Laino, Karen Valeni (2022) Pengaruh instagram terhadap repurchase intention dengan brand equity dan customer relationship sebagai variable intervening pada tiket.com. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tiket.com merupakan pionir pada industri online travel agent (OTA). Sebagai pionir dalam industri ini, tiket.com mengalami kekalahan dalam bersaing dengan Traveloka sebagai kompetitornya dalam hal performa merek dan penjualan. Hal ini menunjukkan bahwa tiket.com sebagai pionir belum tentu mampu menjadi pemimpin pasar. Penelitian ini memiliki tujuan untuk mengetahui pengaruh pemasaran media sosial terhadap ekuitas merek, hubungan pelanggan, dan niat pembelian kembali. Selain itu juga untuk mengetahui pengaruh ekuitas merek dan hubungan pelanggan terhadap niat pembelian kembali. Metode yang digunakan pada penelitian ini adalah kuantitatif. Dalam pengambilan sampel, penelitian ini menggunakan sampling non-probabilitas berupa sampling pertimbangan yang akan disebarkan melalui kuesioner elektronik kepada 338 responden. Data yang diperoleh pada penelitian ini akan dianalisis menggunakan PLS-SEM melalui perangkat lunak SmartPLS. Penelitian ini memiliki empat variabel dengan lima hipotesis, dimana empat hipotesis di antaranya didukung dan satu hipotesis lainnya tidak didukung. Hasil penelitian menunjukkan bahwa pemasaran melalui media sosial mempengaruhi niat pembelian kembali konsumen terhadap tiket.com di masa yang akan datang karena tingginya pengguna Instagram di Indonesia. Hal ini menjadi peluang yang dapat dimanfaatkan tiket.com untuk meningkatkan peforma merek dan penjualannya. / Tiket.com is a pioneer in the online travel agent (OTA) industry. As a pioneer in this industry, tiket.com has lost in competing with Traveloka as its competitor in terms of brand performance and sales. This shows that tiket.com as a pioneer is not necessarily a market leader. This study aims to determine the effect of social media marketing on brand equity, customer relationships, and repurchase intentions. In addition, to determine the effect of brand equity and customer relationships on repurchase intentions. The method used in this research is quantitative. In sampling, this study uses non-probability sampling in the form of judgment sampling which will be distributed through electronic questionnaires to 338 respondents. The data obtained in this study will be analyzed using PLS-SEM through SmartPLS software. This study has four variables with five hypotheses, where four hypotheses are supported and one is not supported. The results of the study show that marketing through social media affects consumers' repurchase intentions towards tiket.com in the future due to the high number of Instagram users in Indonesia. This is an opportunity that tiket.com can take advantage of to improve brand performance and sales.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | social media marketing; brand equity; customer relationship; repurchase intention | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
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: | Karen Valeni Laino | ||||||||
Date Deposited: | 22 Dec 2022 03:23 | ||||||||
Last Modified: | 02 Mar 2023 07:57 | ||||||||
URI: | http://repository.uph.edu/id/eprint/51919 |
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