Hasil Pencarian  ::  Simpan CSV :: Kembali

Hasil Pencarian

Ditemukan 186501 dokumen yang sesuai dengan query
cover
Annysa Zhafirah Arumsari Gumay
The Role of Social Media on Green Cosmetics Purchase Intention (Study on Generation Z in Jakarta City) = Peran Social Media pada Green Cosmetics Purchase Intention (Studi pada Generasi Z di Kota Jakarta) =
"This study examines the role of social media on the intention of Generation Z consumers in Jakarta City to purchase green cosmetic goods. The research investigates the impact of social media usage, green thinking, and social media marketing on the components of the Theory of Planned Behaviour (TPB), namely attitude, subjective norms, and perceived behavioural control. It also examines how these factors ultimately influence the intention to purchase green cosmetics. A web-based self-administered questionnaire was conducted using a Google Form link, which received a total of 130 valid responses from Generation Z individuals who had previously bought eco-friendly cosmetics and utilises social networking platforms. The data were processed using PLS-SEM with the assistance of SmartPLS 4 software. The findings revealed a substantial and positive correlation between the use of social media and green thinking in relation to the TPB components. However, this study revealed that social media marketing has an insignificant effect on subjective norms, which contradicts prior findings. Furthermore, this study confirms the positive impact of the TPB constructs on the intention to purchase green cosmetics.
Penelitian ini meneliti bagaimana peran dari media sosial dapat mempengaruhi intensi pembelian green cosmetic pada Generasi Z di Kota Jakarta. Penelitian ini juga menginvestigasi bagaimana pengaruh dari social media usage, green thinking, serta social media marketing terhadap komponen-komponen dari the Theory of Planned Behaviour (TPB), yaitu attitude, subjective norms, serta perceived behavioural control. Selain itu, penelitian ini juga melihat bagaimana faktor-faktor tersebut memiliki pengaruh terhadap green cosmetic purchase intention. Penelitian ini menggunakan kuesioner yang disebarkan melalui pranala melalui Google Form dan telah mendapatkan total 130 responden dari Generasi Z yang sebelumnya telah melakukan transaksi kosmetik ramah lingkungan dan menggunakan media sosial. Data yang didapatkan kemudian diproses menggunakan metode PLS-SEM dengan bantuan software SmartPLS 4. Penelitian ini mendapatkan penemuan bahwa terdapat korelasi yang positif dan signifikan antara penggunaan media sosial dan green thinking dan hubungannya pada variabel-variabel TPB. Meski begitu, hasil dari penelitian ini juga menunjukkan bahwa social media marketing memiliki hasil yang tidak signifikan pada salah satu komponen TPB, yaitu subjective norms, berbeda dengan penelitian sebelumnya. Tidak hanya itu, penelitian ini juga mengonfirmasi dampak positif yang dimiliki oleh variabel dari TPB terhadap green cosmetic purchase intention."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2024
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
cover
Rosediana Shanti
Peran social media marketing dan environmental knowledge terhadap purchase intention produk green skincare = The role of social media marketing and environmental knowledge on green skincare purchase intention
"Meningkatnya permasalahan lingkungan membuat pasar produk ramah lingkungan terus mengalami pertumbuhan selama beberapa tahun terakhir karena meningkatnya permintaan dari konsumen. Adanya efek negatif dari bahan kimia terhadap kesehatan serta ligkungan telah membuat konsumen menjadi lebih tertarik untuk menggunakan produk green skincare. Untuk dapat memahami lebih baik mengenai niat beli konsumen pada produk green skincare, penelitian ini menggunakan theory of planned behavior (TPB) dan meneliti lebih lanjut mengenai faktor-faktor lain yang dapat mempengaruhi niat beli konsumen. Oleh karena itu, peneliti mencoba untuk meneliti pengaruh dari social media marketing, perceived consumer effectiveness (PCE), product knowledge, price consciousness, subjective norm, perceived behavioral control, dan attitude terhadap niat beli produk green skincare. Lebih lanjut, penelitian ini bertujuan untuk meneliti peran dari environmental knowledge sebagai variabel moderator dalam mempengaruhi niat beli konsumen. Pengumpulan data dilakukan menggunakan kuesioner online dengan jumlah responden sebesar 356 responden di Indonesia