Analysis effect of social media marketing activities "Instagram towards brand awareness, brand image, and brand loyalty

Lesmana, Albert (2019) Analysis effect of social media marketing activities "Instagram towards brand awareness, brand image, and brand loyalty. Bachelor thesis, Universitas Pelita Harapan.

Full text not available from this repository.

Abstract

In this era of globalization, the business competition is very competitive especially on how each company makes their strategy to market their products. That’s why the author decide to make the purpose of this study is to investigate the effect of social media marketing “Instagram” towards brand awareness, brand image, brand loyalty. Quantitavie method was applied to this research and was conducted on student of Pelita Harapan University in Karawaci, by using questionnaire as the data. The number of samplesthat has been obtained in this research is 40 respondents for the pre-test and 180 respondents for the actual data. The tools used in data processing is PLS-SEM SmartPLS 3.2.8 and the result of the research conclude that There is a positive effect betweensocial media marketing activities “Instagram’ toward Brand Awareness, There is a positive effect Social media marketing activities “Instagram” toward Brand Image, There is no positive effect between social media marketing activities “Instagram” toward brand loyalty, There is a positive effect between Brand Awareness toward Brand Image, There is a positive effect between Brand Awareness toward Brand loyalty, There is a positive effect between Brand image toward Brand loyalty

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Lesmana, AlbertNIM00000013171UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPanjaitan, Tagor Muda ParuhumanUNSPECIFIEDtagor.panjaitan@lecturer.uph.edu
Additional Information: SK 11-15 LES a; 31001000261389
Uncontrolled Keywords: social media marketing activities “instagram”; brand awareness; brand loyalty; brand image
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Yanni Karina
Date Deposited: 12 Jul 2022 03:01
Last Modified: 01 Mar 2024 10:40
URI: http://repository.uph.edu/id/eprint/48546

Actions (login required)

View Item View Item