PENGARUH SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION SERTA DAMPAKNYA PADA PURCHASE DECISION: STUDI PADA PENGGUNA LAYANAN ONLINE FOOD DELIVERY DI JAKARTA

FIKKA DIAZ AZZAHRA, . (2022) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION SERTA DAMPAKNYA PADA PURCHASE DECISION: STUDI PADA PENGGUNA LAYANAN ONLINE FOOD DELIVERY DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan 1) untuk menguji pengaruh sosial media marketing terhadap purchase intention, 2) untuk menguji pengaruh brand awareness terhadap purchase intention, 3) untuk menguji pengaruh purchase intention terhadap purchase decision, 4) untuk menguji pengaruh sosial media marketing terhadap decision, 5) untuk menguji pengaruh brand awareness terhadap purchase decision, 6) untuk menguji pengaruh sosial media marketing terhadap purchase decision melalui purchase intention sebagai variabel intervening, 7) untuk menguji pengaruh brand awareness terhadap purchase decision melalui purchase intention sebagai variabel intervening pada pengguna layanan online food delivery di Jakarta. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner. Sampel penelitian ini adalah 200 responden pengguna layanan Shopee Food yang berdomisili di Jakarta yang pernah melakukan pembelian minimal 2 kali dalam kurun waktu satu bulan terakhir dan mengetahui akun sosial media Shopee Food. Teknik analisis data menggunakan SPSS versi 25 dan SEM (Structural Equation Model) dari software LISREL versi 8.8. untuk mengolah dan menganalisis data hasil penelitian. Hasil pengujian tersebut menunjukkan bahwa adanya pengaruh yang signifikan antara variabel social media marketing dan brand awareness terhadap purchase intention serta dampaknya pada purchase decision, yang dimana purchase intention berperan sebagai variabel intervening dan memiliki peranan sebagai partial mediating dalam penelitian ini. Kata Kunci : Social Media Marketing, Brand Awareness, Purchase Intention, Purchase Decision, Online Food Delivery, Shopee Food. This study aims 1) to examine the effect of social media marketing on purchase intention, 2) to examine the effect of brand awareness on purchase intention, 3) to examine the effect of purchase intention on purchasing decisions, 4) to examine the influence of media marketing on decisions, 5) to examine the effect of brand awareness on purchasing decisions, 6) to examine the effect of social media marketing on purchase decisions through purchase intention as an intervention variable, 7) to examine the effect of brand awareness on purchasing decisions through purchase intention as an intervention variable on online food delivery service users in Jakarta. The data collection method used a survey with an instrument in the form of a questionnaire. The sample of this research is 200 respondents who use Shopee Food services who live in Jakarta who have made purchases at least 2 times in the last one month and know Shopee Food's social media accounts. The data analysis technique used SPSS version 25 and SEM (Structural Equation Model) from LISREL software version 8.8. to process and analyze research data. The test results indicate that there is a significant influence between the variables of social media marketing and brand awareness on purchase intentions and on purchase decisions, where purchase intention acts as an intervening variable and has a role as a partial mediation in this study. Keywords: Social Media Marketing, Brand Awareness, Purchase Intention, Purchase Decision, Online Food Delivery, Shopee Food.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Suherman, M.Si ; 2) Prof. Dr. Mohamad Rizan,M.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 13505 not found.
Date Deposited:	01 Mar 2022 04:17
Last Modified:	04 Nov 2022 01:46
URI:	http://repository.unj.ac.id/id/eprint/23023

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