Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Analysis Of Content Quality and Brand Interactivity in Increasing Consumer Purchase Intention of Fashion Brands Through Instagram Using the SOR Paradigm
Skripsi, 013 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:31:59
Oleh : Meitya Runiasari - 175264014 (meitya.runiasari.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Fashion, Social Media, Instagram, S-O-R Model, Purchase Intention, Content Quality, Mixed Method
The development of social media is increasingly encouraging the fashion industry, especially local brands to continue to grow and be known to many people, where currently business people are competing to become the most visited and best-selling brand. Of the tools used for promotion, social media is one of the most effective tools for promotion, so it is important for brands to know what factors influence consumers to make purchases online and what strategies companies can take. This study also explores whether the relationship between social media stimulation and purchase intention is mediated by hedonic motivation, consumer engagement and brand awareness. Using the theoretical lens of the Stimulus-Organism-Response (S-O-R) paradigm. This study uses data from 320 respondents as visitors and/or followers of D'zena's Instagram account. Then the data was analyzed using Smart PLS software. The results of this study indicate that all hypotheses have a positive and significant relationship. This research is only limited to Instagram as a medium and specifically examines D'zena. Further research can explore other social media and other fields, not only fashion but in general so that it is broader. This study has useful insights for D'zena companies to evaluate and consider their promotional performance on Instagram related to the content produced by the company and the interactivity of the company's brand in influencing consumers to purchase online. Keywords: Fashion, Social Media, Instagram, S-O-R Model, Purchase Intention, Content Quality, Mixed Method.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:31:59
Oleh : Meitya Runiasari - 175264014 (meitya.runiasari.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Fashion, Social Media, Instagram, S-O-R Model, Purchase Intention, Content Quality, Mixed Method
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Deskripsi Alternatif :The development of social media is increasingly encouraging the fashion industry, especially local brands to continue to grow and be known to many people, where currently business people are competing to become the most visited and best-selling brand. Of the tools used for promotion, social media is one of the most effective tools for promotion, so it is important for brands to know what factors influence consumers to make purchases online and what strategies companies can take. This study also explores whether the relationship between social media stimulation and purchase intention is mediated by hedonic motivation, consumer engagement and brand awareness. Using the theoretical lens of the Stimulus-Organism-Response (S-O-R) paradigm. This study uses data from 320 respondents as visitors and/or followers of D'zena's Instagram account. Then the data was analyzed using Smart PLS software. The results of this study indicate that all hypotheses have a positive and significant relationship. This research is only limited to Instagram as a medium and specifically examines D'zena. Further research can explore other social media and other fields, not only fashion but in general so that it is broader. This study has useful insights for D'zena companies to evaluate and consider their promotional performance on Instagram related to the content produced by the company and the interactivity of the company's brand in influencing consumers to purchase online. Keywords: Fashion, Social Media, Instagram, S-O-R Model, Purchase Intention, Content Quality, Mixed Method.
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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. Eddy Syah Yahya, MBA.
Co-Supervisor: Wahyu Rafdinal, S.E., M.M., Editor: Erlin Arvelina
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File : CHAPTER 5 - 175264014.pdf
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