PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION PRODUK FASHION LOKAL BRAND JINISO (STUDI KASUS PADA PENGGUNA E-COMMERCE SHOPEE DI JABODETABEK)

NETI RIZMANISA RAMZA, . (2024) PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION PRODUK FASHION LOKAL BRAND JINISO (STUDI KASUS PADA PENGGUNA E-COMMERCE SHOPEE DI JABODETABEK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER - TABLE OF CONTENT.pdf Download (1MB)
	Text BAB 1.pdf Download (699kB)
	Text BAB 2.pdf Restricted to Registered users only Download (497kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (479kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (737kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (353kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (313kB)
	Text LAMPIRAN DAN DAFTAR RIWAYAT HIDUP.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujan untuk mengetahui pengaruh social media marketing dan online customer review terhadap keputusan pembelian produk fashion lokal brand Jiniso pada pengguna e-commerce Shopee di Jabodetabek. Terdapat tiga variabel yang digunakan dalam melakukan pengukuran, yaitu social media marketing, online customer review dan purchase decision. Pengumpulan data dilaksanakan di wilayah Jabodetabek mulai dari bulan Mei hingga bulan Juni 2024. Data yang terkumpul diperoleh dengan distribusi kuesioner via google form dengan teknik purposive sampling. Total partisipan pada penelitian yang diselenggarakan berjumlah 250 orang yang tersebar dari wilayah Jabodetabek. Skema analisis data yang digunakan adalah uji kelayakan model dengan teknik Structural Equation Modelin (SEM) dengan alat bantu software AMOS. Pada hasil temuan dari penelitian yang diselenggarakan, menggambarkan jika terdapat pengaruh yang positif dan signifikan antara social media marketing dengan purchase decision dan oline customer review dengan purchase decision. ***** This research aims to determine the influence of social media marketing and online customer reviews on purchasing decisions for local fashion products from the Jiniso brand among Shopee e-commerce users in Jabodetabek. There are three variables used in measuring, namely social media marketing, online customer review and purchase decision. Data collection was carried out in the Jabodetabek area from May to June 2024. The data collected was obtained by distributing questionnaires via Google Form with a purposive sampling technique. The total number of participants in the research conducted was 250 people spread across the Jabodetabek area. The data analysis scheme used is a model feasibility test using the Structural Equation Modeling (SEM) technique with AMOS software tools. The findings from the research conducted illustrate that there is a positive and significant influence between social media marketing and purchase decisions and online customer reviews with purchase decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Muhammad Fawaiq, M.Ec.Dev.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Neti Rizmanisa Ramza .
Date Deposited:	08 Aug 2024 05:09
Last Modified:	08 Aug 2024 05:09
URI:	http://repository.unj.ac.id/id/eprint/49423

Actions (login required)

View Item