Asnan, Nabyla and Dr. Drs. Agung Yuniarinto,, MS., CMA. (2021) Pengaruh Social Media Marketing Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi (Studi Pada Followers Instagram Kirin Kimbap). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan teknologi di era globalisasi saat ini sangat pesat. Social media marketing penting bagi strategi pemasaran. Social media marketing harus dilakukan dengan kreatif dan menarik untuk membentuk brand awareness sehingga dapat meningkatkan purchase intention. Studi ini bertujuan untuk menjelaskan pengaruh social media marketing terhadap purchase intention dengan brand awareness sebagai variabel mediasi. Obyek penelitian adalah restoran Korea Kirin Kimbap. Data dikumpulkan menggunakan kuisioner online dengan jumlah sampel sebanyak 120 responden dari followers instagram Kirin Kimbap. Metode penentuan sampel yang digunakan pada penelitian adalah non probability sampling yaitu teknik purposive sampling. Teknik analisis mengunakan Partical Least Square (PLS) dan dibantu oleh software SmartPLS 3.0. Hasil penelitian ini menunjukan social media marketing berpengaruh positif dan signifikan terhadap purchase intention; social media marketing berpengaruh positif dan signifikan terhadap brand awareness; brand awareness berpengaruh positif dan signifikan terhadap purchase intention; social media marketing secara signifikan berpengaruh terhadap purchase intention yang dimediasi oleh brand awareness. Social media marketing Kirin Kimbap dengan konten yang menarik dapat meningkatkan kesadaran merek restoran Kirin Kimbap serta menimbulkan niat untuk membeli produk yang ditawarkan.
English Abstract
The development of technology in this era of globalization is very rapid. Social media marketing is important for marketing strategy. Social media marketing must be done creatively and attractively to form brand awareness so that it can increase purchase intention. This study aims to explain the effect of social media marketing on purchase intention with brand awareness as a mediating variable. The object of research is the Korean restaurant Kirin Kimbap. Data were collected using an online questionnaire with a sample size of 120 respondents from Kirin Kimbap's Instagram followers. The method of determining the sample used in this study is non-probability sampling, namely the purposive sampling technique. The analysis technique uses Partial Least Square (PLS) and is assisted by software SmartPLS 3.0. The results of this study indicate that social media marketing has a positive and significant effect on purchase intention; social media marketing has a positive and significant effect on brand awareness; brand awareness has a positive and significant effect on purchase intention; Social media marketing significantly influences purchase intention mediated by brand awareness. Kirin Kimbap's social media marketing with interesting content can increase the brand awareness of Kirin Kimbap restaurants and generate intentions to buy the products offered
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020430 |
| Uncontrolled Keywords: | Social Media Marketing, Brand Awareness, Purchase Intention, Social Media Marketing, Brand Awareness, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 12 Jul 2022 03:43 |
| Last Modified: | 12 Jul 2022 03:43 |
| URI: | http://repository.ub.ac.id/id/eprint/191920 |
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