Analisa Pengaruh Social Media Marketing terhadap Brand Image, dan Brand Trust serta Dampaknya pada Purchase Intention (Survey pada Pengikut Media Sosial PT. Dyandra Banaran Nusantara).

Siswandi, Ammardito Syafaat and Rizal Alfisyahr, SE.,MM (2022) Analisa Pengaruh Social Media Marketing terhadap Brand Image, dan Brand Trust serta Dampaknya pada Purchase Intention (Survey pada Pengikut Media Sosial PT. Dyandra Banaran Nusantara). Sarjana thesis, Universitas Brawijaya.

Abstract

PT. Dyandra Banaran Nusantara merupakah perusahaan agrowisata dengan unit bisnisnya Kampoeng Kopi Banaran yang menawarkan pengalaman berwisata dengan nuansa perkebunan kopi yang sejuk Peralihan dari krisis pandemi mengakibatkan perusahaan harus mencari strategi inovasi pemasaran Social Media Marketing dipilih oleh Kampoeng Kopi Banaran untuk beradaptasi dengan akselerasi digital yang semakin masif pada saat ini. Penelitian ini bertujuan untuk menganalisis dan menjelaskan masingmasing pengaruh Social Media Marketing terhadap Brand Image dan Brand Trust, pengaruh Social Media Marketing terhadap Purchase Intention, pengaruh Brand Image dan Brand Trust terhadap Purchase Intention, serta pengaruh Brand Image dan Brand Trust sebagai variabel antara terhadap Social Media Marketing dan Purchase Intention. Jenis penelitian yang digunakan dalam penelitian ini yaitu explanatory research dengan metode kuantitatif. Teknik pengambilan sampel pada penelitian ini adalah purposive sampling Sampel pada penelitian ini berjumlah 99 responden yang merupakan pengikut aktif media sosial Kampoeng Kopi Banaran, dan sudah pernah melihat unggahan Kampoeng Kopi Banaran di media sosial. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur. Hasil dari penelitian ini menunjukkan bahwa (1) variabel Social Media Marketing berpengaurh signifikan terhadap variabel Brand Image, (2) Social Media Marketing berpengaruh signifikan terhadap variabel Brand Trust, (3) Brand Image berpengaruh signifikan terhadap Purchase Intention, (4) Brand Trust berpengaruh signifikan terhadap variabel Purchase Intention, (5) Social Media Marketing berpengaruh signifikan terhadap variabel Purchase Intention, (6) Social Media Marketing berpengaruh signifikan terhadap Puchase Intention melalui Brand Image sebagai variabel intervening, (7) Variabel Social Media Marketing signifikan terhadap Purchase Intention melalui Brand Trust sebagai variabel intervening.

English Abstract

PT. Dyandra Banaran Nusantara is an agro-tourism company with its business unit Kampoeng Kopi Banaran which offers a travel experience with a cool coffee plantation feel. The transition from the pandemic crisis has resulted in companies having to look for marketing innovation strategies. Social Media Marketing was chosen by Kampoeng Kopi Banaran to adapt to the increasingly massive digital acceleration at this time. This study aims to analyze and explain the respective effects of Social Media Marketing on Brand Image and Brand Trust, the influence of Social Media Marketing on Purchase Intentions, the influence of Brand Image and Brand Trust on Purchase Intentions, and the influence of Brand Image and Brand Trust as intermediate variables on Social Media Marketing and Purchase Intention. The type of research used in this research is explanatory research with quantitative methods. The sampling technique in this research is purposive sampling. The sample in this study amounted to 99 respondents who are active followers of Kampoeng Kopi Banaran social media, and have seen Kampoeng Kopi Banaran uploads on social media. The data analysis used in this study was descriptive analysis and path analysis. The results of this study indicate that (1) the Social Media Marketing variable has a significant effect on the Brand Image variable, (2) Social Media Marketing has a significant effect on the Brand Trust variable, (3) Brand Image has a significant effect on Purchase Intention, (4) Brand Trust has a significant effect on significant effect on the Purchase Intention variable, (5) Social Media Marketing has a significant effect on the Purchase Intention variable, (6) Social Media Marketing has a significant effect on Purchase Intention through Brand Image as an intervening variable, (7) Social Media Marketing variable is significant on Purchase Intention through Brand Trust as an intervening variable.

Item Type:	Thesis (Sarjana)
Identification Number:	052303
Uncontrolled Keywords:	Social Media Marketing, Brand Image, Brand Trust, Purchase Intention-Social Media Marketing, Brand Image, Brand Trust, Purchase Intention
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Emy Sukartini
Date Deposited:	16 Jan 2024 04:00
Last Modified:	16 Jan 2024 04:00
URI:	http://repository.ub.ac.id/id/eprint/210840

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