Pengaruh perceived social media marketing terhadap purchase intention: peran mediasi brand awareness dan consumer brand engagement.

DETAIL KOLEKSI

Pengaruh perceived social media marketing terhadap purchase intention: peran mediasi brand awareness dan consumer brand engagement.

Oleh : Donny Setiawan

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Diah Astarini

Pembimbing 2 : Wahyuni Rusliyana Sari

Kata Kunci : Perceived Social Media Marketing, Brand Awareness, Consumer Brand Engagement, Purchase Intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022001902089_Halaman-Judul.pdf
2.	2026_SK_SMJ_022001902089_Surat-Pernyataan-Revisi-Terakhir.pdf	2
3.	2026_SK_SMJ_022001902089_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022001902089_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022001902089_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022001902089_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022001902089_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	2
8.	2026_SK_SMJ_022001902089_Bab-1.pdf
9.	2026_SK_SMJ_022001902089_Bab-2.pdf
10.	2026_SK_SMJ_022001902089_Bab-3.pdf
11.	2026_SK_SMJ_022001902089_Bab-4.pdf
12.	2026_SK_SMJ_022001902089_Bab-5.pdf
13.	2026_SK_SMJ_022001902089_Daftar-Pustaka.pdf
14.	2026_SK_SMJ_022001902089_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived social media marketing terhadap purchase intention, ketika dimediasi oleh brand awareness dan consumer brand engagement. sampel yang digunakan dalam penelitian ini sebanyak 200 responden dengan menggunakan metode penarikan sampel purposive sampling. sampel yang digunakan dalam penelitian ini adalah konsumen yang menggunakan aplikasi ojek online di wilayah jakarta. metode analisis yang digunakan adalah statistik deskriptif dan uji frekuensi responden. uji instrumen yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas. pengujian hipotesis dilakukan dengan metode regresi berganda (multiple regression) dengan software spss versi 21 dan Â structural equation modelingÂ (sem). hasil penelitian menunjukkan bahwa perceived social media marketing berpengaruh positif terhadap brand awareness dan consumer brand engagement, namun tidak berpengaruh positif terhadap purchase intention. brand awareness dan consumer brand engagement terbukti berpengaruh positif terhadap purchase intention serta memediasi hubungan antara perceived social media marketing dan purchase intention.

T This study aims to examine and analyze the effect of perceived social media marketing on purchase intention, with brand awareness and consumer brand engagement acting as mediating variables. the sample consisted of 200 respondents selected using purposive sampling, comprising consumers who use online motorcycle taxi applications in jakarta. the data analysis methods employed include descriptive statistics and frequency analysis. the research instruments were tested using validity and reliability tests. hypothesis testing was conducted using multiple regression analysis with spss version 21 and structural equation modeling (sem). the results of the study indicate that perceived social media marketing has a positive effect on brand awareness and consumer brand engagement, but does not have a positive effect on purchase intention. brand awareness and consumer brand engagement are proven to have a positive effect on purchase intention and to mediate the relationship between perceived social media marketing and purchase intention.