PERAN MEDIA SOCIAL MEDIA MARKETING, BRAND AWARENESS DAN KEPUTUSAN INVESTASI PADA APLIKASI BIBIT

Deyan Pradipta, . (2025) PERAN MEDIA SOCIAL MEDIA MARKETING, BRAND AWARENESS DAN KEPUTUSAN INVESTASI PADA APLIKASI BIBIT. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This final report aims to examine the role of social media marketing and brand awareness of the Bibit app on users’ investment decisions. The study was conducted by distributing a questionnaire to 100 active Bibit users, and respondents’ perceptions were measured using descriptive analysis and a Likert scale. The results indicate that, overall, social media presence, brand awareness, and investment decisions drive the use of the Bibit app. Specifically, social media marketing strategies and brand awareness positively influence users’ investment decisions: most respondents stated that Bibit’s presence on social media helped them understand the app’s features and increased their trust in the platform. However, some respondents questioned the credibility of promotional content and felt that the frequency of social media updates had little impact on their decision to use the app. In conclusion, Bibit should strengthen the transparency and credibility of its social media content, expand its range of investment products to match user segments, and enhance the app’s interface and personalization features to foster more positive investment decisions.

Item Type:	Thesis (Tugas Akhir)
Additional Information:	[No. Panggil: ] [Pembimbing: Ardhiani Fadila] [Penguji 1: Kery Utami] [Penguji 2: Tri Siswantini]
Uncontrolled Keywords:	Social Media Marketing, Brand Awareness, Bibit, Investment
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Depositing User:	DEYAN PRADIPTA
Date Deposited:	14 Aug 2025 06:17
Last Modified:	14 Aug 2025 06:17
URI:	http://repository.upnvj.ac.id/id/eprint/38166

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