PENGARUH SOCIAL MEDIA MARKETING MELALUI BRAND IMAGE TERHADAP PURCHASE DECISION AGODA : Survei Pada Followers Instagram @agodaindonesia

Azva Zia Fazwa Musyafa, - and Heny Hendrayati, - and Arief Budiman, - (2025) PENGARUH SOCIAL MEDIA MARKETING MELALUI BRAND IMAGE TERHADAP PURCHASE DECISION AGODA : Survei Pada Followers Instagram @agodaindonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Industri pariwisata mengalami perubahan signifikan seiring dengan adopsi teknologi digital, yang mendorong munculnya Online Travel Agent (OTA) sebagai solusi praktis bagi konsumen dalam merencanakan perjalanan. OTA memungkinkan proses pemesanan tiket dan akomodasi dilakukan secara daring, sehingga lebih cepat dan nyaman. Selain itu, media sosial berperan penting bagi OTA dalam membangun citra merek (brand image) yang positif, yang pada akhirnya memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Purchase Decision melalui Brand Image sebagai variabel mediasi. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif, dengan metode pengumpulan data melalui survei online terhadap 400 pengikut akun Instagram @agodaindonesia, sesuai perhitungan rumus Slovin. Data dianalisis menggunakan perangkat lunak SmartPLS versi 4 dengan pendekatan Structural Equation Modeling Partial Least Square (SEM-PLS), meliputi uji outer model, inner model, PLS Predict, dan bootstrapping. Hasil penelitian ini diharapkan dapat memberikan kontribusi dalam meningkatkan efektivitas strategi pemasaran media sosial Agoda serta mendorong peningkatan layanan dan penjualan dengan membangun hubungan yang lebih kuat dengan konsumen di era digital. The tourism industry has undergone significant changes with the adoption of digital technology, which has led to the emergence of Online Travel Agents (OTAs) as a practical solution for consumers in planning their trips. OTAs enable the booking of tickets and accommodations to be done online, making the process faster and more convenient. In addition, social media plays an important role for OTAs in building a positive brand image, which ultimately influences consumer purchasing decisions. This study aims to analyze the influence of Social Media Marketing on Purchase Decisions through Brand Image as a mediating variable. The approach used in this study is quantitative, with data collection methods through an online survey of 400 followers of the Instagram account @agodaindonesia, calculated using the Slovin formula. Data was analyzed using SmartPLS version 4 software with a Structural Equation Modeling Partial Least Square (SEM-PLS) approach, including outer model testing, inner model testing, PLS Predict, and bootstrapping. The results of this study are expected to contribute to enhancing the effectiveness of Agoda's social media marketing strategies and driving improvements in service and sales by building stronger relationships with consumers in the digital age.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing HENY HENDRAYATI : 5994544 ARIEF BUDIMAN : 5992927
Uncontrolled Keywords:	Social media marketing, Brand Image, Purchase Decision Social media marketing, Brand Image, Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Azva Zia Fazwa Musyafa
Date Deposited:	01 Oct 2025 08:03
Last Modified:	01 Oct 2025 08:03
URI:	http://repository.upi.edu/id/eprint/141346

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