ZAHARA, NADYA (2023) Pengaruh Social Media Marketing Terhadap Minat Beli Produk Melalui Customer Bonding sebagai Variabel Intervening Pada Cafe Teajee Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Along with the development of technology, Indonesia is ranked fourth largest Instagram user in the world. The most widely used social media in Indonesia in 2023 are Instagram and Whatsapp (Dataindonesia.id). This condition is used by the business owner to promote the products or services that they offer to be better known to the wider community. Also the same in Teajee Cafe Gresik. However, sales at the Teajee Gresik café continued to experience a significant decline at the end of 2022. It is hoped that in the future Café Teajee Gresik can use its Social Media better, so that it can increase the sales and achieve the target of sales. This study aims to determine the influence of social media marketing on product purchase intention through customer bonding as an intervening variable at Teajee Gresik café. The population in this study is everyone in Gresik community who are active in using social media, Instagram and Whatsapp. The sampling method used is non-probability sampling with accidental sampling techniques. The sample used in this study was 70 respondents. Data collection techniques through direct distribution of questionnaires. Data analysis techniques using Partial Least Square (PLS). The results of this study show that social media marketing variables contribute to product purchase intention, social media marketing variables contribute to customer bonding, customer bonding variables contribute to product purchase intention, and social media marketing variables contribute to product purchase intention through customer bonding. Keywords : Customer Bonding, Instagram, Minat Beli Produk , Social Media Marketing
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Nadya Zahara | ||||||||
| Date Deposited: | 01 Aug 2023 07:39 | ||||||||
| Last Modified: | 01 Aug 2023 07:39 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16608 |
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