dan data dianalisis menggunakan metode structural equation modeling (SEM) dengan software Amos versi 26. Hasil penelitian menyatakan bahwa perceived behavioral control dan attitude secara positif mempengaruhi purchase intention, akan tetapi subjective norm tidak mempengaruhi purchase intention produk green skincare. Selain itu, price consciousness juga tidak memiliki pengaruh signifikan purchase intention, namun product knowledge secara negatif mempengaruhi attitude dan secara positif signifikan mempengaruhi purchase intention. PCE secara positif mempengaruhi attitude tetapi tidak mempengaruhi purchase intention. Sesuai hipotesis, social media marketing secara positif mempengaruhi subjective norm, PCE, product knowledge, dan purchase intention. Social media marketing secara positif mempengaruhi price consciousness sementara perceived behavioral control tidak memiliki pengaruh terhadap price consciousness. Sebagai variabel moderasi, environmental knowledge secara positif memoderasi hubungan antara attitude, subjective norm, dan perceived behavioral control dengan purchase intention. Penelitian ini memberikan manfaat bagi marketer di sektor industri kosmetik untuk membuat strategi pemasaran yang lebih efektif agar memiliki keunggulan kompetitif dan dapat bersaing dengan kompetitor.
This study was to examine the relationship among social media marketing, perceived consumer effectiveness (PCE), product knowledge, price consciousness, subjective norm, perceived behavioral control, and attitude toward and intentions to purchase green skincare products. Furthermore, this study aims to further understand the role of environmental knowledge as moderating variable that influences consumers’ intentions. Research data was collected using an online questionnaire survey from 356 respondents in Indonesia and data analysis was performed using the Amos 26.0 software package. The empirical results suggest that attitude and perceived behavioral control positively affect purchase intention, while subjective norm showed no significant relationship towards the purchase intention of green skincare products. Price consciousness also showed no significant effect on purchase intention. Moreover, product knowledge negatively influence attitude, while positively affect purchase intention. PCE positively affect attitude but showed no significant relationship towards purchase intention. As expected, social media marketing positively affects subjective norm, PCE, product knowledge, and purchase intention. Furthermore, social media marketing positively influence price consciousness while perceived behavioral control showed no significant relationship with price consciousness. As a moderating variable, environmental knowledge positively moderates the relationship between attitude, subjective norm, and perceived behavioral control with purchase intention. This study may benefit the marketers of green skincare industry in developing an effective marketing strategy to gain a better competitive edge from the competitors."
Jakarta: Fakultas Ekonomi dan Bisinis Universitas Indonesia, 2022
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
cover
Tasya Aryani Pramesya
Pengaruh Social Media Information Sharing Terhadap Green Purchase Intention Melalui Perceived Green Value dan Subjective Norms Sebagai Variabel Mediasi Pada Generasi Z di Wilayah DKI Jakarta = The Influence of Social Media Information Sharing on Green Purchase Intention Through Perceived Green Value and Subjective Norms as Mediating Variables in Generation Z in DKI Jakarta Region
"Adanya pengaruh penyebaran informasi terkait produk dimedia sosial terhadap minat beli suatu produk ini dinilai dapat menjadi solusi untuk mendorong minat beli terkait produk ramah lingkungan melalui penyebaran informasi produk ramah lingkungan di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling pada 150 responden yang diperoleh melalui penyebaran kuesioner secara online dengan memanfaatkan Google Form. Objek dalam penelitian ini adalah Generasi Z dengan rentang usia 17-27 tahun dengan DKI Jakarta sebagai lokus dalam penelitian ini. Hasil penelitian ini menunjukkan bahwa social media information sharing memiliki pengaruh positif dan signifikan terhadap green purchase intention. Selain itu, hasil penelitian ini juga menunjukkan bahwa perceived green value dan subjective norms berpengaruh positif dalam memediasi social media information sharing dan green purchase intention.
