Musonifah, Azmillaili (2022) The influence of social media marketing on purchase intention through customer engagement as a mediating variable on bt21 brand / Azmillaili Musonifah. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
Social media has become an important part used by individuals. With the huge popularity of social media worldwide including in Indonesia social media has become part of the marketing tool as a strategy for consumers to get information and engage customers that can be interested in purchasing a product or brand without having to visit other countries. This study explored the influence of Social Media Marketing on Purchase Intention through Customer Engagement as a mediating variable. This research was conducted on the followers of BT21 brand official Instagram who have never bought but are interested in buying BT21 brand merchandise. Questionnaires were used to collect respondent data a total of 250 samples were collected. In analyzing data this research used Structural Equation Modeling Partial Least Square (SEM-PLS). The results show that Social Media Marketing can influence Purchase Intention through Customer Engagement as a mediating variable.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 29 Aug 2022 04:29 |
| Last Modified: | 09 Sep 2022 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/264168 |
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