Pengaruh social media marketing terhadap niat untuk membeli dan loyalitas terhadap brand pada generasi Y

Christanno, Ivan (2019) Pengaruh social media marketing terhadap niat untuk membeli dan loyalitas terhadap brand pada generasi Y. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study explores more about what could impact buying intention and brand loyalty to generation Y, which is estimated to occupy 70% of Indonesia's total population in 2020. With reference to several studies, there are three independent variables that impact them: e-WoM, online communities and online advertising. Based on the lifestyle of Generation Y, which is increasingly concerned with health through sports, accompanied by the rapidly increasing Indonesian sports industry, sports apparel brands compete to win the existing market. The research begins with distributing questionnaires to generations Y who have worked in greater Jakarta and follow or like Nike account on any social media. 127 data were obtained which were then processed with SmartPLS v.3.2.7. The methods used are divided into two parts, the outer and inner models. The outer model consists of Cronbach Alpha, Convergent Validity and collinearity statistics. While the analysis of the inner model uses the Determination Coefficient and T-Statistics. The results of the study prove that all dimensions on the independent variable have significant positive effect on the dependent variables, with online advertising as the dimension with the greatest influence for the dependent variables. It is suggested to invest more on online advertising. Suggestion for further research is to add more area and other brands for the research. / Penelitian ini menelaah lebih jauh terhadap apa yang dapat mempengaruhi niat untuk membeli serta loyalitas terhadap brand pada generasi Y, yang diperkirakan pada tahun 2020 menduduki 70% dari total populasi Indonesia. Dengan mengacu kepada beberapa penelitian, terdapat tiga variabel independen yang mempengaruhi mereka: e-WoM, komunitas online serta periklanan online. Berdasar pada gaya hidup Generasi Y yang semakin mementingkan kesehatan melalui olahraga, disertai dengan industri olahraga Indonesia yang meningkat dengan pesat, membuat brand sport apparel berlomba merebut pasar yang ada. Penelitian diawali dengan penyebaran kuesioner kepada generasi Y yang telah bekerja dan berdomisili di Jabodetabek serta melakukan follow atau like terhadap akun Nike di social media mana pun. Terdapat 127 data yang kemudian diolah dengan SmartPLS v.3.2.7. Metode yang digunakan dibagi dalam dua bagian, outer dan inner model. Outer model terdiri dari Cronbach‟s Alpha, Convergent Validity dan collinearity statistics. Sedangkan analisis inner model menggunakan uji Koefisien Determinasi serta T-Statistik. Hasil uji penelitian menyatakan seluruh dimensi pada variabel independen berpengaruh positif secara signifikan terhadap seluruh variabel dependen, dengan periklanan online sebagai dimensi dengan pengaruh terbesar kepada kedua variabel dependen. Nike sangat disarankan untuk melakukan investasi lebih terhadap periklanan online. Saran untuk penelitian selanjutnya adalah, menambah cangkupan area serta menambah brand lain untuk perbandingan dalam penelitian.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Christanno, IvanNIM00000028899UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorYugopuspito, PujiantoNIDN0324086701UNSPECIFIED
Additional Information: T 19-16 CHR p
Uncontrolled Keywords: generation Y ; purchase intension ; brand loyalty ; e-WoM ; online communities ; online advertisement
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Phillips Iman Heri Wahyudi
Date Deposited: 07 May 2021 06:04
Last Modified: 25 Oct 2023 08:41
URI: http://repository.uph.edu/id/eprint/35667

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