RIDHO AGUNG, NOVAN (2024) MENINGKATKAN PURCHASING DECISION MELALUI SOCIAL MEDIA MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY (Studi pada produk TDRIVE PT Asuransi Tugu Pratama Indonesia) TESIS. Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
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.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | 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 | |||||||||
| Uncontrolled Keywords: | Social Media Marketing, Corporate Social Responsibility, Brand Image, Brand Trust, Purchasing Decisions Social Media Marketing, Corporate Social Responsibility, Brand Image, Brand Trust, Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HJ Public Finance |
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| Divisions: | 08-Pascasarjana > 61101-Magister Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Novan Ridho Agung | |||||||||
| Date Deposited: | 10 Jan 2025 09:54 | |||||||||
| Last Modified: | 10 Jan 2025 09:54 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44848 |
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