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.
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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.
| 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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