Devira Qibtiyah, - (2022) MODEL PEMASARAN MEDIA SOSIAL TERHADAP MINAT BELI MELALUI KEPERCAYAAN MEREK PADA MASA PANDEMI COVID-19 :Survei Pada Konsumen Lokal Risman Wijaya Keramik. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pada masa awal 2020, seluruh dunia mengalami pandemi kesehatan yang biasa disebut covid-19. Covid-19 menyebabkan perubahan perilaku konsumen dan membuat menurunnya minat beli. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran variabel yang diteliti yaitu pemasaran media sosial, kepercayaan merek dan minat beli serta untuk mengetahui pengaruh antar variabel yang diteliti pada konsumen lokal Risman Wijaya Keramik. Metode penelitian menggunakan explanatory survey. Populasi yang digunakan 630 followers instagram @rwk_catalogue. Teknik pengumpulan data menggunakan kuesioner kepada 100 responden dan studi literatur. Teknik pengambilan sampel menggunkan non probability sampling Teknik analisis data menggunakan deskriptif dan verifikatif struktural equation modelling (SEM) dengan pendekatan PLS. Uji hipotesis menggunakan uji parsial (uji statistik t) dan uji simultan (uji statistik f). Hasil penelitian menunjukkan pemasaran media sosial sudah berjalan dengan baik, kepercayaan merek dan minat beli sudah berjalan dengan sangat baik. Kemudian hasil menunjukkan hubungan antar variabel berpengaruh positif dan signifikan. Saran untuk penelitian ini tetap konsisten menjaga aspek-aspek yang sudah berjalan baik agar dapat meningkatkan minat beli. Kata Kunci: Pemasaran Media Sosial, Kepercayaan Merek, Minat Beli In early 2020, the whole world experienced a health pandemic called covid-19. Covid-19 causes changes in consumer behavior and reduces purchase intention. This study aims to determine how the description of the variables studied, namely social media marketing, brand trust and buying interest and to determine the influence between the variables studied on local consumers Risman Wijaya Keramik. The research method uses an explanatory survey. The population used is 630 instagram followers @rwk_catalogue. Data collection techniques using questionnaires to 100 respondents and literature study. The sampling technique used non-probability sampling. The data analysis technique used descriptive and verification structural equation modeling (SEM) with the PLS approach. Hypothesis testing using partial test (t statistical test) and simultaneous test (f statistical test). The results show that social media marketing has been going well, brand trust and buying interest have gone very well. Then the results show the relationship between variables has a positive and significant effect. Suggestions for this research are to consistently maintain aspects that are already running well in order to increase purchase intention. Keywords: Social Media Marketing, Brand Trust, Purchase Intention
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | Link Google Scholar: https://scholar.google.com/citations?hl=en&user=qnWt4I8AAAAJ ID SINTA Dosen Pembimbing Ratih Hurriyati: 5984336 Puspo Dewi Dirgantara: 5980376 |
| Uncontrolled Keywords: | Pemasaran Media Sosial, Kepercayaan Merek, Minat Beli |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Devira Qibtiyah |
| Date Deposited: | 09 Feb 2023 03:06 |
| Last Modified: | 09 Feb 2023 03:06 |
| URI: | http://repository.upi.edu/id/eprint/88199 |
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