Analisis Pengaruh Media Sosial Marketplace Terhadap Brand Equity dan Purchase Intention pada Fashion Pria yang Dimoderasi oleh Perceived Usefulness

Kie, Andrean (2020) Analisis Pengaruh Media Sosial Marketplace Terhadap Brand Equity dan Purchase Intention pada Fashion Pria yang Dimoderasi oleh Perceived Usefulness. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari media sosial terhadap minat beli Fashion pria pada Marketplace. Dilakukannya penelitian ini memiliki harapan besar terhadap perusahaan-perusahaan untuk sadar pengaruh dari media sosial terhadap merek dan penjualannya, mengingat praktik media sosial begitu efisien dilakukan. Penelitian ini menganalisa pengaruh Perceived Informativeness, Marketplace Brand Equity, Brand Knowledge dan Perceived Persuasiveness terhadap Purchase Intention melalui variabel moderasi Perceived Usefulness. Objek yang dipilih dalam penelitian ini adalah konsumen yang berbelanja fashion pria pada marketplace. Sampel dalam penelitian ini adalah konsumen yang melakukan pembelanjaan produk fashion pria melalui 5 Marketplace terbesar di Indonesia yaitu Tokopedia, Shopee, Lazada, Bukalapak dan OLX. Kuesioner dibagikan melalui google form, terdapat 220 kuesioner yang dibagikan, dan data yang valid dan dapat digunakan adalah sebanyak 220 data. Metode sampling yang digunakan dalam penelitian ini adalah Purposive Sampling Method. Kuesioner yang dikembalikan kemudian diolah menggunakan program Smart PLS 3.0. Dalam pengujian hipotesis, analisis Common Method Bias (CMB) dan analisis demografi responden diuji dengan menggunakan program SPSS 22. Hasil penelitian menunjukkan bahwa semua hipotesis dinyatakan signifikan positif kecuali Brand Knowledge terhadap Marketplace Brand Equity, Perceived Persuasiveness terhadap Marketplace Brand Equity, Perceived Informativeness terhadap Purchase Intention dan Perceived Usefulness sebagai variabel moderasi antara Perceived Persuasiveness dan Marketplace Brand Equity yang menunjukkan hasil tidak signifikan. Hal ini menunjukkan bahwa perusahaan harus mulai sadar terhadap besarnya pengaruh media sosial terhadap nilai ekuitas perusahaan yang merupakan sebuah dorongan besar unuk memicu minat pembelian. ********************************************************************** The purpose of this study was to determine the effect of social media on men's fashion buying interest in the Marketplace. In conducting this research, great hopes are posited in companies to be aware of the influence of social media on their brands and sales considering the given practice of social media are so efficiently carried out. This study analyzes the effect of Perceived Informativeness, Marketplace Brand Equity, Brand Knowledge and Perceived Persuasiveness on Purchase Intention through the moderating variable Perceived Usefulness. The object chosen in this study was consumers shopping for men's fashion in the marketplace. The sample in this study was consumers shopping for men's fashion products through the 5 largest marketplaces in Indonesia, namely Tokopedia, Shopee, Lazada, Bukalapak and OLX. The questionnaire was distributed via Google form. There were 220 questionnaires distributed and valid data that could be used was 220 data. The sampling method used in this study was the Purposive Sampling Method. The questionnaire returned was then processed using the Smart PLS 3.0 program. In hypothesis testing, the Common Method Bias Analysis (CMB) and demographic analysis of respondents were tested using the SPSS 22 program. The results of this study shows that all hypotheses were stated to be significantly positive except Brand Knowledge on Marketplace Brand Equity, Perceived Persuasiveness against Marketplace Brand Equity, Perceived Informativeness on Purchase Intention and Perceived Usefulness as a moderating variable between Perceived Persuasiveness and Marketplace Brand Equity which showed insignificant results. This shows that companies must begin to realize the magnitude of the influence of social media on the value of the company's equity which is a big push to trigger buying interest.

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