Putranto, Tri Adityo (2025) ANALISIS PENGARUH SEO (SEARCH ENGINE OPTIMIZATION) DAN WEBSITE ENGAGEMENT TERHADAP CONSUMER BUYING BEHAVIOR MELALUI BRAND AWARENESS (STUDI PADA PENJUALAN MOBIL TOYOTA DI JAWA TENGAH DAN DIY). Thesis thesis, Universitas BPD.
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Thesis TRI ADITYO PUTRANTO 22231486.pdf Download (654kB) |
Abstract
ANALISIS PENGARUH SEO (SEARCH ENGINE OPTIMIZATION) DAN WEBSITE ENGAGEMENT TERHADAP CONSUMER BUYING BEHAVIOR MELALUI BRAND AWARENESS (A STUDY ON TOYOTA CAR SALES IN CENTRAL JAVA AND DIY) Tri Adityo Putranto 22231486 BPD University Master of Management Program Email: triadityop@gmail.com ABSTRACT The significant growth of Indonesia’s automotive industry reflects the dominance of the Toyota brand, particularly in the Central Java and Special Region of Yogyakarta (DIY) areas, as evidenced by consistently high market share over the past three years. This phenomenon is presumed to result from strong brand awareness among consumers. Amidst a widespread digital transformation, consumer behavior has shifted markedly towards the use of online platforms as a means of making purchasing decisions, including for automotive products. Therefore, this study aims to analyze the direct and indirect effects of Search Engine Optimization (SEO) and Website Engagement on Consumer Buying Behavior, with Brand Awareness serving as a mediating variable. A quantitative approach was employed, utilizing a survey method involving 385 Toyota consumers in Central Java and DIY, selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that SEO has a significantly positive direct effect on Consumer Buying Behavior, while Website Engagement also exerts a direct influence, albeit to a lesser degree, though still statistically significant. Additionally, both SEO and Website Engagement were found to positively influence Brand Awareness, which in turn significantly enhances Consumer Buying Behavior. Mediation analysis using the Variance Accounted For (VAF) approach indicates that Brand Awareness serves as a partial mediator in the relationship between SEO and Website Engagement with Consumer Buying Behavior. This study implies that digital marketing strategies that integrate effective SEO optimization and enhanced Website Engagement can substantially strengthen Brand Awareness, thereby encouraging consumer purchasing behavior toward Toyota vehicles in the digital era. Keywords: Search Engine Optimization (SEO), Website Engagement, Brand Awareness, Consumer Buying Behavior, Digital Marketing, Toyota.
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | ANALISIS PENGARUH SEO (SEARCH ENGINE OPTIMIZATION) DAN WEBSITE ENGAGEMENT TERHADAP CONSUMER BUYING BEHAVIOR MELALUI BRAND AWARENESS (STUDI PADA PENJUALAN MOBIL TOYOTA DI JAWA TENGAH DAN DIY) Tri Adityo Putranto 22231486 Program Magister Manajemen Universitas BPD Email: triadityop@gmail.com ABSTRAK Pertumbuhan signifikan dalam industri otomotif Indonesia menunjukkan dominasi merek Toyota, khususnya di wilayah Jawa Tengah dan Daerah Istimewa Yogyakarta (DIY), yang tercermin dari pangsa pasar tinggi secara konsisten selama tiga tahun terakhir. Fenomena ini diasumsikan sebagai hasil dari tingkat kesadaran merek (brand awareness) yang kuat di kalangan konsumen. Di tengah transformasi digital yang massif, perilaku konsumen mengalami pergesan signifikan ke arah penggunaan platform online sebagai sarana pengambilan keputusan pembelian, termasuk produk otomotif. Oleh karena itu, penelitian ini bertujuan menganalisis pengaruh langsung dan tidak langsung dari Search Engine Optimization (SEO) dan Website Engagement terhadap Consumer Buying Behavior melalui Brand Awareness sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei pada 385 konsumen Toyota di Jawa Tengah dan DIY yang dipilih secara purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa SEO memiliki pengaruh langsung positif yang signifikan terhadap Consumer Buying Behavior, sedangkan Website Engagement memiliki pengaruh langsung yang lebih kecil meskipun tetap signifikan. Selain itu, ditemukan bahwa SEO dan Website Engagement secara positif mempengaruhi Brand Awareness, yang selanjutnya secara signifikan meningkatkan Consumer Buying Behavior. Hasil analisis mediasi menggunakan Variance Accounted For (VAF) menunjukkan bahwa Brand Awareness berperan sebagai mediator parsial dalam hubungan antara SEO serta Website Engagement dengan Consumer Buying Behavior. Penelitian ini memberikan implikasi bahwa strategi digital marketing yang mengintegrasikan optimasi SEO dan peningkatan Website Engagement secara efektif mampu memperkuat Brand Awareness, sehingga dapat mendorong perilaku pembelian konsumen terhadap produk mobil Toyota di era digital. Kata kunci: Search Engine Optimization (SEO), Website Engagement, Brand Awareness, Consumer Buying Behavior, Digital Marketing, Toyota. |
| Uncontrolled Keywords: | Search Engine Optimization (SEO), Website Engagement, Brand Awareness, Consumer Buying Behavior, Digital Marketing, Toyota. |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HE Transportation and Communications H Social Sciences > HG Finance H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 17 Oct 2025 07:34 |
| Last Modified: | 17 Oct 2025 07:34 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2864 |
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