Nur, Firyal Saifana (2024) Analisis Pengaruh Social Media Marketing, Influencer Marketing dan Brand Image Terhadap Keputusan Pembelian Durian di King Goval Farm, Gresik. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This article discusses the impact of social media marketing, influencer marketing, and brand image on purchasing decisions, using a case study of durian consumers at King Goval Farm in Gresik. Technological advancements have brought about changes in social trends and consumer behavior. Social media has become a popular tool for marketing and communication, with a large user base in Indonesia. Influencer marketing is a method that involves the use of individuals who have influence among the target consumer segments to promote a brand. Brand image is crucial for building a positive reputation and attracting consumers. This research aims to understand the characteristics of durian consumers and analyze the effects of social media marketing, influencer marketing, and brand image on purchasing decisions at King Goval Farm. Social media marketing utilizes online platforms to promote products and services. Influencer marketing involves the use of industry experts or trusted individuals to endorse products. Brand image represents consumers' perceptions and beliefs about a brand. Purchasing decisions encompass various factors such as what to buy, when to buy, where to buy, and how to pay. The research methodology includes data collection from durian consumers at King Goval Farm in Gresik. The sample size is determined based on the Partial Least Squares (PLS) analysis guidelines.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Firyal Saifana Nur | ||||||||||||
| Date Deposited: | 22 Jan 2024 04:41 | ||||||||||||
| Last Modified: | 22 Jan 2024 04:41 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20292 |
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