Skripsi

The influence of social media marketing on purchase intention through customer engagement as a mediating variable on bt21 brand / Azmillaili Musonifah

Abstrak
Social media has become an important part used by individuals. With the huge popularity of social media worldwide including in Indonesia social media has become part of the marketing tool as a strategy for consumers to get information and engage customers that can be interested in purchasing a product or brand without having to visit other countries. This study explored the influence of Social Media Marketing on Purchase Intention through Customer Engagement as a mediating variable. This research was conducted on the followers of BT21 brand official Instagram who have never bought but are interested in buying BT21 brand merchandise. Questionnaires were used to collect respondent data a total of 250 samples were collected. In analyzing data this research used Structural Equation Modeling Partial Least Square (SEM-PLS). The results show that Social Media Marketing can influence Purchase Intention through Customer Engagement as a mediating variable.

Informasi Detail

DDC

Rs 658.8342 MUS p

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2022.

Deskripsi Fisik

x, 99 lembar : ilus. ; 30 cm

Bahasa

No Reg

08344/KI/22

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2022

Subjek

1. KONSUMEN - KETERLIBATAN PELANGGAN
2. KONSUMEN - MINAT ADI
3. CONSUMER - CUSTOMER ENGAGEMENT

Pembimbing

1. Hj. Ita Prihatining Wilujeng

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