SKRIPSI MBS

Pengaruh Brand Trust, Social Media Marketing, Dan Marketplace Terhadap Niat Beli Dengan Minat Beli Sebagai Variabel Intervening

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ABSTRACT

This research was conducted with the aim of finding out the influence of
brand trust, social media marketing, and marketplace on purchase intention with
purchase interest as an intervening variable for the Erigo Brand. The population
in this research is the residents of Surakarta City. Meanwhile, the sample in this
study consisted of 100 respondents who had the intention to purchase Erigo Brand
products with an age range of 17-27 years. This research uses quantitative research
methods using probability sampling techniques whose data collection techniques
use questionnaires. This research uses an analytical tool, namely a structural
equation model based on partial least squares (PLS) using the Smart PLS 3.0
application.
The results of this research show that Brand Trust has a positive and
significant effect on purchase interest and purchase intention, Social Media
Marketing has a positive and significant effect on purchase interest and purchase
intention, Marketplace has a positive and significant effect on purchase interest and
purchase intention, purchase interest indirectly has mediates between Brand Trust,
Social Media Marketing, and Marketplace on purchase intentions.
It is hoped that the results of this research can serve as a guide for several
parties, such as Brand Erigo, to maintain Brand Trust so that potential consumers
have confidence that Brand Erigo products can meet the interests of potential
consumers. And companies can increase more interesting content through social
media marketing and provide sales promotions through the official online store
found in the marketplace application. If the Brand Trust of potential consumers
increases, the Social Media Marketing offered is attractive, and various
Marketplace promotions have been carried out, this will further increase the
interest of potential consumers in making a purchase.
Keywords: Brand Trust, Social Media Marketing, Marketplace, Purchase Interest,
Purchase Intention.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 FAJ p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 139 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Fajar Hijria Guswinda

Versi lain/terkait

Lampiran Berkas

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