Pengaruh kegiatan sosial media marketing instagram Menantea terhadap ekuitas merek dan minat pembelian ulang konsumen Menantea

Anggriawan, Virliana (2022) Pengaruh kegiatan sosial media marketing instagram Menantea terhadap ekuitas merek dan minat pembelian ulang konsumen Menantea. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (298kB) | Preview
Preview	Text (Abstract) Abstract.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (234kB) | Preview
Preview	Text (ToC) ToC.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (868kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) Chapter4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (664kB)
Preview	Text (Bli liography) Blibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (763kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

Masih ada masyarakat yang belum mengetahui tentang manfaat minum teh dan merek teh kekinian. Oleh karena itu, Menantea dalam meningkatkan penjualannya dapat menggunakan sosial media marketing activities pada Instagram untuk menunjang kesadaran masyarakat terhadap merek Menantea dan meningkatkan informasi positif tentang Menantea. Selain itu, Menantea juga merupakan salah satu merek kekinian yang masih terbilang baru dan bagaimana Menantea dapat memanfaatkan social media Instagram untuk meningkatkan penjualan. Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh social media marketing activities, brand equity, dan e-wom terhadap minat pembelian ulang. Penelitian ini menggunakan software SmartPLS 3.3.3 untuk mengukur outer model dan inner model. Outer model terdiri dari Uji validitas, diskriminan. Inner model terdiri dari Uji multikolinearitas, R2, Q2, F2, dan P-Value. Penelitian ini memeproleh data dari 51 data pretest dan 288 data actual yang diperoleh dari responden yang telah mengisi kuesioner yang telah disebarkan dengan kriteria konsumen dan pengikut Instagram Menantea. Hasil penelitian ini menyatakan bahwa : (1) social media marketing activities memiliki pengaruh positif terhadap brand equity, (2) brand equity memiliki pengaruh positif terhadap e-wom, (3) e-wom memiliki pengaruh positif terhadap repurchase intention, (4) social media marketing activities memiliki pengaruh positif terhadap repurchase intention / There are still people who don't know about the benefits of drinking tea and contemporary tea brands. Therefore, in increasing sales, Menantea can use social media marketing activities on Instagram to support public awareness of the Menantea brand and increase positive information about Menantea. Apart from that, Menantea is also one of the contemporary brands that is still relatively new and how Menantea can take advantage of Instagram social media to increase sales. The purpose of this research is to verify and analyze the influence of social media marketing activities, brand equity, and e-wom towards repurchase intention. This research uses SmartPLS 3.3.3 software to measure the outer model and inner model. Outer model consists of validity test, discriminant. Inner model consists of multicollinearity test, R2, Q2, F2, and P-Value. This study obtained data from 51 pretest data and 288 actual data obtained from respondents who had filled out a questionnaire that had been distributed with the criteria of consumers and Instagram followers of Menantea. The results of this study state that: (1) social media marketing activities have a positive influence on brand equity, (2) brand equity has a positive influence on e-wom, (3) e-wom has a positive influence on repurchase intention, (4) social media marketing activities have a positive influence on repurchase intention.

Actions (login required)

View Item