Pemasaran Media Sosial dan Persepsi Kualitas sebagai Penentu Niat Beli Cloud Kitchen - Nicholas Triputra; M. Tony Nawawi (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, 2026)
Penelitian ini menguji pengaruh Pemasaran Sosial Media dan Persepsi Kualitas terhadap Minat Beli pada brand Moon Chicken di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan 204 responden yang dikumpulkan melalui kuesioner online. Analisis dilakukan menggunakan PLS-SEM melalui SmartPLS 4.1.1.5. Hasil penelitian menunjukkan bahwa Pemasaran Sosial Media berpengaruh positif dan signifikan terhadap Minat Beli, yang berarti konten media sosial mampu meningkatkan ketertarikan pembelian. Persepsi Kualitas juga berpengaruh positif dan signifikan terhadap Minat Beli, sehingga persepsi kualitas dan kepuasan konsumen turut mendorong niat beli. This study examines the influence of social media marketing and perceived quality on purchase intention toward the Moon Chicken brand in DKI Jakarta. Using a quantitative approach, data were collected through an online questionnaire and obtained 204 valid responses. The analysis was conducted using PLS-SEM with SmartPLS 4.1.1.5. Findings show that social media marketing has a positive and significant effect on purchase intention, indicating that engaging online content strengthens consumers’ buying interest. Perceived quality also positively and significantly affects purchase intention, meaning product satisfaction and perceived value play an essential role in driving purchase decisions.pemasaran sosial media