The influence of information dissemination related to products on social media on buying interest in a product is considere to be a solution to encourage purchase intention to environmentally friendly products through information dissemination on environmentally friendly products in Indonesia. This study used a quantitative approach with a purposive sampling technique on 150 respondents who were obtained through online questionnaires using the Google Form. The objects in this study were Generation Z with an age range of 17-27 years in DKI Jakarta as the locus in this study. The results of this study indicate that social media information sharing has a positive and significant impact on green purchase intention. In addition, the results of this study also show that perceived green values ​​and subjective norms have a positive effect in mediating social media information sharing and green purchase intention."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2023
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
cover
Annisa Nadya Fadhila
Pengaruh Social Media Influencer Terhadap Purchase Intention: Studi Pada Produk Kuliner di Restoran dan Kafe = The Influence of Social Media Influencers on Purchase Intention: A Study on Culinary Products in Restaurant and Café
"Industri kuliner di Indonesia mengalami pertumbuhan signifikan, didorong oleh globalisasi, perubahan perilaku konsumen, dan kesadaran akan keberlanjutan. Data Badan Ekonomi Kreatif menunjukkan kontribusi kuliner sebesar 41,4% terhadap ekonomi kreatif pada 2016. Penelitian ini mengkaji pengaruh karakteristik influencer media sosial (intimate self-disclosure, environmental concern, dan spending self-control) terhadap nilai konsumsi (social value dan epistemic value) dan niat beli konsumen, serta peran moderasi pendapatan dan generasi. Data dikumpulkan dari 260 responden di Jabodetabek melalui kuesioner dan dianalisis dengan Structural Equation Model (SEM) menggunakan SmartPLS. Hasil menunjukkan intimate self-disclosure signifikan mempengaruhi epistemic value, sementara environmental concern mempengaruhi social value dan epistemic value. Spending self-control tidak signifikan mempengaruhi kedua nilai konsumsi. Social value dan epistemic value signifikan mempengaruhi purchase intention. Income tidak memoderasi hubungan tersebut, sedangkan generation memoderasi pengaruh intimate self-disclosure terhadap social value dan social value terhadap purchase intention. Studi ini berkontribusi pada literatur pemasaran digital dan perilaku konsumen, serta memberikan panduan praktis bagi industri kuliner dalam strategi pemasaran melalui influencer.
The culinary industry in Indonesia has experienced significant growth driven by globalization, changes in consumer behaviour, and increased awareness of sustainability. Data from the Indonesian Creative Economy Agency shows that the culinary sub-sector contributed 41.4% to the creative economy in 2016. This study examines the influence of social media influencers' characteristics (intimate self-disclosure, environmental concern, and spending self-control) on consumption values (social value and epistemic value) and consumer purchase intention, as well as the moderating roles of income and generation. Data were collected from 260 respondents in the Greater Jakarta area using questionnaires and analysed with Structural Equation Modeling (SEM) via SmartPLS. Results show that intimate self-disclosure significantly influences epistemic value, while environmental concern affects both social value and epistemic value. Spending self-control does not significantly influence either consumption value. Both social value and epistemic value significantly impact purchase intention. Income does not moderate these relationships, whereas generation moderates the influence of intimate self-disclosure on social value and social value on purchase intention. This study contributes to digital marketing and consumer behaviour literature, providing practical guidance for the culinary industry in designing marketing strategies through influencers."
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
cover
Annisafira Lintang Lestari
Analisis Tema Social Media Marketing Pada Cosmetics Brands Menggunakan Topic Modeling: Studi Kasus Pada 4 Cosmetics Brands Di Indonesia = Analysis Of Social Media Marketing Themes Of Cosmetics Brands Using Topic Modeling: Case On 4 Cosmetics Brand In Indonesia
"Konsumen Indonesia telah menunjukkan minat yang meningkat terhadap produk cosmetics termasuk skincare, sehingga meningkatkan persaingan antar cosmetics brands. Untuk melakukan kegiatan promosinya, cosmetics brands memanfaatkan media sosial. Pemahaman tentang bagaimana menggunakan media sosial untuk berkomunikasi dan mempromosikan produknya bisa bermanfaat untuk literatur komunikasi pemasaran. Penelitian ini bertujuan untuk mengidentifikasi topik postingan media sosial dari empat cosmetics brands Indonesia. Penulis mengumpulkan total 21.339 tweets dari keempat brand tersebut dan menerapkan pendekatan text mining (topic modeling dengan metode Latent Dirichlet Allocation). Hasilnya menunjukkan bahwa postingan dari cosmetics brands pada umumnya mencakup topik berikut: product type dan giveaway. Namun, selain topik, beberapa brand juga memasukkan topik khusus seperti special event dan project collaboration.
