PENGARUH SOCIAL MEDIA CONTENT MARKETING DAN PERCEIVED SERVICE QUALITY TERHADAP PURCHASE DECISION: Studi pada Pelanggan F&B Edtech X di Indonesia

Chitra Agustiany Mufidah, - (2024) PENGARUH SOCIAL MEDIA CONTENT MARKETING DAN PERCEIVED SERVICE QUALITY TERHADAP PURCHASE DECISION: Studi pada Pelanggan F&B Edtech X di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media content market-ing dan perceived service quality terhadap purchase decision. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Variabel terikat dalam penelitian ini adalah purchase decision (Y), social media content marketing (X1) dan perceived service quality (X2) sebagai variabel bebas. Populasi dalam penelitian ini adalah pelangan F&B Edtech X di Indonesia. Metode penelitian yang digunakan dalam penelitian ini yaitu metode explanatory survey. Teknik analisis data yang digunakan yaitu teknik analisis regresi linier berganda. Hasil temuan penelitian ini menunjukan bahwa gambaran social media content marketing, perceived service quality dan purchase decision berada pada kategori baik. Social media content marketing dan perceived service quality memiliki pengaruh yang positif dan signifikan terhadap purchase decision, hal tersebut ditunjukan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan social media content mar-keting dan perceived service quality akan semakin baik juga purchase decision yang muncul pada konsumen untuk perusahaan tersebut. Hasil kontribusi yang diberikan variabel social media content marketing paling tinggi dalam membentuk purchase decision adalah collaboration dan dimensi communication paling rendah, sedangkan dimensi perceived service quality yang memiliki kontribusi paling tinggi dalam membentuk purchase decision adalah assurance serta yang paling rendah adalah realiability. F&B edtech X perlu memberikan fokus utama terhadap dua variabel terendah tersebut untuk meningkatkan purchase decision. This study aims to determine the effect of social media content marketing and perceived service quality on purchase decision. The type of research used is descriptive and verificatios. The dependent variables in this study are purchase decision (Y), social media content marketing (X1) and perceived service quality (X2) as independent variables. The population in this study were edtech X F&B Edtech X in Indonesia. The research method used in this study is the explanatory survey method. The data analysis technique used in this study is the multiple linear regression analysis technique. The findings of this study indicate that the description of social media content marketing, perceived service quality and purchase decision are in the good category. Social media content marketing and perceived service quality have a positive and significant influence on purchase decisions, this is indicated by the magnitude of the critical ratio value which is greater than the minimum value. This statement can be assumed that the better the company pays attention to social media content marketing and perceived service quality, the better the purchase decision that appears in consumers for the company. The results of the contribution given by the highest social media content marketing variable in forming purchase decisions are collaboration and the lowest communication dimension, while the perceived service quality dimension that has the highest contribution in forming purchase decisions is assurance and the lowest is reliability. F&B edtech X needs to provide primary focus on the two lowest variables to increase purchase decisions.

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Chitra+Agustiany+Mufidah# ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords: Pemasaran Konten Media Sosial, Kualitas Layanan yang Dirasakan, Keputusan Pembelian Social Media Content Marketing, Perceived Service Quality, Purchase Decision
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Chitra Agustiany Mufidah
Date Deposited: 04 Feb 2025 04:26
Last Modified: 04 Feb 2025 04:26
URI: http://repository.upi.edu/id/eprint/128258

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