Pengaruh Perceived Social Media Marketing Activities terhadap Purchase Intention pada Produk UMKM Kerajinan Tangan di Pulau Lombok

Gempita, Gegap Putri (2024) Pengaruh Perceived Social Media Marketing Activities terhadap Purchase Intention pada Produk UMKM Kerajinan Tangan di Pulau Lombok. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kerajinan tangan atau kriya adalah kegiatan yang menitikberatkan pada keterampilan tangan dan memiliki fungsi pakai atau keindahan sehingga memiliki nilai jual. Kerajinan tangan memiliki peran penting dalam perekonomian karena berkontribusi besar terhadap PDB ekonomi kreatif di Indonesia. Untuk meningkatkan sektor pariwisata dan menciptakan sentra ekonomi kreatif berbasis budaya lokal, Pemerintah Indonesia mengembangkan Destinasi Super Prioritas Pariwisata, salah satunya di Pulau Lombok. Sehingga penting bagi UMKM untuk beradaptasi dengan menggunakan platform digital, contohnya melalui social media marketing. Namun, UMKM kerajinan tangan di pulau Lombok memiliki online engagement rate yang rendah. Maka dari itu, penelitian ini bertujuan untuk mengetahui pengaruh perceived social media marketing activities terhadap purchase intention pada produk UMKM kerajinan tangan di pulau Lombok. Penelitian ini dilakukan melalui pendekatan conclusive descriptive yang dianalisis menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan 184 sampel. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial yang dilakukan oleh UMKM berpengaruh positif dalam meningkatkan kesadaran merek, menciptakan citra positif merek, dan mendorong niat beli pada peminat produk kerajinan tangan. Selain itu, kesadaran merek, citra merek, dan komunikasi merek yang dibuat melalui media sosial berpengaruh positif dalam membentuk ekuitas merek berbasis konsumen, yang pada akhirnya memengaruhi niat beli. Terdapat implikasi manajerial yang disusun untuk UMKM kerajinan tangan dengan tujuan meningkatkan niat beli produk kerajinan tangan melalui pemanfaatan media sosial.
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Handicrafts or crafts are activities that focus on hand skills and have a useful or aesthetic function so that they have selling value. Handicrafts have an important role in the economy because they contribute greatly to the GDP of the creative economy in Indonesia. To improve the tourism sector and create a creative economy center based on local culture, the Indonesian Government is developing Super Priority Destinations for Tourism, one of which is on Lombok Island. So it is important for MSMEs to adapt by using digital platforms, for example through social media marketing. However, handicraft MSMEs on Lombok Island have a low online engagement rate. Therefore, this research aims to determine the influence of perceived social media marketing activities on purchase intentions for MSME handicraft products on Lombok Island. This research is conducted through a conclusive descriptive approach and analyzed using Partial Least Square – Structural Equation Modeling (PLS-SEM) with 184 samples. The results of this research indicate that perceived social media marketing activities carried out by MSMEs have a positive effect on increasing brand awareness, creating a positive brand image, and encouraging purchase intentions in enthusiasts of handicraft products. In addition, brand awareness, brand image, and firm-created social media brand communication have a positive effect on forming consumer-based brand equity, which ultimately influences purchase intention. There are managerial implications that are arranged for handicraft MSMEs with the aim of increasing purchase intention for handicraft products through social media marketing activities.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Perceived Social Media Marketing Activities, Purchase Intention, UMKM, Kerajinan Tangan, PLS-SEM, Perceived Social Media Marketing Activities, MSMEs, Handicrafts
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Gegap Putri Gempita
Date Deposited:	14 Jan 2025 07:24
Last Modified:	14 Jan 2025 07:24
URI:	http://repository.its.ac.id/id/eprint/116298

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