Massora, Ganesa Gian (2023) Pengaruh social media marketing activity dan customer experience terhadap purchase intention, loyalty intention dan participant intention produk skincare di Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh setiap variabel yang mencakup Social Media Marketing Activity, Relationship Quality, Customer Experience, Purchase Intention, Loyalty Intention, dan Participant Intention. Peneliti menggunakan metode kuantitatif deskriptif, dengan menggunakan data kuesioner dari 566 responden. Penulis menggunakan Smart-PLS versi 4.0 sebagai sarana untuk mengolah data jawaban kuesioner responden. Hasil penelitian menunjukkan bahwa temuan penelitian sejalan dengan hipotesis pertama hingga hipotesis terakhir, yaitu: terdapat hubungan positif dan signifikan antara variabel social media marketing activity terhadap variabel relationship quality. Kedua, terdapat hubungan positif dan signifikan antara variabel customer experienceterhadap variabel relationship quality. Ketiga, terdapat hubungan positif dan signifikan antara variabel relationship quality terhadap variabel purchase intention. Keempat, terdapat hubungan positif dan signifikan antara variabel social media marketing terhadap variabel loyalty intention. Kelimaa, terdapat hubungan positif dan signifikan antara variabel relationship quality terhadap variabel participant intention, yang berarti penelitian ini dapat membuktikan bahwa hipotesis ini signifikan dan dapat diterima. Perlu diperhatikan bahwa penelitian ini terbatas pada sampel dengan rentang umur 17 hingga 26 tahun di wilayah Jabodetabek. Ada kemungkinan hasil penelitian ini mungkin berbeda jika diterapkan pada demografi yang berbeda, misalnya di daerah lain.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | social media marketing activity, customer experience, relationship quality, purchase intention, loyalty intention, dan participant 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: | Ganesa Gian Massora | ||||||||
Date Deposited: | 04 Jan 2024 07:12 | ||||||||
Last Modified: | 28 Feb 2024 10:42 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59708 |
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