Daffa, Farhan Alif (2021) Analisis Dampak Social Media Marketing Terhadap Purchase Intention Produk Mode Studi Pada Fashion Designer Lulu Lutfi Labibi. Sarjana thesis, Universitas Brawijaya.
Abstract
Studi penelitian ini dilakukan untuk mengetahui pengaruh antara Social media marketing dengan variabel pengukuran yaitu Functional Value (X1), Hedonic Value (X2), Self-brand Image Congruency (X3), terhadap Purchase Intention pada produk fashion designer Lulu Lutfi Labibi. Penelitian ini termasuk dalam jenis explanatory research yaitu menjelaskan atau membuktikan hubungan atau pengaruh antar variabel melalui pengujian hipotesis. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan ukuran sampel sebesar 135 responden, responden adalah pengguna aktif social media Instagram dan sudah pernah melihat akun Instagram dari Lulu Lutfi Labibi. Analisis data menggunakan SPSS. Uji Hipotesis dilakukan dengan T-test, hasil penelitian ini menunjukan bahwa (1) variabel Functional Value berpengaruh positif dan signifikan terhadap Purchase Intention produk fashion designer Lulu Lutfi Labibi, (2) variabel Hedonic Value berpengaruh positif dan signifikan terhadap Purchase Intention produk fashion designer Lulu Lutfi Labibi, (3) variabel Self-brand Image Congruency berpengaruh positif dan signifikan terhadap Purchase Intention produk fashion designer Lulu Lutfi Labibi. Kesimpulan dari penelitian ini yaitu dengan menerapkan strategi Functional Value, Hedonic Value, dan Selfbrand Image Congruency, maka jumlah Purchase Intention pada produk fashion designer Lulu Lutfi Labibi oleh para calon konsumen akan meningkat.
English Abstract
This research study was conducted to determine the effect between social media marketing with measurement variables namely Functional Value (X1), Hedonic Value (X2), Self-brand Image Congruency (X3), on Purchase Intention in Lulu Lutfi Labibi's products. This research is included into the type of explanatory research, which is to explain or prove the relationship or influence between variables through hypothesis testing. The sampling technique used was nonprobability sampling with a sample size of 135 respondents. Respondents were active users of social media Instagram and had seen the Instagram account of Lulu Lutfi Labibi. Data analysis using SPSS. Hypothesis testing was carried out by using the T-test, the results of this study showed that (1) the Functional Value variable had a positive and significant effect on the Purchase Intention of Lulu Lutfi Labibi's products, (2) the Hedonic Value variable had a positive and significant effect on the Purchase Intention of Lulu Lutfi Labibis's products. (3) the variable Self-brand Image Congruency has a positive and significant effect on the Purchase Intention of Lulu Lutfi Labibi's products. The conclusion of this study is that by applying the strategies of Functional Value, Hedonic Value, and Self-brand Image Congruency, the number of Purchase Intention on Lulu Lutfi Labibi's fashion designer products by potential consumers will increase.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020236 |
| Uncontrolled Keywords: | Functional Value, Hedonic Value, Self-brand Image Congruency, Purchase Intention, Functional Value, Hedonic Value, Self-brand Image Congruency, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 19 Jan 2022 01:50 |
| Last Modified: | 22 Feb 2022 07:55 |
| URI: | http://repository.ub.ac.id/id/eprint/188476 |
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