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.

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.

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	Text S_LK_2003251_Chapter3.pdf Download (374kB)
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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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