Skripsi

Analysis of the impact of social media marketing activities on buying tendency through brand image: cinema xxi east java / Risma Rachelita Noviant

Abstrak
Research aimed to investigate the impact of social media marketing activities on buying tendency through brand image at Cinema XXI. Research focused on social media followers of Cinema XXI specifically those residing in East Java Province and following the CinemaXXI account. Utilizing the Partial Least Square (PLS) equation model research tested its proposed hypotheses. The participant pool consisted of 246 respondents selected through purposive sampling based on the Daniel amp Terrel formula. The findings of the research supported the accepted hypothesis indicating that social media marketing activities exert a positive and substantial impact on both buying tendencies and brand image. Furthermore research revealed that brand image has a positive and significant impact on buying tendencies. In essence the positive and meaningful impact of social media marketing activities on buying tendency operates through intermediary of brand image. Engaging and captivating social media marketing activities were found to enhance involvement of social media followers. Cinema XXI can strengthen its rapport with followers by delivering relevant and interactive content. Social media functions as a valuable platform for conveying brand values and personality and consistent positive activities contribute to shaping a favorable brand image in consumers eyes ultimately boosting attractiveness and buying tendency.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2024.

Deskripsi Fisik

158 hlm. : ilus.

Bahasa

Indonesia

No Reg

0291/RS/24

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2024

Subjek

1. MEDIA SOSIAL - KEPUTUSAN MEMBELI
2. MEDIA SOSIAL - KONSUMEN
3. SOCIAL MEDIA - BUYING DECISIONS

Pembimbing

1. Dr. Titis Shinta Dhewi, S.p, M.m.

Lampiran Berkas