Pengaruh social media marketing terhadap consumer purchase intention yang dimediasi oleh consumer engagement dan electronic word of mouth serta dimoderasi oleh age pada Korean beauty products

Chang, Khristy (2018) Pengaruh social media marketing terhadap consumer purchase intention yang dimediasi oleh consumer engagement dan electronic word of mouth serta dimoderasi oleh age pada Korean beauty products. Masters thesis, Universitas Pelita Harapan.

	Text (Title) title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Abstract) abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (310kB)
	Text (ToC) toc.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (317kB)
	Text (Chapter 1) chapter 1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (469kB)
	Text (Chapter 2) chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (949kB)
	Text (Chapter 3) chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (379kB)
	Text (Chapter 4) chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 5) chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (298kB)
Preview	Text (Bibliography) bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (368kB) | Preview
	Text (Appendices) appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Current lifestyle changes has led consumers to have high awareness about cosmetics on daily life to accentuate their personality. Cosmetics industry is growing rapidly and contribute to the economic growth. Newly discovered phenomenon which known as KPOP through social media plays an important role in creating new market for Korean beauty products in Indonesia. This research aim to study the influence of social media marketing, consumer engagement, electronic word of mouth and age towards consumer purchase intention of Korean beauty products. The conceptual model in this research was modified from the previous study by adding two variable which were electronic word of mouth and age. This research data is analyzed by Structural Equation Modelling (SEM) and processed by SmartPLS 3.0. This research model was tested on Korean beauty products consumers population who follow social media where the primary data source obtained from online questionnaire. The sample used was 240 respondents who met the criteria for this study. This research can conclude that social media marketing has a positive impact on consumer engagement, electronic word of mouth, and consumer purchase intention while age was not proven to have moderation effect. Consumer engagement was found to be a dominant predictor on consumer purchase intention. The significant impact of social media marketing, consumer engagement, and electronic word of mouth will lead to increase consumer purchase intention of Korean beauty products. The value of R2 of consumer purchase intention towards Korean beauty products is 0.528. This research confirms the previous model for understanding consumer purchase intention towards Korean beauty products as well as providing managerial implications that will help managers in implementing more effective marketing strategies. Future research will need to use generation Z as specific populations. / Gaya hidup saat ini telah berubah dimana konsumen memiliki kesadaran yang tinggi akan penggunaan kosmetik dalam penampilan sehari-hari untuk menonjolkan kepribadian mereka. Industri kosmetik berkembang dengan pesat memberikan kontribusi pada perekonomian. Ditemukan fenomena baru dimana KPOP melalui social media ikut berperan penting menciptakan pasar baru bagi Korean beauty products di Indonesia. Penelitian ini bertujuan untuk mempelajari pengaruh social media marketing, consumer engagement, electronic word of mouth, dan age terhadap consumer purchase intention pada Korean beauty products. Model konseptual dalam penelitian ini dimodifikasi dari penelitian sebelumnya dengan menambahkan dua variabel yaitu electronic word of mouth dan age. Data pada penelitian ini dianalisis dengan metode Structural Equation Modelling (SEM) dan diproses dengan SmartPLS 3.0. Model penelitian ini diuji pada populasi konsumen Korean beauty products dan sumber data diperoleh dari survei dengan kuesioner online. Sampel yang digunakan sebanyak 240 sampel yang memenuhi kriteria untuk penelitian ini. Dari penelitian ini dapat disimpulkan bahwa social media marketing memiliki pengaruh positif terhadap consumer engagement, electronic word of mouth, dan consumer purchase intention, sedangkan age tidak terbukti mempunyai efek moderasi. consumer engagement ditemukan sebagai predictor dominan terhadap consumer purchase intention. Dampak signifikan social media marketing, consumer engagement dan electronic word of mouth akan menyebabkan meningkatkannya minat beli konsumen terhadap Korean beauty products. Nilai R2 consumer purchase intention pada Korean beauty products adalah sebesar 0,528. Penelitian ini mengkonfirmasi penelitian sebelumnya untuk memahami minat beli konsumen pada Korean beauty products serta memberi manfaat bagi para manajer dalam membuat strategi pemasaran yang efektif. Penelitian selanjutnya diperlukan untuk menguji model pada populasi generasi Z.

Actions (login required)

View Item