PENGARUH PEMASARAN PADA MEDIA SOSIAL DAN ULASAN PELANGGAN ONLINE TERHADAP NIAT BELI DIMEDIASI OLEH KEPERCAYAAN PELANGGAN (STUDI PADA PENGIKUT MEDIA SOSIAL SCARLETT WHITENING) DI WILAYAH JAKARTA

VANNISA FAHRANI, . (2022) PENGARUH PEMASARAN PADA MEDIA SOSIAL DAN ULASAN PELANGGAN ONLINE TERHADAP NIAT BELI DIMEDIASI OLEH KEPERCAYAAN PELANGGAN (STUDI PADA PENGIKUT MEDIA SOSIAL SCARLETT WHITENING) DI WILAYAH JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh antara Social Media Marketing dengan Customer Trust, Online Customer Review dengan Customer Trust, Social Media Marketing dengan Purchase Intention, Online Customer Review dengan Purchase Intention serta Customer Trust dengan Purchase Intention Studi Pada Pengikut Sosial Media Scarlett Whitening di Wilayah Jakarta. Metode yang digunakan dalam pengumpulan data adalah dengan menyebarkan kuesioner kepada pengikut sosial media Scarlett Whitening dan sampel penelitian ini ialah sebanyak 245 responden. Peneliti menggunakan Lisrel versi 8.8 sebagai aplikasi SEM untuk mengolah dan menganalisis data penelitian. Hasil penelitian ini menunjukkan adanya pengaruh yang positif dan signifikan antara Social Media Marketing berpengaruh terhadap Customer Trust, Online Customer Review berpengaruh signifikan terhadap Customer Trust, Social Media Marketing berpengaruh terhadap Purchase Intention, Online Review Customer berpengaruh terhadap Purchase Intention, serta Customer Trust berpengaruh signifikan terhadap Purchase Intention pada toko online Scarlett Whitening. Kata kunci: Social Media Marketing, Online Customer Review, Customer Trust, Purchase Intention This study aims to analyze the effect of Social Media Marketing with Customer Trust, Online Customer Review with Customer Trust, Social Media Marketing with Purchase Intention, Online Customer Review with Purchase Intention and Customer Trust with Purchase Intention Study on Social Media Followers of Scarlett Whitening in DKI Jakarta. . The method used in data collection is by distributing questionnaires to Scarlett Whitening's social media followers and the sample of this research is 245 respondents. Researchers used Lisrel version 8.8 as a SEM application to process and analyze research data. The results of this study indicate that there is a positive and significant influence between Social Media Marketing which has an effect on Customer Trust, Online Customer Review has a significant effect on Customer Trust, Social Media Marketing has an effect on Purchase Intention, Online Customer Review has an effect on Purchase Intention, and Customer Trust has a significant effect on Purchase Intention on the Scarlett Whitening online shop. Keywords: Social Media Marketing, Online Customer Review, Customer Trust, Purchase Intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus ; 2). Shandy Aditya, BIB., MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 13410 not found.
Date Deposited:	28 Feb 2022 06:11
Last Modified:	28 Feb 2022 06:11
URI:	http://repository.unj.ac.id/id/eprint/22665

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