PENGARUH SOSIAL MEDIA MARKETING PADA KEPERCAYAAN TERHADAP NIAT PEMBELIAN DENGAN MEDIASI VARIABEL PERSEPSI KEGUNAAN PADA INDUSTRI TRAVEL

Kartika Saraswati, Cynthia Wijayanti

Abstract


Pertanyaan penelitian yang akan diuji adalah: 1)Apakah Sosial Media Marketing secara positif mempengaruhi kepercayaan millennial pada industri travel? 2) Apakah kepercayaan millennial secara positif mempengaruhi niat pembelian pada industri travel? 3) Apakah kepercayaan millenial secara positif mempengaruhi Persepsi Kegunaan dari platform sosial media pada industri travel? 4) Apakah Persepsi Kegunaan dari sosial media secara positif mempengaruhi niat pembelian millenial pada industri travel? Data primer diambil melalui kuesioner yang disebarkan sebanyak 100 orang generasi millenial di area Jakarta dan Karawaci yang menggunakan media sosial. Data dianalisa menggunakan SEM Method dengan Smart PLS 3.0. Hasil penelitian membuktikan bahwa ada hubungan pengaruh positif dari social media marketing ke kepercayaan, kepercayaan terhadap niat pembelian, kepercayaan ke perceived usefullness dan perceived usefullness ke niat pembelian. Social media marketing masih dijadikan acuan dalam memilih dan merencanakan liburan atau membeli produk serta servis perjalanan dalam waktu dekat maupun rencana perjalanan di masa mendatang

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DOI: http://dx.doi.org/10.48042/jurakunman.v12i1.17

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