Analisis Pengaruh Social Media Advertising Content, Social Media Sale Promotion Content, Hedonic Brand Image, Functional Brand Image Terhadap Behavioral Intention Mobil Isuzu MU-X Telaah pada: Instagram Astra Isuzu

Devi Jonathan, Natalia (2020) Analisis Pengaruh Social Media Advertising Content, Social Media Sale Promotion Content, Hedonic Brand Image, Functional Brand Image Terhadap Behavioral Intention Mobil Isuzu MU-X Telaah pada: Instagram Astra Isuzu. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Semakin banyak pilihan kendaraan bermotor terutama mobil yang mampu membuat industri otomotif mengalami perubahan tren yang tidak hanya terfokus pada jenis mobil MPV (Multi Purpose Vehicle) namun SUV (Sport Utility Vehicle) juga akan tumbuh di Indonesia. PT. Isuzu Astra Internasional menggunakan social media sebagai online branding tools terutama Instagram @astraisuzuofficial yang dilihat memiliki engagement rate cukup baik namun penjualan mobil tipe SUV Isuzu MU-X masih rendah. Oleh karena itu, peneliti ingin mengetahui apakah social media advertising content, social media sales promotion content, hedonic brand image, functional brand image, memiliki pengaruh terhadap behavioral intention. Pada penelitian ini menggunakan descriptive research design dan menyabar kuesioner penelitian secara online. Terdapat 194 responden yang sesuai dengan kriteria. Pengolahan data dilakukan dengan teknik Structural Eqution Model (SEM) menggunakan software LISREL versi 8.7. Hasil dari penelitian ini ditemukan bahwa social media advertising content dan social media sales promotion content memiliki pengaruh positif terhadap hedonic brand image dan functional brand image, functional brand image juga memiliki pengaruh positif terhadap behavioral intention. Sedangkan hubungan social media advertising content, social media sales promotion content dan hedonic brand image memberikan hasil yang tidak memiliki pengaruh yang signifikan. Konten video berupa MU-X survival challenge dan review bahan bakar mampu mempengaruhi behavioral intention terhadap mobil Isuzu MU-X

Item Type:	Thesis (Bachelor Thesis)
Keywords:	social media sales promotion, social media sales promotion content, hedonic brand, functional brand image, behavioral intention, automotive, isuzu astra.
Subjects:	100 Philosophy and Psychology > 120 Epistemology > 126 The self (personal identity, personality, personal branding) 300 Social Sciences > 340 Law > 346 Private Law (Incl. Personal Property; Intangible Property; Intellectual Property, Industrial Property) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	15 Oct 2021 03:43
Last Modified:	11 Apr 2023 03:15
URI:	https://kc.umn.ac.id/id/eprint/13929

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