Nicholas, Aldrich (2023) PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN PERSEPSI KUALITAS TERHADAP MINAT PEMBELIAN UNIQLO PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TARUMANAGARA DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT
UNIVERSITAS TARUMANAGARA
FACULTY OF ECONOMIC AND BUSINESS
JAKARTA
(A) ALDRICH NICHOLAS (115200207)
(B) THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND IMAGE, AND PERCEIVED QUALITY ON PURCHASE INTETION UNIQLO AMONG STUDENTS AT THE FACULTY OF ECONOMICS AND BUSINESS TARUMANAGARA UNIVERSITY IN JAKARTA
(C) XV + 64 pages, 19 tables, 5 pictures, 4 attachments
(D) MARKETING MANAGEMENT
(E) This research aims to find out whether social media marketing, brand image, and perceived quality can influence purchase intention. A total of 160 respondents were collected through online questionnaires. The data that has been collected is then processed using SmartPLS 4.0 program. The research results show that brand image and perceived quality have a significant influence on purchase intention. Social media marketing does not have a significant influence on purchase intention.
(F) References 37 sources (1988 – 2023)
(G) Yenny Lego, S.E., M.M.
ABSTRAK
UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS
JAKARTA
(A) ALDRICH NICHOLAS (115200207)
(B) PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN
PERSEPSI KUALITAS TERHADAP MINAT PEMBELIAN UNIQLO PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TARUMANAGARA DI JAKARTA BARAT
(C) XV + 64 halaman, 19 tabel, 5 gambar, 4 lampiran
(D) MANAJEMEN PEMASARAN
(E) Penelitian ini bertujuan untuk mengetahui apakah social media marketing, citra
merek, dan persepsi kualitas dapat mempengaruhi minat pembelian. Sebanyak
160 responden berhasil di kumpulkan melalui online kuesioner. Data yang telah
dikumpulkan kemudian diolah dengan menggunakan program SmartPLS 4.0. Hasil penelitian menunjukkan bahwa citra merek dan persepsi kualitas memiliki pengaruh yang signifikan terhadap minat pembelian. Social media marketing tidak memiliki pengaruh yang signifikan terhadap minat pembelian.
(F) Daftar Pustaka 37 acuan (1988-2023) (G) Yenny Lego S.E., M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 08 Aug 2024 03:16 |
| Last Modified: | 08 Aug 2024 03:16 |
| URI: | https://repotest.untar.ac.id/id/eprint/43751 |
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