Indonesian consumers have shown increased interest towards cosmetics products including skincare, which has increased the competition among cosmetics brands. Cosmetics brands have utilized social media as one of their promotional tools. Understanding of how brands use social media to communicate and promote its product may be important for marketing communications literature. This study aims to identify the topics of social media posts of four Indonesian cosmetics brands. The authors collected a total of 21.339 tweets from the four brands and implemented a text mining approach (topic modelling by Latent Dirichlet Allocation method). The result indicate that in general cosmetics brands’ posts cover the following topics: product type and giveaway. However, in addition to the topics, some brands also included specific topics such as special event and collaboration project. "
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
cover
Guntur Prayogo
Pengaruh Sosial Media Green Influencer terhadap Green Purchase Intention: Pendekatan The Extended Theory of Planned Behavior = The Influence of Social Media Green Influencer towards Green Purchase Intention: The Extended Theory of Planned Behavior Approach
"Pengguna media sosial tumbuh signifikan hingga mencapai 60% penduduk Indonesia. Di antara pengguna tersebut adalah Pandawara Group, influencer media sosial ramah lingkungan yang terkenal dengan aktivisme lingkungannya di platform media sosial seperti TikTok dan Instagram. Pandawara Group memperoleh popularitas dalam waktu singkat karena kontennya yang unik dan saat ini memiliki 10 juta pengikut aktif, menjadikan Pandawara Group menjadi Mega Influencer dalam waktu kurang dari setahun. Penelitian ini mengkaji peran Pandawara Group dalam mempromosikan niat pembelian ramah lingkungan melalui pendekatan The Extended Theory of Planned Behavior (TPB). Penelitian ini fokus dan menggunakan pendekatan kuantitatif dengan menggunakan survei yang disebarkan kepada pengikut Pandawara Group dengan jumlah sampel yang terkumpul sebanyak 122 responden. Kemudian data tersebut diolah melalui SEM-PLS dengan bantuan SmartPLS. Hasil penelitian ini menunjukkan bahwa perceived credibility dan perceived expertise berpengaruh positif terhadap sikap terhadap perilaku ramah lingkungan. Studi ini juga menemukan bahwa congruence yang dirasakan konsumen terhadap Pandawara Group dapat mempengaruhi parasocial relationship secara positif dan signifikan, yang pada akhirnya secara signifikan mempengaruhi niat pembelian ramah lingkungan.
Social media users have grown significantly, reaching 60% of the Indonesian population. Among those users is Pandawara Group, a green social media influencer known for its environmental activism on social media platforms such as TikTok and Instagram. Pandawara Group gained popularity in a short period of time viiuet o its unique content and currently has 10 million active followers, making Pandawara Group a Mega Influencer in less than a year. This research examines the role of the Pandawara Group in promoting green purchase intention through the lens of the Theory of Planned Behavior (TPB). The study focuses on and employs a quantitative approach, utilizing surveys distributed to followers of the Pandawara Group with 122 samples collected. Then, the data is processed through SEM-PLS with the help of SmartPLS. The findings indicate that perceived credibility and expertise attributes positively affect attitudes toward green behavior. The study also finds that perceived congruence positively and significantly influences parasocial relationships, which in turn significantly influences green purchase intentions. "
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
cover
Tatyana Putri Hadi
Analisis Peran Social Media Marketing dalam Mempengaruhi Motivasi Altruistic dan Egoistic Konsumen Indonesia dalam Membangun Purchase Intention untuk Green Products = Analyzing the Role of Social Media in Influencing Altruistic and Egoistic Motivation of Indonesian Consumers in Shaping their Purchase Intention for Green Products
"Penelitian ini ditujukan untuk melihat dampak yang dimiliki oleh social media marketing dalam mempengaruhi altruistic motivation, egoistic motivation, dan green purchase intention konsumen di Indonesia. Selain itu, pengaruh dari altruistic motivation, egoistic motivation, serta green attitude pada green purchase intention pun akan dianalisis pada penelitian ini. Metode riset kuantitatif yang digunakan dalam penelitian ini adalah Partial Least Square – Structural Equation Modelling (PLS – SEM) dan responden didapatkan dengan menyebarkan kuesioner online. Telah didapatkan sebesar 259 responden yang sebagian besar berumur di antara 18 – 25 tahun yang mayoritas menggunakan media sosial setiap hari dan berdomisili di Jabodetabek. Ditemukan pada penelitian ini bahwa media sosial memiliki pengaruh langsung pada altruistic motivation, egoistic motivation, serta green purchase intention konsumen Indonesia. Tidak hanya itu, altruistic motivation, egoisitc motivation, serta green attitude pun memiliki pengaruh langsung pada green purchase intention konsumen. Green attitude pun mampu memoderasi hubungan antara altruistic motivation dengan green purchase intention serta egoistic motivation dengan green purchase intention, namun tidak dapat memoderasi hubungan antara media sosial dan green purchase intention.
