Jennifer, Jennifer (2023) PENGARUH SOCIAL MEDIA COMMUNICATION DAN BRAND PASSION TERHADAP PURCHASE INTENTION PADA BRAND NETFLIX. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A). JENNIFER (115200213) (B). THE INFLUENCE OF SOCIAL MEDIA COMMUNICATION AND BRAND PASSION ON PURCHASE INTENTION ON THE NETFLIX BRAND (C). XV + 51 Pages, 13 Tables, 5 Pictures, 7 Attachment (D). MARKETING MANAGEMENT (E). Abstract: Social media communication is the delivery of information related to marketing purposes and sales transactions through social media. In 2022, Netflix lost 970 thousand subscribers due to intense competition among streaming service businesses. Thanks to good social media communication, Netflix's social media accounts now have the most followers compared to its competitors and Netflix users are currently increasing. Good social media communication, of course, also has a direct impact on brand passion which makes consumers interested in a product so that it has an effect on increasing consumer purchase intention. The purpose of this study is to empirically test the effect of social media communication activities on purchase intention at Netflix and empirically test the effect of brand passion on purchase intention at Netflix. The method used in this research is descriptive method through quantitative approach. The results of hypothesis testing show that social media communication has a significant effect on Netflix purchase intention with a t statistic value of 2.151> 1.96 and a p value of 0.032 < 0.05 with an original sample value of 21.9% and brand passion also has a significant positive effect on purchase intention, it can be seen from the t statistic of 6.985> 1.96 and a p value of 0.000 < 0.05 with an original sample value of 65.9%. Based on the results of the hypothesis test, it can be concluded that Social media communication has a significant influence on purchase intention on Netflix and Brand Passion has a significant influence on purchase intention on Netflix. (F). References (G). Sanny Ekawati S.E, M.M ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A). JENNIFER (115200213) (B). PENGARUH SOCIAL MEDIA COMMUNICATION DAN BRAND PASSION TERHADAP PURCHASE INTENTION PADA BRAND NETFLIX (C). XV + 51 Pages, 13 Tables, 5 Pictures, 7 Attachment (D). MANAJEMEN PEMASARAN (E). Abstract: Social media communication merupakan penyampaian informasi terkait dengan keperluan pemasaran dan transaksi penjualan melalui media sosial. Pada tahun 2022 netflix kehilangan 970 ribu pelanggan yang disebabkan oleh ketatnya persaingan diantara bisnis layanan streaming. Berkat social media communication yang baik, kini akun media sosial Netflix memiliki pengikut terbanyak jika dibandingkan dengan para pesaingnya dan pengguna dari Netflix saat ini terus meningkat. Social media communication yang baik tentunya juga berdampak langsung terhadap brand passion yang membuat konsumen meminati suatu produk sehingga berpengaruh terhadap peningkatan minat beli atau purchase intention konsumen. Tujuan penelitian ini adalah untuk menguji secara empiris pengaruh aktivitas social media communication terhadap purchase intention di Netflix dan menguji secara empiris pengaruh brand passion terhadap purchase intention di Netflix. Metode yang digunakan dalam penelitian ini adalah metode deskriptif melalui pendekatan kuantitatif. Hasil uji hipotesis menunjukkan bahwa social media communication berpengaruh signifikan pada purchase intention Netflix dengan nilai t statistic sebesar 2,151 > 1,96 dan p value sebesar 0,032 < 0,05 dengan nilai original sampel sebesar 21,9% serta brand passion juga berpengaruh positif signifikan terhadap purchase intention bisa diketahui dari t statistic sebesar 6,985 > 1,96 dan p value sebesar 0,000 < 0,05 dengan nilai original sampel sebesar 65,9%. Berdasarkan hasil uji hipotesisi dapat disimpulkan bahwa Social media communication mempunyai pengaruh yang signifikan terhadap purchase intention di Netflix dan Brand Passion mempunyai pengaruh yang signifikan terhadap purchase intention di Netflix. (F). Daftar Acuan (G). Sanny Ekawati S.E, M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 20 Aug 2024 07:35 |
| Last Modified: | 20 Aug 2024 07:35 |
| URI: | http://repository.untar.ac.id/id/eprint/43948 |
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