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Skripsi

The influence of sales funnel marketing on brand awareness through social media influencer / Dini Aulia Nabila

Abstrak
This research aims to examine more deeply about how sales funnel marketing can influence brand awareness through social media influencers and develop marketing management knowledge on this topic. The method used in this study is a quantitative method with path analysis (Path Analysis) using the Smart PLS 4 application. The subjects are followers of the Instagram account erigostore as many as 132 respondents aged 18-45 years. The results show that the use of sales funnel marketing in increasing brand awareness has a moderate effect at the structural level (f-square 0.197). The use of influencers is able to mediate the indirect effect of sales funnel marketing on brand awareness with a path coefficient (0.264) and a p-value (0.000 lt 0.05). At the structural level the role of mediating influencers is classified as moderate mediating influence (upsilon-v 0.75).

Informasi Detail
DDC
SKRIPSI DIGITAL
Prodi
Universitas Negeri Malang. Program Studi Manajemen, .
Deskripsi Fisik
xiv, 11 hlm. : ilus.
Bahasa
No Reg
3942/RS/23
Edisi
Skripsi (Sarjana)--Universitas Negeri Malang. 2023
Subjek
1. MANAJEMEN PEMASARAN - KESADARAN MEREK
2. MANAJEMEN PEMASARAN - MEDIA SOSIAL - INFLUENCER
3. MARKETING MANAGEMENT - BRAND AWARENESS
Pembimbing
1. Rayie Tariaranie Wiraguna, S.E., M.M.
Lampiran Berkas