Tugas Akhir

Pengaruh social media marketing dan brand preference terhadap purchase intention produk excelso coffee (studi pada social media instagram excelso coffee) / Muhammad Novanda Al-Rasyid

Abstrak
This study was conducted to measure the impact of social media marketing and brand preference on the purchase intentions towards Excelso Coffee products. Employing a quantitative approach the research utilized a purposive sampling method selecting 200 respondents. Data collection was carried out through the distribution of an online questionnaire on social media platforms such as Instagram WhatsApp and X. The influence of social media marketing and brand preference on purchase intention was analyzed using multiple linear regression analysis processed with SPSS software. The study s outcomes indicate that both social media marketing and brand preference simultaneously exert a partial influence on the purchase intention for Excelso Coffee products. It is recommended that Excelso Coffee enhances its marketing strategies on social media across all its products and promotes the Excelso Coffee brand more vigorously.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen Pemasaran, 2024.

Deskripsi Fisik

x, 18 hlm. : ilus.

Bahasa

Indonesia

No Reg

4705/RS/24

Edisi

-

Subjek

1. SOCIAL MEDIA MARKETING - PURCHASE INTENTION
2. BRAND PREFERENCE
3.

Pembimbing

1. Handri Dian Wahyudi, S.pd, M.sc

Lampiran Berkas