Faustina, Tania (2024) Pengaruh social media marketing dan electronic word of mouth terhadap purchase intention dengan trust sebagai variabel mediasi pada mie gacoan di wilayah DKI Jakarta. Skripsi thesis, Universitas Tarumanagara.
![[thumbnail of Tania Faustina 115210296 JA.pdf]](https://repotest.untar.ac.id/style/images/fileicons/text.png "Tania Faustina 115210296 JA.pdf") |
Text
Tania Faustina 115210296 JA.pdf Download (3MB) |
Abstract
Abstract:
Mie Gacoan is a noodle restaurant known for its affordable prices and consistent flavors. Mie Gacoan utilizes social media marketing to promote its products and interact with customers, as well as leveraging electronic word of mouth (e-WOM) to enhance brand credibility through reviews and recommendations from customers. Mie Gacoan can influence trust, which in turn can increase purchase intention. Trust in the Mie Gacoan brand can be built through social media promotions and positive reviews from other customers, serving as crucial factors in strengthening the relationship between social media marketing, electronic word of mouth, and purchase intention. This study employs a quantitative research method. The population targeted in this research includes consumers who have previously tried Mie Gacoan in the DKI Jakarta area. Based on data analysis, it can be concluded that social media marketing has a positive but not significant influence on purchase intention for Mie Gacoan in the DKI Jakarta area. Social media marketing has a positive and significant influence on trust in Mie Gacoan in the DKI Jakarta area. Electronic word of mouth has a positive and significant influence on purchase intention in the DKI Jakarta area. Electronic word of mouth also has a positive and significant influence on trust in Mie Gacoan in the DKI Jakarta area. Trust has a positive and significant influence on purchase intention for Mie Gacoan in the DKI Jakarta area. Additionally, social media marketing has a positive and significant influence on purchase intention through the mediation of trust in Mie Gacoan in the DKI Jakarta area. Likewise, electronic word of mouth has a positive and significant influence on purchase intention through the mediation of trust in Mie Gacoan in the DKI Jakarta area.
Keywords: Social Media Marketing, Electronic Word of Mouth, Trust, Purchase Intention.
Abstrak:
Mie Gacoan merupakan restoran mie yang dikenal dengan harga terjangkau dengan cita rasa yang konsisten. Mie Gacoan memanfaatkan social media marketing untuk mempromosikan produk dan berinteraksi dengan konsumen, serta memanfaatkan electronic word of mouth untuk meningkatkan kredibilitas merek melalui ulasan dan rekomendasi dari pelanggan. Mie Gacoan dapat mempengaruhi trust, yang dapat meningkatkan purchase intention. Kepercayaan terhadap Merek Mie Gacoan, dapat dibangun melalui promosi di media sosial dan ulasan positif dari konsumen lain, yang berperan sebagai faktor penting dalam memperkuat hubungan antara social media marketing, electronic word of mouth, dan purchase intention. Penelitian ini menggunakan penelitian kuantitatif. Populasi pada penelitian ini diberikan kepada konsumen yang sudah pernah mencicipi Mie Gacoan di wilayah DKI Jakarta. Berdasarkan analisis data dapat disimpulkan bahwa social media marketing memiliki pengaruh positif dan tidak signifikan terhadap purchase intention pada Mie Gacoan di wilayah DKI Jakarta. Social media marketing memiliki pengaruh positif dan signifikan terhadap trust pada Mie Gacoan di wilayah DKI Jakarta. Electronic word of mouth memiliki pengaruh positif dan signifikan terhadap purchase intention pada wilayah DKI Jakarta. Electronic word of mouth memiliki pengaruh positif dan signifikan terhadap trust pada Mie Gacoan di wilayah DKI Jakarta. Trust memiliki pengaruh positif dan signifikan terhadap purchase intention pada Mie Gacoan di wilayah DKI Jakarta. Social media marketing memiliki pengaruh positif dan signifikan terhadap purchase intention dengan mediasi trust pada Mie Gacoan di wilayah DKI Jakarta. Electronic word of mouth memiliki pengaruh positif dan signifikan terhadap purchase intention dengan mediasi trust pada Mie Gacoan di wilayah DKI Jakarta.
Kata kunci: social media marketing, electronic word of mouth, trust, purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 26 Jun 2025 07:18 |
| Last Modified: | 26 Jun 2025 07:18 |
| URI: | https://repotest.untar.ac.id/id/eprint/47404 |
Actions (login required)
 |
View Item |