Electronic Theses and Dissertation

Abstrak tujuan utama dari makalah ini adalah untuk mengetahui pengaruh pemasaran media sosial interactivity, perceived relevance terhadap keputusan pembelian melalui kepercayaan merek di kalangan pelanggan kfc banda aceh. data diperoleh melalui survey terhadap 170 orang sebagai sampek yang mewakili populasi penelitian dan menggunakan kuesioner sebagai instrumen pengumpulan data. teknik sampek yang digunakan non-probality sampling dengan teknik convenience sampling. statistical product and service solutions (spss) digunakan sebagai metode analisis untuk mengetahui pengaruh antara variable-variabel yang terlibat. hasil penelitian menunjukkan bahwa pengaruh yang signifikan antara social media interactivity dan perceived relevance pada kepercayaan merek, sehingga kepercayaan merek mampu memediasi dampak dari social media interactivity dan perceived relevance pada keputusan pembelian kata kunci: social media interactivity, perceived relevance, keputusan pembelian, kepercayaan merek.

ABSTRACT The main objective of the Brand of this paper is to determine the effect of social media marketing Interactivity, Perceived Relevance on purchasing decisions through Brand trust KFC Banda Aceh customers. Data were obtained through a survey of 170 people as a sample representing the study population and using a questionnaire as a data collection instrument. The sampling technique used is nonprobability sampling with convenience sampling techniques. The statistical product and service solution (SPSS) is used as an analytical method to determine the influence of the variables involved. The results show that there is a significant influence between Social Media Interactivity and Perceived Relevance on Trust, so that Brand Trust is able to mediate the impact of Social Media Interactivity and Perceived Relevance on Purchase Decisions. Keywords: Social Media interactivity, Perceived Relevance, Purchase Decision, Brand Trust.