Pengaruh social media marketing activities, service quality, dan e-wom terhadap purchase intention dimediasi oleh emotional experience

Anastasia, Anastasia and Angie, Jesslyn Mareta (2020) Pengaruh social media marketing activities, service quality, dan e-wom terhadap purchase intention dimediasi oleh emotional experience. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dijaman modern serba tekhnologi seperti sekarang ini, banyak pelaku usaha lebih memilih untuk memasarkan produknya dengan internet yaitu salah satunya dengan menggunakan sarana media sosial. Oleh karena itu, penelitian ini dilakukan untuk menganalisis pengaruh social media marketing activities terhadap purchase intention, pengaruh emotional experience sebagai variabel mediasi antara social media marketing activites terhadap purchase intention, pengaruh emotional experience sebagai variabel mediasi antara service quality terhadap purchase intention, pengaruh service quality terhadap purchase intention, pengaruh emotional experience sebagai variabel mediasi antara eWOM terhadap purchase intention, pengaruh eWOM terhadap purchase intention, pengaruh emotional experience sebagai variabel mediasi terhadap purchase intention. Penelitian ini mengumpulkan data dengan cara menyebarkan kuesioner kepada 384 orang responden yang berdomisili di wilayah Jabodetabek dengan pertanyaan kuesioner yang berjumlah 25 pertanyaan dengan Skala Likert 1 – 6. Data yang sudah terkumpul kemudia dianalisis dengan metode SEM berbasiskan PLS. / In the modern era of technology, as now, many businesses prefer to market their products on the internet, one of which is by using social media. Therefore, this study was conducted to analyze the effect of social media marketing activities on purchase intention, the effect of emotional experience as a mediating variable between social media marketing activites on purchase intention, the effect of emotional experience as a mediating variable between service quality on purchase intention, the effect of service quality on purchase intention, the effect of emotional experience as a mediating variable between eWOM on purchase intention, the effect of eWOM on purchase intention, the effect of emotional experience as a mediating variable on purchase intention. This study collected data by distributing questionnaires to 384 respondents who live in the Greater Jakarta area with 25 question questionnaires with a Likert Scale of 1-6. The data collected was then analyzed using the SEM method based on PLS.

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