PENGARUH CITRA MEREK, CONTENT MARKETING DAN E-WOM TERHADAP MINAT BELI LAYANAN PLATFORM MEDIA STREAMING DIGITAL DISNEY PLUS HOTSTAR INDONESIA

SHOFIA, NIDA (2022) PENGARUH CITRA MEREK, CONTENT MARKETING DAN E-WOM TERHADAP MINAT BELI LAYANAN PLATFORM MEDIA STREAMING DIGITAL DISNEY PLUS HOTSTAR INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the Effect of Brand Image, Content Marketing and Electronic Word of Mouth (E-WOM) on Interest in Buying Disney Plus Hotstar Indonesia's Digital Streaming Media Platform Services. This research was conducted on 168 respondents using a quantitative approach. The data collection technique used was a questionnaire and used purposive sampling for sampling. The data analysis used is SEM-PLS where data processing uses the SmartPLS version 3.0 program. The results of this study indicate that Brand Image, Content Marketing and E-WOM have a positive and significant effect on Purchase Interest. Keywords : Brand Image, Content Marketing, Electronic Word of Mouth, Buying Interest, Disney Plus Hotstar. Penelitian ini bertujuan untuk menguji Pengaruh Citra Merek, Content Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Minat Beli Layanan Platform Media Streaming Digital Disney Plus Hotstar Indonesia. Penelitian ini dilakukan pada 168 responden dengan melakukan pendekatan kuantitatif. Teknik pengumpulan data yang dilakukan adalah kuesioner dan menggunakan Purposive sampling untuk pengambilan sampel. Analisis data yang digunakan adalah SEMPLS dimana pengolahan data menggunakan program SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa Citra Merek, Content Marketing dan E-WOM berpengaruh positif dan signifikan terhadap Minat Beli. Kata Kunci: Citra Merek, Content Marketing, Electronic Word of Mouth, Minat Beli, Disney Plus Hotstar.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 208
Call Number:	SE/31/22/140
NIM/NIDN Creators:	43118110177
Uncontrolled Keywords:	Citra Merek, Content Marketing, Electronic Word of Mouth, Minat Beli, Disney Plus Hotstar.
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi > 791.43 Motion Pictures, Movies, Cinema/Bioskop, Movie, Film Hiburan, Sinema
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	09 Nov 2022 07:48
Last Modified:	09 Nov 2022 07:48
URI:	http://repository.mercubuana.ac.id/id/eprint/71475

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