Analisis Pengaruh Social Media Marketing Features pada Fashion Brand untuk Memberikan Rekomendasi Peningkatan Purchase Decision dengan Menggunakan Structural Equation Model

Ikhsan, Ahmad (2024) Analisis Pengaruh Social Media Marketing Features pada Fashion Brand untuk Memberikan Rekomendasi Peningkatan Purchase Decision dengan Menggunakan Structural Equation Model. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi yang begitu pesat diiringi dengan perkembangan media sosial. Kegunaan media sosial semakin luas termasuk untuk kegiatan pemasaran atau social media marketing. Dengan intensitas penggunaan media sosial yang tinggi, intensitas komunikasi antara konsumen dan brand pun memiliki potensi yang tinggi. Perubahan ini menjadi peluang bagi fashion brand untuk memasarkan produk dengan konten beragam guna meningkatkan purchase decision konsumen.
Permasalahan dari Tugas Akhir ini adalah fashion brand tidak merasakan peningkatan signifikan terhadap purchase decision setelah mengimplementasikan social media marketing. Terdapat beberapa faktor yang diduga memengaruhi purchase decision yaitu social media marketing features (interactivity, entertainment, perceived relevance dan informativeness) dan brand trust. Oleh karena itu, perlu dilakukan analisis untuk mengidentifikasi pengaruh dari faktor-faktor tersebut terhadap peningkatan purchase decision pada fashion brand. Tujuan dari penelitian Tugas Akhir ini adalah untuk menganalisis pengaruh dari Social Media Marketing Features berupa Interactivity, Informativeness, Entertainment, dan Perceived Relevance terhadap Purchase Decision secara langsung maupun melalui mediasi Brand Trust.
Data dan Metode: Dengan menggunakan pendekatan kuantitatif berupa survey kuesioner dan pengujian model penelitian dengan Structural Equation Modeling (SEM) sebagai metodologi dan model penelitian terdahulu terkait dampak dari Social Media Marketing Features berupa Interactivity, Informativeness, Entertainment dan Perceived Relevance terhadap purchase decision melalui brand trust. Hasil dari penelitian ini menunjukkan bahwa 9 dari 13 hipotesis yang ada terdukung. Interaktivitas dan kepercayaan terhadap brand memiliki dampak langsung terhadap purchase decision sedangkan Keinformatifan, Hiburan dan Relevansi yang didapat berpengaruh secara tidak langsung melalui mediasi brand trust. Dari hasil ini dihasilkan 12 rekomendasi yang dapat dilakukan fashion brand untuk meningkatkan purchase decision. Manfaat yang diharapkan pada Tugas Akhir ini adalah dari rekomendasi yang didapatkan sebagai hasil dari penelitian ini, fashion brand dapat meningkatkan purchase decision dengan melakukan social media marketing dengan lebih baik. Selain itu juga penelitian ini dapat menjadi contoh penerapan model terkait dalam konteks fashion
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The rapid development of technology is accompanied by the development of social media. The variety of social media usage is increasing, including social media marketing. Due to the high intensity of social media usage, the intensity of communication between consumers and brands also increased. This change is an opportunity for fashion brands to market products with diverse content to increase consumer purchase decisions. The problem of this Final Project is that fashion brands do not feel a significant increase in purchase decision after implementing social media marketing. There are several factors that are thought to influence the purchase decision, namely social media marketing features (interactivity, entertainment, perceived relevance and informativeness) and brand trust. Therefore, it is necessary to do an analysis to identify the influence of these factors on the increase in purchase decisions on fashion brands.
Aims: The purpose of this final assignment research is to analyze the influence of Social Media Marketing Features in the form of Interactivity, Informativeness, Entertainment, and Perceived Relevance on Purchase Decisions directly or through Brand Trust mediation. By using a quantitative approach in the form of a questionnaire survey and testing research models with Structural Equation Modeling (SEM) as a methodology and previous research model related to the impact of Social Media Marketing Features in the form of Interactivity, Informativeness, Entertainment and Perceived Relevance on purchase decisions through brand trust. The results of this study showed that 9 of the 13 existing hypotheses were supported. Interactivity and trust in the brand have a direct impact on purchase decisions, while the informativeness, entertainment and relevance obtained have an indirect effect through the mediation of brand trust. From these results, 12 recommendations were produced that fashion brands can make to improve purchase decisions. The expected benefit of this final assignment is from the recommendations obtained as a result of this research, fashion brands can improve purchase decision by doing social media marketing better. Apart from that, this research can also be an example of the application of related models in a fashion context

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Social Media Marketing Features, Brand Trust, Purchase Decision, Structural Equation Modeling
Subjects:	H Social Sciences > HA Statistics > HA31.3 Regression. Correlation H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HM Sociology > HM742 Online social networks.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Ahmad Ikhsan
Date Deposited:	12 Feb 2024 02:55
Last Modified:	12 Feb 2024 02:55
URI:	http://repository.its.ac.id/id/eprint/106871

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