ANALISIS SOCIAL MEDIA MARKETING ACTIVITIES DALAM MENINGKATKAN PURCHASE INTENTION PENGGUNA INSTAGRAM PADA PRODUK AUDIO NIRKABEL

RIZKY TRI ATMOJO, . (2025) ANALISIS SOCIAL MEDIA MARKETING ACTIVITIES DALAM MENINGKATKAN PURCHASE INTENTION PENGGUNA INSTAGRAM PADA PRODUK AUDIO NIRKABEL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis peran dari social media marketing activities dalam meningkatkan purchase intention produk True Wireless Stereo (TWS) dari pengguna Instagram. Penelitian ini mengikutsertakan 200 responden pengguna aplikasi Instagram yang berusia minimal 17 tahun dan berdomisili di wilayah Daerah Khusus Ibukota Jakarta. Penelitian ini menguji 6 Hipotesis. Metode analisis data yang digunakan dalam penelitian ini menggunakan SEM dengan bantuan software AMOS versi 24. Hasil penelitian menunjukkan bahwa celebrity endorsement memiliki pengaruh positif dan signifikan terhadap perceived value, namun tidak memiliki pengaruh positif dan signifikan terhadap trust. Sementara itu, social media marketing activities memiliki pengaruh positif dan signifikan terhadap perceived value dan trust. Selanjutnya, perceived value dan trust masing-masing memiliki pengaruh positif dan signifikan terhadap purchase intention. Penelitian ini menunjukkan bahwa penggunaan celebrity endorsement dan social media marketing activities terutama terkait produk teknologi audio harus tepat, informatif, dan menarik. Merek dapat memperoleh purchase intention yang meningkat jika metode pemasaran yang dilakukan sudah tepat. ***** This study aims to analyze the role of social media marketing activities in increasing the purchase intention of True Wireless Stereo (TWS) products from Instagram users. This study included 200 respondents who are Instagram application users who are at least 17 years old and residing in the Special Capital Region of Jakarta. This study tested 6 hypotheses. The data analysis method employed in this study utilizes SEM, aided by AMOS software version 24. The results showed that celebrity endorsement has a positive and significant effect on perceived value but does not have a positive and significant effect on trust. Meanwhile, social media marketing activities have a positive and significant influence on perceived value and trust. Furthermore, perceived value and trust each have a positive and significant influence on purchase intention. This research indicates that the use of celebrity endorsement and social media marketing activities, especially related to audio technology products, must be appropriate, informative, and interesting. Brands can get increased purchase intention if the marketing methods used are appropriate.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. 2). Annisa Lutfia, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Users 28994 not found.
Date Deposited:	05 Aug 2025 08:24
Last Modified:	05 Aug 2025 08:24
URI:	http://repository.unj.ac.id/id/eprint/57877

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