Antou, Nadea Imanuela and Halim, Hasniati (2020) 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.

Preview	Text Nadea Imanuela Antou 11603069-TOC.pdf Download (1MB) | Preview
	Text Nadea Imanuela Antou 11603069-1.pdf Restricted to Registered users only Download (1MB)
	Text Nadea Imanuela Antou 11603069-2.pdf Restricted to Registered users only Download (2MB)
	Text Nadea Imanuela Antou 11603069-3.pdf Restricted to Registered users only Download (1MB)
	Text Nadea Imanuela Antou 11603069-4.pdf Restricted to Registered users only Download (2MB)
	Text Nadea Imanuela Antou 11603069-5.pdf Restricted to Registered users only Download (356kB)
Preview	Text Nadea Imanuela Antou 11603069-Ref.pdf Download (1MB) | Preview

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:	Social Media Marketing; Celebrity Endoser; Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure H Social Sciences > HM Sociology > HM742 Online social networks 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:	02 Nov 2020 14:13
Last Modified:	02 Nov 2020 14:13
URI:	http://repository.sgu.ac.id/id/eprint/1834

Actions (login required)

View Item