Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/155685
Title: | Evaluasi Penggunaan Meta Ads terhadap Niat Beli Calon Pelanggan Yourgoodhabit |
Other Titles: | Evaluation of Using Meta Ads on the Purchase Intention of Yourgoodhabit’s Potential Customer |
Authors: | Hasanah, Nur Indrawan, Raden Dikky Fitrah, Yafi Al |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Meta ads sebagai platform digital marketing mengalami perkembangan
pesat, perkembangan ini dimanfaatkan oleh Yourgoodhabit untuk mengoptimalkan
penggunaannya dengan melakukan pengiklanan, akan tetapi tidak menunjukkan
kenaikan tren penjualan. Menanggapi hal tersebut, perlu dievaluasi apakah
penggunaan Meta ads dapat mempengaruhi niat beli calon pelanggan
Yourgoodhabit. Niat beli dapat di prediksi dengan menggunakan komponen pada
Theory of Planned Behavior. Data diolah menggunakan analisis deskriptif, STP dan
analisis SEM-PLS. Hasil penelitian menunjukkan calon pelanggan Yourgoodhabit
dominan berusia 21-35 tahun dan variabel subjective norms serta perceived
behavioral control memiliki pengaruh positif dan signifikan terhadap niat beli
pelanggan Yoourgoodhabit. Sedangkan variabel attitude tidak memiliki pengaruh
terhadap niat beli pelanggan. Rekomendasi meliputi konten iklan pada Meta yang
menyebarkan informasi mengenai manfaat dan khasiat produk serta menyebarkan
informasi tata cara pembelian produk dalam iklan atau landing page. Meta ads as a digital marketing platform is experiencing rapid development, this development is used by Yourgoodhabit to optimise its use by advertising, but does not show an increase in sales trends. In response to this, it is necessary to evaluate whether the use of Meta ads can influence the purchase intention of potential Yourgoodhabit customers. Purchase intentions can be predicted using components on the Theory of Planned Behaviour. Data is processed using descriptive analysis, STP and SEM-PLS analysis. The results showed that Yourgoodhabit's prospective customers are predominantly 21-35 years old and the subjective norms and perceived behavioural control variables have a positive and significant influence on the purchase intention of Yoourgoodhabit customers. Meanwhile, the attitude variable has no influence on customer purchase intentions. Recommendations include advertising content on Meta that disseminates information about the benefits and efficacy of products and disseminates information on how to purchase products in advertisements or landing pages. |
URI: | http://repository.ipb.ac.id/handle/123456789/155685 |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
cover_K1401201022_2801e8aa69dd4a26a7670dbf98c7e429.pdf | Cover | 919.65 kB | Adobe PDF | View/Open |
fulltext_K1401201022_54f00942e00749aea17373f2c910fd2c.pdf Restricted Access | Fulltext | 1.17 MB | Adobe PDF | View/Open |
lampiran_K1401201022_348c53866d0c47b4a13eeac22a453565.pdf Restricted Access | Lampiran | 989.06 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.