Penelitian non-produk pengaruh pemasaran jejaring media sosial dan keterikatan konsumen terhadap niat beli konsumen Kopi Kenangan

Sutjipto, Abigail Valencia and Tanubrata, Jessalyn and Jane, Josephine (2022) Penelitian non-produk pengaruh pemasaran jejaring media sosial dan keterikatan konsumen terhadap niat beli konsumen Kopi Kenangan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan guna untuk mengetahui pengaruh pemasaran jejaring media sosial dan keterikatan konsumen terhadap niat beli konsumen. Studi kasus pada penelitian ini yaitu salah satu merek kedai kopi yaitu Kopi Kenangan. Salah satu bentuk pemasaran adalah e-marketing (pemasaran elektronik) yang berfokus pada pemanfaatan teknologi informasi untuk kegiatan pemasaran. Ketersediaan internet telah memberikan individu kesempatan untuk menggunakannya. Berkomunikasi dari media sosial tanpa pertemuan secara fisik. Akibatnya, media sosial semakin banyak digunakan sebagai sarana promosi produk. Hal ini dapat berpengaruh pada keterikatan konsumen dimana keterikatan konsumen adalah hubungan komunikasi antara produsen dengan konsumen yang terbentuk melalui interaksi dan pengalaman yang dirasakan pelanggan secara keseluruhan terhadap produk atau jasa yang mereka pilih. Penelitian ini dilakukan menggunakan metode Probability Sampling yang berarti teknik pengambilan sampel secara acak. Metode yang digunakan dalam probability sampling ini yaitu Stratified Random Sampling. Pendekatan yang digunakan oleh peneliti yaitu pendekatan kuantitatif dimana Pengumpulan data pada penelitian ini dilakukan dengan membagikan kuesioner melalui google form (Online Questionnaire) kepada 203 responden. Berdasarkan analisis hipotesis pertama terdapat pengaruh dari pemasaran jejaring media sosial terhadap niat beli konsumen. Pada hipotesis kedua terdapat pengaruh dari keterikatan konsumen terhadap niat beli konsumen. Variabel pemasaran jejaring media sosial dan keterikatan konsumen dapat dikatakan penting dalam melakukan pemasaran pada merek kedai kopi Kopi Kenangan, karena berpengaruh terhadap niat beli konsumen. This study was conducted in order to determine the effect of social media network marketing and consumer engagement on consumer purchase intentions. The case study in this research is one of the coffee shop brands, Kopi Kenangan. One form of marketing is e-marketing (electronic marketing) which focuses on the use of information technology for marketing activities. The availability of the internet has given individuals the opportunity to use it. Communicate from social media without physical encounters. As a result, social media is increasingly being used as a means of product promotion. This can affect consumer engagement where consumer engagement is a communication relationship between producers and consumers that is formed through interactions and experiences felt by customers as a whole for the products or services they choose. This research was conducted using the Probability Sampling method which means a random sampling technique. The method used in this probability sampling is Stratified Random Sampling. The approach used by the researcher is a quantitative approach where data collection in this study was carried out by distributing questionnaires via google form (Online Questionnaire) to 203 respondents. Based on the analysis of the first hypothesis, there is an effect of social media network marketing on consumers' purchase intentions. In the second hypothesis there is an effect of consumer attachment on consumer purchase intentions. The variables of social media network marketing and consumer engagement can be said to be important in marketing of Kopi Kenangan coffee shop brand, because they affect consumers' purchase intentions.

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