Putri Isnaeni Wartono, Tasya and , Kussudyarsana S.E., M.Si., Ph.D., CMA (2024) Pengaruh Social Media Marketing Activities terhadap Niat Beli dengan Dimediasi Oleh Brand Trust dan Brand Engagement Pada Produk Skincare The Originote. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to investigate the influence of social media marketing (SMM) on consumer’s purchase intentions (PI) of The Originote skincare products using brand trust (BT) and brand engagement (BE) as mediating variables. This study uses a quantitative approach with an explanatory research design to explain the relationship and influence between dependent and independent variables by testing the formulated hypotheses. Data collection was carried out through a survey of 180 respondents through an online survey as the primary data source, and the survey was conducted by social media users in Surakarta who know or are familiar with The Originote skincare products. It has been distributed. Additionally, Partial Least Square (PLS) data analysis techniques are used in the calculation process using SmartPLS 4.0 software. The results showed that social media marketing activities had a significant positive effect on purchase intention and brand trust and brand engagement could strengthen the influence of each variable on consumer’s purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing Activities, Brand Trust, Brand Engagement, Purchase Intention, Skincare, The Originote. |
| Subjects: | H Social Sciences > HD Management, Business and Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | TASYA PUTRI ISNAENI WARTONO |
| Date Deposited: | 13 Feb 2024 07:56 |
| Last Modified: | 13 Feb 2024 07:56 |
| URI: | http://eprints.ums.ac.id/id/eprint/122010 |
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