Madani, Ilham Rachman (2025) Analisis Pengaruh Media Sosial Terhadap Keputusan Pembelian Dengan Mediasi Citra Merek, Kesadaran Merek, Kepercayaan Merek, E-WOM, Loyalitas Merek Sepatu Piero Di Indonesia. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
ARTIKEL ILMIAH.pdf Restricted to Registered users only Download (643kB) |
|
Text
COVER.pdf Restricted to Registered users only Download (734kB) |
|
Text
BAB I.pdf Download (386kB) |
|
Text
BAB II.pdf Download (554kB) |
|
Text
BAB III.pdf Restricted to Registered users only Download (666kB) |
|
Text
BAB IV.pdf Restricted to Repository staff only Download (945kB) |
|
Text
BAB V.pdf Download (329kB) |
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
This study aims to examine the influence of social media on purchasing decisions through the mediation of brand image, brand awareness, brand trust, e-WOM, and brand loyalty among Piero shoe consumers in Indonesia. The study sample consisted of 180 respondents selected through purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results showed that social media marketing activities positively. influenced brand awareness, brand image, and brand trust. Furthermore, brand awareness was shown to have a positive effect on e-WOM, brand image positively influenced purchase decisions, and brand trust positively influenced brand loyalty. Furthermore, e-WOM and brand loyalty were also shown to have positive effects on purchase decisions. This study also found that social media marketing activities, mediated by brand image, significantly influenced Piero customers' purchase decisions. These findings confirm that social media marketing activities play a role in building consumer awareness, image, trust, e-WOM, and loyalty, which ultimately drive purchase decisions. The direct effect of social media was strong, while the indirect effect through the mediation of brand image was also significant. Keywoards : Social media marketing activities, Brand awareness, Brand image, Brand trust, Electronic Word-of Mouth, Brand loyalty, Purchase decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ILHAM RACHMAN MADANI |
| Date Deposited: | 24 Sep 2025 08:51 |
| Last Modified: | 24 Sep 2025 08:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13807 |
Actions (login required)
 |
View Item |