PENGARUH SOCIAL MEDIA MARKETING TIKTOK DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (SURVEI PADA FOLLOWERS TIKTOK PIXY)

Ratna Susilawati, - (2023) PENGARUH SOCIAL MEDIA MARKETING TIKTOK DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (SURVEI PADA FOLLOWERS TIKTOK PIXY). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri kosmetik mengalami pertumbuhan yang pesat dan pada akhirnya menciptakan persaingan ketat diantara para pelaku bisnis kosmetik. Persaingan tersebut pada akhirnya membuat para pelaku bisnis berlomba-lomba untuk menciptakan strategi untuk memenangkan persaingan bisnis. Penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana pengaruh dari social media marketing dan brand image terhadap purchase intention pada merek PIXY. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Unit analisis yang diteliti merupakan perempuan yang menjadi followers TikTok PIXY. Teknik sampling yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Adapun kriteria responden dalam penelitian ini yaitu perempuan, berusia 17-36 tahun, merupakan followers TikTok PIXY, dan memiliki minat atau tertarik dengan produk PIXY. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 orang responden. Pengambilan data menggunakan kuesioner yang dibagikan secara online dan data yang terkumpul diolah menggunakan software SPSS versi 28. Hasil penelitian deskriptif ditemukan bahwa variabel social media marketing tergolong pada kategori baik dengan perolehan persentase 83,21%, brand image tergolong pada kategori sangat baik dengan persentase 85,68% dan purchase intention tergolong pada kategori sangat baik dengan persentase 87,08%. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap purchase intention dan brand image secara parsial berpengaruh signifikan terhadap purchase intention. Social media marketing dan brand image secara simultan berpengaruh signifikan sebesar 41,2% sedangkan sisanya sebesar 58,8% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. The cosmetics industry is experiencing rapid growth and ultimately creates intense competition among cosmetics business players. This competition ultimately makes business people compete to create strategies to win business competition. This study was conducted with the aim of knowing how the influence of social media marketing and brand image on purchase intention for the PIXY brand. This research uses a quantitative approach with a survey method. The unit of analysis studied was women who were TikTok PIXY followers. The sampling technique used is non-probability sampling with purposive sampling technique. The criteria for respondents in this study are female, aged 17-36 years, are TikTok PIXY followers, and have an interest or interested in PIXY products. The number of samples used in this study was 100 respondents. The results of descriptive research found that the social media marketing variable was classified in the good category with a percentage of 83.21%, brand image was classified in the very good category with a percentage of 85.68% and purchase intention was classified in the very good category with a percentage of 87.08%. The results showed that social media marketing has a significant effect on purchase intention and brand image partially has a significant effect on purchase intention. Social media marketing and brand image simultaneously have a significant effect of 41.2% while the remaining 58.8% is influenced by other variables not examined in this study.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Adam Hermawan: 6681172 Asep Nuryadin: 6745757
Uncontrolled Keywords: social media marketing, brand image, purchase intention
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Ratna Susilawati
Date Deposited: 27 Sep 2023 07:31
Last Modified: 27 Sep 2023 07:31
URI: http://repository.upi.edu/id/eprint/108051

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