Kania Siti Sarah, - (2022) MODEL ONLINE TRUST DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP ONLINE PURCHASE DECISION (Survei pada Pengikut Instagram Distro @bloodsclothofficial). S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengukur seberapa besar online trust dalam memediasi pengaruh social media marketing melalui instagram terhadap online purchase decision. Jenis penelitian ini adalah deskriptif verifikatif dan metode explanatory survey dengan teknik purposive sampling, dengan jumlah sampel sebanyak 215 responden konsumen Distro Bloods sebagai pengikut instagram @bloodsclothofficial. Teknik analisis data yang digunakan adalah path analysis dengan alat bantu SPSS 25. Hasil menunjukkan bahwa online trust memediasi pengaruh social media marketing melalui instagram terhadap online purchase decision. Temuan ini menyiratkan bahwa untuk meningkatkan online purchase decision, perusahaan perlu memperhatikan indikator kualitas social media marketing melalui instagram agar konsumen lebih tertarik sehingga dapat membangun online trust yang pada akhirnya meningkatkan penjualan yang baik bagi perusahaan. Kata Kunci : Social Media Marketing, Instagram, Online Trust, Online Purchase Decision This study aims to measure how much online trust mediates the effect of social media marketing through Instagram on online purchasing decisions. This type of research is a descriptive verification and explanatory survey method with a purposive sampling technique, with a total sample of 215 consumers of Bloods Distro as followers of Instagram @bloodsclothofficial. The data analysis technique used is path analysis using SPSS 25. The results show that online trust mediates the effect of social media marketing through Instagram on online purchasing decisions. This finding implies that to improve online purchasing decisions, companies need to pay attention to quality indicators of social media marketing through Instagram so that consumers are more interested so that they can build online trust, which ultimately increases good sales for the company. Keyword : Social Media Marketing, Instagram, Online Trust, Online Purchase Decision
| Item Type: | Thesis (S2) |
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| Additional Information: | ID Sinta Dosen Pembimbing : Ratih Hurriyati : 5984336 Chairul Furqon : 5994043 |
| Uncontrolled Keywords: | Social Media Marketing, Instagram, Online Trust, Online Purchase Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Sekolah Pasca Sarjana > Magister Manajemen Bisnis |
| Depositing User: | Kania Siti Sarah |
| Date Deposited: | 01 Sep 2022 03:12 |
| Last Modified: | 01 Sep 2022 03:12 |
| URI: | http://repository.upi.edu/id/eprint/77057 |
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