PENGARUH MEDIA SOSIAL, DIGITAL MARKETING, DAN SISTEM MANAJEMEN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT PRIMAFOOD INTERNATIONAL

OKTARINA, SEPTA (2026) PENGARUH MEDIA SOSIAL, DIGITAL MARKETING, DAN SISTEM MANAJEMEN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT PRIMAFOOD INTERNATIONAL. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Septa Oktarina. NPM. 2101110035. Pengaruh Media Sosial, Digital Marketing, dan Sistem Manajemen Pelanggan Terhadap Keputusan Pembelian pada PT Primafood International. ( Dibawah bimbingan Ibu Dr.M.Ima Andriyani,S.E., M.Si dan Ibu Venny Mayasari,S.E.,M.M) Skripsi ini bertujuan untuk mengetahui pengaruh media sosial, digital marketing, dan sistem manajemen pelanggan terhadap keputusan pembelian pada PT Primafood International. Berdasarkan jumlah responden adalah sebanyak 90 orang pelanggan PT Primafood International. Dalam penelitian ini, peneliti menggunakan Simple Random Sampling yaitu pengambilan sampel dari semua anggota populasi dilakukan sepenuhnya secara acak tanpa memperhatikan strata yang ada. Penelitian ini merupakan penelitian yang dirancang untuk menentukan tingkat hubungan variabel-variabel yang berbeda dalam suatu populasi dan melakukan pengujian hipotesis dengan mengacu kepada hubungan antara 4 variabel yaitu: 3 variabel bebas meliputi media sosial (X1), digital marketing (X2) dan sistem manajemen pelanggan (X3) serta variabel terikat yaitu keputusan pembelian (Y). Berdasarkan hasil pengujian validitas instrumen keempat variabel penelitian yang telah diuraikan diatas, maka dapat ditarik kesimpulan bahwa terdapat pengaruh variabel media sosial, digital marketing dan sistem manajemen pelanggan secara simultan terhadap keputusan pembelian. Hasil uji t (parsial) menunjukan bahwa terdapat pengaruh signifikan antara media sosial terhadap keputusan pembelian, kemudian digital marketing juga memiliki pengaruh signifikan terhadap keputusan pembelian, selanjutnya sistem manajemen pelanggan memiliki pengaruh signifikan terhadap keputusan pembelian pada PT Primafood International. Kata Kunci : Media Sosial, Digital Marketing, Sistem Manajemen Pelanggan dan Keputusan Pembelian ABSTRACT Septa Oktarina. NPM. 2101110035. The Influence of Social Media, Digital Marketing, and Customer Management Systems on Purchasing Decisions at PT Primafood International. (Under the guidance of Dr. M. Ima Andriyani, S.E., M.Si., and Ms. Venny Mayasari, S.E., M.M.) This thesis aims to determine the influence of social media, digital marketing, and customer management systems on purchasing decisions at PT Primafood International. The sample size was 90 PT Primafood International customers. In this study, the researcher used Simple Random Sampling, which involves drawing samples from all members of the population completely randomly without regard to strata. This study was designed to determine the level of relationship between different variables in a population and to test hypotheses by referring to the relationship between four variables: three independent variables: social media (X1), digital marketing (X2), and customer management systems (X3), and the dependent variable: purchasing decisions (Y). Based on the results of the instrument validity test for the four research variables described above, it can be concluded that social media, digital marketing, and customer management systems simultaneously influence purchasing decisions. The partial t-test results indicate a significant influence between social media and purchasing decisions, followed by digital marketing, and the customer management system at PT Primafood International. Keywords: Social Media, Digital Marketing, Customer Management Systems, and Purchasing Decisions

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ny SEPTA OKTARINA
Date Deposited: 10 Aug 2026 02:59
Last Modified: 10 Aug 2026 06:31
URI: http://repository.univ-tridinanti.ac.id/id/eprint/11300

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