Nabila, Dini Aulia Nabila (2023) The influence of sales funnel marketing on brand awareness through social media influencer / Dini Aulia Nabila. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
This research aims to examine more deeply about how sales funnel marketing can influence brand awareness through social media influencers and develop marketing management knowledge on this topic. The method used in this study is a quantitative method with path analysis (Path Analysis) using the Smart PLS 4 application. The subjects are followers of the Instagram account erigostore as many as 132 respondents aged 18-45 years. The results show that the use of sales funnel marketing in increasing brand awareness has a moderate effect at the structural level (f-square 0.197). The use of influencers is able to mediate the indirect effect of sales funnel marketing on brand awareness with a path coefficient (0.264) and a p-value (0.000 lt 0.05). At the structural level the role of mediating influencers is classified as moderate mediating influence (upsilon-v 0.75).
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 09 Aug 2023 04:29 |
| Last Modified: | 09 Sep 2023 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/292535 |
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