Pengaruh Social Media Marketing, Brand Equity, dan Perceived Value Terhadap Continuance Intention pada Pengguna Marketplace di Jakarta

Abstract

ABSTRACT

This study aims to determine the effect of social media marketing on brand equity, the effect of social media marketing on perceived value, the influence of social media marketing on customer satisfaction, the effect of brand equity on customer satisfaction, the effect of perceived value on customer satisfaction, the effect of customer satisfaction on user continuance intention of a marketplace in Jakarta. The survey method with the instrument in the form of a questionnaire is a data collection method used by researchers using a non-probability sampling technique with a convenience sampling method and also reinforced using an expert sampling technique. The sample of this research is 205 respondents who have shopped using a marketplace at least five times in the last six months and are Jakarta residents aged 17-44 years. Data analysis using SPSS version 25 and SEM (Structural Equation Model) from AMOS software version 26 to process and analyze research data. The results of this study indicate: 1) social media marketing has a significant effect on brand equity, 2) social media marketing has a significant effect on perceived value, 3) brand equity has a significant effect on customer satisfaction, 4) perceived value has a significant effect on customer satisfaction, 5) satisfaction significant effect on continuance intention.

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap brand equity, pengaruh social media marketing terhadap perceived value, pengaruh social media marketing terhadap customer satisfaction, pengaruh brand equity terhadap customer satisfaction, pengaruh perceived value terhadap customer satisfaction, pengaruh customer satisfaction terhadap continuance intention pengguna marketplace di Jakarta. Metode survei dengan instrument berupa kuesioner merupakan metode pengumpulan data yang digunakan peneliti menggunakan teknik sampel nonprobability sampling dengan metode convenience sampling dan juga diperkuat menggunakan teknik expert sampling. Sampel penelitian ini adalah 205 responden yang telah berbelanja menggunakan marketplace minimal lima kali dalam kurun waktu enam bulan terakhir dan merupakan warga Jakarta dengan usia 17-44 tahun. Data analisis menggunakan SPSS versi 25 dan SEM (Structural Equation Model) dari software AMOS versi 26 untuk mengolah dan menganalisa data hasil penelitian. Hasil penelitian ini menunjukkan: 1) social media marketing berpengaruh signifikan terhadap brand equity, 2) social media marketing berpengaruh signifikan terhadap perceived Value, 3) brand equity berpengaruh signifikan terhadap customer satisfaction, 4) perceived value berpengaruh signifikan terhadap customer satisfaction, 5) satisfaction berpengaruh signifikan terhadap continuance intention.