Pengaruh social media marketing dan online reviews terhadap purchase intention di sushi go melalui customer trust sebagi mediasi

Putri, Margaretha Katlisa Anjani (2024) Pengaruh social media marketing dan online reviews terhadap purchase intention di sushi go melalui customer trust sebagi mediasi. Skripsi thesis, Universitas Tarumanagara.

Text Margaretha Katlisa Anjani Putri 115210165 JA.pdf Download (5MB)

Abstract

This research analyzes the effect of social media marketing and online reviews on purchase intention at Sushi Go, with customer trust as a mediator. In the digital era, social media marketing is an important strategy to attract consumer attention and increase sales. Online reviews also play a crucial role in shaping consumer perceptions and influencing purchasing decisions. A quantitative approach was used with a questionnaire involving Sushi Go customers and 257 respondents were collected. The results of the analysis show that social media marketing, online reviews and customer trust have a significant positive effect on purchase intention. In addition, it was found that customer trust successfully mediates the relationship between social media marketing and online reviews on purchase intention. These findings provide insights for Sushi Go and the Japanese food industry in Indonesia on the importance of effective digital marketing strategies and managing online reviews to increase customer trust and drive purchase intention.
Keywords: Social Media Marketing, Online Reviews, Customer Trust, Purchase Intention, Sushi Restaurant

Penelitian ini menganalisis pengaruh social media marketing dan online reviews terhadap purchase intention di Sushi Go, dengan customer trust sebagai mediator. Dalam era digital, social media marketing menjadi strategi penting untuk menarik perhatian konsumen dan meningkatkan penjualan. Online reviews juga berperan krusial dalam membentuk persepsi konsumen dan mempengaruhi keputusan pembelian. Pendekatan kuantitatif digunakan dengan kuesioner yang melibatkan customer Sushi Go dan terkumpul sebanyak
257 responden. Hasil analisis menunjukkan bahwa social media marketing, online reviews dan customer trust berpengaruh positif signifikan terhadap purchase intention. Selain itu, ditemukan bahwa customer trust berhasil memediasi hubungan antara social media marketing dan online reviews terhadap purchase intention. Temuan ini memberikan wawasan bagi Sushi Go dan dan industri makanan Jepang di Indonesia tentang pentingnya strategi pemasaran digital yang efektif serta pengelolaan online reviews untuk meningkatkan customer trust dan mendorong purchase intention
Kata Kunci: Social Media Marketing, Online Reviews, Customer Trust, Purchase Intention, Restoran Sushi

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	23 May 2025 08:28
Last Modified:	23 May 2025 08:28
URI:	https://repotest.untar.ac.id/id/eprint/46907

Actions (login required)

View Item