Skripsi

Local brand, go-global:the role of brand trust in mediating social media marketing activities and purchase intention / Jenial Yusuf Rahmadhani

Abstrak
The purpose of this study is to find out how social media marketing can affect consumer purchase intention which will be mediated by brand trust. Brand trust in this study will act as a mediating variable. Indonesia has an active number of social media users as many as 191 million people in January 2022. So further investigation on this topic is needed. With so many new clothing brands emerging companies have to look for new strategies to increase their consumers purchase intentions. Several previous studies have discussed the influence of social media marketing on purchase intention but not many studies have discussed how brand trust mediates these two variables especially in the fashion industry. This study uses purposive sampling on 200 respondents through an online questionnaire that will be distributed to enthusiasts of the Erigo Apparel product on Instagram. The results of this study indicate that social media marketing and brand trust have a significant effect on purchase intention. Of the 4 dimensions of social media marketing used entertainment is the variable that has the most significant influence in influencing purchase intention. Brand trust mediates the relationship between social media marketing and purchase intention. Based on our research there are several findings that can be applied by clothing brands the first is that social media marketing affects consumer purchase intentions to buy products. Second brand trust strengthens the influence of social media marketing on purchase intention.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2022.

Deskripsi Fisik

v, 17 lembar : ilus.

Bahasa

No Reg

0082/RS/23

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2022

Subjek

1. MEREK, CITRA
2. KONSEUMEN - MINAT MEMBELI
3. BRAND, IMAGE

Pembimbing

1. Arum Prasasti, S.e., M.sc

Lampiran Berkas