Priscilla, Irtania Zaltsa and Prof. Andriani Kusumawati,, S.Sos, M.Si, DBA. (2023) Pengaruh Customer Engagement dan Sales Promotion pada Media Sosial Instagram terhadap Purchase Intention serta Dampaknya pada Purchase Decision (Survei pada Followers Aktif Instagram @Menantea.toko). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini, yaitu untuk: (1) mengetahui dan menjelaskan pengaruh Customer Engagement terhadap Purchase Intention, (2) mengetahui dan menjelaskan pengaruh Sales Promotion terhadap Purchase Intention, (3) mengetahui dan menjelaskan pengaruh Customer Engagement terhadap Purchase Decision, (4) mengetahui dan menjelaskan pengaruh Sales Promotion terhadap Purchase Decision, (5) mengetahui dan menjelaskan pengaruh Purchase Intention terhadap Purchase Decision. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Kriteria populasi dalam penelitian ini adalah (1) responden dengan usia minimal 18 tahun dan merupakan Warga Negara Indonesia (WNI), (2) responden aktif menggunakan Instagram probadi selama 6 bulan terakhir, menjadi followers akun Instagram @Menantea.toko, serta pernah melakukan interaksi berupa likes, comment, atau share pada unggahan akun Instagram Menantea, (3) responden mengetahui produk Menantea dan pernah membeli produk Menantea minimal 1 kali dan pernah melihat promosi pada unggahan akun Instagram Menantea. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil menggunakan kuesioner secara tidak langsung (online). Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 26 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa Customer Engagement berpengaruh signifikan terhadap Purchase Intention, Sales Promotion berpengaruh signifikan terhadap Purchase Intention, Customer Engagement berpengaruh terhadap Purchase Decision, Sales Promotion berpengaruh signifikan terhadap Purchase Decision, dan Purchase Intention berpengaruh signifikan terhadap Purchase Decision. Berdasarkan hasil penelitian ini, sebaiknya perusahaan Menantea dapat meningkatkan pemasaran produk dan merebut perhatian pelanggan terhadap produk melalui media sosial Instagram karena dapat mempercepat penyebaran informasi tentang produk. Selain itu, Customer Engagement memiliki pengaruh dominan mempengaruhi Purchase Intention dan Purchase Decision dibandingkan faktor lainnya sehingga perlu adanya peningkatan Customer Engagement melalui media sosial Instagram.
English Abstract
The purposes of this study, namely to: (1) to know and explain the effect of Customer Engagement on Purchase Intention, (2) to know and explain the effect of Sales Promotion on Purchase Intention, (3) to know and explain the effect of Customer Engagement on Purchase Decision, (4) to know and explain the effect of Sales Promotion on Purchase Decision, (5) to know and explain the effect of Purchase Intention on Purchase Decision. The type of this research is explanatory with a quantitative approach. This research also used survey method, and the data were taken through online questionnaire filled by the respondents. The criteria of population in this study are (1) respondents with 18 years old as the minimum of age and are Indonesian citizen, (2) respondents who have used personal Instagram regularly over the past six months , who have followed the account @Menantea, and who have engaged with Menantea Instagram account uploads by liking, commenting, or sharing, (3) respondents are aware of Menantea items, have at least once purchased Menantea goods, and have viewed advertisements on Menantea's Instagram account uploads. This sample of this research is 116 respondents. Data analysis used in this research is descriptive statistical analysis and path analysis. The data then processed statistically using SPSS 26. The result of this study can be concluded in five points. First, the path analysis shows that Customer Engagement has significant effect to Purchase Intention. Second, the Sales Promotion has significant effect to Purchase Intention. Third, the Customer Engagement has significant effect to Purchase Decision. Fourth, the Sales Promotion has significant effect to Purchase Decision. And Fifth, the Purchase Intention has significant effect to Purchase Decision. According to the findings of this study, Menantea company should be able to enhance product marketing and draw customers to its products using Instagram social media since it may hasten the spread of product information. Additionally, compared to other variables, Customer Engagement has a significant impact on Purchase Intention and Purchase Decisions, hence it is important to raise Customer Engagement using social media platforms like Instagram
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030864 |
| Uncontrolled Keywords: | Customer Engagement, Sales Promotion, Purchase Intention, Purchase Decision. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 24 Jan 2024 04:47 |
| Last Modified: | 24 Jan 2024 04:47 |
| URI: | http://repository.ub.ac.id/id/eprint/212542 |
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