PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN JASA EKSPEDISI: Survei Pada Pengguna Jasa JNE

Muhammad Hanif Multazam, - (2024) PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN JASA EKSPEDISI: Survei Pada Pengguna Jasa JNE. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran media sosial terhadap keputusan pembelian survei pada pengguna jasa JNE. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif. Analisis data dilakukan dengan analisis deskriptif, analisis regresi linear sederhana, uji analisis koefisien korelasi dan determinasi, uji signifikansi dan hipotesis menggunakan uji T, dan uji F. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel pemasaran media sosial terhadap variabel keputusan pembelian sebesar 74,3%. Dari output tersebut diperoleh koefisien determinasi (R Square) sebesar 55,2% yang artinya bahwa pengaruh variabel bebas (pemasaran media sosial) terhadap variabel terikat (keputusan pembelian) sebesar 55,2% dan sisanya dipengaruhi oleh faktor lainnya diluar penelitian. Berdasarkan hasil uji signifikansi dan hipotesis menggunakan uji F tentang pengaruh pemasaran media sosial terhadap keputusan pembelian diketahui bahwa nilai Fhitung sebesar 120,65 dengan tingkat signifikansi sebesar 0,000<0,05. Maka, model regresi dapat dipakai untuk memprediksi variabel partisipasi dikarenakan ada hubungan signifikan dan hipotesis diterima. Yang artinya ada pengaruh antara variabel pemasaran media sosial terhadap variabel keputusan pembelian. Berdasarkan hasil uji signifikansi dan hipotesis menggunakan uji T pengaruh variabel pemasaran media sosial terhadap keputusan pembelian diketahui hasil nilai Constant sebesar 5,137 sedangkan nilai koefisien regresi pemasaran media sosial sebesar 0,519. Maka, terdapat hubungan signifikan dan hipotesis diterima. This study aims to determine the influence of social media marketing on purchasing decisions in a survey of JNE service users. The research method used is a survey with a quantitative approach. Data analysis was conducted using descriptive analysis, simple linear regression analysis, correlation coefficient and determination analysis, significance test and hypothesis testing using T-test, and F-test. The research results show that there is a relationship between social media marketing variables and purchasing decision variables of 74.3%. From this output, a determination coefficient (R Square) of 55.2% was obtained, which means that the influence of independent variables (social media marketing) on dependent variables (purchase decisions) is 55.2% and the rest is influenced by other factors outside the research. Based on the significance test results and hypothesis testing using the F-test on the influence of social media marketing on purchasing decisions, it is known that the calculated F value is 120.65 with a significance level of 0.000 <0.05. Therefore, the regression model can be used to predict participation variables because there is a significant relationship and the hypothesis is accepted. This means that there is an influence of social media marketing variables on purchasing decision variables. Based on the significance test results and hypothesis testing using the T-test, the influence of social media marketing variables on purchasing decisions is known to have a Constant value of 5.137, while the social media marketing regression coefficient value is 0.519. Therefore, there is a significant relationship and the hypothesis is accepted.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: 6126950 KUKUH WIDIYANTO 6750739 RUBBY RAHMAN TSANI
Uncontrolled Keywords:	Pemasaran Media Sosial, Keputusan Pembelian, Jasa Ekspedisi JNE Social Media Marketing, Purchase Decisions, Jasa Ekspedisi JNE
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Serang > S1 Logistik Kelautan
Depositing User:	Muhammad Hanif Multazam
Date Deposited:	26 Sep 2024 02:38
Last Modified:	26 Sep 2024 02:38
URI:	http://repository.upi.edu/id/eprint/118570

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