the impact of e-wom, attitude towards social media advertising, and peer communication on purchase intention at Caffein Time Medan

Thernata, Levina (2023) the impact of e-wom, attitude towards social media advertising, and peer communication on purchase intention at Caffein Time Medan. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (160kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (337kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (866kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB) | 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 (2MB)
	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 (396kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (799kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (12MB)

Abstract

Social media communities, blogs, and networks have become an integral part of the majority of people's lives. Caffein Time, a cozy-styled café that opens at Cemara Asri housing at Medan, implements the use of social media to also be able to connect with customers. The purpose of this research was to see whether E-WOM (X1), attitude towards social media advertising (X2), and peer communication (X3) has impact on purchase intention at Caffein Time, Medan. Therefore, the population chosen are social media followers or page visitors of Caffein Time, with a sample size of 96 respondents using non-probability sampling, specifically purposive sampling method. This research uses quantitative, descriptive, and causal methods. The analytical techniques include several instruments test, descriptive analysis, classical assumption test, multiple linear regression, coefficient of determination test, and hypothesis testing. The data met the criteria for analysis, yielding the multiple linear regression equation Y=2.08+0.117X1+0.175X2+0.273X3+1.108. It is shown that X3 has greater impact on the dependent variable than X2, followed by X1. The t-test and f-test showed that E-WOM (X1), attitude towards social media advertising (X2), and peer communication (X3) had positive and significant impact on purchase intention (Y), partially and simultaneously, allowing the hypothesis H1, H2, H3 and H4 to be accepted. For the coefficient of determination adjusted R2, the impact of the three independent variables is 64.3 %, with the remaining 35.7 % being impacted by other variables not discussed in this research. Hence, to improve the intention to purchase, Caffein Time can increase higher engagement on social media by enabling more content and interaction with users to reach wider audience to talk about the business. / Komunitas media sosial dan jaringan internet telah menjadi bagian integral dari sebagian besar kehidupan masyarakat. Caffein Time, kafe bersuasana nyaman yang buka di perumahan Cemara Asri Medan, menerapkan penggunaan media sosial agar dapat terhubung dengan pelanggan. Tujuan dari penelitian ini adalah untuk melihat apakah E-WOM (X1), sikap terhadap iklan di media sosial (X2), dan komunikasi antar rekan (X3) berdampak terhadap minat beli di Caffein Time, Medan. Oleh karena itu, populasi yang dipilih adalah pengikut media sosial atau pengunjung halaman media sosial Caffein Time, dengan jumlah sampel sebanyak 96 responden menggunakan non-probability sampling, khususnya metode purposive sampling. Penelitian ini menggunakan metode kuantitatif, deskriptif, dan kausal. Teknik analitik meliputi uji beberapa instrumen, analisis deskriptif, uji asumsi klasik, regresi linier berganda, uji koefisien determinasi, dan pengujian hipotesis. Data memenuhi kriteria untuk analisis, menghasilkan persamaan regresi linier berganda Y = 2,08 + 0,117X1 + 0,175X2 + 0,273X3 + 1,108. Hal ini menunjukkan bahwa X3 memiliki dampak yang lebih besar pada variabel dependen dari X2, dilanjutkan oleh X1. Uji T dan uji F menunjukkan bahwa E-WOM (X1), sikap terhadap iklan di media sosial (X2), dan komunikasi antar rekan (X3) memiliki dampak positif dan signifikan terhadap minat beli (Y), secara individual maupun keseluruhan, menyebabkan hipotesis H1, H2, H3 and H4 dapat diterima. Untuk koefisien determinasi penyesuaian R2, dampak dari ketiga variabel independen adalah sebesar 64.3%, dengan sisa 35.7% diberi dampak oleh variabel lain yang tidak dibahas dalam penelitian ini. Oleh karena itu, untuk meningkatkan minat untuk membeli, Caffein Time dapat meningkatkan keterlibatan yang lebih tinggi di media sosial dengan memungkinkan lebih banyak konten dan interaksi dengan pengguna untuk menjangkau khalayak yang lebih luas untuk berbicara tentang bisnis tersebut.

Actions (login required)

View Item