Pengaruh Content Marketing Akun Instagram @camille.beauty terhadap Purchase Intention Camille Beauty melalui Brand Image

Adinda Zahara, Lysda (2022) Pengaruh Content Marketing Akun Instagram @camille.beauty terhadap Purchase Intention Camille Beauty melalui Brand Image. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Camille Beauty merupakan salah satu brand kecantikan baru asal Indonesia yang dimiliki oleh wirausahawan muda berama Nadya Shavira. Brand kecantikan tersebut melakukan pemasaran produknya melalui pembuatan konten di media sosial Instagram dengan nama@[email protected]. Camille Beauty mendistribusikan konten produknya seeara informatif yang dapat membentuk brand image. Melalui pengemasan konten tersebut, Camille Beauty berusaha membentuk image positif dan mendorong adanya minat beli. Penelitian ini ingin mengetahui apakah brand image mampu memediasi pengaruh content marketing terhadap purchase intention. Konsep yang digunakan dalam penelitian yaitu content marketing, brand image, dan purchase intention. Penelitian ini juga menggunakan pendekatan kuantitatif dengan sifat eksplanatif dan pengumpulan data dilakukan menggunakan kucsioncr online yang discbarkan kepada 300 responden berupa followers akun Instagram @camille.beautydengan tcknik purposive sampling. Metode analisa yang digunakan adalah path analysis. Hasil dari penelitian menunjukkan babwa brand image mampu memediasi pengarub content marketing terhadap purchase intention sebesar 34,2% secara signifikan dan content marketing berpengaruh secara signifikan terhadap brand image dan purchase intention.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	brand image, content marketing, Camille Beauty, purchase intention
Subjects:	300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) 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 > 658.8342 Consumer Behavior 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 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Communication > Strategic Communication
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	21 Mar 2024 06:38
Last Modified:	21 Mar 2024 06:44
URI:	https://kc.umn.ac.id/id/eprint/28129

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