Kiswanto, Isrofia Nella (2024) Pengaruh Kualitas Konten, Interaktivitas Merek, Dan Kesadaran Merek Melalui Instagram Terhadap Niat Pembelian Produk Ms Glow Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This research aims to analyze the influence of content quality, brand interactivity and brand awareness via Instagram on purchase intentions for Ms Glow products in Surabaya. The data from this research was obtained from a questionnaire. The participants in this research and the data processed were 100 samples. The type of data used in this research is primary data. The data research instrument used is validity and reliability testing. The analysis technique used by researchers is descriptive analysis and Partial Least Squares-Structual Equaton Modeling analysis. The results of this research indicate that Content Quality and Brand Interactivity via Instagram do not have a significant effect on Intention to Purchase MS Glow Products in Surabaya. Brand Awareness via Instagram has a significant effect on Intention to Purchase MS Glow Products in Surabaya. Keywords: content quality, brand interactivity, brand awareness, product purchase intention, Ms Glow products in Surabaya, Instagram and Partial Least Squares Structural Equation Modeling
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | ISROFIA NELLA KISWANTO |
| Date Deposited: | 23 Jul 2024 02:24 |
| Last Modified: | 23 Jul 2024 02:24 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12668 |
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