PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM, KUALITAS PELAYANAN DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN (Studi Kasus: KFC Cabang Lippo Mall Kramat Jati)

Pratama, Erlangga Putra (2023) PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM, KUALITAS PELAYANAN DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN (Studi Kasus: KFC Cabang Lippo Mall Kramat Jati). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan mengetahui pengaruh romosi media sosial Instagram, kualitas pelayanan dan fasilitas terhadap kepuasan konsumen, mengetahui pengaruh promosi media sosial Instagram, kualitas pelayanan, fasilitas dan kepuasan konsumen terhadap keputusan pembelian dan mengetahui pengaruh mediasi kepuasan konsumen kepada promosi media sosial Instagram, kualitas pelayanan dan fasilitas terhadap keputusan pembelian KFC cabang Lippo Mall Kramat Jati. Penelitian ini menggunakan metode penelitian kualitatif yang telah di kuantitatifkan dan menggunakan metode analisis jalur dengan bantuan program SPSS ver 26. Populasi pada penelitian ini adalah konsumen KFC di wilayah Kramat Jati dengan jumlah sampel sebesar 96 responden.Hasil dari penelitian ini menjelaskan bahwa promosi media sosial Instagram dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan konsumen, dan fasilitas tidak berpengaruh signifikan terhadap kepuasan konsumen, promosi media sosial Instagram dan kepuasan konsumen tidak berpengaruh signifikan terhadap keputusan pembelian, kualitas pelayanan dan fasilitas berpengaruh signifikan terhadap keputusan pembelian, kepuasan konsumen tidak memediasi promosi media sosial Instagram, kualitas pelayanan dan fasilitas terhadap keputusan pembelian. This study aims to determine the effect of Instagram social media promotion, service quality and facilities on consumer satisfaction, determine the effect of Instagram social media promotion, service quality, facilities and consumer satisfaction on purchasing decisions and determine the mediating effect of consumer satisfaction on Instagram social media promotion, service quality and facilities for purchasing decisions of KFC Lippo Mall Kramat Jati.This study uses a qualitative research method that has been quantified and uses a path analysis method with the help of the SPSS ver 26 program. The population in this study is KFC consumers in the Kramat Jati area with a sample size of 96 respondents.The results of this study explain that Instagram social media promotion and service quality have asignificant effect on customer satisfaction, and facilities have no significant effect on customer satisfaction, Instagram social media promotion and customer satisfaction have no significant effect on purchasing decisions, service quality and facilities have a significant effect on decisions purchase, consumer satisfaction does not mediate Instagram social media promotion, quality of service and facilities on purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSyamsuar, GinanjarNIDN0323106102ginanjar.syamsuar@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ERLANGGA PUTRA PRATAMA
Date Deposited: 10 May 2023 01:29
Last Modified: 10 May 2023 01:29
URI: http://repository.stei.ac.id/id/eprint/10059

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