Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Kesadaran Merek, Citra Merek Yang Berdampak Pada Kepuasan Pelanggan Produk Batik Kencana Ungu

Widjoyo, Kevin Adi (2020) Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Kesadaran Merek, Citra Merek Yang Berdampak Pada Kepuasan Pelanggan Produk Batik Kencana Ungu. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to examine the effect of social media marketing activities on brand awareness, brand image that has an impact on customer satisfaction of purple kencana batik products. The number of respondents from this study were 140 respondents who had a minimum age criteria of 18 years, used and knew the social media of Batik Kencana Ungu and lived in Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo and Lamongan. The technique for analyzing data uses Partial Least Square Structural Equation Modeling (PLS-SEM) using the WarpPLS 6.0 statistical application. The results of this study explain that: 1. Social Media Marketing Activities have a significant positive effect on Brand Awareness. 2. Social Media Marketing Activities have a significant positive effect on Brand Image. 3. Social Media Marketing Activities have a significant positive effect on Customer Satisfaction. 4. Brand Awareness has a significant positive effect on Customer Satisfaction. 5. Brand Image has a significant positive effect on Customer Satisfaction. 6. Brand Awareness has a significant positive effect on Brand Image. Keywords: Social Media Marketing Activities, Brand Image, Brand Awareness, Customer Satisfaction.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: KEVIN ADI WIDJOYO
Date Deposited: 11 Mar 2020 09:36
Last Modified: 11 Mar 2020 09:36
URI: http://eprints.perbanas.ac.id/id/eprint/6462

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