PENGARUH KONTEN MARKETING INSTAGRAM REELS @SOCIOLLA TERHADAP MINAT BELI PRODUK LOKAL CARASUN MELALUI BRAND TRUST PADA GENERASI Z

Bunga Cinta Lestari, . (2025) PENGARUH KONTEN MARKETING INSTAGRAM REELS @SOCIOLLA TERHADAP MINAT BELI PRODUK LOKAL CARASUN MELALUI BRAND TRUST PADA GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (309kB)
[img] Text
AWAL.pdf
Download (782kB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (542kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (449kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (555kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (878kB)
[img] Text
BAB 5.pdf
Download (342kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (343kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (218kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (2MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (18MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (424kB)

Abstract

The development of social media encourages companies to maximize content marketing strategies to influence consumer behavior. However, not all content is able to effectively attract attention, build trust, or stimulate purchase intention. In the case of marketing Carasun products through Instagram reels on @sociolla, several issues are still found, such as consumers’ low understanding of product information, insufficient emotional appeal after viewing the content, and the suboptimal role of brand trust in influencing purchasing decisions. These conditions indicate the need for an in-depth analysis of how content marketing works and the extent to which brand trust contributes to the process. This study aims to analyze the influence of content marketing on consumers’ purchase intention and examine the mediating role of brand trust. The research employs an explanatory quantitative approach by surveying 400 respondents from Generation Z who follow the Instagram account @sociolla and have viewed its Carasun marketing reels. The data were analyzed using Structural Equation Modeling with the Partial Least Square method. The study adopts the Cognitive Response Theory to explain how informative, engaging, and relevant content can trigger positive cognitive responses, which then form brand trust and ultimately increase purchase intention. The findings indicate that content marketing has a direct effect on both brand trust and purchase intention, and brand trust significantly mediates the relationship between the two.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210411286] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Brand Trust, Cognitive Response Theory, Content Marketing, Instagram Reels, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: BUNGA CINTA LESTARI
Date Deposited: 08 Apr 2026 04:51
Last Modified: 08 Apr 2026 06:07
URI: http://repository.upnvj.ac.id/id/eprint/42286

Actions (login required)

View Item View Item