The effect of social media marketing activities and brand image towards price premium in the high-end restaurant

Wicaksono, Gregorius Satrio (2020) The effect of social media marketing activities and brand image towards price premium in the high-end restaurant. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Social Media Marketing Activities (SMMA) have become one of the most popular marketing methods recently. This study aims to evaluate and analyze Social Media Marketing Activities (SMMA) of Domicile's Kitchen & Lounge towards its customer willingness to pay premium price (Price Premium) in Surabaya. This study’s population is all person who lived in Surabaya and have previously accessed or opened Domicile's Kitchen & Lounge official social media account. The sample analyzed was 197 respondents who were over 17 years old and had had a social media account for at least 6 months. This study collects data using an electronic survey platform (Google Form). Then, data is analyzed using Structural Equation Modelling (SEM) which assisted by SmartPLS 3.0 for hypothesis testing calculation. This study found that SMMA is significantly affects Brand Image and Price Premium. However, Brand Image does not mediate the relationship between SMM and Price Premium.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Roida, Herlina Yoka
NIDN0722027501
yokaroida@ukwms.ac.id
Thesis advisor
Agung, Deatri Arumsari
NIDN0714128703
deatri@ukwms.ac.id
Uncontrolled Keywords: Price premium, brand image, social media marketing activities.
Subjects: Business
Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Gregorius Satrio
Date Deposited: 10 Feb 2021 02:27
Last Modified: 10 Feb 2021 02:27
URI: http://repository.ukwms.ac.id/id/eprint/24955

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