KURNIATY, . (2025) STRATEGI SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE, BRAND TRUST, DAN BRAND AWARENESS DALAM MENINGKATKAN PURCHASE INTENTION TRAVEL UMRAH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Maksud dari penulisan penelitian ini adalah untuk menguji pengaruh positif dan signifikan social media marketing terhadap brand image, brand awareness, brand trust dalam meningkatkan purchase intention. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui platform media sosial seperti WhatsApp. Objek dalam penelitian ini adalah pengguna aktif media sosial yang pernah melihat informasi mengenai travel umrah yang berdomisili di DKI Jakarta dan berusia minimal 17 tahun. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM) untuk menganalisis data dari 250 responden. Adapun hasil yang diperoleh dalam penelitian ini menunjukkan bahwa social media marketing terhadap brand image, brand awareness, brand trust berpengaruh positif dan signifikan terhadap dalam meningkatkan purchase intention travel umrah. Diharapkan hasil penelitian ini dapat menjadi referensi bagi penelitian selanjutnya, khususnya yang berkaitan dengan perilaku konsumen jasa travel umrah. ***** The purpose of this research is to examine the positive and significant influence of social media marketing on brand image, brand awareness, and brand trust in increasing purchase intention. Data were collected through an online questionnaire distributed via social media platforms such as WhatsApp. The object of this research is active social media users who have seen information about Umrah travel services, reside in the DKI Jakarta area, and are at least 17 years old. This study employs a quantitative method with a Structural Equation Modeling (SEM) approach to analyze data from 250 respondents. The findings indicate that social media marketing has a positive and significant effect on brand image, brand awareness, and brand trust in increasing purchase intention for Umrah travel. It is expected that the results of this study can serve as a reference for future research, particularly those related to consumer behavior in Umrah travel services.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Prof. Usep Suhud, M.Si., Ph.D. 2). Dewi Agustin Pratama Sari, S.E., M.S.M. |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | Kurniaty . |
| Date Deposited: | 13 Feb 2026 09:02 |
| Last Modified: | 13 Feb 2026 09:02 |
| URI: | http://repository.unj.ac.id/id/eprint/65301 |
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