PENGARUH SOCIAL MEDIA MARKETING WHATSAPP BUSINESS TERHADAP MINAT BELI MELALUI KEPERCAYAAN KONSUMEN: Studi Kasus UMKM Iyad Boutique di Tasikmalaya

    Nurul Amira Salsabilla, - (2024) PENGARUH SOCIAL MEDIA MARKETING WHATSAPP BUSINESS TERHADAP MINAT BELI MELALUI KEPERCAYAAN KONSUMEN: Studi Kasus UMKM Iyad Boutique di Tasikmalaya. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini fokus pada social media marketing WhatsApp Business terhadap minat beli melalui kepercayaan konsumen (Studi Kasus UMKM Iyad Boutique di Tasikmalaya). Tujuan dari penelitian ini yaitu untuk mengetahui gambaran umum social media marketing WhatsApp Business terhadap minat beli melalui kepercayaan konsumen (Studi Kasus UMKM Iyad Boutique di Tasikmalaya), dan untuk mengetahui besaran pengaruh social media marketing WhatsApp Business terhadap minat beli melalui kepercayaan konsumen (Studi Kasus UMKM Iyad Boutique di Tasikmalaya). Metode penelitian yang digunakan yaitu metode kuantitatif deskriptif dan verifikatif. Data yang digunakan yaitu data primer seperti penyebaran kuesioner kepada responden melalui Google Form, dan peneliti juga melakukan wawancara, dokumentasi, observasi untuk mengumpulkan data. Hasil penelitian menyatakan bahwa kepercayaan konsumen memoderasi hubungan antara social media marketing WahtsApp Business dan minat beli pada UMKM Iyad Boutique di Tasikmalaya yakni sebesar 76,2%. Kepercayaan konsumen memiliki peran penting dalam memoderasi minat beli karena apabila konsumen telah memperoleh kepercayaaan terhadap suatu produk di media sosial, maka kemungkinan minat beli konsumen akan meningkat.

    This research focus on social media marketing WhatsApp Business on purchasing interest through consumer trust (Case Study of MSME Iyad Boutique in Tasikmalaya), sales which continue to decline every year due to tight competition in the Muslim fashion business, especially mukena. Apart from that, the analysis of the social media marketing strategy used by MSME Iyad Boutiqueiss less effective and less optimal in utilizing it. The aims to find out the general picture of WhatsApp Business social media marketing on buying interest through consumer trust (Iyad Boutique MSME Case Study in Tasikmalaya), and to find out how much influence WhatsApp Business social media marketing has on buying interest through consumer trust (Iyad Boutique MSME Case Study in Tasikmalaya). This research method used is descriptive quantitative and verification method. The data used is primary data such as distributing questionnaires to respondents via Google Form, and researches also conduct interview, documentation and observations to collect data. The results of the study stated that consumer trust moderates the relationship between social media marketing WhatsApp Business and purchase interest in UMKM Iyad Boutique in Tasikmalaya, which is 76.2%. Consumer trust plays an important role in moderating purchase interest because if consumers have gained trust in a product on social media, then the possibility of consumer purchase interest will increase.

    Baca Full Text klik disini
    [thumbnail of S_KWU_1901485_Title.pdf] Text
    S_KWU_1901485_Title.pdf
    Download (1MB)
    [thumbnail of S_KWU_1901485_Chapter1.pdf] Text
    S_KWU_1901485_Chapter1.pdf
    Download (564kB)
    [thumbnail of S_KWU_1901485_Chapter2.pdf] Text
    S_KWU_1901485_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (745kB)
    [thumbnail of S_KWU_1901485_Chapter3.pdf] Text
    S_KWU_1901485_Chapter3.pdf
    Download (878kB)
    [thumbnail of S_KWU_1901485_Chapter4.pdf] Text
    S_KWU_1901485_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    [thumbnail of S_KWU_1901485_Chapter5.pdf] Text
    S_KWU_1901485_Chapter5.pdf
    Download (264kB)
    [thumbnail of S_KWU_1901485_Appendix.pdf] Text
    S_KWU_1901485_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Arief Budiman: 5992927
    Uncontrolled Keywords: Social media marketing, WhatsApp Business, minat beli, kepercayaan konsumen Social media marketing, WhatsApp Business, purchase intention, customer trust
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Nurul Amira Salsabilla
    Date Deposited: 24 Feb 2025 06:37
    Last Modified: 24 Feb 2025 06:37
    URI: http://repository.upi.edu/id/eprint/130504

    Actions (login required)

    View Item View Item