Halim, Christ Vincentius and Halim, Hasniati (2018) The Impact Of Social Media Marketing Via Instagram Promotion Towards Purchase Intention And Customer Engagement Case Study Of Bananugget. Bachelor thesis, Swiss German University.

Preview	Text Christ Halim 11403036 TOC.pdf Download (1MB) | Preview
	Text Christ Halim 11403036 1.pdf Restricted to Registered users only Download (914kB)
	Text Christ Halim 11403036 2.pdf Restricted to Registered users only Download (1MB)
	Text Christ Halim 11403036 3.pdf Restricted to Registered users only Download (1MB)
	Text Christ Halim 11403036 4.pdf Restricted to Registered users only Download (951kB)
	Text Christ Halim 11403036 5.pdf Restricted to Registered users only Download (570kB)
Preview	Text Christ Halim 11403036 Ref.pdf Download (692kB) | Preview

Abstract

The objective of this study is to identify the impact of social media marketing on the consumer purchase intention and customer engagement. The independent variable, social media marketing, will be analyzed to understand the impact towards two dependent variables, which are purchase intention and customer engagement. Each variable has its own dimensions or indicators: for social media marketing are informative, interactivity, and entertainment; for purchase intention are stimulus/trigger, recommendation, and emotional association; for customer engagement are loyalty, trust, and commitment. The result data of this research is gained by distributing a questionnaire to 100 people who are aware of Bananugget and have viewed or followed their Instagram account. The data that is received is then analyzed using SPSS program for the pre-test and using WarpPLS 5.0 for the post-test. The result of this research shows that social media marketing does affect and have a significant impact towards the customer purchase intention and customer engagement.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Social Media Marketing; Purchase Intention; Customer Engagement
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HM Sociology > HM742 Online social networks
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	20 May 2020 08:03
Last Modified:	20 May 2020 08:03
URI:	http://repository.sgu.ac.id/id/eprint/673

Actions (login required)

View Item