Poernama, Nadya Priguna
(2019)
The effect of traditional media and social media communication on purchase intention mediated with brand equity of Coca-cola of millennials.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Throughout the past decade, there has been a massive shift on the media landscape, marked by the surfacing of the internet, or more specifically, the social media platform inside it. The usage of traditional media as the source of advertising have been slowly replaced by the social media platforms. The objective of this research is to investigate and compare the effects of traditional media and social media as communication channel towards brand equity and purchase intention on fast moving consumer goods industry, specifically on Coca-Cola brand.This research evaluates the influence of traditional media, firm-created social media communication, user-generated social media communication, brand awareness, functional brand image, hedonic brand image as the antecedents of brand attitude, and purchase intention as the consequents of the brand attitude. In this research, the data are acquired from questionnaire with interval measurement scale of 5-point Likert scale.The sample of 30 respondent are used for preliminary study and 130 respondents are used for the actual study. Non-probability sampling with purposive sampling are used as the sampling design with the sample of people who have seen or heard Coca-Cola advertising through traditional and social media platform. Structural Equation Model (SEM) method are used to analyze the data, specifically using SmartPLS 3.The result of this research shows that traditional media communication, firm-created social media communication, user-generated social media communication has a positive influence towards brand awareness, functional brand image, hedonic brand image. This research also shows that brand awareness, functional brand image, hedonic brand image has positive influence towards brand attitude and lastly that brand attitude has a positive influence towards purchase intention.
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