%O Penelitian ini bertujuan untuk mengetahui pengaruh hubungan
antara Social Media Marketing dan Corporate Social Responsibility
terhadap Keputusan Pembelian dengan Brand Image sebagai variabel
intervening serta Brand Trust sebagai variabel moderasi. Jenis
penelitian yang digunakan dalam penelitian ini adalah penelitian
kuantitatif deskriptif. Populasi dalam penelitian ini adalah pengguna
produk Tdrive PT Asuransi Tugu Pratama Indonesia.
Teknik pengambilan sampel yang digunakan adalah purposive
sampling. Jumlah sampel dalam penelitian ini sebanyak 270 sampel.
Metode analisis data dalam penelitian ini adalah dengan menggunakan
Structural Equation Modelling (SEM) dengan SmartPLS 4. Hasil
penelitianmenunjukkan bahwa Social media marketing tidak berpengaruh
terhadap keputusan pembelian, Corporate social responsibility
berpengaruh positif dan signifikan terhadapkeputusan pembelian, Social
media marketing berpengaruh positif dan signifikan terhadap brand
image, corporate social responsibility berpengaruh positif dan signifikan
terhadap brand image, brand image berpengaruh positif dan signifikan
terhadap keputusan pembelian, dan brand image mampu memediasi
hubungan antara Corporate social responsibility terhadap keputusan
pembelian dan Brand trust tidak mampu memoderasi antara Social
media marketing terhadap keputusan pembelian
%D 2024
%L eprintuntirta44848
%A NOVAN RIDHO AGUNG
%K Social Media Marketing, Corporate Social Responsibility, Brand Image,
Brand Trust, Purchasing Decisions
Social Media Marketing, Corporate Social Responsibility, Brand Image, Brand Trust, Keputusan Pembelian
%T MENINGKATKAN PURCHASING DECISION MELALUI SOCIAL MEDIA MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY
(Studi pada produk TDRIVE PT Asuransi Tugu Pratama Indonesia)
TESIS
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%X This research aims to determine the influence of the relationship
between Social Media Marketing and Corporate Social Responsibility on Purchasing
Decisions with Brand Image as an intervening variable and Brand Trust as a
moderating variable. The type of research used in this research is descriptive
quantitative research. The population in this study were users of PT Asuransi Tugu
Pratama Indonesia's Tdrive product. The sampling technique used was purposive
sampling. The number of samples in this study was 270 samples. The data analysis
method in this research is using Structural Equation Modeling (SEM) with SmartPLS
4. The results of the research show that Social media marketing has no effect on
purchasing decisions, Corporate social responsibility has a positive and significant
effect on purchasing decisions, Social media marketing has a positive and significant
effect on brand image, corporate social responsibility has a positive and significant
effect on brand image, brand image has a positive and significant effect on purchasing
decisions, and brand image is able to mediate the relationship between corporate
social responsibility on purchasing decisions and brand trust is not able to moderate
the relationship between social media marketing and decisions. purchase.