Pengaruh social media campaign dan online promotion terhadap purchase intention pada Gojek Indonesia di Surabaya

Daniel Gunawan

Abstract


Penelitian ini dilakukan untuk mengetahui pengaruh dari Social Media Campaign dan Online Promotion terhadap Purchase Intention Gojek Indonesia di Surabaya. Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis riset kausal dengan menggunakan survei online menggunakan instrumen kuesioner dengan total 100 responden. Responden adalah masyarakat yang berusia diatas 15 tahun, baik laki-laki dan perempuan, dan pernah melihat kampanye Gojek pada media sosial setidaknya sekali. Data diolah menggunakan pendekatan persamaan model struktural dengan teknik Partial Least Square untuk analisa deskriptif parsial. Analisis data menunjukkan bukti kuat untuk mendukung keseluruhan hipotesa penelitian terhadap fenomena Social Media Campaign Gojek.

Keywords


social media campaign; online promotion; purchase intention; marketing mix

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References


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