OSREL stie-mce
Online Search and Retrieval Library
Undergraduate Thesis
PENGARUH SOCIAL MEDIA MARKETING DAN BRAND EQUITY SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN ONLINE ( STUDI KASUS LAZADA.CO.ID )
| Thesis Detail | |
|---|---|
| Author | MUHAMMAD ZAID AFIF |
| Student's ID (NPK) | K.2016.1.33832 (MANAJEMEN) |
| Subject | MSDM |
| Keyword | SOCIAL MEDIA MARKETING, BRAND PERSONALTY, BRAND EQUITY AND ONLINEPURCHASING DECISIONS |
| Page(s) | 93 |
| Submit Date | 05-01-2022 |
| Lecture(s) |
Dr.RINA RAHMAWATI, SE, MM, CAAC |
| Download | |
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Abstract
Social Media Marketing is a strategy chosen by Lazada from 2015 until now to strengthen Brand Equity and increase transactions in their online shopping at Lazada. The purpose of this study is to determine the influence of Social Media Marketing on online purchasing decisions, the influence of Brand Personality on online purchasing decisions, the influence of Social Media Marketing on online purchasing decisions through Brand Equity and the influence of Brand Personality on online purchasing decisions through Brand Equity The population in this study were all social media users who followed Lazada social media and had bought goods at Lazada with a total sample of 177 respondents with data analysis techniques using path path analysis. Based on the results of the analysis, it can be seen that there is a significant influence between social media marketing on online purchasing decisions. There is a significant influence between brand personality on online purchasing decisions. Brand equity is proven to be an intervening variable in the relationship between social media marketing and online purchasing decisions and brand equity as an intervening variable in the relationship between brand personality and online purchasing decisions.3.140.198.43