Salim, Michelle and Munawaroh, Munawaroh (2018) The Effect Of Social Media Marketing Via Instagram Towards Customer Purchase Intention A Case Study Of Bunker Cafe. Bachelor thesis, Swiss German University.

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Abstract

By the end of 2015, “eatertainment” cultures become a popular phenomenon within the food industry cultures. A unique concept will not get acknowledgement from the public if it is not known. Due to the low number of customers, promotional tools via Instagram is being evaluated as it intended to increase the customer intention to visit. This research aimed to identify whether Instagram as social media marketing tools has an effect on customer purchase intention. The research focus on Bunker Café located in Gading Serpong at Tangerang as the main case study. There were 110 respondents selected to be used as the data. The validity and reliability for pre-test was calculated with SPSS program using Pearson table of correlation and Cronbach Alpha´s, the post-test utilizing SEM-PLS analysis convergent validity and AVE, while reliability using CA and composite reliability. WarpPLS was utilized to calculate relationship between variable. It was found that Social media marketing via Instagram has a strong relation correlation to individual purchase intention. Whereas, Bunker café social media Instagram still need to improve their context as the component of Social media marketing to improve and gaining more customer purchase intention. However, their strongest point was contributed by its successes of communication dimension.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Social Media Marketing; Instagram; Customer Purchase Intention; Publicity; Promotional Tool
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing 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:	30 May 2020 09:38
Last Modified:	30 May 2020 09:38
URI:	http://repository.sgu.ac.id/id/eprint/711

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