The effect of social network marketing towards consumer purchase intention through consumer engagement on everwhite’s LINE Official Accounts in Surabaya

Putri, Monica Tania (2020) The effect of social network marketing towards consumer purchase intention through consumer engagement on everwhite’s LINE Official Accounts in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

[thumbnail of ABSTRAK]
Preview
Text (ABSTRAK)
ABSTRAK.pdf

Download (685kB) | Preview
[thumbnail of BAB 1]
Preview
Text (BAB 1)
BAB 1.pdf

Download (118kB) | Preview
[thumbnail of BAB 2] Text (BAB 2)
BAB 2.pdf
Restricted to Registered users only

Download (116kB) | Request a copy
[thumbnail of BAB 3] Text (BAB 3)
BAB 3.pdf
Restricted to Registered users only

Download (94kB) | Request a copy
[thumbnail of BAB 4] Text (BAB 4)
BAB 4.pdf
Restricted to Registered users only

Download (196kB) | Request a copy
[thumbnail of BAB 5]
Preview
Text (BAB 5)
BAB 5.pdf

Download (164kB) | Preview
[thumbnail of LAMPIRAN] Text (LAMPIRAN)
LAMPIRAN.pdf
Restricted to Registered users only

Download (311kB) | Request a copy

Abstract

In marketing, Social Network Marketing has been one of the most popular instruments. Since marketing tools can increase the number of sales, which is the primary goal of any marketer, as it can significantly increase the profitability of the business. This study aims to evaluate and analyze social media promotion and the effect of Everwhite promotion through official LINE accounts on Consumer Purchase Intentions in Surabaya. People who live in Surabaya and have followed the official Everwhite LINE account are the population in this study. The survey used was 150 respondents over 17 years of age with traits who had a LINE account for at least more than 6 months. A questionnaire was the data collecting method used. Structural Equation Modeling (SEM) is the data analysis approach used. The results showed that Social Network Marketing was significantly related to Consumer Purchase Intentions but also show that the relationship between Social Network Marketing and Customer Purchasing Intention was not mediated by Consumer Engagement.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Susanti, Christina Esti
NIDN0722076501
susantiesti@yahoo.com
Thesis advisor
Agung, Deatri Arumsari
NIDN0714128703
deatri@ukwms.ac.id
Uncontrolled Keywords: Social network marketing, consumer engagement, consumer purchase intention
Subjects: Business
Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Monica Tania Putri
Date Deposited: 10 Feb 2021 08:04
Last Modified: 10 Feb 2021 08:04
URI: http://repository.wima.ac.id/id/eprint/24991

Actions (login required)

View Item View Item