Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2023

Developing Advertising Strategy on Instagram for Increase Purchase Intention on Fashion Industry

Skripsi, 012 / 2023 / IM
Undergraduate Theses from JBPTPPOLBAN / 2023-11-30 12:22:08
By : 195264021 - Mochamad Johan Ndaruraya Abhi Purwanto (abijohan712@gmail.com)
Created : 2023-11-30, with 4 files

Keyword : Entertainment, informativeness, Credibility, Personalization, Attitude Toward Online Advertising, Instagram Ads

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Description Alternative :

This study aims to determine the right form of online advertising to build purchase intentions from Instagram users. Instagram users who view content related to fashion products on the Instagram platform make up the research population. This research uses mixed methods. Online surveys are used to collect research data with quantitative methods. three hundred and eighty one people as the research sample. Data was collected using qualitative techniques by asking open questions and conducting in- depth interviews. This study provides important information to academics and business people that they need to understand about what online advertising is appropriate for forming purchase intention. From the research results obtained, Instagram users have a positive opinion of the elements contained in a content. These elements are Informativeness, Entertainment, Credibility and Personalization. Based on the descriptive analysis, all variables were well received by the respondents.

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PropertyValue
Publisher IDJBPTPPOLBAN
Organization
Contact NameErlin Arvelina
AddressJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
CityBandung
RegionJawa Barat
CountryIndonesia
Phone022 201 3789 ext. 168, 169, 239
Fax022 201 3889
Administrator E-mailerlin.arvelina@polban.ac.id
CKO E-mailerlin.arvelina@polban.ac.id

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  • Supervisor: Rivan Sutrisno, S.E., M.A., Ph.D., Editor: Erlin Arvelina

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