PERANAN SOCIAL MEDIA MARKETING DAN PERCEIVED PRICE DALAM MENCIPTAKAN CUSTOMER TRUST, SERTA DAMPAKNYA TERHADAP REPURCHASE INTENTION PADA APLIKASI VIDEO-ON-DEMAND

DAFFA FAUZIE YUDANTO, . (2024) PERANAN SOCIAL MEDIA MARKETING DAN PERCEIVED PRICE DALAM MENCIPTAKAN CUSTOMER TRUST, SERTA DAMPAKNYA TERHADAP REPURCHASE INTENTION PADA APLIKASI VIDEO-ON-DEMAND. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menentukan hubungan antara social media marketing, perceived price, dan repurchase intention serta peran customer trust sebagai variabel mediasi pada Video-on-Demand Disney+ Hotstar. Metode yang digunakan untuk penelitian ini adalah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan data. Objek penelitian ini adalah 280 pengguna Disney+ Hotstar yang berdomisili di Jabodetabek, mengikuti salah satu media sosial Disney+ Hotstar, dan berlangganan Disney+ Hotstar dalam satu tahun terakhir. Teknik sampling dalam penelitian ini menggunakan purposive/judgmental sampling. Terdapat tujuh hipotesis dalam penelitian ini. Untuk menguji hipotesis-hipotesis tersebut, teknik yang digunakan adalah metode Structural Equation Model (SEM) dengan menggunakan perangkat lunak SPSS 25 dan LISREL 8.8. Pengujian hipotesis menunjukkan adanya pengaruh positif pada hipotesis: 1) social media marketing terhadap customer trust, 2) social media marketing terhadap repurchase intention, 3) perceived price terhadap customer trust, 4) perceived price terhadap repurchase intention, 5) customer trust terhadap repurchase intention, 6) social media marketing terhadap repurchase intention melalui customer trust, 7) perceived price terhadap repurchase intention melalui customer trust. ***** This research aims to determine the relationship between social media marketing, perceived price, and repurchase intention, as well as the role of customer trust as a mediating variable in the context of the Disney+ Hotstar Video-on-Demand service. The methodology employed for this research is a survey method, utilizing a questionnaire as the data collection instrument. The research sample comprises 280 Disney+ Hotstar users residing in the Greater Jakarta area (Jabodetabek), who follow at least one of Disney+ Hotstar's social media platforms and have subscribed to Disney+ Hotstar within the past year. The sampling technique used in this study is purposive or judgmental sampling. Seven hypotheses were formulated for this research. To test these hypotheses, the Structural Equation Modeling (SEM) method was applied, using SPSS 25 and LISREL 8.8 software. Hypothesis testing indicated positive effects for the following hypotheses: 1) social media marketing on customer trust, 2) social media marketing on repurchase intention, 3) perceived price on customer trust, 4) perceived price on repurchase intention, 5) customer trust on repurchase intention, 6) social media marketing on repurchase intention through customer trust, and 7) perceived price on repurchase intention through customer trust

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, M.M. ; 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Daffa Fauzie Yudanto .
Date Deposited:	12 Aug 2024 01:40
Last Modified:	12 Aug 2024 01:40
URI:	http://repository.unj.ac.id/id/eprint/49626

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