Udayani, Arini Rizki (2021) Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek dan Citra Merek Adidas dan Dampaknya pada Niat Pembelian Konsumen. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this study was to analyze the effect of social media marketing activities on brand awareness and brand image of adidas and their impact on consumer purchase intentions. The sample in this study were 100 consumers who used social media, bought and used Adidas in Gersik, Bangkalan, Mojokerto, Surabaya, Sidoarjo and Lamongan. The sampling technique used was convenience sampling and data collection techniques were carried out in this study by distributing questionnaires online via googleform. The analysis technique in this study uses the WarpPLS Version 7.0 analysis as a tool. The results of the analysis in this study prove that Social Media Marketing Activities have a significant positive effect on Brand Awareness and Brand Image. Brand Awareness has a significant positive effect on Brand Image. Brand Awareness has a significant positive effect on Purchase Intention and Brand Image has a significant positive effect on Purchase Intention. Keywords : Social Media Marketing Activities, Brand Awareness, Brand Image, Purchase Intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ARINI RIZKI UDAYANI |
| Date Deposited: | 05 May 2021 03:28 |
| Last Modified: | 05 May 2021 03:28 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/7780 |
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