PEMASARAN SOSIAL MEDIA DAN KUALITAS PRODUK DALAM MENDORONG MINAT BELI ONLINE DENGAN CITRA MEREK DAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Sepatu Brodo)
| ctrlnum |
49100 |
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<?xml version="1.0"?>
<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><relation>http://repository.mercubuana.ac.id/49100/</relation><title>PEMASARAN SOSIAL MEDIA DAN KUALITAS PRODUK DALAM MENDORONG MINAT BELI ONLINE DENGAN CITRA MEREK DAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Sepatu Brodo)</title><creator>MILLATSA, IBNU KHOLIF</creator><subject>658 General Management/Manajemen Umum</subject><subject>658.6 Quality Management/Manajemen Kualitas</subject><subject>700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang</subject><description>This research aims to know the effect of social media marketing, product
quality, brand image and perceived value and that implication on purchase
intention (case studies on Brodo shoes product). The object for this research is
people who follow Brodo on social media account Instagram @bro.do. This
research was done to 200 respondents. The sampling technique in this research
using purposive sampling. Data were collected by questionnaires that have been
tested for validity and reliability. Data analysis technique used is Structural
Equation Modeling (SEM) with Lisrel program 8.80.
The results of this research indicate that of the 8 hypotheses contained in
this study, only 5 had a significant effect and 3 other hypotheses had no effect.
Social media marketing variable partially has a significant effect on perceived
value and purchase intention. Product quality variable partially has a significant
effect on the perceived value, brand image. Perceived value also has a significant
effect on purchase intention. However, for the social media marketing variable
shows doesn’t have an effect on brand image, brand image variable shows
doesn’t have an effect on purchase intention, and also variable of product quality
doesn’t have an effect on purchase intention.
Keywords : Social Media Marketing, Product Quality, Brand Image, Perceived
Value, Purchase Intention

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, product quality, brand image dan perceived value serta implikasinya terhadap purchase intention (studi kasus pada produk sepatu Brodo). Objek penelitian ini adalah orang-orang yang mengikuti akun media sosial Brodo di instagram @bro.do. Penelitian ini dilakukan kepada 200 responden. Teknik pengambilan sampel pada penelitian ini yaitu purposive sampling. Data dikumpulkan dengan kuesioner yang telah diuji validitas dan realibilitasnya. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan program LISREL 8.80.
Hasil penelitian ini menunjukkan bahwa dari 8 hipotesis yang terdapat dalam penelitian ini, hanya 5 yang berpengaruh signifikan dan 3 hipotesis lainnya tidak berpengaruh signifikan. Variabel pemasaran sosial media secara parsial berpengaruh signifikan terhadap persepsi nilai, dan minat beli. Kualitas produk secara parsial berpengaruh signifikan terhadap persepsi nilai, citra merek. Persepsi nilai juga berpengaruh signifikan terhadap minat beli. Namun untuk variabel pemasaran sosial media menunjukkan tidak berpengaruh terhadap citra merek, variabel citra merek menunjukkan tidak berpengaruh terhadap minat beli, begitu juga variabel kualitas produk tidak berpengaruh terhadap minat beli.
Kata Kunci : Pemasaran Media Sosial, Kualitas Produk, Citra Merek, Persepsi Nilai, Minat Beli</description><date>2019-06-25</date><type>Thesis:Thesis</type><type>PeerReview:NonPeerReviewed</type><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/1/1.%20COVER.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/2/4.%20ABSTRAK.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/3/2.%20SURAT%20PERNYATAAN%20KARYA%20SENDIRI.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/4/3.%20LEMBAR%20PENGESAHAN%20SKRIPSI.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/5/5.%20KATA%20PENGANTAR.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/6/6.%20DAFTAR%20ISI.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/7/7.%20DAFTAR%20TABEL.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/8/8.%20DAFTAR%20GAMBAR.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/9/9.%20DAFTAR%20LAMPIRAN.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/10/10.%20BAB%20I.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/11/12.%20BAB%20II.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/12/13.%20BAB%20III.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/13/14.%20BAB%20IV.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/14/15.%20BAB%20V.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/15/16.%20DAFTAR%20PUSTAKA.pdf</identifier><type>Book:Book</type><language>ind</language><identifier>http://repository.mercubuana.ac.id/49100/16/17.%20LAMPIRAN-LAMPIRAN.pdf</identifier><identifier> MILLATSA, IBNU KHOLIF (2019) PEMASARAN SOSIAL MEDIA DAN KUALITAS PRODUK DALAM MENDORONG MINAT BELI ONLINE DENGAN CITRA MEREK DAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Sepatu Brodo). S1 thesis, Universitas Mercu Buana Jakarta. </identifier><recordID>49100</recordID></dc>
|
| language |
ind |
| format |
Thesis:Thesis Thesis PeerReview:NonPeerReviewed PeerReview Book:Book Book |
