PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST DAN BRAND IMAGE (STUDI PADA CV. SIEGE GEMILANG ABADI (SIEGE MANAGEMENT)

Atmojo, Dimas Adi Nugroho Kusumo (2025) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST DAN BRAND IMAGE (STUDI PADA CV. SIEGE GEMILANG ABADI (SIEGE MANAGEMENT). Thesis thesis, STIE Bank BPD Jateng.

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Abstract

This study is conducted to determine the influence of social media marketing on purchase intention through brand image and brand trust at CV. Siege Gemilang Abadi (Siege Management). This is a quantitative study using two sources of data: primary and secondary. The secondary data used in this research comes from previous research journals and customer data from CV. Siege Gemilang Abadi (Siege Management). The primary data comes from distributing questionnaires to respondents. The population in this study consists of customers who have used event organizer (EO) services at CV. Siege Gemilang Abadi (Siege Management), totaling 87 respondents (a collection of customers from 2022-2024). The sampling technique used in this study is probability sampling. The sampling method in this study uses a census method, where the entire population is used as a sample. The study at CV. Siege Gemilang Abadi shows that Brand Image and Brand Trust have a positive influence on Purchase Intention. Social Media Marketing also has a positive influence on Brand Image, Brand Trust, and directly on Purchase Intention. Social media marketing plays a significant role in strengthening brand image and trust, which in turn increases consumer purchase intention. Recommendations for the company: strengthen the Social Media Marketing strategy with relevant content, active interaction, and personal relationships; build a strong brand image; enhance customer trust through integrity; and maximize the use of social media to increase purchase intention. Suggestions for future research: expand the sample size, test other influencing variables, use mixed methods, analyze market segments, and explore the long-term impact. Keywords: brand image, brand trust, purchase intention, social media marketing.

Item Type:	Thesis (Thesis)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	18 Sep 2025 03:07
Last Modified:	18 Sep 2025 03:07
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2398

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