SOCIAL MEDIA ENGAGEMENT MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PENGGUNAAN JASA DI HOMESCHOOLING : Studi pada Orangtua Siswa yang Tergabung dalam Pengikut Social Media Homeschooling Alam

Peni Rizki Yani, - (2023) SOCIAL MEDIA ENGAGEMENT MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PENGGUNAAN JASA DI HOMESCHOOLING : Studi pada Orangtua Siswa yang Tergabung dalam Pengikut Social Media Homeschooling Alam. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Fenomena berkembangnya social media marketing ditengah
masyarakat menjadikan Homeschooling Alam Depok yang merupakan lembaga
pendidikan nonformal dan informal yang mengkombinasikan konsep sekolah alam
menggunakan potensi besar dari social media marketing and social media
engagement konsumen dapat meningkatkan persaingan dalam Purchase Decision
konsumen. Penelitian ini bertujuan untuk memperoleh gambaran purchase
decision, gambaran social media engagement, gambaran social media marketing,
besarnya pengaruh social media marketing terhadap social media engagement,
besarnya pengaruh social media marketing terhadap purchase decision, dan
besarnya pengaruh social media engagement terhadap purchase decision. Jenis
penelitian yang digunakan adalah deskriptif verifikatif. Penentuan sampel yang
digunakan adalah seluruh populasi dijadikan sampel sebanyak 39 responden.
Teknik analisis yang digunakan adalah analisis jalur (path analysis) dengan bantuan
software dengan bantuan SMARTPLS versi 4., pengujian hipotesis menggunakan
teknik analisis Structural Equation Model (SEM). Hasil temuan penelitian ini
menunjukkan bahwa gambaran purchase decision berada pada kategori cukup
tinggi, social media engagement berada pada kategori cukup baik dan social media
marketing berada pada kategori cukup baik. social media marketing berpengaruh
positif dan signifikan terhadap social media engagement, social media marketing
berpengaruh positif dan signifikan terhadap purchase decision, dan social media
engagement berpengaruh positif dan signifikan terhadap purchase decision. Oleh
karena itu penulis merekomendasikan beberapa hal untuk homeschooling alam
sebagai berikut : meningkatkan kualitas layanan dan informasi di social media
homeschooling alam, membuat konsumen merasa puas, memberikan kenyamanan
dan inovasi baru di layanan yang diberikan, memberikan layanan yang yang
berkualitas, harga yang bersaing dan pelayanan yang baik, informasi yang akurat
dan terpercaya pada social media homeschooling alam.\

The phenomenon of the development of social media marketing in the community
makes Homeschooling Alam Depok which is a non-formal and informal
educational institution that combines the concept of a natural school using the great
potential of social media marketing and consumer social media engagement to
increase competition in consumer purchase decisions. This study aims to obtain an
overview of the purchase decision, an overview of social media engagement, an
overview of social media marketing, the magnitude of the influence of social media
marketing on social media engagement, the magnitude of the influence of social
media marketing on the purchase decision, and the magnitude of the influence of
social media engagement on the purchase decision. The type of research used is
descriptive verification. Determination of the sampel used is the entire population
as a sampel of 39 respondents. The analysis technique used is path analysis with
the help of software with the help of SMARTPLS version 4, hypothesis testing using
Structural Equation Model (SEM) analysis techniques. The findings of this study
indicate that the purchase decision description is in a fairly high category, social
media engagement is in a fairly good category and social media marketing is in a
fairly good category. social media marketing has a positive and significant effect
on social media engagement, social media marketing has a positive and significant
effect on purchase decisions, and social media engagement has a positive and
significant effect on purchase decisions. Therefore the authors recommend a
number of things for natural homeschooling as follows: improve the quality of
services and information on natural homeschooling social media, make consumers
feel satisfied, provide comfort and new innovations in the services provided,
provide quality services, competitive prices and services good, accurate and
reliable information on natural homeschooling social media.

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Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar : https://scholar.google.com/citations?hl=en&authuser=1&user=Y6tKuBIAAAAJ ID SINTA Dosen Pembimbing Lili Adi Wibowo : 5984836 Lisnawati : 5986471
Uncontrolled Keywords:	Social Media Marketing, Social Media Engagement,Purchase Decision
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Peni Rizki Yani
Date Deposited:	08 Feb 2023 07:24
Last Modified:	08 Feb 2023 07:24
URI:	http://repository.upi.edu/id/eprint/88107

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