PENGARUH SOCIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH KEPERCAYAAN MEREK DI KALANGAN PELANGGAN KFC DI KOTA BANDA ACEH

Bella Tiara Bella Tiara, Jasman J Ma'ruf J Ma'ruf

Abstract


Tujuan utama dari makalah ini adalah untuk mengetahui pengaruh pemasaran media sosial Interactivity, Perceived Relevance terhadap keputusan pembelian melalui Kepercayaan Merek di kalangan pelanggan KFC Banda Aceh. Data diperoleh melalui survey terhadap 170 orang sebagai sampel yang mewakili populasi penelitian dan menggunakan kuesioner sebagai instrumen pengumpulan data. Teknik sampel yang digunakan non-probality samplingdengan teknik convenience sampling. Statistical product and service solutions (SPSS) digunakan sebagai metode analisis untuk mengetahui pengaruh antara variable-variabel yang terlibat. Hasil penelitian menunjukkan bahwa pengaruh yang signifikan antara Social Media Interactivity dan Perceived Relevance pada Kepercayaan Merek, sehingga Kepercayaan Merek mampu memediasi dampak dari Social Media Interactivity dan Perceived Relevance pada Keputusan Pembelian

Keywords: Social Media interactivity, Perceived Relevance, Purchase Decision, Brand Trust.


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DOI: https://doi.org/10.24815/jimen.v8i3.25583

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
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