THE INFLUENCE OF SOCIAL MEDIA MARKETING TIKTOK ON BRAND AWARENESS AND PURCHASE INTEREST (Case study: SOCIOLLA)
ADELIA SINTA AYU PRAMONO
Informasi Umum
Kode
22.04.959
Klasifikasi
658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy
Jenis
Karya Ilmiah - Skripsi (S1) - Reference
Subjek
Marketing Communication Channels, Brand Awareness,
Dilihat
13 kali
Informasi Lainnya
Abstraksi
Indirectly, social media marketing produces a positive effect and can grow Brand Awareness in the minds of consumers, thereby generating buying interest in consumers. This type of research is causal descriptive by using a quantitative approach and using the SMART PLS 3.0. The sampling technique used is a non-probability sampling technique with a purposive sampling technique involving 100 respondents. The results of the analysis in this study indicate that the Social Media Marketing variable has a significant effect on Brand Awareness. Social Media Marketing has a significant effect on Purchase Interest. Brand Awareness has a significant effect on Purchase Interest. Then there is a test of the intervening variable showing that the influence of Social Media Marketing on Purchase Interest with the intervening effect of the Brand Awareness variable is 0.494 and the t-Statistic is 6.707.
Keywords: Social Media Marketing, Brand Awareness, Purchase Interest, Sociolla
Koleksi & Sirkulasi
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Pengarang
| Nama | ADELIA SINTA AYU PRAMONO |
| Jenis | Perorangan |
| Penyunting | Mahir Pradana |
| Penerjemah |
Penerbit
| Nama | Universitas Telkom, S1 Administrasi Bisnis |
| Kota | Bandung |
| Tahun | 2022 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
