CONTENT MARKETING INSTAGRAM, INFLUENCER, DAN ULASAN PELANGGAN TERHADAP MINAT BELI HEALTHYFOOD @YELLOWFITKITCHEN DI DKI JAKARTA

Trifena Roselita Meilan, . (2024) CONTENT MARKETING INSTAGRAM, INFLUENCER, DAN ULASAN PELANGGAN TERHADAP MINAT BELI HEALTHYFOOD @YELLOWFITKITCHEN DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (302kB)
[img] Text
AWAL.pdf
Download (1MB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (740kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (389kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (454kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (541kB)
[img] Text
BAB 5.pdf
Download (282kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (297kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (187kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (524kB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (10MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (510kB)

Abstract

This research aims to analyze, prove, and determine the influence of Instagram content marketing, influencers, and customer reviews on purchase intention healthyfood @Yellowfitkitchen in DKI Jakarta. This research is quantitative research with a total of 100 respondents using descriptive analysis and inferential analysis techniques with the help of the SmartPLS 4.1.0.4 software. The research results show: (1) content marketing has a positive and significant effect on purchase intention with a path coefficient of 0.433; (2) influencers have a positive and significant effect on purchase intention with a path coefficient of 0.323; and (3) customer reviews have a positive and significant effect on purchase intention with a path coefficient of 0.155. The resulting adjusted R square value is 0.650. This indicates that variables such as content marketing, influencers, and customer reviews together contribute to 65% of purchase intention of 65%, while the remaining 35% is caused by other factors outside of this research model.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010111236} [Pembimbing: Heni Nastiti] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Jenji Gunaedi Argo]
Uncontrolled Keywords: Content Marketing, Influencers, Customer Reviews, Purchase Intention
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: TRIFENA ROSELITA MEILAN
Date Deposited: 02 Oct 2024 07:12
Last Modified: 02 Oct 2024 07:12
URI: http://repository.upnvj.ac.id/id/eprint/31895

Actions (login required)

View Item View Item