EVALUASI PURCHASE DECISION KONSUMEN CAFE ON THE WHEELS: BAGAIMANA PERAN SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN PRODUCT QUALITY?

ALDA FUADIYAH, . (2025) EVALUASI PURCHASE DECISION KONSUMEN CAFE ON THE WHEELS: BAGAIMANA PERAN SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN PRODUCT QUALITY? Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Alda Fuadiyah: “Evaluasi Purchase Decision Konsumen Cafe On The Wheels: Bagaimana Peran Social Media Marketing, Brand Image, dan Product Quality?”. Skripsi, Jakarta: Program Studi S-1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Prof. Dr. Usep Suhud, M.Si., Ph.D dan Nofriska Krissanya, S.E., M.B.A Maksud dan tujuan dari penulisan penelitian ini adalah untuk menguji pengaruh social media marketing, brand image, dan product quality terhadap purchase intention dan purchase decision pada konsumen café on the wheels. Metode penelitian ini menggunakan kuantitatif dengan sumber data primer, data didapatkan melalui penyebaran kuesioner yang didistribusikan secara online melalui media sosial. Populasi yang digunakan dalam penelitian ini adalah konsumen café on the wheels jago coffee. Sampel penelitian diambil berdasarkan kriteria berikut yaitu, sudah pernah membeli produk dari Jago Coffee minimal 1 kali dalam 4 bulan terakhir, berdomisili tinggal di Kota Jakarta, mengetahui adanya sosial media Instagram dari Jago Coffee (@jagoid) dan pernah melihat konten-kontennya. Sampel dalam penelitian ini sebanyak 303 responden. Teknik analisa data penelitian ini menggunakan software SPSS versi 25 dan AMOS versi 23 untuk menganalisis Structural Equation Modelling (SEM). Implikasi manajemen dalam penelitian ini menjadi kunci untuk membangun dan mempertahankan keputusan akhir konsumen untuk membeli. Perusahaan perlu memanfaatkan strategi pemasaran melalui media sosial secara optimal, membangun dan mempertahankan citra merek yang kuat, dan memastikan kualitas produk secara konsisten untuk meningkatkan minat dan keputusan pembelian konsumen café on the wheels. Temuan ini diharapkan dapat menjadi referensi untuk para pelaku bisnis café on the wheels dalam mengembangkan strategi pemasaran yang efektif. Adapun hasil yang didapatkan pada penelitian ini menunjukan bahwa social media marketing, brand image, product quality berpengaruh secara positif dan signifikan terhadap purchase intention dan purchase decision. Selain itu, purchase intention berpengaruh secara positif dan signifikan terhadap purchase decision. Kata Kunci: social media marketing, brand image, product quality, purchase intention, purchase decision. ********************************************************** Alda Fuadiyah: “Evaluation of Consumer Purchase Decision of Cafe On The Wheels: What is the Role of Social Media Marketing, Brand Image, and Product Quality?”. Thesis, Jakarta: Undergraduate Program in Management, Faculty of Economics, Jakarta State University. Advisory Team: Prof. Dr. Usep Suhud, M.Sc., Ph.D and Nofriska Krissanya, S.E., M.B.A The purpose and objective of this research is to test the influence of social media marketing, brand image, and product quality on purchase intention and purchase decision of consumers of café on the wheels. This research method uses quantitative with primary data sources, data obtained through the distribution of questionnaires distributed online through social media. The population used in this study were consumers of café on the wheels jago coffee. The research sample was taken based on the following criteria, namely, having purchased products from Jago Coffee at least 1 time in the last 4 months, domiciled in Jakarta, knowing about the existence of Jago Coffee's Instagram social media (@jagoid) and having seen its content. The sample in this study was 303 respondents. The data analysis technique for this study used SPSS software version 25 and AMOS version 23 to analyze Structural Equation Modeling (SEM). Management implications in this study are key to building and maintaining consumers' final decisions to buy. Companies need to utilize marketing strategies through social media optimally, build and maintain a strong brand image, and ensure consistent product quality to increase interest and purchasing decisions of consumers of café on the wheels. These findings are expected to be a reference for café on the wheels business actors in developing effective marketing strategies. The results obtained in this study indicate that social media marketing, brand image, product quality have a positive and significant effect on purchase intention and purchase decision. In addition, purchase intention has a positive and significant effect on purchase decision. Keywords: social media marketing, brand image, product quality, purchase intention, purchase decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si.,Ph.D. ; 2). Nofriska Krissanya, S.E.,M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26794 not found.
Date Deposited:	25 Feb 2025 04:40
Last Modified:	25 Feb 2025 04:40
URI:	http://repository.unj.ac.id/id/eprint/53399

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