Salsabila, Nisrina and Radhita Dwi Vata Hapsari,, S.E., M.M., Ph.D. (2023) Analisis Komparasi Efektivitas Strategi Promosi Pemasaran Menggunakan Konten Edukatif Dan Konten Humor Terhadap Customer Engagement Dan Purchase Intention Pada Loka Project. Sarjana thesis, Universitas Brawijaya.
Abstract
Pesatnya pertumbuhan bisnis pada bidang fashion di Indonesia, khususnya produk muslim wear, menyebabkan tingginya tingkat persaingan antar merek pada bidang tersebut. Oleh karena itu, diperlukan strategi promosi yang tepat untuk dapat unggul dalam persaingan. Penelitian ini bertujuan untuk membandingkan pengaruh antar dua konten pemasaran dan melihat efektivitasnya dalam meningkatkan customer engagement dan purchase intention pada Loka Project. Penelitian ini merupakan penelitian kuantitatif dengan variabel independen Konten Edukatif (X1) dan Konten Humor (X1) derta variabel dependen Customer Engagement (Y1) dan Purchase Intention (Y2). Populasi yang diteliti adalah seluruh perempuan muslim di Indonesia dengan jumlah sampel sebanyak 120 orang yang terbagi menjadi 4 kelompok responden untuk 4 konten berbeda. Hasil penelitian menunjukkan bahwa: 1) Terdapat pengaruh antara Konten Edukatif dan Konten Humor terhadap Customer Engagement dan Purchase Intention pada Loka Project. 2) Tidak Terdapat perbedaan signifikan terkait besarnya pengaruh antara Konten Edukatif dan Konten Humor terhadap Customer Engagement dan Purchase Intention pada Loka Project. 3) Konten Edukatif dan Konten Humor memiliki pengaruh yang hampir sama tetapi memiliki nilai yang berbeda pada indikator penilaian customer engagement dan purchase intention.
English Abstract
The rapid growth of business in the fashion sector in Indonesia, especially Muslim wear products, has led to a high level of competition between brands in this field. Therefore, the right promotional strategy is needed to excel in the competition. This study aims to compare the influence between two marketing contents and see their effectiveness in increasing customer engagement and purchase intention at Loka Project. This research is a quantitative study with independent variabels Educational Content (X1) and Humorous Content (X1) and dependent variabels Customer Engagement (Y1) and Purchase Intention (Y2). The population studied was all Muslim women in Indonesia with a sample size of 120 people who were divided into 4 groups of respondents for 4 different contents. The results showed that: 1) There is an influence between Educational Content and Humor Content on Customer Engagement and Purchase Intention at Loka Project. 2) There is no significant difference in the amount of influence between Educational Content and Humorous Content on Customer Engagement and Purchase Intention at Loka Project. 3) Educational Content and Humorous Content have almost the same effect but have different values on customer engagement and purchase intention assessment indicators.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020444 |
| Uncontrolled Keywords: | Konten Edukatif, Konten Humor, Customer Engagement, Puchase Intention, Loka Project |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 03 Jan 2024 03:09 |
| Last Modified: | 03 Jan 2024 03:09 |
| URI: | http://repository.ub.ac.id/id/eprint/205714 |
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