PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PADA BEAUTY E-COMMERCE DI JAKARTA

MAULIDA RAHMA NABILA, . (2023) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PADA BEAUTY E-COMMERCE DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (624kB)
	Text BAB 1.pdf Download (316kB)
	Text BAB 2.pdf Restricted to Registered users only Download (430kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (425kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (863kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (280kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (307kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Studi ini bertujuan untuk menganalisis bagaimana pemasaran media sosial berdampak pada niat untuk membeli produk kecantikan secara online di Jakarta. Studi ini mengukur berbagai faktor, termasuk pemasaran media sosial, kesadaran merek, citra merek, kepercayaan merek, dan niat membeli. Studi ini berfokus pada individu berusia 16-30 tahun di Jakarta yang telah membeli atau berencana membeli produk makeup dan perawatan kulit melalui Sociolla. Data yang dikumpulkan dianalisis menggunakan analisis faktor eksploratif dan konfirmatori, serta pemodelan persamaan struktural untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa pemasaran media sosial memiliki dampak signifikan terhadap kesadaran merek, citra merek, dan kepercayaan merek, tetapi tidak berdampak signifikan pada niat beli. Selain itu, kesadaran merek memiliki dampak signifikan pada citra merek, sedangkan citra merek memiliki dampak signifikan pada niat beli dan kepercayaan merek. Namun, tidak ada dampak signifikan dari kepercayaan merek terhadap niat membeli. Kata kunci: social media marketing, brand awareness, brand image, brand trust, dan purchase intention *** This study examines how social media marketing affects purchase intentions for beauty products through e-commerce in Jakarta. The study focuses on various social media marketing factors such as brand awareness, brand image, brand trust, and purchase intention. The study sample was individuals aged 16-30 years residing in Jakarta who have bought or have intention to purchase makeup or skincare products through beauty ecommerce. Data were analyzed using exploratory and confirmatory factor analyses to validate data and structural equation model to test hypotheses. The study's hypotheses revealed that social media marketing significantly influences brand awareness, brand image, and brand trust. However, brand awareness had no significant influence on purchase intention. Nevertheless, the study found that brand awareness significantly influences brand image, which, in turn, positively affects purchase intention and brand trust. Conversely, brand trust had no significant influence on purchase intention. Keywords: social media marketing, brand awareness, brand image, brand trust and purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1) Prof. Usep Suhud, M.Si., Ph.D ; 2) Rahmi, S.E., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19853 not found.
Date Deposited:	04 Sep 2023 02:37
Last Modified:	04 Sep 2023 02:37
URI:	http://repository.unj.ac.id/id/eprint/40802

Actions (login required)

View Item