Peran Moderasi Social Media Marketing Serta Pengaruh Price Perception Dan Brand Identity Terhadap Purchase Intention Melalui Perceived Value Sebagai Variabel Mediator Pada Carina Florist di Kota Surabaya. (The Role of Social Media Marketing Moderation and the Influence of Price Perception and Brand Identity on Purchase Intention Through Perceived Value as a Mediating Variable at Carina Florist in Surabaya City).

Amelia, Azarine Nahdah (2025) Peran Moderasi Social Media Marketing Serta Pengaruh Price Perception Dan Brand Identity Terhadap Purchase Intention Melalui Perceived Value Sebagai Variabel Mediator Pada Carina Florist di Kota Surabaya. (The Role of Social Media Marketing Moderation and the Influence of Price Perception and Brand Identity on Purchase Intention Through Perceived Value as a Mediating Variable at Carina Florist in Surabaya City). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

Industri floristry memiliki potensi besar di pasar domestik dan internasional, dengan omzet yang mampu mencapai miliaran rupiah per tahun. Oleh karena itu, niat pembelian menjadi salah satu faktor kunci dalam perkembangan bisnis floristry, termasuk di Carina Florist yang menghadapi tantangan dalam menarik jumlah pesanan konsisten dan mencapai target yang ditetapkan. Penelitian ini bertujuan untuk menganalisis bagaimana persepsi harga dan identitas merek memengaruhi niat beli konsumen, dengan nilai yang dirasakan sebagai mediator dan pemasaran media sosial sebagai variabel moderasi, menggunakan studi kasus Carina Florist di Kota Surabaya. Populasi penelitian ini adalah konsumen yang berusia lebih dari 20 tahun, serta mengutamakan domisili Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan desain explanatory. Teknik sampling yang digunakan adalah metode convenience sampling. Data dikumpulkan melalui kuesioner online dan didapat sejumlah 104 responden. Analisis statistik dilakukan menggunakan Structural Equation Modeling (SEM) dengan aplikasi SmartPLS4. Hasil penelitian menunjukkan bahwa persepsi harga dan identitas merek memiliki hubungan positif signifikan terhadap nilai yang dirasakan dengan nilai p = 0.000. Persepsi harga dan nilai yang dirasakan secara signifikan juga memengaruhi niat beli dengan nilai p = 0.003 dan nilai p = 0.002. Namun identitas merek terhadap niat beli tidak menunjukkan pengaruh signifikan dengan nilai p = 0.521. Begitu pula pengaruh moderasi pemasaran media sosial, pada hubungan nilai yang dirasakan dan niat beli dengan nilai p = 0.269. Penelitian ini memberikan kebaruan dalam memahami peran persepsi harga, identitas merek, mediasi nilai yang dirasakan, serta moderasi pemasaran media sosial dalam meningkatkan niat beli konsumen. Kata kunci: Industri florist, niat beli, konsumen

Item Type: Thesis (Masters)
Uncontrolled Keywords: Floristry industry, purchase intention, consumer
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen
Depositing User: 1262300015 Azarine Nahdah Amelia
Date Deposited: 20 Mar 2002 18:00
Last Modified: 20 Mar 2002 18:00
URI: http://repository.untag-sby.ac.id/id/eprint/36665

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