Pengaruh sosial media marketing di Instagram, persepsi harga, dan kesadaran merek terhadap keputusan pembelian dengan minat beli sebagai variabel intervening pada konsumen produk SOMETHINC di JABODETABEK.

Yusuf, Bella Febriyanti (2023) Pengaruh sosial media marketing di Instagram, persepsi harga, dan kesadaran merek terhadap keputusan pembelian dengan minat beli sebagai variabel intervening pada konsumen produk SOMETHINC di JABODETABEK. Masters thesis, Universitas Pelita Harapan.

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Abstract

SOMETHINC merupakan brand yang aktif melakukan pemasaran melalui social media. SOMETHINC merupakan skincare buatan lokal yang masuk kedalam Top 50 Local Brand Indonesia pada Kata data version di tahun 2020. Dilihat dari fenomena yang terjadi pada SOMETHINC, sosial media menjadi salah satu hal yang berperan penting dalam kesuksesannya. Kemajuan digital sekarang ini memunculkan sebuah cara pemasaran baru, yaitu sosial media marketing. Sebelum melakukan keputusan pembelian konsumen biasanya akan melalukan beberapa pertimbangan terhadap alternatif produk serupa dan dalam hal ini proses marketing menjadi sangat penting untuk menonjolkan keunggulan produk. Penelitian ini bertujuan untuk melihat pengaruh dari Sosial Media Marketing di Instagram, Persepsi Harga dan Kesadaran Merek Terhadap Keputusan Pembelian dengan Minat Beli Sebagai variabel intervening pada konsumen produk SOMETHINC di JABODETABEK. Penelitian ini menggunakan pengguna produk SOMETHINC yang memang pernah memiliki akses terhadap iklan pemasaran SOMETHINC melalui sosial media sebagai sampel. Uji analisis dilakukan dengan menggunakan Partial Least Square (PLS) - Structural Equation Modelling (SEM) untuk meniadakan aasumsi-asumsi regresi dalam modelnya. Hasil analisis temuan yang didapat adalah Sosial Media Marketing, Persepsi Harga, dan Kesadaran Merek berpengaruh terhadap Keputusan Pembelian secara langsung maupun dengan dimoderasi oleh Minat Beli. / SOMETHINC is a brand that actively conducts marketing through social media. SOMETHINC is a locally made skincare that is included in the Top 50 Local Brand Indonesia in the kata data version in 2020. Judging from the phenomenon that is happening to SOMETHINC, social media is one of the things that plays an important role in its success. Digital advancements are now giving rise to a new way of marketing, namely social media marketing. Before making a purchasing decision, consumers will usually carry out several considerations of alternative similar products and in this case the marketing process becomes very important to highlight product advantages. This study aims to look at the influence of Social Media Marketing on Instagram, Price Perception and Brand Awareness on Purchase Decisions with Purchase Intention as intervening variables on consumers of SOMETHINC products in JABODETABEK. This study uses users of SOMETHINC's products who have had access to SOMETHINC’s marketing advertisements through social media as a sample. Analysis test was performed using Partial Least Square (PLS) - Structural Equation Modeling (SEM) to eliminate regression assumptions in the model. The results of the analysis of the findings obtained are that Social Media Marketing, Price Perception, and Brand Awareness influence Purchase Decisions directly or moderated by Purchase Intention.

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