PENGARUH ELEMEN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DIMEDIASI BRAND TRUST

Agassi, Randi (2024) PENGARUH ELEMEN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DIMEDIASI BRAND TRUST. Other thesis, STIE Bank BPD Jateng.

Text Randi Agassi_22221279_31KR_PROPOSAL TESIS.pdf Download (1MB)

Abstract

This research aims to analyze the influence of social media marketing elements on purchase decisions mediated by brand trust. The population in this study were BPJS Employment Cilacap Branch participants who follow the BPJS Employment Instagram social media. In this research, the sampling technique used was simple random sampling. The sample size was calculated by multiplying the number of indicators by 5 to obtain 140 respondents. Data analysis was carried out using the Partial Least Square (PLS) method using SmartPLS software. The results of the research show that interactivity has a significant influence on the purchase decision, informativeness has a significant influence on the purchase decision, entertainment has a significant influence on the purchase decision, perceived relevance has a significant influence on the purchase decision, interactivity significant influence on the purchase decision through brand trust as mediation, informativeness has a significant influence on purchase decision through brand trust as mediation, entertainment has a significant influence on purchase decision through brand trust as mediation, perceived relevance has an influence significant influence on the purchase decision through brand trust as mediation and brand trust has a significant influence on the purchase decision. Keyword : Social Media Marketing, Purchase Decision, Brand Trust

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh elemen social media marketing terhadap purchase decision dimediasi brand trust. Populasi pada penelitian ini adalah peserta BPJS Ketenagakerjaan Cabang Cilacap yang mengikuti media sosial Instagram BPJS Ketenagakerjaan. Pada penelitian ini teknik sampling yang digunakan adalah simple random sampling. Adapun jumlah sampel dihitung dengan jumlah indikator dikalikan 5 sehingga diperoleh 140 responden. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa interactivity berpengaruh signifikan terhadap purchase decision, informativeness berpengaruh signifikan terhadap purchase decision, entertaiment berpengaruh signifikan terhadap purchase decision, perceived relevance berpengaruh signifikan terhadap purchase decision, interactivity berpengaruh signifikan terhadap purchase decision melalui brand trust sebagai mediasi, informativeness berpengaruh signifikan terhadap purchase decision melalui brand trust sebagai mediasi, entertaiment berpengaruh signifikan terhadap purchase decision melalui brand trust sebagai mediasi, perceived relevance berpengaruh signifikan terhadap purchase decision melalui brand trust sebagai mediasi serta brand trust berpengaruh signifikan terhadap purchase decision. Kata Kunci : Social Media Marketing, Purchase Decision, Brand Trust
Uncontrolled Keywords:	Sosial Media Marketing Brand Trust PURCHASE DECISION BPJS Ketenagakerjaan
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	27 Feb 2024 05:31
Last Modified:	27 Feb 2024 05:31
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1789

Actions (login required)

View Item