Electronic Theses and Dissertation

ABSTRAK
Abstrak Karya Akhir Diserahkan Kepada Panitia Komisi Ujian Mendaptkan Gelar
Magister Manajemen Pada Pascasarjana Universitas Syiah Kuala
PENGARUH SOCIAL MEDIA MARKETING DAN SOCIAL MEDIA
INFLUENCER TERHADAP PURCHASE INTENTION DENGAN
PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI PADA
PENGGUNAAN APLIKASI PENGANTAR MAKANAN ONLINE
DI BANDA ACEH

Oleh :
MAGHFIRAH
NPM. 2201202010025
Konsentrasi : Manajemen Pemasaran

Pembimbing Pertama : Prof. Dr. Jasman J. Ma’ruf, SE., MBA
Pembimbing Kedua : Dr. Halimatussakdiah, S.E., M.A., CMA

Abstrak
Studi ini dilakukan untuk menelaah pengaruh social media marketing dan social media
influencer terhadap purchase intention, dengan perceived value sebagai variabel mediasi pada
pengguna aplikasi pengantaran makanan online di Banda Aceh, baik secara langsung maupun
tidak langsung. Adapun sampel dalam penelitian adalah 120 orang pengguna aplikasi
pengantar makanan online di Banda Aceh yang diperoleh dari metode non-probability
sampling. Teknik pengumpulan data dilakukan dengan cara membagikan kuesioner kepada
responden, sedangkan metode analisis data menggunakan Structural Equation Model Partial
Least Square (SEM PLS). Hasil penelitian menunjukkan bahwa social media marketing
memiliki pengaruh terhadap purchase intention. Selain itu, social media influencer juga
terbukti berpengaruh terhadap purchase intention. Social media marketing berpengaruh
terhadap perceived value, demikian pula social media influencer yang turut memberikan
pengaruh terhadap perceived value. Selanjutnya, perceived value terbukti berpengaruh
terhadap purchase intention serta mampu memediasi hubungan antara social media marketing
dan purchase intention. Aktivitas dalam social media marketing dapat mendorong konsumen
merasakan nilai tambah dari suatu produk, sehingga meningkatkan niat beli mereka. Di sisi
lain, perceived value juga mampu memediasi pengaruh social media influencer terhadap
purchase intention. Semakin efektif peran social media influencer, semakin tinggi pula nilai
yang dirasakan konsumen terhadap produk. Hal ini terjadi karena konsumen menjadi lebih
percaya dan yakin terhadap produk yang dipromosikan oleh influencer, yang pada akhirnya
berdampak pada peningkatan niat beli terhadap produk tersebut.
Kata Kunci : Social Media Marketing, Social media influencer, Purchase Intention,
Perceived Value

ABSTRACT Abstract Final Work Submitted to the Examination Commision Comittee to Get a Masters Degree in Management at the Postgraduated Program at Syiah Kuala Univeristy THE INFLUENCE OF SOCIAL MEDIA MARKETING AND SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION WITH PERCEIVED VALUE AS A MEDIATING VARIABLE ON THE USE OF ONLINE FOOD DELIVERY APPLICATIONS IN BANDA ACEH Oleh : MAGHFIRAH Student Number. 2201202010025 Concentration : Marketing Management Supervisor : Prof. Dr. Jasman J. Ma’ruf, SE., MBA Co-Supervisior : Dr. Halimatussakdiah, S.E., M.A., CMA Abstract This study seeks to investigate and analyze the effects of social media marketing and social media influencers on purchase intention, with perceived value serving as a mediating variable in the use of online food delivery applications in Banda Aceh, both directly and indirectly. The sample comprised 120 users of online food delivery applications in Banda Aceh, selected using a census approach. Data were collected through the distribution of questionnaires to respondents, and the analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results reveal that social media marketing significantly influences purchase intention. Likewise, social media influencers play a role in shaping purchase intention. Social media marketing is also found to affect perceived value, and a similar effect is observed for social media influencers on perceived value. Moreover, perceived value has a significant impact on purchase intention. Perceived value serves as a mediating variable in the relationship between social media marketing and purchase intention, as marketing activities on social media can create a sense of added value that encourages consumers’ willingness to buy. In addition, perceived value also mediates the effect of social media influencers on purchase intention. The more effectively influencers perform their role, the greater the value perceived by consumers. This, in turn, enhances consumers’ trust and confidence in the promoted product, ultimately strengthening their intention to purchase. Keywords : Social Media Marketing, Social media influencer, Purchase Intention, Perceived Value