Hendra, Aziel Amadeo (2026) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES (SMMAS) MELALUI PERCEIVED QUALITY, PERCEIVED VALUE, PERCEIVED TRUST TERHADAP CUSTOMER SATISFACTION DAN PURCHASE INTENTION PADA KONSUMEN NPURE GEN Z DI KOTA SURABAYA. [Undergraduate thesis]
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing Activities Terhadap Customer Satisfaction Dan Purchase Intention Pada Konsumen Npure Gen Z Di Surabaya dengan objek penelitian adalah Pada Konsumen Npure Gen Z Di Kota Surabaya. Sampel yang digunakan dalam penelitian ini sebanyak 150 responden. Data dianalisa menggunakan SEM (Structural Equation Modeling), dengan software SPPS (Statistical Package For Social Sciences) versi 24 dan Software SmartPLS 3.0. Hasil penelitian menunjukkan Social Media Marketing Activities (SMMAs) berpengaruh positif terhadap perceived quality, Perceived Value, Perceived Trust. Perceived quality berpengaruh positif terhadap perceived value dan customer satisfaction, namun tidak berpengaruh terhadap purchase intention. Perceived value berpengaruh positif terhadap costumer saticfaction, namun tidak berpengaruh terhadap Purchase Intention. Perceived trust berpengaruh terhadap perceived value. customer satisfaction, purchase intention. Customer satisfaction berpengaruh terhadap purchase intention
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing Activities (SMMAs), Perceived Value, Perceived Trust, Customer Satisfaction , Purchase Intention |
| Subjects: | H Social Sciences > HG Finance |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | KARYONO - 196022 |
| Date Deposited: | 25 Jun 2026 03:25 |
| Last Modified: | 25 Jun 2026 03:25 |
| URI: | http://repository.ubaya.ac.id/id/eprint/50573 |
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