Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Kesadaran Merek, Citra Merek dan Persepsi Kualitas yang Berdampak pada Niat Beli Sepatu Basket Ardiles
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Widjaya, Achmad Kevin
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2020-06-19 18:51:29
Abstract :
The purpose of this study is to analysis how the influence of social media marketing activities on brand awareness, brand image & perceived quality impact on the purchase intention of ardiles basketball shoes. Data collection techniques used questionnaires with a number of 100 valid responses collected. The population used in this study is the people of Surabaya & Sidoarjo. The data analysis technique used is the Structural Equation Modeling with the Partial Least Square and the WarpPLS 6.0 program tool. The analysis result show that social media marketing activities has a positive significant effect on brand awareness and perceived quality but social media marketing activities has no significant effect on brand image, brand awareness has a positive significant effect on brand image, brand image has a positive significant effect on perceived quality, brand awareness and perceived quality has a positive significant effect on purchase intention but brand image has no a significant effect on purchase intention.
The purpose of this study is to analysis how the influence of social media marketing activities on brand awareness, brand image & perceived quality impact on the purchase intention of ardiles basketball shoes. Data collection techniques used questionnaires with a number of 100 valid responses collected. The population used in this study is the people of Surabaya & Sidoarjo. The data analysis technique used is the Structural Equation Modeling with the Partial Least Square and the WarpPLS 6.0 program tool. The analysis result show that social media marketing activities has a positive significant effect on brand awareness and perceived quality but social media marketing activities has no significant effect on brand image, brand awareness has a positive significant effect on brand image, brand image has a positive significant effect on perceived quality, brand awareness and perceived quality has a positive significant effect on purchase intention but brand image has no a significant effect on purchase intention.
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