ANALISIS PENGARUH INFLUENCER DAN SOCIAL MEDIA ENGAGEMENT TERHADAP TINGKAT PENJUALAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI PADA INDUSTRI KOPI DI BANYUWANGI)

Susanti, Dwi (2023) ANALISIS PENGARUH INFLUENCER DAN SOCIAL MEDIA ENGAGEMENT TERHADAP TINGKAT PENJUALAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI PADA INDUSTRI KOPI DI BANYUWANGI). Masters thesis, UNIVERSITAS MUHAMMADIYAH JEMBER.

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Abstract

vi
ABSTRAK
Tujuan dari penelitian ini adalah untuk mengetahui secara langsung maupun tidak
langsung pengaruh influencer dan social media engagement terhadap tingkat
penjualan melalui brand image pada industri kopi di Banyuwangi. jumlah sampel
penelitian ini adalah 108 responden dengan menggunakan teknik insidental dan
purposive sampling. Teknik analisis yang digunakan adalah Structural Equation
Model (SEM) dengan menggunakan WarpPLS 7.0. Hasil analisis data
menunjukkan bahwa (1) influencer dan Electronic social media engagement
berpengaruh signifikan terhadap brand image, (2) influencer, Electronic social
media engagement dan brand image berpengaruh signifikan terhadap tingkat
penjualan, (2) influencer dan Electronic social media engagement berpengaruh
signifikan terhadap tingkat penjualan melalui brand image sebagai variable
intervening,
Kata Kunci: influencer, social media engagement, brand image dan tingkat
penjualanvii
ABSTRACT
The purpose of this study is to determine directly or indirectly the influence of
influencers and social media engagement on the level of sales through brand
image in the coffee industry in Banyuwangi. The number of samples in this study
were 108 respondents using incidental and purposive sampling techniques. The
analysis technique used is the Structural Equation Model (SEM) using WarpPLS
7.0. The results of the data analysis show that (1) influencer and Electronic social
media engagement have a significant effect on brand image, (2) influencer,
Electronic social media engagement and brand image have a significant effect on
the level of sales, (2) influencer and Electronic social media engagement have a
significant effect on the level of sales through brand image as an intervening
variable,
Keywords: influencer, social media engagement, brand image and sales level

Contribution

Contributor Name

NIDN/NIDK

Dosen Pembimbing

Sanosra, Abadi

NIDN0718077802

Dosen Pembimbing

Cahyono, dwi

NIDN0720117001

Item Type:	Thesis (Masters)
Keywords/Kata Kunci:	influencer, social media engagement, brand image dan tingkat penjualan
Subjects:	300 Social Science > 330 Economics > 333 Economic of Land and Energy
Divisions:	Graduate School > Magister Management (S2)
Depositing User:	alimna alimna | alimna@unmuhjember.ac.id
Date Deposited:	01 Sep 2023 03:23
Last Modified:	01 Sep 2023 03:23
URI:	http://repository.unmuhjember.ac.id/id/eprint/19752

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