The aim of this research is to analyze the role of social media marketing in influencing Indonesian consumers in shaping their green purchase intention. This research takes into account altruistic motivation, egoistic motivation, and green attitude in affecting consumers green purchase intention. The method used in this quantitative research is Partial Least Square – Structural Equation Model (PLS – SEM) and the data is obtained through an online questionnaire. There were 259 respondents who filled in the questionnaire with the majority of age between 18 – 25 years old who has a habit of using social media every day and currently lives in Jabodetabek. The results of the research shows that social media marketing, altruistic motivation, egoistic motivation, and green attitude has a significant impact on influencing consumers’ green purchase intention. Furthermore, social media also has the ability to influence consumers’ altruistic and egoistic motivation. It is discovered that green attitude to has a moderating effect between altruistic motivation and green purchase intention, as well as egoistic motivation and green purchase intention, but no moderating effect was present between social media marketing and green purchase intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
cover
Zahra Lidini Hanifa
Pengaruh Social Media Marketing dan Social Brand Engagement terhadap purchase intention pada merek Mad for Makeup = The influence of Social Media Marketing and Social Brand Engagement on purchase intention for Mad for Makeup
"Pemanfaatan platform media sosial untuk berkomunikasi dan mempromosikan produk atau layanan telah mengalami pertumbuhan yang sangat pesat dalam beberapa tahun terakhir. Fenomena ini juga berdampak secara signifikan pada perubahan perilaku konsumen. Oleh karena itu, pada penelitian ini ingin mengetahui pengaruh social media marketing dan social brand engagement terhadap purchase intention. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan kuesioner secara daring dan memperoleh 142 responden. Data yang diperoleh pada penelitian ini dianalisis menggunakan metode PLS- SEM untuk memverifikasi model penelitian. Hasil dari penelitian ini menunjukan bahwa social media marketing dan social brand engagement memiliki pengaruh yang positif dan signifikan terhadap purchase intention. Namun, pada penelitian ini ditemukan bahwa social media marketing lebih mempengaruhi social brand engagement dibandingkan purchase intention.
The utilization of social media platforms for communication and promotion of products or services has experienced rapid growth in recent years. This phenomenon has significantly impacted changes in consumer behaviour. Therefore, this research aims to determine the influence of social media marketing and social brand engagement on purchase intention. This study employs a quantitative research method by distributing online questionnaires and obtaining 142 respondents. The collected data is analysed using the PLS-SEM method to verify the research model. The results of this study indicate that social media marketing, and social brand engagement have a positive and significant influence on purchase intention. However, it is found that in this research, social media marketing has a greater influence on social brand engagement compared to purchase intention."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2024
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
cover
Dewa Ayu Kalyana Putri
The effect of traditional advertising and social media communication on consumer based brand equity and purchase intention. Case study of FMCG cosmetics industry in Indonesia (Maybelline, Revlon, Wardah) = Pengaruh iklan tradisional dan media sosial terhadap consumer based brand equity dan purchase intention. Kasus: industri kosmetik FMCG di Indonesia (Maybelline, Revlon, Wardah)
"Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari iklan tradisional dan komunikasi di media sosial (firm created & user generated content) terhadap consumer based brand equity; functional brand image, hedonic brand image, dan brand awareness. Penelitian ini juga menguji pengaruh dari functional brand image, hedonic brand image dan brand awareness terhadap purchase intention melalui brand attitude.
