Analisis Pengaruh Social Media Terhadap Brand Attitude yang Memiliki Dampak Terhadap Purchase Intention
Analysis of Social Media Effects on Brand Attitude that Have the Impact of Purchase Intention
Abstract
Tujuan penelitian ini untuk mengetahui hubungan dan pengaruh antara Social Media terhadap Brand Attitude yang memiliki dampak terhadap Purchase Intention pada Jasa wedding photography pada perusahaan PT. Cemara Selamat Sempurna. Populasi pada penelitian ini adalah masyarakat yang bertempat tinggal di kota Jakarta. Penelitian ini menggunakan metode Structural Equation Model untuk mengukur hubungan dan pengaruh antar variabel independent dengan variabel dependent. Pengumpulan data pada penelitian ini dilakukan dengan menggunakan kuesioner yang disebarkan kepada 100 responden. Hasil yang dicapai pada penelitian ini adalah ditemukan adanya pengaruh antara Social Media terhadap Brand Attitude secara individu, adanya juga pengaruh secara simultan antara Social Media terhadap Purchase intention melalui Brand Attitude pada PT. Cemara Selamat Sempurna. Namun ditemukan ada satu variabel yaitu Social Media yang tidak memiliki pengaruh secara langsung terhadap Purchase Intention.
The purpose of this study was to find out the relationship and influence between Social Media on Brand Attitude that has an impact on Purchase Intention on wedding photography services at PT. Cemara Selamat Sempurna. The population in this study is the people who live in the city of Jakarta. This study uses the Structural Equation Model method to measure the relationship and influence between independent variables with dependent variables. Data collection in this study was conducted using a questionnaire distributed to 100 respondents. The results achieved in this study were found an influence of Social Media on Brand Attitude, there is also a simultaneous influence on Social Media and Purchase intention through Brand Attitude at PT. Cemara Selamat Sempurna. But it was found that there was one variable, namely Social Media that did not have a direct influence on Purchase Intention.
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