PENGARUH SEARCH ENGINE ADVERTISING, CONTENT MARKETING, SOCIAL MEDIA, DAN EMAIL MARKETING TERHADAP PURCHASE INTENTION KONSUMEN ELECTRONIC CITY DI JAKARTA.

Tenata, Albert (2024) PENGARUH SEARCH ENGINE ADVERTISING, CONTENT MARKETING, SOCIAL MEDIA, DAN EMAIL MARKETING TERHADAP PURCHASE INTENTION KONSUMEN ELECTRONIC CITY DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Albert Tenata 115210243 JA.pdf Download (2MB)

Abstract

Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh iklan mesin pencari, pemasaran konten, media sosial, dan pemasaran email terhadap niat pembelian konsumen Electronic City di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling, yang disebarkan kepada 198 responden yang merupakan konsumen Electronic City di Jakarta. Teknik analisis data pada penelitian ini menggunakan metode PLS-SEM melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa variabel iklan mesin pencari, pemasaran konten, media sosial, dan pemasaran email memiliki pengaruh positif dan signifikan terhadap niat pembelian. Di antara keempat variabel, variabel iklan mesin pencari memiliki pengaruh paling kuat dalam mempengaruhi niat pembelian, diikuti oleh pemasaran email, media sosial, dan pemasaran konten.
(F) Kata kunci: Iklan mesin pencari, Pemasaran konten, Media sosial, Pemasaran email, Niat pembelian, Electronic City.

Abstract: This study aims to analyze the effect of search engine advertising, content marketing, social media, and email marketing on the purchase intention of Electronic City consumers in Jakarta. This research uses a quantitative approach with purposive sampling method, which is distributed to 198 respondents who are Electronic City consumers in Jakarta. The data analysis technique in this study uses the PLS-SEM method through SmartPLS 4 software. The results showed that the variables of search engine advertising, content marketing, social media, and email marketing have a positive and significant influence on purchase intention. Among the four variables, search engine advertising has the strongest influence in influencing purchase intention, followed by email marketing, social media, and content marketing.
(F) Keywords: Search engine advertising, Content marketing, Social media, Email marketing, Purchase intention, Electronic City.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	22 May 2025 08:51
Last Modified:	22 May 2025 08:51
URI:	https://repotest.untar.ac.id/id/eprint/46891

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