Alfianto, Febi (2018) Analysing The Effect Of Social Media On Purchase Intention And Brand Attitude As Interverning Variable At Malang Strudel. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Media Sosial terhadap sikap merek dan niat beli Malang Strudel. Populasi dari penelitian ini adalah mahasiswa Universitas Brawijaya yang sudah pernah membeli produk Malang Strudel. Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner untuk mengumpulkan data. Penelitian ini menggunakan purposive sampling dengan menyebarkan 120 kuesioner ke setiap pelanggan yang sudah pernah membeli produk Malang Strudel. Partial Least Square (PLS) analisis diterapkan untuk menganalisa data menggunakan outer model dan inner model. Hasil penelitian ini menunjukkan bahwa media sosial memberikan pengaruh yang signifikan terhadap niat beli konsumen, dan juga sikap merek konsumen baik negatif maupun positif dapat mempengaruhi niat beli seseorang.
English Abstract
This study aims to analyze the influence of social media on brand attitudes and purchase intention at Malang Strudel. The population of this study is the students of University of Brawijaya who have ever bought the product Malang Strudel. This study uses a quantitative approach with a questionnaire to collect data. As this study is using purposive sampling, therefore 120 questionnaires that are distributed to every respondent who has ever purchased Malang Strudel product. Partial Least Square (PLS) analysis is applied to analyze data using outer model and inner model. The results of this study indicate that social media provide a significant influence on consumer purchase intentions. And also consumer brand attitude both negative and positive can affect the Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/446/051809237 |
| Uncontrolled Keywords: | Media Sosial, Sikap Merek, Niat Beli, Malang Strudel, Social Media, Brand Attitude, Purchase Intention, Malang Strudel |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Sep 2019 01:46 |
| Last Modified: | 20 Oct 2021 06:33 |
| URI: | http://repository.ub.ac.id/id/eprint/164302 |
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