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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 21/03/2024 10:31:46  •  373 Views


PENGARUH SOCIAL MEDIA MARKETING DAN VIRAL MARKETING TERHADAP PURCHASE INTENTION PRODUK ES TEH INDONESIA MELALUI CUSTOMER TRUST

Created by :
Sherly Oktaviani ( 20190101282 )



SubjectSOCIAL MEDIA MARKETING
VIRAL MARKETING
PURCHASE INTENTION
CUSTOMER TRUST
Alt. Subject SOCIAL MEDIA MARKETING
VIRAL MARKETING
PURCHASE INTENTION
CUSTOMER TRUST
Keywordsocial media marketing
viral marketing
customer trust
purchase intenti

Description:

Tujuan Penelitian ini adalah untuk mengetahui pengaruh langsung social media marketing dan viral marketing terhadap customer trust, mengetahui pengaruh langsung social media marketing, viral marketing, dan customer trust terhadap purchase intention dan pengaruh tidak langsung social media marketing dan viral marketing terhadap purchase intention melalui customer trust. Penelitian ini menggunakan metode analisis path dan pengumpulan data dilakukan menggunakan kuesioner yang disebarkan secara online melalui google from. Kuesioner terkumpul sebanyak 160 responden dengan teknik pengambilan sampel menggunakan metode purpose sampling. Hasil analisis penelitian yaitu social media marketing berpengaruh positif terhadap customer trust, viral marketing juga berpengaruh positif terhadap customer trust, social media marketing berpengaruh positif terhadap purchase intention, sedangkan viral marketing tidak berpengaruh terhadap purchase intention, berikutnya Customer trust berpengaruh positif terhadap purchase intention, social media marketing berpengaruh terhadap purchase intention melalui customer trust, dan viral mareting berpengaruh terhadap purchase intention melalui customer trust. Diharapkan hasil penelitian ini dapat memberikan manfaat kepada perusahaan agar dapat meningkatkan social media marketing dan viral marketing sehingga kepercayaan dan niat beli konsumen terhadap produk Es Teh Indonesia meningkat.

Contributor:
  1. RA NURLINDA, SE, MM.
Date Create:21/03/2024
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-20190101282
Collection ID:20190101282


Source :
Undergraduate Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2024 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-social-media-marketing-dan-viral-marketing-terhadap-purchase-intention-produk-es-teh-indonesia-melalui-customer-trust-33415.html




[ Free Download - Free for All ]

  1.  UEU-Undergraduate-33415-COVER.Image.Marked.pdf - 215 KB
  2.  UEU-Undergraduate-33415-HALAMAN PENGESAHAN.Image.Marked.pdf - 335 KB
  3.  UEU-Undergraduate-33415-HALAMAN PERSETUJUAN PUBLIKASI.Image.Marked.pdf - 361 KB
  4.  UEU-Undergraduate-33415-HALAMAN KEASLIAN.Image.Marked.pdf - 273 KB
  5.  UEU-Undergraduate-33415-ABSTRAK.Image.Marked.pdf - 253 KB
  6.  UEU-Undergraduate-33415-KATA PENGANTAR.Image.Marked.pdf - 271 KB
  7.  UEU-Undergraduate-33415-DAFTAR ISI.Image.Marked.pdf - 361 KB
  8.  UEU-Undergraduate-33415-DAFTAR PUSTAKA.Image.Marked.pdf - 772 KB
  9.  UEU-Undergraduate-33415-BAB1.Image.Marked.pdf - 426 KB

[ FullText Content - Please, register first ]

  1. UEU-Undergraduate-33415-BAB2.Image.Marked.pdf - 637 KB
  2. UEU-Undergraduate-33415-BAB3.Image.Marked.pdf - 418 KB
  3. UEU-Undergraduate-33415-BAB4.Image.Marked.pdf - 835 KB
  4. UEU-Undergraduate-33415-BAB5.Image.Marked.pdf - 315 KB

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customer , customer trust , intenti , marketing , media , purchase , purchase intenti , social , social media marketing , trust , viral , viral marketing



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