Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2019

The Effect Of Social Media Communication On Consumer Perception And Purchase Intentions: A Study Of Official Brand Accounts On Line

Skripsi, 002 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 13:13:05
Oleh : Andita Sari Nurmuslimah - 155264003 (
Dibuat : 2019-11-28, dengan 4 file

Keyword : ommunication, Social Media, Official Brand Account, LINE, Consumer Perception, Purchase Intention


Deskripsi Alternatif :

Social media use has increased in recent years. Consumers turn away from television, radio and magazines in seeking information and start using social media. Companies have to know the quality of social media indicators for creating effective communication. Thus, the social media communication theory was used in this research to measure the quality of communication on social media. Moreover, this research aims to identify the influence of consumer perceptions social media communication on purchase intentions, especially through official brand accounts on LINE. The data was collected through distributing online survey to 493 LINE users who were friends with the official brand account. The questionnaire measurements used a five-point Likert scale and were analyzed using smart-PLS. The results indicated that social media communication does not significantly have an effect on brand equity. In contrast, brand attitude has a significant and positive effect on brand equity. Moreover, social media communication has a significant and positive effect on brand attitude, brand equity and brand attitude significantly and positively influence purchase intention. Thus, the results of this research give several perspectives for the companies in making effective communication on social media. Keywords: Communication, Social Media, Official Brand Account, LINE, Consumer Perception, Purchase Intention.

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PropertiNilai Properti
Nama KontakErlin Arvelina
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
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  • Supervisor: Adila Sosianika S.E., MAIMM., Editor: Erlin Arvelina