Bulkis, Ratu and Prof. Dr. Dra. Noermijati, and Dr. Astrid Puspaningrum, (2021) Pengaruh Social Media Marketing Dan Harga Terhadap Keputusan Pembelian Dimediasi Citra Merek (Studi Pada Konsumen Pesen Kopi Di Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Konsumen sebagai penikmat kopi menganggap kopi sebagai suatu life style dan pola konsumsi kopi saat ini bukan hanya diminum di pagi hari saja, namun di setiap waktu. Trend ini bukan hanya ada dikalangan konsumen dewasa namun juga dikalangan remaja. Penelitian ini bertujuan untuk menganalisis peran citra merek dalam memediasi pengaruh social media marketing dan harga terhadap keputusan pembelian. Konsumen yang telah melakukan pembelian minuman kopi di Pesen Kopi adalah populasi dalam penelitian ini. Teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah 140 responden dan dari masing-masing gerai Pesen Kopi yang berada di lima kecamatan diambil 28 responden per kecamatan. Teknik analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menyimpulkan bahwa: Social media marketing berpengaruh positif signifikan terhadap keputusan pembelian; Harga berpengaruh positif signifikan terhadap keputusan pembelian; Social media marketing berpengaruh positif signifikan terhadap citra merek; Harga berpengaruh positif signifikan terhadap citra merek; Citra merek berpengaruh positif signifikan terhadap keputusan pembelian; Citra merek secara signifikan memediasi pengaruh social media marketing terhadap keputusan pembelian; Citra merek secara signifikan memediasi pengaruh harga terhadap keputusan pembelian.
English Abstract
Consumers as coffee lovers consider coffee as a lifestyle and consumption patterns coffee today are not only taken in the morning only, but at any time. This trend is not only among adult consumers but also among teenagers. This study aims to analyze the role of brand image in mediating the effect of social media marketing and price on purchasing decisions. Consumers who have purchased coffee drinks at Pesen Kopi are the population in this study. The sampling technique used purposive sampling method with 140 respondents and from each Pesen Kopi outlet located in five districts were taken 28 respondents per district. The data analysis technique uses Partial Least Square. The research results conclude that social media marketing has a significant positive effect on purchasing decisions; price has a significant positive effect on purchasing decisions; social media marketing has a significant positive effect on brand image; price has a significant positive effect on brand image; brand image has a significant positive effect on purchasing decisions; brand image significantly mediates the effect of social media marketing on purchasing decisions; brand image significantly mediates the effect of price on purchasing decisions
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | :0421020049 |
| Uncontrolled Keywords: | Social Media Marketing, Harga, Citra Merek, Keputusan Pembelian, Social Media Marketing, Price, Brand Image, Purchasing Decisions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 13 Feb 2023 02:54 |
| Last Modified: | 13 Feb 2023 02:54 |
| URI: | http://repository.ub.ac.id/id/eprint/197428 |
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Text (DALAM MASA EMBARGO)
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