PENGARUH SALES PROMOTION,ELECTRONIC WORD OF MOUTH, CONTENT MARKETING TERHADAP ATTITUDE DAN PURCHASE INTENTION PRODUK SIAP MINUM TOMORO COFFEE DI JAKARTA

ANDIKA BAGUS NUGROHO, . (2026) PENGARUH SALES PROMOTION,ELECTRONIC WORD OF MOUTH, CONTENT MARKETING TERHADAP ATTITUDE DAN PURCHASE INTENTION PRODUK SIAP MINUM TOMORO COFFEE DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan teknologi informasi dan internet telah secara dramatis mengubah cara individu mencari, memilih, dan berinteraksi dengan merek atau produk. penelitian ini bertujuan untuk menganalisis pengaruh sales promotion, e-WOM, content marketing terhadap attitude dan purchase intention produk siap minum Tomoro Coffee di Jakarta. Penelitian ini menggunakan metode survey adapun teknik pengumpulan data melalui kuesioner online sebanyak 200 responden konsumen Tomoro Coffee diwilayah DKI Jakarta. Analisis data dilakukan dengan metode kuantitatif dengan software AMOS. Hasil penelitian menunjukkan bahwa sales promotion, electronic word of mouth, content marketing berpengaruh positif dan signifikan terhadap attitude dan purchase intention. Temuan ini merangkum bagaimana sales promotion seperti kupon, rabat, dan harga khusus menarik perhatian melalui urgensi penawaran terbatas, membangun interest dengan persepsi nilai tinggi, memicu rasa ingin via stimulus, dan mendorong proses menuju purchase intention langsung. Di sisi lain, e-WOM menyediakan validasi sosial pada tahap attention melalui ulasan autentik, memperkuat interest dan desire dengan kepercayaan serta mendorong pembentukan sikap positif. Selain itu, content marketing yang dibagikan mengarah ke action via engagement tinggi yang membentuk sikap favorable menuju niat beli. Penelitian ini memberikan kontribusi terhadap pengembangan teori dalam bidang pemasaran digital, khususnya bagi pemasar, pengusaha, dan pemangku kebijakan dalam mengembangkan strategi komunikasi pemasaran digital yang efektif dan efisien. ***** The growth of information technology and the internet has dramatically changed the way individuals search, choose, and interact with brands or products. This study aims to analyze the influence of sales promotion, e-WOM, and content marketing on the attitude and purchase intention of Tomoro Coffee ready-to-drink products in Jakarta. This study used a survey method, while the data collection technique was through an online questionnaire of 200 Tomoro Coffee consumer respondents in the DKI Jakarta area. Data analysis was conducted using quantitative methods with AMOS software. The results showed that sales promotion, electronic word of mouth, and content marketing had a positive and significant effect on attitude and purchase intention. These findings summarize how sales promotions such as coupons, rebates, and special prices attract attention through the urgency of limited offers, build interest with high perceived value, trigger desire through stimulus, and drive the process towards direct purchase intention. On the other hand, e-WOM provides social validation at the attention stage through authentic reviews, strengthens interest and desire with trust, and encourages the formation of positive attitudes. In addition, shared content marketing leads to action through high engagement that forms a favorable attitude towards purchase intention. This research contributes to the development of theory in the field of digital marketing, particularly for marketers, entrepreneurs, and policymakers in developing effective and efficient digital marketing communication strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Rizka Zakiah, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Andika Bagus Nugroho .
Date Deposited:	23 Feb 2026 05:23
Last Modified:	23 Feb 2026 05:23
URI:	http://repository.unj.ac.id/id/eprint/65606

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