PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI CITRA MEREK PADA BRAND ERIGO

Ilham Rahmaddhan, . (2023) PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI CITRA MEREK PADA BRAND ERIGO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of the digital era has turned fashion into a lifestyle. Business players, especially in the fashion industry, are seizing opportunities in social media marketing, particularly on Instagram. The use of Instagram Marketing includes marketing through celebrity endorsers and advertising content as a marketing strategy for a local fashion brand, Erigo. This research aims to determine the influence of celebrity endorsers and advertising content on purchasing decisions, mediated by the brand image of Erigo in the South Jakarta area. Data for this research were obtained through the distribution of questionnaires using nonprobability sampling with purposive sampling. This research also employs a quantitative descriptive analysis method. The sample used in this research consisted of 100 Erigo customers residing in South Jakarta. Data analysis was conducted through descriptive and inferential data analysis techniques using SmartPLS 3.0 software. The results of this research indicate that the variables of celebrity endorser, advertising content, and brand image have a positive and significant impact on the purchasing decisions of Erigo. Additionally, the advertising content variable has a positive and significant impact on the brand image of Erigo, and the advertising content variable also has a positive and significant impact on purchasing decisions mediated by the brand image of Erigo. However, the celebrity endorser does not have a positive and significant impact on the brand image of Erigo, and the celebrity endorser does not have a positive and significant impact on purchasing decisions mediated by the brand image of Erigo.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2010111029] [Pembimbing: Suharyati] [Penguji 1: Miguna Astuti] [Penguji 2: Rosali Sembiring Colia]
Uncontrolled Keywords:	Celebrity Endorser, Brand Image, Erigo, Purchasing Decisions, Advertising Content
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Ilham Rahmaddhan
Date Deposited:	20 Mar 2024 09:08
Last Modified:	20 Mar 2024 09:08
URI:	http://repository.upnvj.ac.id/id/eprint/28206

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