Pengaruh Social Media Marketing Activities terhadap Purchase Intention Produk Inovasi Pangan dengan Brand Equity sebagai Variabel Intervening (Survei Konsumen Makaroni Labu “MACPOP” di Indonesia)

Ayuningtiyas, Rosalina Septi and Safarudin Hisyam Tualeka, S.Tr.Kom., MAB. (2024) Pengaruh Social Media Marketing Activities terhadap Purchase Intention Produk Inovasi Pangan dengan Brand Equity sebagai Variabel Intervening (Survei Konsumen Makaroni Labu “MACPOP” di Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini menghadirkan perspektif baru mengenai pengaruh Social Media Marketing Activities terhadap Purchase intention Produk Inovasi Pangan di Indonesia. Peningkatan penggunaan media sosial telah mengubah strategi keterlibatan perusahaan dengan konsumen terhadap merek mereka. Fokus penelitian ini adalah untuk memahami bagaimana pengaruh Social Media Marketing Activities terhadap Purchase intention Produk Inovasi Pangan dengan mempertimbangkan peran Brand equity sebagai Variabel Intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan metode explanatory research. Untuk menguji secara empiris efek SMMA, studi ini melakukan survei kuesioner terhadap 175 konsumen MACPOP di Indonesia. Sampel dipilih menggunakan metode purposive sampling, yaitu memilih masyarakat Indonesia yang berusia di atas 18 tahun, aktif berinteraksi dengan akun media sosial MACPOP, dan pernah membeli serta mengonsumsi produk MACPOP minimal satu kali dalam tiga bulan terakhir. Data diperoleh melalui penyebaran kuesioner melalui Google Form, dengan skala likert 1-5. Data yang dikumpulkan dianalisis menggunakan analisis deskriptif dan path analysis menggunakan software SmartPLS 4.1. Hasil analisis pada penelitian ini menunjukkan bahwa (1) Social Media Marketing Activities berpengaruh positif dan signifikan terhadap Purchase intention, (2) Social Media Marketing Activities berpengaruh positif dan signifikan terhadap Brand equity, (3) Brand equity berpengaruh positif dan signifikan terhadap Purchase intention, (4) Brand equity terbukti menjadi mediator yang secara tidak langsung memediasi hubungan antara Social Media Marketing Activities dan Purchase intention.

English Abstract

This study presents a new perspective on the influence of Social Media Marketing Activities on the Purchase Intention of Innovative Food Products in Indonesia. The increased use of social media has changed companies' engagement strategies with consumers regarding their brands. The focus of this research is to understand how Social Media Marketing Activities influence the Purchase Intention of Innovative Food Products by considering the role of Brand Equity as an intervening variable. This study employs a quantitative approach with an explanatory research method. To empirically test the effects of SMMA, the study conducted a questionnaire survey of 175 MACPOP consumers in Indonesia. The sample was selected using purposive sampling method, which involves selecting Indonesian citizens aged above 18 years, actively engaging with MACPOP social media accounts, and having purchased and consumed MACPOP products at least once in the past three months. Data were obtained through the distribution of questionnaires via Google Form, using a Likert scale ranging from 1 to 5. The collected data were analyzed using descriptive analysis and path analysis using SmartPLS 4.1 software. The results of the analysis in this study indicate that (1) Social Media Marketing Activities have a positive and significant influence on Purchase Intention, (2) Social Media Marketing Activities have a positive and significant influence on Brand Equity, (3) Brand Equity has a positive and significant influence on Purchase Intention, (4) Brand Equity is proven to be a mediator that indirectly mediates the relationship between Social Media Marketing Activities and Purchase Intention.

Item Type:	Thesis (Sarjana)
Identification Number:	0524030064
Uncontrolled Keywords:	Social Media Marketing Activities, Purchase Intention, Brand Equity, Produk Inovasi Pangan, MACPOP-Social Media Marketing Activities, Purchase Intention, Brand equity, Food Innovation Products, MACPOP
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	soegeng sugeng
Date Deposited:	14 May 2024 08:22
Last Modified:	14 May 2024 08:22
URI:	http://repository.ub.ac.id/id/eprint/218734

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