Sulistio, Muhammad Rizal Dwi (2026) TA: Pengaruh Sosial Media Marketing Terhadap Keputusan Pembelian Sepatu Compass. Undergraduate thesis, ITEBIS PGRI Dewantara.
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Abstract
Penelitian ini bertujuan mengetahui pengaruh Sosial Media Marketing terhadap Keputusan Pembelian sepatu Compass. Sosial Media Marketing diukur melalui online community, content sharing, accessibility, dan credibility, sedangkan Keputusan Pembelian diukur melalui jenis produk, bentuk produk, merek, penjual, jumlah produk, waktu pembelian, dan cara pembayaran. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling - Partial Least Squares (SEM-PLS) melalui WarpPLS 7.0. Sampel diperoleh dengan teknik purposive sampling dari pengikut akun resmi Compass di Instagram. Data dikumpulkan melalui kuesioner skala Likert, lalu diuji validitas, reliabilitas, dan hubungan antarvariabel. Hasil menunjukkan bahwa Sosial Media Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian (path coefficient = 0,76; p-value < 0,01). Semakin efektif strategi pemasaran di media sosial, semakin tinggi kecenderungan konsumen untuk membeli produk. Kata kunci: Sosial Media Marketing, Keputusan Pembelian, Compass.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Sosial Media Marketing, Keputusan Pembelian, Compass. | ||||||
| Subjects: | H Social Sciences > HU General Management | ||||||
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen | ||||||
| Depositing User: | ary sistha rahmawati | ||||||
| Date Deposited: | 14 Jan 2026 03:34 | ||||||
| Last Modified: | 14 Jan 2026 03:34 | ||||||
| URI: | http://repository.itebisdewantara.ac.id/id/eprint/5935 |
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