PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DENGAN MEDIASI CUSTOMER ENGAGEMENT DAN MODERASI ADS CREATIVITY (Studi Pada Pelanggan Kedai Kopi Kulo)

Swissa, Indira Ratu (2025) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DENGAN MEDIASI CUSTOMER ENGAGEMENT DAN MODERASI ADS CREATIVITY (Studi Pada Pelanggan Kedai Kopi Kulo). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of social media marketing (X) on purchase decisions (Y) with customer engagement (Z1) as a mediating variable and ads creativity (Z2) as a moderating variable. This study uses a quantitative method. Data collection is based on library research and questionnaires. The population in this study were consumers of Kedai Kopi Kulo aged over 17 years and have an Instagram account. The sample of this study was 152 respondents with purposive sampling and convenience sampling techniques. The data analysis method in this study used descriptive statistical methods and Structural Equation Modeling (SEM) analysis with the SmartPLS 4.0 Professional analysis tool. The results of the study show that; (1) Social media marketing does not have a significant effect on purchase decisions. (2) Social media marketing has a significant effect on customer engagement. (3) Customer engagement has a significant effect on purchase decisions. (4) Customer engagement mediates the relationship between social media marketing and purchase decisions. (5) Ads Creativity negatively moderates the relationship between social media marketing and purchase decisions

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Supriadi, Asep	196909242001121001
Thesis advisor	Setya, Yanto Azie	197710072005011002

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing (X) terhadap purchase decision (Y) dengan customer engagement (Z1) sebagai variabel mediasi dan ads creativity (Z2) sebagai variabel moderasi. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah konsumen Kedai Kopi Kulo dengan usia diatas 17 tahun dan memiliki akun Instagram. Sampel penelitian ini berjumlah 152 responden dengan teknik purposive sampling dan convenience sampling. Metode analisis data pada penelitian ini menggunakan metode statistik deskriptif dan analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil Penelitian menunjukkan bahwa ; (1) Social media marketing tidak berpengaruh signifikan terhadap purchase decision. (2)Social media marketing berpengaruh signifikan terhadap customer engagement. (3) Customer engagement berpengaruh signifikan terhadap purchase decision. (4) Customer engagement memediasi hubungan social media marketing terhadap purchase decision. (5)Ads Creativity memoderasi secara negatif signifikan pada hubungan social media marketing terhadap purchase decision.

Uncontrolled Keywords:

Social Media Marketing, Purchase Decision, Customer Engagement, Ads Creativity. Social Media Marketing, Purchase Decision, Customer Engagement, Ads Creativity.

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
05-Fakultas Ekonomi dan Bisnis

Depositing User:

Ratu Ratu Swissa

Date Deposited:

04 Sep 2025 07:36

Last Modified:

04 Sep 2025 07:36

URI:

http://eprints.untirta.ac.id/id/eprint/53555

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