Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
The Influence of Instagram Marketing Activities on Brand Awareness Toward Consumer Purchase Intention: A Study of Batik Tasik Smes in West Java
Skripsi, 049 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:33:01
Oleh : Lisna Gita Silvia - 175264050 (lisna.gita.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Instagram Marketing, Brand Awareness, Purchase Intention, Batik Tasik
Batik industry is a leading sector in Tasikmalaya. This sub-sector is experiencing a decline in sales during the Covid-19 pandemic, some of them have even been forced to stop. On the other hand, the trend of using Instagram opens up opportunities for business to increasing marketing activities because they are considered more effective in reaching consumers broadly. Therefore, it is better for Batik Tasik SMEs to understand the importance of promotion through Instagram to promote their products on making consumers intentiom. This study aims to analyze the most substantive components of marketing activities through Instagram and the performance of brand awareness in mediating the relationship with purchase intention. This study uses a purposive sampling technique with a focus on Instagram users who are followers of 4 (four) the official accounts of Batik Tasik in West Java. A total of 302 data were collected and analyzed using PLS-SEM for modeling. The findings show that Marketing Activities through Instagram have a significant and positive relationship to Brand Awareness and Purchase Intention. The most substantive factors that play a role in marketing activities through Instagram are entertainment and advertising. Furthermore, Brand Awareness is the important factor influencing consumer's Purchase Intention toward Batik Tasik. This research provides useful insights for academics and owner of Batik Tasik to be able exploring the aspects discussed and the effects that arise on the components of Marketing Activities through Instagram, so that it can also be used to determine Instagram marketing for consumer purchase intention in Batik Tasik products. Keywords: Instagram Marketing, Brand Awareness, Purchase Intention, Batik Tasik.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:33:01
Oleh : Lisna Gita Silvia - 175264050 (lisna.gita.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Instagram Marketing, Brand Awareness, Purchase Intention, Batik Tasik
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Deskripsi Alternatif :Batik industry is a leading sector in Tasikmalaya. This sub-sector is experiencing a decline in sales during the Covid-19 pandemic, some of them have even been forced to stop. On the other hand, the trend of using Instagram opens up opportunities for business to increasing marketing activities because they are considered more effective in reaching consumers broadly. Therefore, it is better for Batik Tasik SMEs to understand the importance of promotion through Instagram to promote their products on making consumers intentiom. This study aims to analyze the most substantive components of marketing activities through Instagram and the performance of brand awareness in mediating the relationship with purchase intention. This study uses a purposive sampling technique with a focus on Instagram users who are followers of 4 (four) the official accounts of Batik Tasik in West Java. A total of 302 data were collected and analyzed using PLS-SEM for modeling. The findings show that Marketing Activities through Instagram have a significant and positive relationship to Brand Awareness and Purchase Intention. The most substantive factors that play a role in marketing activities through Instagram are entertainment and advertising. Furthermore, Brand Awareness is the important factor influencing consumer's Purchase Intention toward Batik Tasik. This research provides useful insights for academics and owner of Batik Tasik to be able exploring the aspects discussed and the effects that arise on the components of Marketing Activities through Instagram, so that it can also be used to determine Instagram marketing for consumer purchase intention in Batik Tasik products. Keywords: Instagram Marketing, Brand Awareness, Purchase Intention, Batik Tasik.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Drs. Deddy Saefulloh, MBA., Ph.D.
Co-Supervisor: Rafiati Kania, S.Si., MSM., Editor: Erlin Arvelina
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File : DIRECTORY - 175264050.pdf
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File : CHAPTER 1 - 175264050.pdf
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File : CHAPTER 2 - 175264050.pdf
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File : CHAPTER 5 - 175264050.pdf
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