Analisis pengaruh social media marketing terhadap repurchase intention melalui brand trust sebagai variabel mediasi pada media sosial zalora Indonesia di Semarang = Analysis of the effect of social media marketing on repurchase intention through brand trust as a mediation variables in ZALORA Indonesia social media in Semarang

Hiendrawan, Yonatan (2020) Analisis pengaruh social media marketing terhadap repurchase intention melalui brand trust sebagai variabel mediasi pada media sosial zalora Indonesia di Semarang = Analysis of the effect of social media marketing on repurchase intention through brand trust as a mediation variables in ZALORA Indonesia social media in Semarang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam penelitian ini, peneliti menganalisis dan menguji pengaruh social media marketing terhadap brand trust, pengaruh brand trust terhadap repurchase intention, social media marketing terhadap repurchase intention, dan analisa pengaruh social media marketing terhadap repurchase intention melalui brand trust. Dalam mengambil sampel pada penelitian, digunakan metode non probabilitas dengan teknik Purposive Sampling. Jumlah sampel yang diambil sebanyak 400 responden di kota Semarang yang sudah pernah dan telah melakukan transaksi satu kali atau lebih di media sosial Zalora Indonesia selama bulan Agustus-Oktober 2020. Penelitian ini merupakan penelitian kuantitatif, dimana data diperoleh dari survey melalui penyebaran kuesioner kepada 400 responden digunakan di dalam penelitian ini. Data pada penelitian ini dianalisis melalui teknik Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan menggunakan program SmartPLS 3.0. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand trust, brand trust berpengaruh positif dan signifikan terhadap repurchase intention, social media marketing berpengaruh positif dan signifikan terhadap repurchase intention, dan social media marketing berpengaruh positif dan signifikan terhadap repurchase intention melalui brand trust./ In this study, researchers analyzed and tested the effect of social media marketing on brand trust, the effect of brand trust on repurchase intentions, social media marketing on repurchase intentions, and analysis of the influence of social media marketing on repurchase intentions through brand trust.The non-probability method with purposive sampling technique was used to take samples for this study. Furthermore, to complete this study samples are needed from at least 400 respondents from the city of Semarang who have made transactions for at least one or more on "Zalora" Indonesia’s social media platform during August-October 2020. This research is a quantitative study, where data is obtained after finding the eligible correspondents, a questionnaire was distributed to 400 respondents to gather their opinions and thought about Zalora Indonesia’s Social Media Marketing. Upon the questionnaire completion, the data was gathered and analyzed through the Partial Least Square-Structural Equation Modelling (PLS-SEM) technique using the SmartPLS 3.0 program. The questionnaire results showed that social media marketing has a positive and significant effect on brand trust. Additionally, the data gathered proved the emerging questions that Band trust has a positive and significant effect on repurchase intention, social media marketing has a positive and significant effect on repurchase intention, and social media marketing has a positive and significant effect on repurchase intention through brand trust.

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