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
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | 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 |
| 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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