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Silvi, Diana Kristia
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Decision Sciences, Operations Research & Management

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Pengaruh Social Media Marketing Terhadap Kepercayaan Konsumen Dan Minat Beli Silvi, Diana Kristia; Prabandari, Sri Palupi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 1 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.1.19

Abstract

The objectives of this study are to assess and analyze the effect of social media marketing on consumer’s trust, to assess and analyze the effect of social media marketing on purchase intention, and to assess and analyze the effect of consumer’s trust on purchase intention. From the population of consumers who have the intention to buy beef from UD Subur Jaya, 55 were selected as the respondents through the use of purposive sampling. The results of the path analysis suggest that social media marketing significantly influences consumer’s trust, that social media marketing significantly impacts the purchase intention, and that consumer’s trust significantly affects the purchase intention.   Abstrak Tujuan penelitian untuk menguji dan menganalisis pengaruh social media marketing terhadap kepercayaan konsumen; menguji dan menganalisis pengaruh social media marketing terhadap minat beli; menguji dan menganalisis pengaruh kepercayaan konsumen terhadap minat beli. Konsumen yang berminat membeli sapi potong di UD Subur Jaya sebagai populasi pada penelitian ini. Pengambilan sampel menggunakan teknik purposive sampling dengan sampel 55 responden. Teknik analisis yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa: social media marketing berpengaruh signifikan terhadap kepercayaan konsumen; social media marketing berpengaruh signifikan terhadap minat beli; kepercayaan konsumen berpengaruh signifikan terhadap minat beli.
Co-Authors Sri Palupi Prabandari