Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Aktif Pengguna GoTix di Kota Malang)

Satriananda, Davisya and Safarudin Hisyam Tualeka, S.Tr.Kom, M.AB (2023) Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Aktif Pengguna GoTix di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini berjudul "Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian Pada GoTix (Studi Kasus pada Mahasiswa Aktif Pengguna GoTix di Kota Malang)". Tujuannya adalah untuk menyelidiki dan menjelaskan pengaruh variabel independen, yaitu Social Media Marketing (X1) dan Electronic Word of Mouth (X2), baik secara bersamaan maupun secara terpisah terhadap variabel dependen Keputusan Pembelian (Y). Penelitian ini dilakukan dengan metode penelitian eksplanatori dengan pendekatan kuantitatif. Data dikumpulkan melalui survei dengan menggunakan kuesioner dalam bentuk Google Form yang disebar secara online kepada 97 responden, yang merupakan mahasiswa aktif dan menggunakan aplikasi GoTix di Kota Malang. Sampel diambil dengan menggunakan teknik Purposive Sampling, dan analisis data dilakukan dengan Analisis Deskriptif dan Analisis Regresi Linier Berganda. Hasil Uji Simultan/Uji-F menunjukkan bahwa nilai Sig.F sebesar (0,000) < (0,005), sehingga Ho ditolak dan Ha diterima. Kesimpulannya, variabel independen, yaitu Social Media Marketing (X1) dan Electronic Word of Mouth (X2), secara bersama-sama berpengaruh signifikan terhadap variabel dependen Keputusan Pembelian (Y). Hasil Uji Parsial/Uji-t menunjukkan bahwa masing-masing variabel, Social Media Marketing (X1) dan Electronic Word of Mouth (X2), berpengaruh secara signifikan terhadap Keputusan Pembelian (Y). Berdasarkan Koefisien Determinasi R2, ditemukan bahwa sebesar 52% variasi dalam Keputusan Pembelian (Y) dapat dijelaskan oleh Social Media Marketing (X1) dan Electronic Word of Mouth (X2), sementara sisanya sebesar 48% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. Berdasarkan hasil penelitian ini, disarankan kepada GoTix untuk mempertahankan dan meningkatkan Social Media Marketing dan Electronic Word of Mouth yang telah diterapkan, agar dapat lebih mendukung Struktur Keputusan Pembelian dari pelanggan mereka.

English Abstract

This research is titled "The Influence of Social Media Marketing and Electronic Word of Mouth on Purchase Decisions in GoTix (A Case Study of Active GoTix Users among Students in Malang City)". The aim is to investigate and explain the influence of independent variables, namely Social Media Marketing (X1) and Electronic Word of Mouth (X2), both together and separately on the dependent variable, Purchase Decisions (Y). This research was conducted using an explanatory research method with a quantitative approach. Data was collected through a survey using a questionnaire in Google Form format distributed online to 97 respondents, who are active students using the GoTix application in Malang City. The sample was taken using purposive sampling technique, and data analysis was performed using Descriptive Analysis and Multiple Linear Regression Analysis. The Simultaneous Test/F-Test results show that the Sig.F value is (0.000) < (0.005), so Ho is rejected, and Ha is accepted. In conclusion, the independent variables, Social Media Marketing (X1) and Electronic Word of Mouth (X2), together have a significant influence on the dependent variable, Purchase Decisions (Y). The Partial Test/t-Test results indicate that each variable, Social Media Marketing (X1) and Electronic Word of Mouth (X2), significantly influences Purchase Decisions (Y). Based on the Coefficient of Determination R2, it is found that 52% of the variation in Purchase Decisions (Y) can be explained by Social Media Marketing (X1) and Electronic Word of Mouth (X2), while the remaining 48% is influenced by other factors not examined in this research. Based on the results of this research, it is recommended for GoTix to maintain and enhance the Social Media Marketing and Electronic Word of Mouth strategies they have implemented to better support the Purchase Decision Structure of their customers.

Item Type: Thesis (Sarjana)
Identification Number: 0523030487
Uncontrolled Keywords: Marketing, GoTix, Electronic Word of Mouth (E-WOM), Keputusan Pembelian
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Endang Susworini
Date Deposited: 09 Jan 2024 06:42
Last Modified: 09 Jan 2024 06:42
URI: http://repository.ub.ac.id/id/eprint/206393
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