ARFANI DWIROSA HENDRA, . (2021) PENGARUH SOCIAL MEDIA MARKETING DI INSTAGRAM DAN BRAND LOYALTY TERHADAP NIAT BELI PRODUK FASHION LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Perekonomian merupakan indikator keberhasilan pembangunan ekonomi dari suatu negara sehingga membutuhkan target pertumbuhan ekonomi yang tinggi. Penggunaan metode sociaI media marketing dan brand IoyaIty dapat meningkatkan kapasitas dari sektor industri sehingga mempengaruhi niat beIi konsumen terhadap suatu produk. Penelitian ini bertujuan untuk mengetahui pengaruh antara social media marketing terhadap brand loyalty, brand loyalty terhadap purchase intention, dan social media marketing terhadap purchase intention. Metode yang digunakan pada penelitian ini adalah metode survei berupa kuesioner melalui Google Form. Kriteria sampel pada penelitian ini adalah konsumen yang berada di JABODETABEK, berusia 18-23 tahun, dan pernah membeli produk fashion lokal di Instagram sebanyak tiga kali dalam waktu 6 bulan. Total sampel dalam penelitian ini adalah 200 responden dengan menggunakan teknik purposive sampling. Pilot Study dilakukan kepada 50 responden. Unit analisis pada penelitian ini adalah exploratory factor analysis, uji confirmatory factor analysis (CFA), dan fit model dengan menggunakan software SPSS 22. Teknik analisis data yang digunakan pada penelitian ini adalah StructuraI Equation ModeIing (SEM) dengan menggunakan software AMOS 22. Hasil penelitian ini menunjukkan bahwa: (1) social media marketing berpengaruh positif dan signifikan terhadap brand loyalty; (2) brand loyalty berpengaruh positif dan signifikan terhadap purchase intention; dan (3) social media marketing berpengaruh positif dan signifikan terhadap purchase intention. Oleh karena itu, strategi social media marketing harus dilakukan secara tepat dan optimal agar dapat meningkatkan brand loyalty sehingga mempengaruhi niat beli konsumen. Rekomendasi yang diberikan untuk penelitian selanjutnya adalah dapat mengembangkan ataupun mengganti variabel, lokasi, metode, serta mengeksplorasi objek penelitian agar penelitian selanjutnya dapat lebih baik dari penelitian sebelumnya. The economy is an indicator of the success of the economic development of a country so that it requires a high economic growth target. The use of social media marketing methods and the IoyaIty brand can increase the capacity of the industrial sector so that it affects consumers' purchase intentions for a product. This study aims to determine the effect of social media marketing on brand loyalty, brand loyalty on purchase intention, and social media marketing on purchase intention. The method used in this research is a survey method in the form of a questionnaire via Google Form. The sample criteria in this study were consumers who were in JABODETABEK, aged 18-23 years, and had purchased local fashion products on Instagram three times within 6 months. The total sample in this study was 200 respondents using purposive sampling technique. The pilot study was conducted on 50 respondents. The unit of analysis in this study is exploratory factor analysis, confirmatory factor analysis (CFA), and fit model using SPSS 22 software. The data analysis technique used in this study is Structural Equation Modeing (SEM) using AMOS 22 software. This shows that: (1) social media marketing has a positive and significant effect on brand loyalty; (2) brand loyalty has a positive and significant effect on purchase intention; and (3) social media marketing has a positive and significant effect on purchase intention. Therefore, the social media marketing strategy must be carried out appropriately and optimally in order to increase brand loyalty so that it affects consumer buying intentions. Recommendations given for further research are to be able to develop or replace variables, locations, methods, and explore research objects so that further research can be better than previous research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Ryna Parlyna,M.B.A ; 2). Muhammad Yusuf,S.E.,M.M. |
| Subjects: | Ilmu Sosial > Perdagangan |
| Divisions: | FE > S1 Pendidikan Tata Niaga |
| Depositing User: | Users 14626 not found. |
| Date Deposited: | 28 Jun 2022 02:41 |
| Last Modified: | 28 Jun 2022 02:41 |
| URI: | http://repository.unj.ac.id/id/eprint/30613 |
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