PENGARUH SOCIAL MEDIA MARKETING DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION : Survei pada Konsumen yang Mengikuti Social Media H&M di Indonesia

Indriyani Aslaha, - (2024) PENGARUH SOCIAL MEDIA MARKETING DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION : Survei pada Konsumen yang Mengikuti Social Media H&M di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Indriyani Aslaha (1701879), “Pengaruh Social Media Marketing dan Product Quality terhadap Purchase Decision (Survei Pada Konsumen Yang Mengikuti Social Media H&M di Indonesia) ”. Dibawah bimbingan Dr. Bambang Widjajanta, M.M. dan Dr. Puspo Dewi Dirgantari, S.Pd., M. T., M.M. Dinamisnya persaingan membuat kondisi semakin penuh dengan ketidakpastian, perusahaan tidak hanya menyediakan peluang saja tetapi dituntut kreatif untuk menciptakan strategi agar dapat menarik perhatian konsumen untuk merebut pangsa pasar dengan purchase decision. Fashion industry berkembang secara signifikan dengan banyaknya retailer berekspansi ke seluruh dunia, yang senantiasa perlu memerhatikan mengenai keunggulan bersaing dengan perusahaan yang sangat ditentukan oleh kemampuannya dalam memberikan nilai unggul yang lebih tinggi dibandingkan perusahaan pesaingnya. Fashion industry harus terus memikirkan manajemen produk mereka yang bersifat sementara karena fenomena mode yang selalu dinamis. Dalam membentuk purchase decision perusahaan perlu melibatkan social media marketing dan product quality sebagai strategi pemasaran yang dapat menimbulkan dampak jangka panjang yang memberikan keuntungan bagi perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing dan Product Quality terhadap Purchase Decision. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel dependen dalam penelitian ini adalah Purchase Decision (Y), Social Media Marketing (X1) Product Quality (X2) sebagai variabel independen. Jenis penelitiannya yang digunakan yaitu deskriptif dan verifikatif yang dilaksanakan melalui pengumpulan data di lapangan, maka metode penelitiannya metode explanatory survey. Populasinya konsumen yang mengikuti Social Media H&M di Indonesia. Pengambilan sampel dalam penelitian ini menggunakan teknik non probability sampling dengan menggunakan metode purposive sampling dimana pengambilan sampelnya menggunakan perbandingan khusus yaitu 400 pengikut twitter H&M di Indonesia. Teknik analisis yang digunakan adalah regresi berganda dengan alat bantu program SPSS 22.0 for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran Social Media Marketing dan Product Quality terhadap Purchase Decision berada pada katogori baik. Kata kunci: Social Media Marketing, Product Quality, Purchase Decision Indriyani Aslaha (1701879), “The Effect of Social Media Marketing and Product Quality on Purchase Decision (Survey of Consumers Who Follow H&M Social Media in Indonesia)”. Under the guidance Dr. Bambang Widjajanta, M.M. and Dr. Puspo Dewi Dirgantari, S.Pd., M. T., M.M. The dynamics of competition make conditions increasingly full of uncertainty, companies not only provide opportunities but are required to be creative to create strategies in order to attract the attention of consumers to capture market share with purchase decisions. The fashion industry is growing significantly with many retailers expanding around the world, which always needs to pay attention to the competitive advantage of companies that are determined by their ability to provide higher superior value than their competitors. The fashion industry must continue to think about their product management which is temporary because the phenomenon of fashion is always dynamic. In shaping purchase decisions, companies need to involve social media marketing and product quality as marketing strategies that can have a long-term impact that provides benefits for the company. This study aims to determine the effect of Social Media Marketing and Product Quality on Purchase Decision. The type of research used is descriptive and verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variable in this study is Purchase Decision (Y), Social Media Marketing (X1) Product Quality (X2) as an independent variable. The type of research used is descriptive and verification which is carried out through data collection in the field, so the research method is the explanatory survey method. The population is consumers who follow H&M Social Media in Indonesia. Sampling in this study using non-probability sampling techniques using purposive sampling method where the sampling uses a special comparison, namely 400 H&M twitter followers in Indonesia. The analysis technique used is multiple regression with the help of the SPSS 22.0 for Windows programme. The findings of this study indicate that the description of Social Media Marketing and Product Quality on Purchase Decision is in a good category. Keywords: Social Media Marketing, Product Quality, Purchase Decision

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Indriyani+Aslaha# ID SINTA Dosen Pembimbing : Bambang Widjajanta: 5984870 Puspo Dirgantari: 5980376
Uncontrolled Keywords:	Kata kunci: Social Media Marketing, Product Quality, Purchase Decision Keywords: Social Media Marketing, Product Quality, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Indriyani Aslaha
Date Deposited:	18 Sep 2024 16:09
Last Modified:	18 Sep 2024 16:09
URI:	http://repository.upi.edu/id/eprint/122761

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