untuk mengetahui dan menganalisis Social Media Marketing dan Kualitas Pelayanan terhadap citra merek serta dampaknya terhadap keputusuan pembelian di Zalora.co.id. Teknik pengambilan sampel dengan metode nonprobability sampling, jenis teknik pengambilan sampel yang digunakan dan cocok pada penelitian ini adalah teknik pengambilan sampel purposive sampling. Dari sampel yang digunakan adalah 200 sampel, Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Citra Merek. Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Citra Merek. Social Media Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Social Media Marketing, Kualitas Pelayanan, Citra Merek, Keputusan Pembelian, Zalora.co.id

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 485
Call Number:	SE/31/23/125
NIM/NIDN Creators:	43115120322
Uncontrolled Keywords:	Social Media Marketing, Kualitas Pelayanan, Citra Merek, Keputusan Pembelian, Zalora.co.id
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 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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:	ADELINA HASNA SETIAWATI
Date Deposited:	03 Mar 2023 02:32
Last Modified:	03 Mar 2023 02:32
URI:	http://repository.mercubuana.ac.id/id/eprint/74582

Actions (login required)

View Item