Sholichah, Nur Laili (2019) Analisis Pengaruh Penerapan Search Engine Marketing Terhadap Intensi Pembelian Pelanggan Menggunakan Structural Equation Modeling (Studi Kasus: Tokopedia). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang: Search engines telah menempati posisi terkemuka di dunia online, lebih dari setengah pengunjung situs web, masuk ke search engines terlebih dahulu baru kemudian masuk ke halaman web lain. Oleh karena itu peran marketing sangatlah penting, Search Engine Marketing merupakan strategi pemasaran digital yang digunakan untuk meningkatkan visibiltas suatu situs web pada Search Engine Results Pages (SERP). Permasalahan: Seiring dengan semakin pentingnya peran search engines dalam membangun hubungan dengan pelanggan, banyak perusahaan yang mulai memanfaatkan search engines sebagai salah satu media pemasaran. Analis memperkirakan bahwa penggunaan Search Engine Marketing akan berperan besar dalam online advertising pie. Perusahaan mulai berani mengeluarkan lebih banyak uang dan sumber daya dalam pemanfaatan Search Engine Marketing. Namun selalu ada tantangan bagi perusahaan dalam mengetahui faktor dan strategi peningkatan intensi pembelian pelanggan. Selain itu juga perlu diketahui faktor lain dalam pemanfaatan Search Engine Marketing untuk penelitian selanjutnya. Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh model UTAUT2, faktor interactivity, perceived relevance, serta informativeness. Memberikan rekomendasi perbaikan strategi pemasaran melalui Search Engine Marketing dengan menganalisis faktor-faktor pengaruh. Serta memberikan rekomendasi faktor lain yang berpotensi mempengaruhi intensi pembelian pelanggan melalui pemanfaatan Search Engine Marketing pada penelitian selanjutnya. Metode: Pengambilan data akan dilakukan menggunakan kuisioner yang ditujukan kepada konsumen Tokopedia dengan target 200 responden. Kemudian dianalisis menggunakan metode dua tahap dari Structural Equation Modeling, yaitu measurement model dan structural model. Analisis menggunakan metode tersebut bertujuan untuk memvalidasi usulan model dan pengujian hipotesis penelitian. Pemodelan dilakukan untuk mendapatkan model konseptual yang menggambarkan keterkaitan antar faktor yang dapat mempengaruhi intensi pembelian pelanggan. Hasil yang dicapai: Hasil yang didapatkan, faktor habit dan interactivity mempengaruhi intensi pembelian pelanggan. Penelitian ini memberikan rekomendasi berupa struktur campaign dan obrolan secara langsung dengan terget pelanggan pada publik e-marketplace. Khususnya Tokopedia guna mendukung penerapan online marketing yang lebih efisien dan efektif dalam membentuk proses pengambilan keputusan konsumen. Serta memberikan rekomendasi faktor lain untuk penelitian selanjutnya.
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Background: Search engines have occupied the leading position in the online world, more than half of website visitors, first entered the search engines and then entered other web pages. Therefore the marketing role is very important, Search Engine Marketing is a digital marketing strategy that is used to improve the visibility of a website in Search Engine Results Pages (SERP). Problems: Along with the increasing importance of the search engines' role in building relationships with customers, many companies have begun to use search engines as one of the marketing media. Analysts estimate that the use of Search Engine Marketing will play a major role in online advertising pie. Companies begin to dare to spend more money and resources in utilizing Search Engine Marketing. But there is always a challenge for companies in knowing the factors and strategies for increasing customer purchase intentions. Besides that, it is also necessary to know other factors in using Search Engine Marketing for further research. Objective: This study aimed to analyze the effect of the UTAUT2 model, interactivity factors, perceived relevance, and informativeness. Provide recommendations for improvement of marketing strategies through Search Engine Marketing by analyzing influence factors. And provide recommendations for other factors that have the potential to influence the intention of purchasing customers through the use of Search Engine Marketing in future research. viii Method: Data retrieval will be carried out using questionnaires aimed at Tokopedia consumers with a target of 200 respondents. Then analyzed using the two-stage method of Structural Equation Modeling, namely measurement model and structural model. Analysis using this method aims to validate the proposed model and test the research hypothesis. Modeling is done to get a conceptual model that describes the interrelationships between factors that can influence the customer's purchase intention. Results achieved: The results obtained, habit factors and interactivity influence the intention of purchasing customers. This research provides recommendations in the form of campaign and chat structures directly with targeted customers on public e-marketplace. Especially Tokopedia to support the application of online marketing that is more efficient and effective in shaping consumer decision making processes. And provide recommendations for other factors for further research.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 004.678 Sho a-1 2019 |
| Uncontrolled Keywords: | Publik E-Marketplace, Digital Marketing, Search Engine Marketing, Customer, Purchase Intention, Advertising |
| Subjects: | T Technology > T Technology (General) > T11 Technical writing. Scientific Writing T Technology > T Technology (General) > T55 Industrial Safety |
| Divisions: | Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Nur Laili Sholichah |
| Date Deposited: | 17 Apr 2024 06:44 |
| Last Modified: | 17 Apr 2024 06:44 |
| URI: | http://repository.its.ac.id/id/eprint/64348 |
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