ANALISIS PENGARUH SOSIAL MEDIA ENGAGEMENT, INTERAKSI PELANGGAN, DAYA TARIK KONTEN, DAN KREDIBILITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI SEIYA COFFE

RIDHO AGIL ALMUNAWAR, NPM 2201100145 (2026) ANALISIS PENGARUH SOSIAL MEDIA ENGAGEMENT, INTERAKSI PELANGGAN, DAYA TARIK KONTEN, DAN KREDIBILITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI SEIYA COFFE. Skripsi thesis, Universitas Labuhanbatu.

	Text COVER.pdf Download (546kB)
	Text BAB I.pdf Download (261kB)
	Text BAB II.pdf Restricted to Registered users only Download (249kB)
	Text BAB III.pdf Restricted to Registered users only Download (345kB)
	Text BAB IV.pdf Restricted to Registered users only Download (477kB)
	Text BAB V.pdf Restricted to Registered users only Download (219kB)
	Text DAFTAR PUSTAKA.pdf Download (209kB)
	Text LAMPIRAN.pdf Download (241kB)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh sosial media engagement, interaksi pelanggan, daya tarik konten, dan kredibilitas informasi terhadap keputusan pembelian pada SeiYa Coffee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah konsumen SeiYa Coffee, dengan teknik pengambilan sampel menggunakan metode purposive sampling. Data dikumpulkan melalui penyebaran kuesioner kepada responden yang pernah melakukan pembelian. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial sosial media engagement berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi 0,133. Interaksi pelanggan juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi 0,294. Daya tarik konten terbukti memberikan pengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi 0,225. Selain itu, kredibilitas informasi juga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi 0,117. Secara simultan, keempat variabel tersebut berpengaruh signifikan terhadap keputusan pembelian konsumen pada SeiYa Coffee dengan nilai F hitung 40.025. Implikasi dari penelitian ini menunjukkan bahwa peningkatan kualitas interaksi di media sosial, penyajian konten yang menarik, serta penyampaian informasi yang kredibel dapat mendorong keputusan pembelian konsumen. Oleh karena itu, SeiYa Coffee disarankan untuk terus mengoptimalkan strategi pemasaran digital guna meningkatkan engagement dan kepercayaan konsumen. Kata kunci: sosial media engagement, interaksi pelanggan, daya tarik konten, kredibilitas informasi, keputusan pembelian ================================================================================ This study aims to analyze the influence of social media engagement, customer interaction, content attractiveness, and information credibility on purchasing decisions at SeiYa Coffee. This research employs a quantitative approach using a survey method. The population in this study consists of SeiYa Coffee consumers, with the sampling technique using purposive sampling. Data were collected through the distribution of questionnaires to respondents who had previously made a purchase. The data analysis techniques used include validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis. The results of the study indicate that partially, social media engagement has a positive and significant effect on purchasing decisions with a regression coefficient value of 0.133. Customer interaction also has a positive and significant effect on purchasing decisions with a regression coefficient value of 0.294. Content attractiveness is proven to have a positive and significant effect on purchasing decisions with a regression coefficient value of 0.225. In addition, information credibility also has a positive and significant effect on purchasing decisions with a regression coefficient value of 0.117. Simultaneously, these four variables have a significant effect on consumer purchasing decisions at SeiYa Coffee, with an F value of 40.025. The implications of this study indicate that improving the quality of interaction on social media, presenting attractive content, and delivering credible information can encourage consumer purchasing decisions. Therefore, SeiYa Coffee is recommended to continuously optimize its digital marketing strategies to increase engagement and consumer trust. Keywords: social media engagement, customer interaction, content attractiveness, information credibility, purchasing decisions

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Sosial Media Engagement, Interaksi Pelanggan, Daya Tarik Konten, Kredibilitas Informasi, Keputusan Pembelian================Social Media Engagement, Customer Interaction, Content Attractiveness, Information Credibility, Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	07 May 2026 03:36
Last Modified:	07 May 2026 03:36
URI:	http://repository.ulb.ac.id/id/eprint/2230

Actions (login required)

View Item