Pranadjaya, Nicolaus Christanto (2023) PENGARUH SOCIAL MEDIA SALES PROMOTION CONTENT, BRAND TRUST DAN DAMPAKNYA TERHADAP PURCHASE INTENTION PADA SAMSUNG DIMEDIASI OLEH HEDONIC BRAND IMAGE. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) NICOLAUS CHRISTANTO PRANADJAYA 115190390 (B) THE INFLUENCE OF SOCIAL MEDIA SALES PROMOTION CONTENT, BRAND TRUST AND ITS IMPACT ON PURCHASE INTENTION ON SAMSUNG MEDIATED BY HEDONIC BRAND IMAGE (C)XVII + 128 pages, 27 tables, 3 figures, 3 appendices (D) MARKETING MANAGEMENT (E) Abstract : Samsung is one of the largest technology companies in the world, headquartered in South Korea. The company is known for its wide range of consumer electronics and software products, including smartphones, TVs, home appliances and storage devices. The mobile phone market in Jakarta is experiencing rapid growth due to technology and internet accessibility. The city of Jakarta is one of the economic and technological centers in Indonesia, which attracts the attention of various cellphone brands, including Samsung. In the midst of increasingly fierce competition, Samsung needs to understand how the influence of social media sales promotion content and brand trust can influence consumers in making purchasing decisions. This research aims to provide a deeper understanding of the relationship between Social Media Sales Promotion Content, Brand Trust and Purchase Intention on Samsung in Jakarta. It is hoped that the results of this research will provide valuable insight for Samsung and other industries in general in developing strategies that are more effective in increasing and maintaining purchase intention. This research uses a purposive sampling technique in selecting consumers as samples (respondents). In this research, researchers distributed an online questionnaire which was distributed via Google Form to 130 Samsung users in Jakarta. Data processing was carried out using SmartPLS software version 4.0.9.8. The research results show that Social Media Sales Promotion Content, Brand Trust have a positive and significant effect on Purchase intention, and Hedonic brand image can mediate positively and significantly between Brand Trust and Purchase intention, but Hedonic brand image cannot mediate positively and significantly between , Social media sales promotion content on Purchase intention. (F) Keywords: Social Media Sales Promotion Content, Brand Trust, Hedonic brand image Purchase intention (G) Reference List 43 (1994-2023) (H)M. Tony Nawawi, Drs., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A)NICOLAUS CHRISTANTO PRANADJAYA 115190390 (B) PENGARUH SOCIAL MEDIA SALES PROMOTION CONTENT, BRAND TRUST DAN DAMPAKNYA TERHADAP PURCHASE INTENTION PADA SAMSUNG DIMEDIASI OLEH HEDONIC BRAND IMAGE (C)XVII + 128 Halaman, 27 Tabel, 3 gambar , 3 lampiran (D)MANAJEMEN PEMASARAN (E)Abstrak : Samsung merupakan salah satu perusahaan teknologi terbesar di dunia yang berkantor pusat di Korea Selatan. Perusahaan ini terkenal dengan berbagai produk elektronik konsumen dan perangkat lunak yang beragam, termasuk ponsel cerdas, tv, peralatan rumah tangga dan perangkat penyimpanan. Pasar Handphone di Jakarta mengalami pertumbuhan pesat yang semakin tinggi dari teknologi dan aksesibilitas internet. Kota Jakarta menjadi salah satu pusat ekonomi dan teknologi di Indonesia, yang menarik perhatian berbagai merek ponsel, termasuk Samsung. Di tengah persaingan yang semakin ketat, Samsung perlu memahami bagaimana pengaruh konten promosi penjualan media sosial dan kepercayaan merek dapat memengaruhi konsumen dalam membuat keputusan pembelian. penelitian ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang hubungan Social Media Sales Promotion Content, Brand Trust and Purchas intention pada samsung di jakarta. hasil penelitian ini diharapkan dapat memberikan wawasan yang berharga bagi Samsung dan industri lain secara umum dalam mengembangkan strategi yang lebih efektif meningkatkan dan mempertahankan Purchase intention. Penelitian ini menggunakan teknik purposive sampling dalam pemilihan konsumen sebagai sampel (responden). Dalam penelitian ini, peneliti menyebarkan kuesioner secara online yang disebarkan melalui google form kepada pengguna samsung di Jakarta sebanyak 130 responden. Pengolahan data dilakukan dengan menggunakan software SmartPLS versi 4.0.9.8. Hasil penelitian menunjukkan bahwa Social Media Sales Promotion Content, Brand Trust berpengaruh positif dan signifikan terhadap Purchase intention, serta Hedonic brand vii image dapat memediasi secara positif dan signifikan antara, Brand Trust dan Purchase intention, namun Hedonic brand image tidak dapat memediasi secara positif dan signifikan antara, Social media sales promotion content terhadap Purchase intention. (F) Kata Kunci : Social Media Sales Promotion Content, Brand Trust , Hedonic brand image Purchase intention (G)Daftar Acuan 43 (1994-2023) (H)M. Tony Nawawi, Drs., 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: | 30 Aug 2024 03:24 |
| Last Modified: | 30 Aug 2024 03:24 |
| URI: | http://repository.untar.ac.id/id/eprint/44049 |
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