Soleha, Putri Amalia and Mohammad Iqbal, S.Sos., M.IB., DBA. (2023) Pengaruh Social Media Marketing, Influencer Marketing dan Brand Awereness Terhadap Minat Beli (Survei Pada Followers Golden Black Coffee). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini, yaitu untuk mengetahui dan menjelaskan pengaruh Social Media Marketing terhadap Minat Beli, pengaruh Influencer Marketing terhadap Minat Beli, pengaruh Brand Awareness terhadap Minat Beli dan pengaruh Social Media Marketing, Influencer Marketing dan Brand Awareness Terhadap Minat Beli. Jenis penelitian yang digunakan dalam penelitian ini yaitu Explanatory Research dengan metode yang digunakan adalah kuantitatif. Sampel penelitian sebanyak 100 orang responden dengan kriteriea responden yang mempunyai akun Instagram, mengikuti akun Instagram Golden Black Coffee, berusia minimal 17 tahun dan mengetahui Influencer yang mempromosikan produk Golden Black Coffee. Pengambilan sampel yang digunakan yaitu metode non-probability sampling dengan teknik purposive sampling dan metode pengumpulan data melalui kuesioner online. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Social Media Marketing memiliki pengaruh signifikan terhadap Minat Beli, Influencer Marketing memiliki pengaruh signifikan terhadap Minat Beli, Brand Awareness memiliki pengaruh signifikan terhadap Minat Beli serta Social Media Marketing, Influencer Marketing dan Brand Awareness secara simultan memiliki pengaruh signifikan terhadap Minat Beli.
English Abstract
The purpose of this study is to find out and explain the influence of Social Media Marketing on Purchase Intention, Influencer Marketing influence on Purchase Intention, Brand Awareness influence on Purchase Intention and influence of Social Media Marketing, Influencer Marketing and Brand Awareness on Purchase Intention. The type of research used in this study is exploratory research with the method used is quantitative. A study sample of 100 respondents with respondent criteria who have an Instagram account, followed Golden Black Coffee Instagram account, aged at least 17 and knew influencers who promoted Golden Black Coffee products. The sampling methods used are non-probability sampling with purposive sampling techniques and data collection methods through online questionnaires. The data analysis used in this study is descriptive analysis and multiple linear regression analysis. The results of this study show that Social Media Marketing has a significant influence on Purchase Intention, Influencer Marketing has a significant influence on Purchase Intention, Brand Awareness has a significant influence on Purchase Intention. Social Media Marketing, Influencer Marketing and Brand Awareness simultaneously have a significant influence on Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030903 |
| Uncontrolled Keywords: | Social Media Marketing, Influencer Marketing, Brand Awareness, Minat Beli |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 01 Feb 2024 03:07 |
| Last Modified: | 01 Feb 2024 03:07 |
| URI: | http://repository.ub.ac.id/id/eprint/214808 |
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