The Influence of Social Media Marketing and Celebrity Endorser on Instagram towards Purchase Intention a Case Study of Instagram Followers Restaurant Dapur ASIX

Antou, Nadea Imanuela and Halim, Hasniati (2021) The Influence of Social Media Marketing and Celebrity Endorser on Instagram towards Purchase Intention a Case Study of Instagram Followers Restaurant Dapur ASIX. Bachelor thesis, Swiss German University.

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Abstract

The development of culinary industry, especially in Indonesia, are currently growing rapidly, if it is perceived from the number of restaurants and cafes that have growth into more than 1,000. Nowadays, many food businesses have sprung up and used social media accounts to advertise their products, so the competition in the food business has become tighter. In addition, various kinds of food menu provide us with wider selection of list of food to consume. This study aims to determine the influence of social media marketing and celebrity endorsers towards customers’ purchase intention in Restaurants Dapur ASIX . This study applies quantitative research method. This research is a descriptive verification (causal) study, using multiple linear regression models. Data collection was carried out through the distribution of a set of questionnaires to 100 respondents. Data processing techniques are done by descriptive analysis, classical assumption test, and hypothesis testing. The findings of the study proved that Social Media Marketing and Celebrity Endorser on Instagram influence customers' purchase intention.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Celebrity Endorser, Purchase intention, Social Media Marketing
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing
H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure
N Fine Arts > NA Architecture > NA7855 Restaurants
T Technology > TX Home economics > TX901 Hospitality industry
Divisions: Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User: Faisal Ifzaldi
Date Deposited: 29 Dec 2021 14:35
Last Modified: 29 Dec 2021 14:35
URI: http://repository.sgu.ac.id/id/eprint/2245

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