PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN CUSTOMER PERCEPTION SEBAGAI VARIABEL INTERVENING PADA VOID COFFEE
(1)
(*) Corresponding Author
Abstract
Social media marketing merupakan salah satu faktor penting yang perlu diperhatikan oleh para
pengusaha kopi dalam membuat keputusan untuk tetap menjadi pilihan utama dalam konsumsi kopi.
Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, customer perception dan
purchase intention. Jenis penelitian yang dilakukan adalah penelitian kuantitatif dengan mengumpulkan
data survey melalui kuesioner online dengan sampel penelitian yang digunakan sebesar 100 responden.
Pengolahan data dilakukan menggunakan pendekatan persamaan model structural dengan teknik
Partial Least Square. Hasil penelitian ini menemukan bahwa social media marketing berpengaruh
signifikan terhadapa customer perception, customer perception berpengaruh signifikan terhadap
purchase intention, social media marketing berpengaruh signifikan terhadap purchase intention dan
customer perception tidak me-mediasi social media marketing dan purchase intention.
Keywords
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