Bahtiar, Muhamad Zico and Rizki Yudhi Dewantara, S.Sos., MAP (2022) Pengaruh Instagram Ads (Advertising) terhadap Brand Awareness dan Dampaknya pada Minat Beli (Survei pada Followers Instagram Tenue de Attire). Sarjana thesis, Universitas Brawijaya.
Abstract
Tenue de Attire adalah salah satu brand lokal fashion pria yang mudah untuk dipadupadankan. Perkembangan dunia digital mengakibatkan persaingan industri fashion semakin ketat. Instagram ads digunakan oleh Tenue de Attire untuk mengikuti perkembangan dunia digital. Penelitian ini bertujuan untuk menganalisis dan menjelaskan masing- masing pengaruh Instagram ads terhadap brand awareness ̧ pengaruh Instagram ads terhadap minat beli, pengaruh brand awareness terhadap minat beli, dan pengaruh brand awareness sebagai variabel antara terhadap Instagram ads dan minat beli. Jenis penelitian yang digunakan dalam penelitian ini yaitu explanatory research dengan metode kuantitatif. Teknik pengambilan sampel pada penelitian ini adalah purposive sampling. Sampel pada penelitian ini berjumlah 116 responden yang merupakan followers Instagram Tenue de Attire, sudah pernah melihat iklan yang diterapkan oleh brand Tenue de Attire melalui Instagram, dan berdomisili di Jabodetabek. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur. Hasil dari penelitian ini menunjukan bahwa (1) Instagram ads berpengaruh signifikan terhadap brand awareness, (2) Instagram ads berpengaruh signifikan terhadap minat beli, (3) brand awareness berpengaruh signifikan terhadap minat beli.
English Abstract
Tenue de Attire is one of the local men's fashion brands that is easy to mix and match. The development of the digital world has resulted in increasingly fierce competition in the fashion industry. Instagram ads are used by Tenue de Attire to follow developments in the digital world. This study aims to analyze and explain each of the effects of Instagram ads on Brand Awareness, the effect of Instagram ads on Purchase Intention, the effect of Brand Awareness on Purchase Intention, and the influence of Brand Awareness as an intermediate variable on Instagram ads and Purchase Intention. The type of research used in this research is explanatory research with quantitative methods. The sampling technique in this research is purposive sampling. The sample in this study amounted to 116 respondents who are Instagram followers of Tenue de Attire, have seen advertisements applied by the Tenue de Attire brand through Instagram, and are domiciled in Greater Jakarta. The data analysis used in this research is descriptive analysis and path analysis. The results of this study indicate that (1) Instagram ads has a significant effect on the Brand Awareness (2) Instagram ads has a significant effect on the Purchase Intention (3) Brand Awareness has a significant effect on Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030089 |
| Uncontrolled Keywords: | Instagram ads, Brand Awareness, Minat Beli, Instagram ads, Brand Awareness, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Zainul Mustofa |
| Date Deposited: | 27 Sep 2022 06:34 |
| Last Modified: | 27 Sep 2022 06:34 |
| URI: | http://repository.ub.ac.id/id/eprint/194966 |
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Text (DALAM MASA EMBARGO)
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