Huang, Owen (2024) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES (SMMAS) DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE INTENTION YANG DI MEDIASI OLEH CONSUMER TRUST PADA MEREK MAKANAN HEWAN PEDIGREE. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstrak:
Penelitian ini bertujuan untuk mengkaji pengaruh Social Media Marketing Activities (SMMAs) dan Electronic Word of Mouth (e-WOM) terhadap Niat Beli yang dimediasi oleh Kepercayaan Konsumen pada merek makanan hewan Pedigree. Menggunakan pendekatan Structural Equation Modeling - Partial Least Squares (SEM-PLS), penelitian ini melibatkan 160 responden yang tersebar di Pulau Jawa, dengan data diperoleh melalui survei daring berbasis skala Likert. Hasil penelitian menunjukkan bahwa SMMAs dan e-WOM memiliki pengaruh positif dan signifikan terhadap kepercayaan konsumen dan niat beli. Kepercayaan konsumen juga ditemukan sebagai variabel mediasi yang memperkuat hubungan antara SMMAs, e-WOM, dan niat beli. Validitas konvergen dan diskriminan model penelitian telah memenuhi kriteria dengan nilai Average Variance Extracted (AVE) >
0,50, Loading Factor > 0,7, dan hasil Heterotrait-Monotrait Ratio (HTMT) < 0,9. Reliabilitas instrumen juga tercapai dengan nilai Cronbach's Alpha dan Composite Reliability > 0,7. Penelitian ini mendukung teori Technology Acceptance Model (TAM), di mana persepsi kemudahan dan manfaat dari konten media sosial dan ulasan online meningkatkan kepercayaan konsumen dan niat beli. Implikasi praktisnya, Pedigree dan merek serupa dapat memanfaatkan strategi pemasaran digital interaktif untuk membangun kepercayaan konsumen, yang pada akhirnya mendorong keputusan pembelian.
Kata Kunci: SMMAs, e-WOM, Kepercayaan Konsumen, Niat Beli, SEM-PLS.

Abstract:
This research aims to examine the influence of Social Media Marketing Activities (SMMAs) and Electronic Word of Mouth (e-WOM) on Purchase Intention which is mediated by Consumer Trust in the Pedigree pet food brand. Using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) approach, this research involved 160 respondents spread across Java, with data obtained through a Likert scale-based online survey. The research results show that SMMAs and e-WOM have a positive and significant influence on consumer trust and purchase intention. Consumer trust was also found to be a mediating variable that strengthens the relationship between SMMAs, e-WOM, and purchase intention. The convergent and discriminant validity of the research model has met the criteria with Average Variance Extracted (AVE) > 0.50, Loading Factor > 0.7, and Heterotrait-Monotrait Ratio (HTMT) < 0.9. Instrument reliability was also achieved with Cronbach's Alpha and Composite Reliability values > 0.7. This research supports the Technology Acceptance Model (TAM) theory, where the perceived convenience and usefulness of social media content and online reviews increases consumer trust and purchase intentions. The practical implication is that Pedigree and similar brands can leverage interactive digital marketing strategies to build consumer trust, ultimately driving purchasing decisions.
Keywords: SMMAs, e-WOM, Consumer Trust, Purchase Intention, SEM-PLS.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 10 Jun 2025 07:22
Last Modified: 10 Jun 2025 07:22
URI: https://repotest.untar.ac.id/id/eprint/47070

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