Imani, Rizky Putri (2022) FENOMENA PEMASARAN KONTEN MEDIA SOSIAL, WORD OF MOUTH, CUSTOMER EXPERIENCE DAN ETNOSENTRISME TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KEDAI KOPI KENANGAN DI DKI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pegaruh pemasaran konten media sosial, word of mouth, customer experience dan etnosentrisme terhadap keputusan pembelian konsumen Kedai Kopi Kenangan di DKI Jakarta. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Populasinya adalah konsumen Kedai Kopi Kenangan di DKI Jakarta. Teknik pengambilan sampel menggunakan non-probability sampling dengan purposive sampling sebagai teknik penentuan sampelnya. Jumlah sampel diambil sebanyak 100 orang. Teknik pengumpulan data menggunakan kuisioner yang telah diuji validitas dan realibilitasnya. Analisis data menggunakan koefisien korelasi, Uji determinasi (R2), Uji F dan Uji T. Hasil penelitian menunjukkan terdapat pengaruh positif dan signifikan pemasaran konten media sosial terhadap keputusan pembelian konsumen Kedai Kopi Kenangan di DKI Jakarta, terdapat pengaruh positif dan signifikan word of mouth terhadap keputusan pembelian konsumen Kedai Kopi Kenangan di DKI Jakarta, terdapat pengaruh positif dan signifikan customer experience terhadap keputusan pembelian konsumen Kedai Kopi Kenangan di DKI Jakarta, terdapat pengaruh positif dan signifikan etnosentrisme terhadap keputusan pembelian konsumen Kedai Kopi Kenangan di DKI Jakarta, variabel pemasaran konten media sosial, word of mouth, customer experience dan etnosentrisme berpengaruh secara simultan (bersama-sama) terhadap keputusan pembelian konsumen Kedai Kopi Kenangan di DKI Jakarta, besarnya pengaruh pemasaran konten media sosial, word of mouth, customer experience dan etnosentrisme terhadap keputusan pembelian (adjusted R2) konsumen Kedai Kopi Kenangan di DKI Jakarta adalah 78%, dimana hal tersebut menunjukkan bahwa variabel pemasaran konten media sosial, word of mouth, customer experience dan etnosentrisme memiliki kemampuan mempengaruhi variabel keputusan pembelian sebesar 78% sementara sisanya 22% merupakan kontribusi faktor lain diluar penelitian ini. Kata Kunci : Pemasaran Konten Media Sosial, Word of Mouth, Customer Experience, Etnosentrisme dan Keputusan Pembelian ABSTRACT This study aimed to determine the impact of social media content marketing, word of mouth, customer experience and ethnocentrism towards the purchase decisions of Kenangan Coffee Shop in DKI Jakarta. This research uses a quantitative descriptive approach. The population in this study were consumers of Kenangan Coffee Shop in DKI Jakarta. The sampling technique uses non-probability sampling with purposive sampling as the sampling technique. The number of samples taken was as many as 100 people. Data collection techniques use questionnaires that have been tested for validity and reliability. Data analysis using correlation coefficient, Determination test (R2), F test and T test. The results showed that there was a positive and significant influence of social media content marketing on the purchasing decisions of consumers of Kenangan Coffee Shop in DKI Jakarta, there was a positive and significant influence of word of mouth on the purchasing decisions of consumers Kenangan Coffee Shop, there was a positive and significant influence of customer experience on the purchasing decisions of consumers of Kenangan Coffee Shop in DKI Jakarta, there was a positive and significant influence ethnocentrism towards consumers' purchasing decisions of Kenangan Coffee Shop in DKI Jakarta, social media content marketing variables, word of mouth, customer experience and ethnocentrism have a simultaneous effect (together) on the purchasing decisions of consumers of Kenangan Coffee Shop in DKI Jakarta, the magnitude of the influence of social media content marketing, word of mouth, customer experience and ethnocentrism on the purchase decisions (adjusted R2) of consumers of Kenangan Coffee Shop in DKI Jakarta is 78%, which shows that the variables of social media content marketing, word of mouth, customer experience and ethnocentrism have the ability to influence the variable purchase decision by 78% while the remaining 22% is the contribution of other factors outside this study. Keywords: Social Media Content Marketing, Word of Mouth, Customer Experience, Ethnocentrism, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RIZKY PUTRI IMANI | ||||||||
| Date Deposited: | 21 Sep 2022 04:46 | ||||||||
| Last Modified: | 21 Sep 2022 04:46 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8439 |
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