Francesco, Steven (2022) Pengaruh media sosial marketing terhadap trust brand image dan repurchase intention pada Gojek. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh social media marketing terhadap trust, brand image, dan repurchase intention pada GOJEK. Populasi dalam penelitian ini adalah individu yang pernah menggunakan GOJEK dengan menyebarkan kuesioner kepada 222 sampel. Penelitian ini menggunakan teknik pengambilan sampel yaitu purposive sampling.Analisis data menggunakan aplikasi PLS SEM.Hasil penelitian ini menunjukkan bahwa pemasaran media sosial mempengaruhi kepercayaan, citra merek, dan niat beli ulang, kepercayaan dan citra merek mempengaruhi niat beli ulang. Maka penelitian ini bertujuan untuk memberikan informasi kepada manajemen GOJEK untuk meningkatkan social media marketing, trust, brand image.
Item Type: | Thesis (Bachelor) | ||||||||||||||||
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Uncontrolled Keywords: | social media marketing; trust; brand image; repurchase intention. | ||||||||||||||||
Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Steven Francesco | ||||||||||||||||
Date Deposited: | 20 Dec 2022 01:58 | ||||||||||||||||
Last Modified: | 20 Dec 2022 01:58 | ||||||||||||||||
URI: | http://repository.uph.edu/id/eprint/51902 |
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