Pratama, Bagas Yugo and Inggang Perwangsa Nuralam, SE.,MBA., Ph.D (2023) Pengaruh Social Media Marketing terhadap Keputusan Pembelian (Survei pada Pembeli Produk Tanduria.co Kota Malang melalui Marketplace). Sarjana thesis, Universitas Brawijaya.
Abstract
Tanduria.co menggunakan berbagai media sosial untuk melakukan pemasaran. Awalnya penjualan Tanduria.co kurang memuaskan saat pertama menjual produknya, namun penjualan Tanduria.co mulai meningkat ketika konten yang selama ini diberikan mulai variatif. Hal ini sangat menguntungkan bagi Tanduria.co karena dapat membuka jalan untuk kedepannya dan menjalankan indikator Social Media Marketing lain yaitu, Connecting dan Community Buiding. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel Content Creation, Connecting, Community Building terhadap Keputusan Pembelian Produk baik secara simultan maupun parsial. Penelitian ini menggunakan metode kuantitatif dan menggunakan metode survei dalam pengumpulan datanya dengan kuesioner online kepada pembeli produk Tanduria.co Kota Malang melalui Marketplace. Hasil yang didapatkan secara simultan F hitung lebih besar daripada F tabel, dapat disimpulkan Variabel Content Creation, Connecting dan Community Building berpengaruh secara simultan terhadap Keputusan Pembelian. Hasil analisis regresi secara parsial didapatkan nilai t hitung lebih besar daripada t tabel, ini menunjukkan Content Creation dan Community Building berpengaruh signifikan. Sedangkan hasil analisis regresi secara parsial didapatkan nilai t hitung lebih kecil daripada t tabel, ini menunjukkan variabel Connecting tidak signifikan.
English Abstract
Tanduria.co uses various social media for marketing. Initially, Tanduria.co's sales were less than satisfactory when it first sold its products, but Tanduria.co's sales increased when the content it had been providing began to various. This is very profitable for Tanduria.co because it can pave the way for the future and implement other Social Media Marketing indicators, namely, Connecting and Community Building. The purpose of this research is to determine the influence of the Content Creation, Connecting, Community Building variables on product purchasing decisions, both simultaneously and partially. This research uses quantitative methods and uses survey methods in collecting data with online questionnaires to buyers of Tanduria.co products in Malang City through the Marketplace. The results obtained simultaneously F count is greater than F table, it can be concluded that the variables Content Creation, Connecting and Community Building simultaneously influence purchasing decisions. The results of the partial regression analysis showed that the calculated t value was greater than the t table, this shows that Content Creation and Community Building have a significant effect. Meanwhile, the results of partial regression analysis show that the t count value is smaller than t table, this shows that the connectedness variable is not significant.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030475 |
| Uncontrolled Keywords: | Social Media Marketing, Content Creation, Connecting, Community Building, Keputusan Pembelian |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 09 Jan 2024 04:30 |
| Last Modified: | 09 Jan 2024 04:30 |
| URI: | http://repository.ub.ac.id/id/eprint/206263 |
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