Analisis Pengaruh Aktivitas Social Media Marketing terhadap Ekuitas Merek dan Intensi Pembelian pada PT XYZ menggunakan Structural Equation Modeling

Ashri, Novia Karunia Nur (2019) Analisis Pengaruh Aktivitas Social Media Marketing terhadap Ekuitas Merek dan Intensi Pembelian pada PT XYZ menggunakan Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Digitalisasi menyebabkan adanya perubahan perilaku pelanggan sehingga membuka peluang besar bagi industri digital, termasuk PT XYZ yang menyediakan layanan konseling dengan Psikolog secara online. PT XYZ dikategorikan sebagai perusahaan e-commerce dengan tipe Transaction broker. Salah satu cara PT XYZ dalam menjangkau pelanggan dan calon pelanggannya, yaitu melakukan aktivitas social media marketing pada channel media sosial yang dimiliki terutama Instagram. Namun, aktivitas pada social media marketing di PT XYZ belum diketahui bagaimana pengaruhnya terhadap ekuitas merek dan intensi pembelian. Oleh karena itu, dibutuhkan analisis terhadap kedua hal tersebut dengan metode Structural Equation Modeling dengan menggunakan tools AMOS. Adapun model yang digunakan mengacu pada model penelitian Yadav & Rahman. Hasil dari tugas akhir ini adalah pengaruh dari aktivitas social media marketing terhadap ekuitas merek sebesar 53% dan pengaruh terhadap intensi pembelian sebesar 57%. Selain itu, strategi yang dapat diterapkan oleh PT XYZ adalah dengan mengoptimalkan aktivitas social media marketing melalui kelima aspek (interactivity, informativeness, personalization, trendiness, dan word-of-mouth. Aspek yang berperan paling besar adalah personalization dan trendiness sehingga hal in dapat menjadi fokusan PT XYZ. Pengaruh terhadap intensi pembelian lebih besar, maka PT XYZ dapat mengoptimalkannya dengan melakukan hal-hal yang dapat memicu audience untuk membeli paket layanan.
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Digitalization has caused changes in customer behavior so that it open huge opportunities for the digital industry, including PT XYZ, which provides online counseling services with psychologists. PT XYZ is categorized as an e-commerce company with a Transaction broker type. One of the ways in which PT XYZ reaches its customers and potential customers is by conducting social media marketing activities on social media channel, especially Instagram. However, the activities on social media marketing at PT XYZ is not yet known how it affects brand equity and purchase intention. Therefore, an analysis of these is needed with the Structural Equation Modeling method using AMOS tools. The model used refers to the research model of Yadav & Rahman. The results of this undergraduate thesis are the influence of social media marketing activities on brand equity of 53% and the effect on purchase intention of 57%. In addition, the strategy that can be applied by PT XYZ is to optimize social media marketing activities through five aspects (interactivity, informativeness, personalization, trendiness, and word-of-mouth). The most important aspects is personalization and trendiness so that PT XYZ can focus on these aspects. The influence of the purchase intention is greater, then PT XYZ can optimize it by doing things that can trigger the audience to buy service packages.

Item Type:	Thesis (Other)
Additional Information:	RSSI 519.53 Ash a-1 2019 3100019080955
Uncontrolled Keywords:	Aktivitas Social Media Marketing, Ekuitas Merek, Intensi Pembelian, Structural Equation Modeling
Subjects:	T Technology > T Technology (General) > T57.5 Data Processing T Technology > T Technology (General) > T58.8 Productivity. Efficiency
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Novia Karunia Nur Ashri
Date Deposited:	12 Nov 2025 09:49
Last Modified:	12 Nov 2025 09:49
URI:	http://repository.its.ac.id/id/eprint/64650

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