Rahmadani, Safrina Khalisah Intan (2025) Pengaruh Citra Merek dan Platform Instagram terhadap Perceived Value dengan Word of Mouth Sebagai Variabel Moderasi (Studi Kasus Pada Pisang Sunpride di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of brand image and Instagram platform on perceived value of Sunpride brand Cavendish Banana products in Surabaya City with word of mouth as a moderating variable. The background of this study is based on the decline in banana consumption amidst the high production of bananas in Surabaya City. Thus, an appropriate marketing strategy is needed in creating perceived value of Banana fruit consumers through brand image and the Instagram platform. In addition, Word of Mouth as a factor that can strengthen or weaken the brand image and Instagram platform on perceived value. This research uses a quantitative approach and data is collected through distributing online questionnaires via google form to 100 respondents who are consumers of Cavendish Sunpride Bananas in Surabaya City and active Instagram users. The data analysis technique uses SEM-PLS software WarpPLS 8.0. The results showed that the characteristics of respondents were dominated by women aged 20-33 years, worked as private employees, had an income of Rp3,500,000-Rp5,000,000, lived in East Surabaya, and had a frequency of banana consumption 1-2 times per month with an expenditure of IDR 25,000-Rp50,000. The results showed that brand image and Instagram platform have a positive and significant effect on perceived value, Word of Mouth weakens the influence of brand image on perceived value, but strengthens the influence of the Instagram platform on perceived value.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Safrina Khalisah Intan Rahmadani | ||||||||||||
| Date Deposited: | 16 Sep 2025 06:43 | ||||||||||||
| Last Modified: | 16 Sep 2025 06:43 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43680 |
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