Analisis Pengaruh Social Media Marketing, Brand Image, Purchase Intention Terhadap Brand Loyalty pada Pembelian Kosmetik di Kota Batam

Suwanto, Suwanto (2019) Analisis Pengaruh Social Media Marketing, Brand Image, Purchase Intention Terhadap Brand Loyalty pada Pembelian Kosmetik di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Di dalam penelitian penulis memiliki tujuan supaya dapat mengetahui seberapa besar sebuah pengaruh dari beberapa unsur yaitu social media marketing, brand image, purchase intention dan brand loyalty yang diteliti dan dianalisa oleh penulis. Objek di dalam penelitian ini yaitu peminat kosmetik di Kota Batam. Purposive sampling yang menjadi patokan pada metode penelitian pada penulis dengan berdasarkan gambaran object yang akan di. Analisa pada data penulis menggunakan aplikasi PLS-SEM (Partial Least Square Structural Equation Modelling). Dari hasil akhir memperlihatkan social media marketing berpengaruh dengan purchase intention, social media marketing tidak memiliki pengaruh pada brand loyalty, dan dimana brand image berpengaruh dengan brand loyalty dan purchase intention,begitu pula intervening pada purchase intention berpengaruh signifikan dengan brand loyalty. ********************************************************************** In the research the author has the goal to be able to find out how much an influence from several elements, namely social media marketing, brand image, purchase intention and brand loyalty that are examined and analyzed by the author. The object in this research is cosmetics enthusiasts in Batam City. Purposive sampling which is used as a benchmark in the research method of the writer based on the object description that will be on. Analysis of the author data uses the PLS-SEM (Partial Least Square Structural Equation Modeling) application. The final result shows that social media marketing influences purchase intention, social media marketing has no influence on brand loyalty, and where brand image influences brand loyalty and purchase intention, so does intervening on purchase intention significantly influences brand loyalty.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: Keywords: Social Media Marketing, Brand Image, Purchase Intention, Brand Loyalty
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 21 Oct 2019 08:27
Last Modified: 21 Oct 2019 08:27
URI: http://repository.uib.ac.id/id/eprint/1809

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