Pengaruh Digital marketing & Social Media yang Berkualitas pada Brand Awareness dan Purchase Intention; Telaah pada Penurunan Penjualan PT Indolok Bakti Utama

Satrio, Nurico Panji (2023) Pengaruh Digital marketing & Social Media yang Berkualitas pada Brand Awareness dan Purchase Intention; Telaah pada Penurunan Penjualan PT Indolok Bakti Utama. Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

Dengan latar belakang tersebut, peneliti akhirnya meneliti pengaruh digital marketing dan social media yang berkualitas pada brand awareness dan urchase intention; telaah pada penurunan penjualan PT. Indolok Bakti Utama. Penelitian ini menggunakan metode SMART PLS dengan objek Brand Indolok Bakti Utama. Penelitian ini menggunakan metode kuantitatif Penelitian menyebarkan kuesioner secara online kepada 102 responden yang mengtahui brand PT. Indolok Bakti Utama, Hasil penelitian menunjukkan bahwa terdapat 5 variable yang berpengaruh pada penelitian ini yaitu: 1. The inspired-by state memiliki penggaruh positive effect terhadap inspired-to state" 2. Media richness memiliki pengaruh positive effect terhadap the inspired-by state 3. Pengaruh Promotion focus memiliki penggaruh positive effect terhadap the inspired-by state 4. Social influence penggaruh positive effect terhadap inspired-by state 5. Vividness of ad memiliki penggaruh positive effect terhadap inspired-by state

Item Type:	Thesis (Bachelor Thesis)
Creators:	Satrio, Nurico Panji (00000012121)
Contributors:	Annas, Mohammad Dewi, Cynthia Sari
Keywords:	Indolok Bakti Utama, Digital marketing dan Social Media, Brand Awareness, Purchase Intention
Subjects:	000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 006 Special Computer Methods > 006.7 Multimedia Systems, Blogs, Social Media, Web Application Frameworks 600 Technology (Applied Sciences) > 640 Home and Family Management > 640 Home and Family Management > 640.7 Purchasing Guides 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
Sustainable Development Goals:	Goal 05. Achieve gender equality and empower women Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Management
Date Deposited:	09 Mar 2023 08:59
URI:	https://kc.umn.ac.id/id/eprint/23467

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