FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PADA PRODUK DESSERT BOX: STUDI KASUS PADA KONSUMEN DI JAKARTA

NISALIA NINGRUM, . (2023) FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PADA PRODUK DESSERT BOX: STUDI KASUS PADA KONSUMEN DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk mengetahui faktor-faktor yang mempengaruhi niat beli konsumen di Jakarta terhadap produk dessert box. Dalam penelitian ini terdapat lima variabel yaitu social media marketing, brand awareness, brand image, brand trust, dan purchase intention. Penelitian ini menggunakan sampel yaitu masyarakat berdomisili di Jakarta, berusia 17 tahun, mengenal produk dessert box Bittersweet by Najla, dan mempunyai niat membeli terhadap produk dessert box Bittersweet by Najla. Metode penelitian yang digunakan adalah kuantitatif dengan teknik pengumpulan data purposive sampling. Penelitian ini menghasilkan data 228 responden yang dianalisis menggunakan perangkat lunak IBM SPSS dan Structural Equation Modeling (SEM) AMOS. Hasil pengujian hipotesis penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase intention, social media marketing berpengaruh positif dan signifikan terhadap brand trust, brand awareness berpengaruh positif dan signifikan terhadap brand trust, brand image berpengaruh positif dan signifikan terhadap brand trust, brand image berpengaruh positif dan signifikan terhadap purchase intention, dan brand trust berpengaruh positif dan signifikan terhadap purchase intention. Kata kunci : social media marketing, brand awareness, brand image, brand trust, purchase intention ************ ABSTRACT This research is a quantitative study which aims to determine the factors that influence consumers' purchasing intentions in Jakarta towards dessert box products. In this research there are five variables, namely social media marketing, brand awareness, brand image, brand trust, and purchase intention. This research uses a sample of people living in Jakarta, aged 17 years, familiar with the Bittersweet by Najla dessert box product, and have the intention to purchase the Bittersweet by Najla dessert box product. The research method used is quantitative with purposive sampling data collection techniques. This research produced data from 228 respondents which were analyzed using IBM SPSS and Structural Equation Modeling (SEM) AMOS software. The results of research hypothesis testing show that social media marketing has a positive and significant effect on purchase intention, social media marketing has a positive and significant effect on brand trust, brand awareness has a positive and significant effect on brand trust, brand image has a positive and significant effect on brand trust, brand image has a positive and significant effect on purchase intention, and brand trust has a positive and significant effect on purchase intention. Keywords: social media marketing, brand awareness, brand image, brand trust, purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si.,Ph.D. ; 2). Shandy Aditya, BIB,MPBS.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Nisalia Ningrum .
Date Deposited:	14 Mar 2024 00:01
Last Modified:	14 Mar 2024 00:01
URI:	http://repository.unj.ac.id/id/eprint/45273

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