Regita Putri Astria, . (2024) PENGARUH PEMASARAN MEDIA SOSIAL, CITRA MEREK, KESADARAN MEREK, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Interest in Starbucks has decreased since early 2023 based on interest over time in social media interactions and TBI values fluctuate, Starbucks is the third favorite coffee shop according to the Goodstat survey and an increase in negative sentiment in early 2024 on Starbucks. This research is quantitative research. This study aims to analyze the effect of social media marketing, brand image, brand awareness, and Electronic Word of Mouth (E-WOM) on consumer buying interest in Starbucks in DKI Jakarta. The data in this study were collected through distributing questionnaires using the probability sampling method, specifically the stratified random sampling technique for sample selection. This research in data collection was carried out by distributing questionnaires to people who live in DKI Jakarta who know the Starbucks brand, and are aged 17 years and over as many as 153 samples. The data were analyzed using descriptive and inferential techniques with the help of SmartPLS 4.0 software. The results showed that (1) there is an effect of social media marketing on purchase intention (2) there is an effect of brand image on purchase intention, (3) there is no effect of brand awareness on purchase intention, (4) there is an effect of electronic word of mouth (E-WOM) on purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110111014] [Pembimbing: Miguna Astuti] [Penguji 1: Supriyono] [Penguji 2: Nobelson] |
| Uncontrolled Keywords: | social media marketing, brand image, brand awareness, and Electronic Word of Mouth (E-WOM), purchase intention. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | REGITA PUTRI ASTRIA |
| Date Deposited: | 17 Jan 2025 03:51 |
| Last Modified: | 17 Jan 2025 03:51 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34643 |
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