Wibowo, Afini Rifa (2024) Peningkatan Brand Loyalty Melalui Instagram Marketing dan Brand Performance Indomie. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
As one of the pioneers of instant noodles, Indomie also took the lead to promote its products through Instagram as one of the strategies to communicate and interact with their consumers. However, Indomie's engagement rate in instagram is below the average. This shows that Indomie has not optimally utilized its Instagram media in driving its followers to connect so that it can prevent the achievement of the objectives of using Instagram as a brand strategy to retain and acquire consumers. This study aims to determine the effect of Instagram marketing and brand performance on Indomie brand loyalty. Datas were collected by distributing questionnaires which will be analyzed using the SEM PLS method. Based on the results of research conducted on 81 Indomie consumers who are also follow Indomie on instagram, the results show that Instagram marketing has a positive effect with a path coefficient value of 0.32 and significant (with a p value <0.01) on brand loyalty. Likewise, brand performance shows a positive relationship with a path coefficient value of 0.54 and significant (p value <0.01) to brand loyalty. The findings in this study indicate that indomie's strategy of using Instagram has the opportunity to reach and listen to consumers more closely and indomie also has good brand performance in the eyes of consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Afini Wibowo | ||||||||||||
| Date Deposited: | 22 Jan 2024 04:37 | ||||||||||||
| Last Modified: | 22 Jan 2024 04:37 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/19842 |
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