Pramana, Billi Wicahya Rendra (2020) Pengaruh Pemasaran Media Sosial Terhadap Kesadaran Merek dan Citra Merek yang Berdampak Pada Keputusan Pembelian Produk Batik Keris. 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 impact on purchase decision of Batik Keris products. The method of collecting data in this study was questionnaire distributed via the Google form link. 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 Keris and lived in Gresik,Bangkalan, Mojokerto, Surabaya, Sidoarjo and Lamongan. The technique for analyzing data uses Partial Least Square Structural Equation Modeling (PLSSEM) 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) Brand awareness has a significant positive effect on Brand Image. 4) Brand awareness has a significant positive effect on Purchase Decisions. 5) Brand Image has a significant positive effect on Purchase Decisions.
| 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: | BILLI WICAHYA RENDRA PRAMANA |
| Date Deposited: | 30 Apr 2020 08:49 |
| Last Modified: | 30 Apr 2020 08:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6561 |
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