PENGARUH MEDIA SOSIAL INSTAGRAM, KESADARAN MEREK DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA GULU GULU CHEESE TEA

SAFITRI, ERIZKA JULIA (2022) PENGARUH MEDIA SOSIAL INSTAGRAM, KESADARAN MEREK DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA GULU GULU CHEESE TEA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of Instagram as a social media, Brand Awareness, and price perception on Gulu Gulu Cheese Tea’s buying intentionn. The population in this study were consumers of Gulu Gulu Cheese Tea with a total sample of 122 respondents who were determined using the convenience sampling method. The data collection technique was carried out using a questionnaire and data analysing was carried out using the SEM-PLS analysis technique using the SmartPLS software. The results of this study prove that Instagram Social Media, Brand Awareness and Price Perception have a positive and significant effect on Buying Interest in Gulu Gulu Cheese Tea. Keyword: Instagram, Social Media, Brand Awareness, Price Perception, Buying intention, Gulu Gulu Cheese Tea Penelitian ini bertujuan untuk menguji pengaruh sosial media Instagram, kesadaran merek, dan persepsi harga terhadap minat beli Gulu Gulu Cheese Tea. Populasi dalam penelitian ini adalah konsumen Gulu Gulu Cheese Tea dengan ukuran sampel sebanyak 122 responden yang ditentukan menggunakan metode convenience sampling. Adapun teknik pengumpulan data dilakukan dengan menggunakan kuesioner dan olah data dilakukan dengan teknik analisis SEM-PLS menggunakan perangkat lunak SmartPLS. Hasil Penelitian ini membuktikan bahwa Sosial Media Instagram, Kesadaran Merek dan Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Beli pada Gulu Gulu Cheese Tea. Kata Kunci: Instagram, Sosial Media, Kesadaran Merek, Persepsi Harga, Minat Beli, Gulu Gulu Cheese Tea

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 048
NIM/NIDN Creators: 43117110257
Uncontrolled Keywords: Instagram, Sosial Media, Kesadaran Merek, Persepsi Harga, Minat Beli, Gulu Gulu Cheese Tea
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Jul 2022 02:48
Last Modified: 18 Jul 2022 02:48
URI: http://repository.mercubuana.ac.id/id/eprint/65357

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