Objek dari penelitian ini adalah tiga top brand di industri kosmetik FMCG di Indonesia yaitu Maybelline, Revlon, dan Wardah. 204 sampel di ambil untuk penelitian ini, sampel penelitian adalah wanita dengan usia diatas 18 tahun keatas, pernah melihat merek kosmetik di media sosial dan media tradisional, dan pernah membeli produk kosmetik dalam kurun waktu satu tahun terakhir.
Temuan dalam penelitian ini menunjukkan bahwa firm created social media communication berpengaruh secara signifikan terhadap brand awareness, functional brand image dan hedonic brand image, sementara itu user generated social media communication hanya berpengaruh secara signifikan terhadap functional brand image dan hedonic brand image. Temuan penelitian ini juga menunjukkan bahwa media traditional tidak berpengaruh terhadap consumer based brand equity. Data dari penelitian ini di analisa mengunakan Structural Equation Modelling dengan menggunakan program Lisrel.
The purpose of this study is to examine the impacts of traditional advertising and social media communication (firm created & user generated content) on consumer based brand equity; functional brand image, hedonic brand image and brand awareness. Moreover, this study also examines the effect of functional brand image, hedonic brand image, brand awareness to purchase intention mediated by brand attitude.
The research object are the top three players in FMCG cosmetics industry in Indonesia which are Maybelline, Revlon, or Wardah. 204 samples are taken for this research, the sample are women aged 18 years old and above that have seen the brand on social media and traditional media and have purchased cosmetics product within one-year period.
The finding from this research shows that firm created social media has significant influence brand awareness, functional brand image, and hedonic brand image, while user generated social media communication only significantly influence functional brand image and hedonic brand image. Furthermore, it is also found that traditional advertising does not have significant influence on consumer based brand equity. This research is used Structural Equation Modelling (SEM) operated by Lisrel program."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
S65103
UI - Skripsi Membership  Universitas Indonesia Library
cover
Hana Afifa
Pengaruh social media marketing efforts terhadap consumer purchase intention: studi pada Tokopedia = The effect of social media marketing efforts on consumer purchase intention: study on Tokopedia
"ABSTRAK
Social media marketing efforts merupakan faktor penting dalam memprediksi perilaku pembelian, sehingga social media marketing efforts perlu diwujudkan agar consumer dapat memiliki minat untuk melakukan pembelian terhadap suatu brand. Tujuan penelitian ini yaitu untuk menganalisis pengaruh social media marketing efforts terhadap consumer purchase intention dengan objek penelitian yaitu Tokopedia, sebuah e-commerce di Indonesia. Sampel pada penelitian ini adalah 103 responden yang mengetahui dan pernah menerima postingan dari social media Tokopedia, serta belum pernah melakukan pembelian pada situs Tokopedia. Penelitian ini merupakan penelitian kuantitatif eksplanatif dengan analisis data menggunakan multiple regression dengan SPSS 23. Hasil dari penelitian ini menunjukan social media marketing efforts mempengaruhi consumer purchase intention, dengan entertainment dan wom merupakan dimensi yang paling berpengaruh.
ABSTRACT
Social media marketing efforts is an important factor in predicting the consumer behavior on purchase intention, therefore the social media marketing efforts need to be embodied on behalf of consumers can make intention to purchase towards a brand. The purpose of this research was to analyze the influence of social media marketing efforts of consumer purchase intention with the object of research is Tokopedia, an e commerce in Indonesia. The samples on this research were 103 respondents who knew social media account of Tokopedia, and never done any purchase on Tokopedia, with the purposive sampling technique. This research was a quantitative explanative research with data analysis using multiple regression with SPSS 23. The results of this research showed that social media marketing efforts affects consumer purchase intention and the entertainment WoM are the dimensions of the social media marketing efforts that has the most influential. "
2017
S68599
UI - Skripsi Membership  Universitas Indonesia Library
<<   1 2 3 4 5 6 7 8 9 10   >>