Hafiyyan, Giyazi Azka and L.Tri Wijaya Nata Kusuma, ST., MT., Ph.D. (2022) Analisis Pengaruh Social Media Marketing Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Intervening Menggunakan Pendekatan Structural Equation Modeling (SEM) (Studi Kasus Telkomsel Orbit). Sarjana thesis, Universitas Brawijaya.
Abstract
PT. Telekomunikasi Selular atau dikenal dengan Telkomsel merupakan operator telekomunikasi selular Indonesia. Telkomsel merupakan anak perusahaan dari PT. Telkom Indonesia, sebuah Badan Usaha Milik Negara (BUMN), yang bergerak di industri telekomunikasi. Telkomsel meluncurkan produk baru bernama Telkomsel Orbit pada Juli 2020. Sebagai pemain baru di layanan internet wifi rumahan, persaingan tidak hanya datang dari sesama operator yang meluncurkan layanan sejenis, tetapi juga Fibre Internet Service Provider yang sudah lama berdiri di layanan internet rumahan. Saat ini, Telkomsel Orbit memiliki 243.700 pelanggan. Namun, angka tersebut masih terpantau jauh dari kompetitor-kompetitornya. Sebagai produk yang umurnya tergolong muda dan baru di pasar dengan banyak pesaing, sangat penting bagi Telkomsel Orbit untuk mendapatkan perhatian pelanggan. Tidak dapat dipungkiri bahwa social media marketing merupakan komponen yang sangat penting bagi strategi pemasaran Telkomsel Orbit, namun perlu ditelaah juga apakah social media marketing yang sudah diterapkan dapat menarik perhatian calon pembeli pada variabel brand awarness. Sebagai produk yang tergolong baru di pasar, diperlukan penyusunan strategi pemasaran yang baik agar Telkomsel Orbit dapat mengenalkan produk mereka ke pasar. Pada penelitian ini, akan diteliti mengenai analisis pengaruh social media marketing terhadap purchase intention dengan variabel intervening yaitu variabel brand awareness dari Telkomsel Orbit. Metode yang dihgunakan pada penelitian ini adalah Structural Equation Modelling. Berdasarkan hasil dari penelitian, didapatkan bahwa terdapat pengaruh signifikan antara variabel Social Media Marketing terhadap Purchase Intention melalui variabel Brand Awareness sebagai variabel intervening dari Telkomsel Orbit. Hal tersebut dapat dijadikan rekomendasi bagi Telkomsel Orbit untuk meningkatkan penjualan
English Abstract
PT. Telekomunikasi Selular or known as Telkomsel is an Indonesian cellular telecommunications operator. Telkomsel is a subsidiary of PT. Telkom Indonesia, a State-Owned Enterprise (BUMN), is engaged in the telecommunications industry. Telkomsel launched a new product called Telkomsel Orbit in July 2020. As a new player in home wifi internet services, competition does not only come from fellow operators who launch similar services, but also Fiber Internet Service Providers who have long been established in-home internet services. Currently, Telkomsel Orbit has 243,700 subscribers. However, this figure is still far from its competitors. As a product that is relatively young and new in a market with many competitors, it is very important for Telkomsel Orbit to get the attention of customers. It is undeniable that social media marketing is a very important component for Telkomsel Orbit's marketing strategy, but it is also necessary to examine whether soin-homecial media marketing that has been implemented can attract the attention of potential buyers to brand awareness variable. As a product that is relatively new in the market, it is necessary to develop a good marketing strategy so that Telkomsel Orbit can introduce its products to the market. In this study, we will examine the analysis of the influence of social media marketing on purchase intention with the intervening variable, namely the brand awareness variable from Telkomsel Orbit. The method used in this research is Structural Equation Modeling. Based on the results of the study, it was found that there was a significant influence between Social Media Marketing variables on Purchase Intention through the Brand Awareness variable as an intervening variable from Telkomsel Orbit. This can be used as a recommendation for Telkomsel Orbit to increase sales
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522070052 |
| Uncontrolled Keywords: | Kata Kunci: Penasaran, Media Sosial, Minat Beli, Citra Merek, Pemodelan |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | yulia Chasanah |
| Date Deposited: | 18 May 2022 04:22 |
| Last Modified: | 17 Jun 2022 02:34 |
| URI: | http://repository.ub.ac.id/id/eprint/190565 |
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