Muhammad Aditya Pratama, - (2024) PENGARUH KUALITAS KONTEN TERHADAP MINAT PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI: Survei pada Pengikut Instagram @Hazlebasic. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Dalam konteks pemasaran digital yang semakin berkembang, media sosial, khususnya Instagram, memainkan peran penting dalam mempengaruhi minat pembelian konsumen. Penelitian ini bertujuan untuk mengevaluasi pengaruh kualitas konten terhadap minat pembelian, dengan Brand Awareness sebagai variabel mediasi. Fokus penelitian ini adalah pada akun Instagram @hazlebasic, merupakan perusahaan yang bergerak dalam industri fesyen. Metode penelitian melibatkan analisis data sekunder dari aktivitas pemasaran di Instagram dan survei online kepada 292 pengikut akun instagram @hazlebasic berdasarkan perhitungan Slovin. Data yang dikumpulkan dianalisis menggunakan software SmartPLS v4 dengan pendekatan SEM-PLS, termasuk uji model inner, model outer, PLS Predict, dan bootstrapping. Hasil penelitian menunjukkan bahwa Kualitas Konten berpengaruh positif signifikan terhadap Minat Beli dengan Brand Awareness sebagai variabel mediasi yang memperkuat hubungan antara kualitas konten dan minat pembelian. Diharapkan penelitian ini memberikan wawasan penting untuk suatu brand dalam meningkatkan kualitas konten yang lebih efektif dan memperdalam pemahaman tentang bagaimana Brand Awareness agar dapat mempengaruhi minat pembelian konsumen di era digital. In the context of growing digital marketing, social media, especially Instagram, plays an important role in influencing consumer purchasing interest. This study aims to evaluate the effect of content quality on purchase intention, with Brand Awareness as a mediating variable. The focus of this research is on the Instagram account @hazlebasic, a company engaged in the fashion industry. The research method involves analyzing secondary data from marketing activities on Instagram and an online survey of 292 followers of the @hazlebasic Instagram account based on the Slovin calculation. The collected data were analyzed using SmartPLS v4 software with an SEM-PLS approach, including inner model, outer model, PLS Predict, and bootstrapping tests. The results showed that Content Quality has a significant positive effect on Purchase Intention with Brand Awareness as a mediating variable that strengthens the relationship between content quality and purchase intention. It is hoped that this research will provide important insights for brands in improving more effective content quality and deepening understanding of how Brand Awareness can influence consumer purchase intention in the digital era.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=id&user=2eVE1rMAAAAJ&scilu=&scisig=AJY4_hMAAAAAZu7yPP9HSiYsyh_owO5JA5z4DSo&gmla=ALUCkoVW03CNpmGGkmWCFyDtobtM2GmL9qHkgM0TRQHl1mPAR5l0z_KHE6TNfGypIUr0pO2lUDPwn42yVK69-zHF2Twik7s6KVxLkK_nCwBOsA9N2O7iCNiogcA&sciund=6396911110916219178 ID SINTA Dosen Pembimbing: Heny Hendrayati: 5979141 Eka Surachman: 5979141 |
| Uncontrolled Keywords: | Kualitas Konten, Brand Awareness, Minat Beli Content Quality, Brand Awareness, Purchase Intention |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Muhammad Aditya Pratama |
| Date Deposited: | 27 Sep 2024 08:08 |
| Last Modified: | 27 Sep 2024 08:08 |
| URI: | http://repository.upi.edu/id/eprint/125835 |
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