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SKRIPSI MBS

PENGARUH SOCIAL MEDIA MARKETING, CELEBRITY ENDORSEMENT, DAN EVENT SPONSORSHIP TERHADAP MINAT BELI PADA DISTRO ROWN DIVISION

ABSTRACT

This research aims to analyze the influence of social media marketing,
celebrity endorsements and sponsorship events on purchase intention in Distro
Rown Division. This study applies quantitative research methods by using
questionnaires as data collection materials that are analyzed using Purposive
Sampling analysis techniques. This study used path analysis to test hypotheses
through the help of IBM SPSS software. Samples in this study amounted to 153
community respondents in Solo Raya.
The results of the study proved that Social Media Marketing has a
significant positive effect on buying interest. Celebrity Endorsement has a
significant positive influence on buying interest. The results of this study also
showed that Event Sponsorship has a significant positive influence on buying
interest. Although all the variables had a significant positive effect, it was Social
Media Marketing that became dominant in this stud.
Keywords: Social Media Marketing, Celebrity Endorsement, Event
Sponsorship, and Purchase Intention.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 ADE p 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 115 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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