Salsabila, Anindya (2020) Analisis Pengaruh Social Media, Word of Mouth, dan Influencer Terhadap Keputusan Pembelian (Studi Kasus pada Lovesick Coffee Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh social media, word of mouth, dan influencer terhadap keputusan pembelian pada Lovesick Coffee Bekasi. Strategi yang digunakan dalam penelitian ini adalah penelitian asosiatif. Metode yang digunakan dalam penelitian ini adalah metode survei. Populasi dalam penelitian ini adalah konsumen yang melakukan pembelian di Lovesick Coffee Bekasi. Sampel dalam penelitian ini sebanyak 100 responden. Metode pengumpulan data menggunakan kuisioner. Sumber data penelitian ini merupakan data primer dan data sekunder. Metoda analisis yang dgunakan dalam penelitian ini adalah PLS dengan program WarpPLS versi 6.0 dan dievaluasi dengan outer model dan inner model. Hasil penelitian ini menunjukkan bahwa social media, word of mouth, dan influencer berpengaruh positif dan signifikan terhadap keputusan pembelian pada Lovesick Coffee Bekasi. Nilai R-square sebesar 0,740 menunjukkan bahwa keputusan pembelian dipengaruhi oleh social media, word of mouth, dan influencer sebesar 74% dan sisanya sebanyak 26% dipengaruhi oleh variabel lain. Kesimpulan dalam penelitian ini menunjukkan bahwa semua variabel bebas dalam penelitian ini yaitu social media, word of mouth, dan influencer memengaruhi keputusan pembelian pada Lovesick Coffee Bekasi. ** The purpose of this research is to know the influence of social media, word of mouth, and influencer on purchase decision (a case study on Lovesick Coffee Bekasi). The strategy used in this research is associate research. Methodology used in this research is survey method. Population in this research is consumers that already have experience of buying in Lovesick Coffee Bekasi. Data samples are 100 respondents. Questionnaire is used as instrument on this research. Data source are divided onto primary data and secondary data. Data analysis method used in this research is Partial Least Squares (PLS) by the programme of WarpPLS version 6.0 and evaluated within outer and inner model. The result of this research shows that social media, word of mouth, and influencer give positive and significant to purchase decision on Lovesick Coffee Bekasi. The R-squared value of 0.740 shows that purchasing decisions are influenced by the social media, word of mouth, and influencer while the remaining 26% is influenced by other variable. Conclusions of this study indicate that all independent variables in the study are social media, word of mouth, and influencer influence on purchase decisions on Lovesick Coffee Bekasi.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Social media, word of mouth, influencer, dan keputusan pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Users 1063 not found. | ||||||||
| Date Deposited: | 09 Nov 2020 05:25 | ||||||||
| Last Modified: | 09 Nov 2020 05:25 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/1490 |
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