Stephanie, Stephanie
(2019)
The effect of coca-cola’s social media marketing and customer engagement on its purchase decision mediated with brand awareness: the case of coca-cola’s instagram.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Along with the developments of the world’s economics and technology today, more opportunities arise in various fields of business. The emergence of the internet in people's daily lives has changed and facilitated the way humans communicate with one another. The emergence of social media is one of the results of the development of the internet. At present, social media is considered as the most significant new marketing tool. The purpose of this study is to examine the influence of social media marketing and customer engagement on Coca-Cola’s brand awareness and purchase decision. Based on the objectives of the research the theories regarding social media marketing, customer engagement, brand awareness and purchase decision were used as the basis of this research. In this study, a quantitative paradigm was used as the basis of this study, with a type of descriptive research. The research object used was Coca-Cola, with individual analysis units. In this study the data were collected through questionnaires with interval measurement scales namely a 5-point Likert scale. The sampling design used was purposive sampling with a sample of people who had bought Coca-Cola products and were followers of Coca-Cola on Instagram. The number of samples used in this study was 30 for preliminary studies, and 170 for actual research studies. Data was analysed by using structured equation modeling (SEM) method with SmartPLS 3. From the results obtained in this study, it can be concluded that social media marketing and customer engagement have a positive influence on brand awareness and purchasing decisions on Coca-Cola products. However, Coca-Cola is suggested to intensify their social media marketing by campaigning through social media to strengthen their relationship with their customers and use Instagram ads to increase their insights on their social media account.
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