Utami, Ruruh Ayu and , Kussudyarsana S.E., M.Si., Ph.D., CMA (2024) Analisis Efektivitas Kampanye Pemasaran Storytelling Pada Platform Azarine Cosmetic Untuk Meningkatkan Brand Image Dan Brand Trust Sebagai Mediasi Terhadap Niat Pembelian Konsumen. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research combines concepts related to marketing, communication and consumer psychology to test the effectiveness of story-based marketing campaigns on social media platforms, specifically focusing on the Azarine brand, a local brand in Indonesia with various products that have been recognized by the public. This research design is quantitative, involving 170 respondents from Muhammadiyah University Surakarta students. The data used consists of primary and secondary data. Data collection was carried out through questionnaires, with analysis using the Partial Least Square (PLS) method via SmartPLS 3.0 software. The research results show that story-based marketing campaigns on the Azarine cosmetics platform have a positive and significant influence on consumer purchase intentions, supporting the first hypothesis. Apart from that, this campaign also has a positive and significant effect on brand image (second hypothesis is supported) and brand trust (third hypothesis is supported). However, brand trust does not have a positive and significant effect on consumer purchase intentions, so the fourth hypothesis is rejected. Finally, brand image has a positive and significant influence on consumer purchase intentions, supporting the fifth hypothesis.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Riset Berkolaboarasi dengan Dosen |
| Uncontrolled Keywords: | marketing, storytelling, brand image, brand trust, consumer |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Management, Business and Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | RURUH AYU UTAMI |
| Date Deposited: | 13 Feb 2024 06:43 |
| Last Modified: | 13 Feb 2024 06:43 |
| URI: | http://eprints.ums.ac.id/id/eprint/122198 |
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