Zhafary, Muhammad Ariq and Ida Yulianti,, SE., MM., MBA., Ph.D. (2023) Pengaruh Social Media Marketing Dalam Meningkatkan Purchase Decision (Studi Kasus Pada Pengguna Gojek Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan agar dapat mengetahui pengaruh dari social media marketing yang terdiri dari entertainment, interaction, trendiness, customization, dan word-of-mouth terhadap purchase decision pada pengguna Gojek di Kota Malang. Jenis penelitian ini adalah penelitian penjelasan yaitu menjelaskan hubungan sebab akibat antar variabel-variabelnya. Dalam penelitian ini digunakannya sampel sebanyak 110 responden yang dipilih menggunakan metode purposive sampling. Penyebaran kuesioner dilaksanakan di Kota Malang. Sampel terdiri dari responden yang memiliki usia minimal 18 tahun, berdomisili di Kota Malang, pengguna media sosial yang mengikuti akun media sosial Gojek, dan menggunakan aplikasi Gojek. Analisis data menggunakan Analisis Regresi Linier Berganda dan uji hipotesis menggunakan uji t yang diolah melalui software SPSS ver. 26. Dari hasil pengujian terhadap kelima hipotesis dapat disimpulkan bahwa variabel entertainment, interaction, customization, dan word-of-mouth berpengaruh secara signifikan terhadap purchase decision dan trendiness berpengaruh secara tidak siginifikan terhadap purchase decision.
English Abstract
The objective of this research is to identify the effects of social media marketing, which consists of entertainment, interaction, trendiness, customization, and word-of-mouth, on the purchase decision of Gojek users in Malang City. This explanatory research corroborates the causal relationships between its variables. The respondents are 110 people; they were selected using purposive sampling technique with the criteria of having the minimum age of eighteen years, living in Malang City, using social media, following the social media accounts of Gojek, and using Gojek application. The data was harvested from questionnaires distributing in Malang City and was analyzed using multiple linear regression, and the hypotheses were tested using t-test; all of the processes were conducted in SPSS version 26. The testing results on the five hypotheses conclude that entertainment, interaction, customization, and word-of-mouth significantly influence the purchase decision and that trendiness insignificantly affects the purchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020381 |
| Uncontrolled Keywords: | Social Media Marketing, Purchase Decision, Gojek. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 27 Dec 2023 02:58 |
| Last Modified: | 27 Dec 2023 02:58 |
| URI: | http://repository.ub.ac.id/id/eprint/205539 |
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