PENGARUH SOCIAL MEDIA MARKETING DAN BRAND EQUITY TERHADAP PURCHASE DECISION: Survei terhadap Followers Instagram Kopi Kenangan @kopikenangan.id

Dea Nandika Putri, - (2024) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND EQUITY TERHADAP PURCHASE DECISION: Survei terhadap Followers Instagram Kopi Kenangan @kopikenangan.id. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh social media marketing dan brand equity terhadap purchase decision (survei pada followers Instagram Kopi Kenangan @kopikenangan.id). Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 548.000 dengan sampel 100 responden yang merupakan followers Instagram Kopi Kenangan dengan menggunakan teknik pengambilan sampel yaitu simple random sampling. Data diolah secara statistik dengan menggunakan analisis jalur (path analysis) dengan bantuan software SPSS 23.0 for Windows. Hasil penelitian diketahui bahwa pengaruh social media marketing, brand equity dan purchase decision berada pada kategori sedang, variabel social media marketing dan brand equity dinyatakan memiliki pengaruh terhadap purchase decision, social media marketing dan brand equity memiliki pengaruh positif dan signifikan secara simultan terhadap purchase decision. This research aims to obtain an overview and magnitude of the influence of social media marketing and brand equity on purchase decisions (survey of Instagram followers of Kopi Kenangan @kopikenangan.id). The type of research used is descriptive and verification with a quantitative approach. The population in this study was 548,000 with a sample of 100 respondents who were Instagram followers of Kopi Kenangan using a sampling technique, namely simple random sampling. The data was processed statistically using path analysis with the help of SPSS 23.0 for Windows software. The research results show that the influence of social media marketing, brand equity, and purchase decisions is in the medium category, social media marketing and brand equity variables are stated to have an influence on purchase decisions, social media marketing and brand equity have a positive and significant influence simultaneously on purchase decisions.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Hari Mulyadi: 5984810 Dian Herdiana Utama: 5993184
Uncontrolled Keywords:	Social Media Marketing, Brand Equity, Purchase Decision, Kopi, Followers Instagram Kopi Kenangan @kopikenangan.id Social Media Marketing, Brand Equity, Purchase Decision, coffee, Followers Instagram Kopi Kenangan @kopikenangan.id
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Dea Nandika Putri
Date Deposited:	27 Sep 2024 10:12
Last Modified:	27 Sep 2024 10:12
URI:	http://repository.upi.edu/id/eprint/126019

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