Pengaruh dari short video marketing terhadap purchase intention yang di mediasi oleh brand attitude dan di moderasi oleh gender (studi pada instagram POCO Indonesia)

Rebaudo, Karine Jacqueline Oktabelya (2023) Pengaruh dari short video marketing terhadap purchase intention yang di mediasi oleh brand attitude dan di moderasi oleh gender (studi pada instagram POCO Indonesia). Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini untuk menguji dan menganalisis pengaruh dari elemen dari social media marketing (SMM) yang terdiri dari interesting content, scenario based experience, user interaction, brand perception, dan content invasiveness terhadap brand attitude serta dampaknya pada purchase intention dengan moderasi gender. Pengujian model penelitian ini yang dimodifikasi dari penelitian terdahulu dilakukan secara kuantitattif dengan data survei. Data diperoleh dari viewer Instagram merek handphone (HP) POCO® di Indonesia yang mempunyai rencana membeli HP dan telah melihat short video content pada akun Instagram tersebut . Metode penelitian ini adalah kuantitatif survei, dengan data cross sectional. Data responden diambil secara purposive sampling dengan kuesioner yang disebarkan secara online. Diperoleh 233 sampel yang telah memenuhi syarat untuk dianalisis dengan PLS-SEM. Hasil penelitian menunjukkan kelima elemen SMM mempunyai pengaruh yang signifikan pada brand attitude. Pengaruh yang lebih kuat ditemukan pada user interaction, diikuti interesting content dan brand perception. Brand attitude menunjukkan dampak positif pada purchase intention dengan dimoderasi oleh gender. Temuan penelitian ini menunjukkan gender wanita dapat lebih memperkuat hubungan antara brand attitude dengan purchase intention. Dari temuan penelitian ini dapat diambil implikasi manajerial bagi pengembangan short video content pada pemasaran merek HP dengan media sosial khususnya Instragram. / This study aimed to examine and analyze the influence of elements of social media marketing (SMM), which consist of interesting content, scenario-based experience, user interaction, brand perception, and content invasiveness on brand attitude and their impact on purchase intention with gender moderation. To test the research model that was modified from previous research, a quantitative study with a survey was carried out. Data were obtained from Instagram viewers of the POCO® handphone (HP) brand in Indonesia who have plans to buy a handphone and have seen short video content on the Instagram account. This research method is a quantitative survey, with cross-sectional data. Respondent data was taken by purposive sampling with questionnaires distributed online. 233 samples were obtained that met the requirements for analysis with PLS-SEM. The results showed that the five QMS elements significantly influenced brand attitude. A stronger influence was found on user interaction, followed by interesting content and brand perception. Brand attitude shows a positive impact on purchase intention moderated by gender. The findings of this study indicate that the female gender can further strengthen the relationship between brand attitude and purchase intention. From the findings of this study, managerial implications can be drawn for the development of short video content in marketing the HP brand with social media, especially Instagram.

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