EFEKTIVITAS SOCIAL MEDIA MARKETING MELALUI BRAND TRUST TERHADAP PURCHASE DECISION MUSTIKA RATU: Survei pada Followers Instagram @mustikaratuind

Priska Aulia Heriansyah, - (2024) EFEKTIVITAS SOCIAL MEDIA MARKETING MELALUI BRAND TRUST TERHADAP PURCHASE DECISION MUSTIKA RATU: Survei pada Followers Instagram @mustikaratuind. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Industri kosmetik di Indonesia saat ini diminati oleh banyak kalangan, baik bagi seorang pengusaha maupun masyarakat sebagai konsumen. Namun di era digital yang terus berkembang, media sosial menjadi landasan utama bagi strategi pemasaran perusahaan agar produk kosmetik ini dapat dengan mudah dikenali. Tujuan penelitian ini adalah menguji pengaruh Social Media Marketing melalui Brand Trust terhadap Purchase Decision. Fokus pada penelitian ini adalah akun Instagram Mustika Ratu, sebuah merek kosmetik asal Indonesia. Metode penelitian melibatkan analisis data sekunder dari Social Media Marketing activities di Instagram @mustikaratuind dan survei online kepada followers akun tersebut sebanyak 400 sampel menurut perhitungan Slovin. Data dari responden tersebut diolah menggunakan software SmartPLS v4 dengan SEM-PLS untuk menguji inner model, outer model, PLS Predict, dan Boothstraping. Hasilnya, melalui uji pada path coefficient dan specific indirect effect menunjukkan bahwa ada pengaruh dari Social Media Marketing, khususnya di Instagram, terhadap Purchase Decision dari konsumen Mustika Ratu melalui Brand Trust. Temuan studi ini diharapkan memberikan kontribusi pada pengembangan strategi pemasaran yang lebih efektif untuk platform media sosial dan memperdalam pemahaman tentang cara membangun hubungan yang kuat antara merek dan konsumen di era digital.

The cosmetics industry in Indonesia is currently in demand by many people, both for entrepreneurs and the public as consumers. However, in the growing digital era, social media is the main foundation for the company's marketing strategy so that these cosmetic products can be easily recognized. The purpose of this study was to examine the effect of Social Media Marketing through Brand Trust on Purchase Decision. The focus of this research is the Instagram account of Mustika Ratu, an Indonesian cosmetic brand. The research method involves secondary data analysis from Social Media Marketing activities on Instagram @mustikaratuind and an online survey to followers of the account as many as 400 samples according to the Slovin calculation. The data from the respondents were processed using SmartPLS v4 software with SEM-PLS to test the inner model, outer model, PLS Predict, and Boothstraping. The results, through tests on the path coefficient and specific indirect effect, show that there is an influence of Social Media Marketing, especially on Instagram, on the Purchase Decision of Mustika Ratu consumers through Brand Trust. The findings of this study are expected to contribute to the development of more effective marketing strategies for social media platforms and deepen understanding of how to build strong relationships between brands and consumers in the digital age.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=QK6sSGMAAAAJ&view_op=list_works&gmla=ALUCkoXQJGjL0iwUc23lSLkrJHH-5RLkiUr5REeTJSLjSOJK9lr8noIE63A7a1ug-FzbUpXt9NqiKg6jnY9xKb5Z9lBXqbX1nK0otw ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Chairul Furqon: 5994043
Uncontrolled Keywords:	Social Media Marketing, Brand Trust, Purchase Decision Pemasaran Media Sosial, Kepercayaan Merek, Keputusan Pembelian
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Priska Aulia Heriansyah
Date Deposited:	25 Sep 2024 06:24
Last Modified:	25 Sep 2024 06:24
URI:	http://repository.upi.edu/id/eprint/125833

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