PENGARUH SOCIAL MEDIA MARKETING, PRICE DAN SOCIAL INFLUENCE SERTA PRODUCT QUALITY TERHADAP REVISIT INTENTION MELALUI PURCHASE DECISION DAN CUSTOMER SATISFACTION PADA PENGUNJUNG CINEMA XXI DI KOTA SAMARINDA --

ABSTRACT
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This study aims to analyze and prove the effect of Social Media Marketing, Price
and Social Influence as well as Product Quality on Revisit Intention through Purchase
Decision and Customer Satisfaction in Cinema XXI visitors in Samarinda city. This study
used a questionnaire with a sample of 140 Cinema XXI visitors in Samarinda city. This
study used a quantitative approach with path analysis processed with IBM SPSS
Statistic 23 Software and Structural Equation Modeling (SEM) with as many as 140
Cinema XXI visitors in Samarinda city, sampling using the Accidental Random Sampling
technique. The measurement scale uses a Likert scale with a score of 1 – 5. By carrying
out instruments namely validity tests and reliability tests as well as classical assumption
tests such as linearity, normality, multicollinearity and heteroscedasticity tests, then
estimation tests and structural model fit tests are carried out.
Based on the structural model, it can be proven that there is a significant
influence between Social Media Marketing variables on Customer Satisfaction, Price on
Purchase Decision, Social Influence on Purchase Decision, Product Quality on
Purchase Decision, Product Quality on Customer Satisfaction, Purchase Decision on
Customer Satisfaction, Purchase Decision towards Revisit Intention and Customer
Satisfaction towards Revisit Intention for Cinema XXI visitors in Samarinda city. There
is a non-significant influence between Social Media Marketing variables on Purchase
Decision, Price on Customer Satisfaction, Social Influence on Customer Satisfaction,
Social Media Marketing on Revisit Intention, Price on Revisit Intention, Social Influence
on Revisit Intention and Product Quality on Revisit Intention on visitors to Cinema XXI
in the city of Samarinda.
Keywords: Social Media Marketing, Price, Social Influence, Product Quality, Purchase
Decision, Customer Satisfaction and Revisit Intention.
RINGKASAN
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PENGARUH SOCIAL MEDIA MARKETING, PRICE DAN SOCIAL INFLUENCE
SERTA SOCIAL INFLUENCE TERHADAP REVISIT INTENTION PADA
PENGUNJUNG CINEMA XX DI KOTA SAMARINDA
BELA ANI SRIUTAMI
Penelitian ini bertujuan untuk menganalisis dan membuktikan pengaruh Social
Media Marketing, Price dan Social Influence serta Product Quality terhadap Revisit
Intention melalui Purchase Decision dan Customer Satisfaction pada pengunjung
Cinema XXI di kota Samarinda. Penelitian ini mengunakan kuesioner dengan sampel
sebanyak 140 pengunjung Cinema XXI di kota Samarinda. Penelitian ini menggunakan
pendekatan kuantitatif dengan Path analysis yang diolah dengan Software IBM SPSS
Statistic 23 dan Structural Equation Modelling (SEM) dengan sebanayak 140
pengunjung Cinema XXI di kota Samarinda, pengambilan sempel menggunakan teknik
Accidental Random Sampling. Skala pengukuran menggunakan skala Likert dengan
skor 1 – 5. Dengan melakukan instrument yakni uji validitas dan uji reabilitas serta uji
asumsi klasik seperti uji linearitas, normalitas, multikolinearitas dan uji
heteroskedastisitas, kemudian dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa terdapat pengaruh yang
signifikan antara variabel Social Media Marketing terhadap Customer Satisfaction , Price
terhadap Purchase Decision, Social Influence terhadap Purchase Decision, Product
Quality terhadap Purchase Decision, Product Quality terhadap Customer Satisfaction,
Purchase Decision terhadap Customer Satisfaction, Purchase Decision terhadap
Revisit Intention dan Customer Satisfaction terhadap Revisit Intention pada pengunjung
Cinema XXI di kota Samarinda. Adapun terdapat pengaruh yang tidak signifikan antara
varaibel Social Media Marketing terhadap Purchase Decision, Price terhadap Customer
Satisfaction, Social Influence terhadap Customer Satisfaction, Social Media Marketing
terhadap Revisit Intention, Price terhadap Revisit Intention, Social Influence terhadap
Revisit Intention dan Product Quality terhadap Revisit Intention pada pengunjung
Cinema XXI di kota Samarinda.
Kata kunci: Social Media Marketing, Price, Social Influence, Product Quality, Purchase
Decision, Customer Satisfaction dan Revisit Intention