Pengaruh Social Media Marketing Activity, Brand Equity, dan E-WOM terhadap Purchase Intention Pada Merek ERIGO di Indonesia

Chandra, Wilson (2022) Pengaruh Social Media Marketing Activity, Brand Equity, dan E-WOM terhadap Purchase Intention Pada Merek ERIGO di Indonesia. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (30kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (354kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (437kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (908kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (864kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Pada penelitian yang dilakukan ini, memiliki tujuan untuk dapat mengetahui hubungan antara social media marketing activity, brand equity, E-WOM terhadap purchase intention pada studi kasus merek Erigo Indonesia. Penelitian ini dilakukan pada empat variabel dengan total keseluruhan 26 indikator yang dimana memiliki dimensi pada tiga variabel, yaitu pada variabel social media marketing activity, memiliki lima dimensi. Pada brand equity memiliki empat dimensi, dan pada E-WOM memiliki empat dimensi. Penelitian ini telah dilakukan pada 408 responden, dimana dari total keseluruhan responden tersebut merupakan mahasiswa yang berdomisili di area JABODETABEK, serta pernah membeli produk dari merek ERIGO Indonesia. Dalam penelitian ini dilakukan pada 397 responden, peneliti melakukan pengujian validitas pada outer model dan inner model dan melakukan pengujian pada variabel dimensi dengan second order analysis. Peneliti melakukan pengujian validitas dan pengujian validitas pada second order, dengan melakukan pengujian validitas terhadap nilai pada outer loading, serta pengujian pada validitas diskriminan dengan melihat angka pada fornell larcker, sedangkan pada pengujian reliabilitas dengan melihat angka pada cronbach’s alpha dan composite reliability. Hal tersebut dilakukan untuk pengujian pada outer model, kemudian pada pengujian inner model, peneliti melakukan pengujian dengan melihat hasil angka dari R-square, T-statistic, dan P-value, dengan metode structural equation model. Hasil dari penelitian yang dilakukan menunjukkan bahwa ada hubungan secara positif dan signifikan terhadap seluruh variabel yang di uji dalam hipotesis. Serta pada penelitian yang dilakukan ini, dapat memberikan kontribusi pada pengembangan ilmu pemasaran, dan sejalan dengan teori penelitian yang sudah dilakukan oleh penelitian terdahulu / In this study, it aims to be able to find out the relationship between social media marketing activity, brand equity, and E-WOM on purchase intention in the case study of the Erigo Indonesia brand. This study was conducted on four variables with a total of 26 indicators which have dimensions on three variables, which is the social media marketing activity variable, that has five dimensions. Brand equity that has four dimensions, and E-WOM that has four dimensions. This research has been conducted on 408 respondents, of which the total respondents are students who live in the greater Jakarta area, and have purchased products from the ERIGO Indonesia brand. In this study conducted with 397 respondent, researchers tested the validity of the outer model and inner model and tested the dimensional variables with second order analysis. Researchers tested the validity and validity tests on the second order, by testing the validity of the values on the outer loading, as well as testing the discriminant validity by looking at the numbers on the fornell larcker, while on the reliability test by looking at the numbers on cronbach's alpha and composite reliability. This is done for testing on the outer model, then for the inner model testing, the researcher conducts testing by looking at the results of numbers from R-square, T-statistic, and P-value , with the structural equation model method. The results of the research conducted showed that there was a positive effect and significant relationship to all variables tested in the hypothesis. As well as in this research conducted, it can contribute to the development study of marketing, and in line with the research theory that has been carried out by previous researcher.

Actions (login required)

View Item