| author |
MILLATSA, IBNU KHOLIF |
| title |
PEMASARAN SOSIAL MEDIA DAN KUALITAS PRODUK DALAM MENDORONG MINAT BELI ONLINE DENGAN CITRA MEREK DAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Sepatu Brodo) |
| publishDate |
2019 |
| topic |
658 General Management Manajemen Umum 658.6 Quality Management Manajemen Kualitas 700.41 Arts Displaying Specific Qualities of Style Mood Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu Suasana Hati Sudut Pandang |
| url |
http://repository.mercubuana.ac.id/49100/1/1.%20COVER.pdf http://repository.mercubuana.ac.id/49100/2/4.%20ABSTRAK.pdf http://repository.mercubuana.ac.id/49100/3/2.%20SURAT%20PERNYATAAN%20KARYA%20SENDIRI.pdf http://repository.mercubuana.ac.id/49100/4/3.%20LEMBAR%20PENGESAHAN%20SKRIPSI.pdf http://repository.mercubuana.ac.id/49100/5/5.%20KATA%20PENGANTAR.pdf http://repository.mercubuana.ac.id/49100/6/6.%20DAFTAR%20ISI.pdf http://repository.mercubuana.ac.id/49100/7/7.%20DAFTAR%20TABEL.pdf http://repository.mercubuana.ac.id/49100/8/8.%20DAFTAR%20GAMBAR.pdf http://repository.mercubuana.ac.id/49100/9/9.%20DAFTAR%20LAMPIRAN.pdf http://repository.mercubuana.ac.id/49100/10/10.%20BAB%20I.pdf http://repository.mercubuana.ac.id/49100/11/12.%20BAB%20II.pdf http://repository.mercubuana.ac.id/49100/12/13.%20BAB%20III.pdf http://repository.mercubuana.ac.id/49100/13/14.%20BAB%20IV.pdf http://repository.mercubuana.ac.id/49100/14/15.%20BAB%20V.pdf http://repository.mercubuana.ac.id/49100/15/16.%20DAFTAR%20PUSTAKA.pdf http://repository.mercubuana.ac.id/49100/16/17.%20LAMPIRAN-LAMPIRAN.pdf http://repository.mercubuana.ac.id/49100/ |
| contents |
This research aims to know the effect of social media marketing, product
quality, brand image and perceived value and that implication on purchase
intention (case studies on Brodo shoes product). The object for this research is
people who follow Brodo on social media account Instagram @bro.do. This
research was done to 200 respondents. The sampling technique in this research
using purposive sampling. Data were collected by questionnaires that have been
tested for validity and reliability. Data analysis technique used is Structural
Equation Modeling (SEM) with Lisrel program 8.80.
The results of this research indicate that of the 8 hypotheses contained in
this study, only 5 had a significant effect and 3 other hypotheses had no effect.
Social media marketing variable partially has a significant effect on perceived
value and purchase intention. Product quality variable partially has a significant
effect on the perceived value, brand image. Perceived value also has a significant
effect on purchase intention. However, for the social media marketing variable
shows doesn’t have an effect on brand image, brand image variable shows
doesn’t have an effect on purchase intention, and also variable of product quality
doesn’t have an effect on purchase intention.
Keywords : Social Media Marketing, Product Quality, Brand Image, Perceived
Value, Purchase Intention
Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, product quality, brand image dan perceived value serta implikasinya terhadap purchase intention (studi kasus pada produk sepatu Brodo). Objek penelitian ini adalah orang-orang yang mengikuti akun media sosial Brodo di instagram @bro.do. Penelitian ini dilakukan kepada 200 responden. Teknik pengambilan sampel pada penelitian ini yaitu purposive sampling. Data dikumpulkan dengan kuesioner yang telah diuji validitas dan realibilitasnya. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan program LISREL 8.80.
Hasil penelitian ini menunjukkan bahwa dari 8 hipotesis yang terdapat dalam penelitian ini, hanya 5 yang berpengaruh signifikan dan 3 hipotesis lainnya tidak berpengaruh signifikan. Variabel pemasaran sosial media secara parsial berpengaruh signifikan terhadap persepsi nilai, dan minat beli. Kualitas produk secara parsial berpengaruh signifikan terhadap persepsi nilai, citra merek. Persepsi nilai juga berpengaruh signifikan terhadap minat beli. Namun untuk variabel pemasaran sosial media menunjukkan tidak berpengaruh terhadap citra merek, variabel citra merek menunjukkan tidak berpengaruh terhadap minat beli, begitu juga variabel kualitas produk tidak berpengaruh terhadap minat beli.
Kata Kunci : Pemasaran Media Sosial, Kualitas Produk, Citra Merek, Persepsi Nilai, Minat Beli |
| id |
IOS5909.49100 |
| institution |
Universitas Mercu Buana |
| institution_id |
134 |
| institution_type |
library:university library |
| library |
Perpustakaan Universitas Mercu Buana |
| library_id |
542 |
| collection |
Repository Universitas Mercu Buana |
| repository_id |
5909 |
| subject_area |
Econmics/Ilmu Ekonomi Communication/Komunikasi Engineering/Ilmu Teknik Measurement/Teknik Desain, Pengujian, Pengukuran, Kualitas, Perawatan, Pemeliharaan, Perbaikan |
| city |
Jakarta Barat |
| province |
DKI JAKARTA |
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1 |
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IOS5909 |
| first_indexed |
2019-08-02T01:19:42Z |
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2019-08-02T01:19:42Z |
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dc |
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1674510810799407104 |
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17.538404 |