Analisis Pengaruh Brand Image pada Promosi Online Melalui Instagram Terhadap Keputusan Pembelian Thrifting Vatos Society

TIWOW, THERESIA AYUNI KRISTINE (2024) Analisis Pengaruh Brand Image pada Promosi Online Melalui Instagram Terhadap Keputusan Pembelian Thrifting Vatos Society. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Social media has become a popular platform for companies to promote products, namely Instagram. One of the fashion markets that consumers are interested in is thrift fashion or thrift shopping. Therefore, the success of a thrifting business can be seen from the promotion or marketing carried out. This has the impact of increasing competition between brands in improving the company's brand image, consumers have an important role in the success of the brand and become a factor in purchasing decision making. The aim of this research is to be able to determine and explain the influence of brand image which consists of corporate image, user image and product image simultaneously and partially on purchasing decisions. The method used by researchers is quantitative. The location of this research is Jayapura, Papua and the sample consists of 80 respondents from Vatos Society consumers who are students in Jayapura and have followed the Vatos Society Instagram account. The analysis used is descriptive analysis, multiple linear regression analysis, and partial regression analysis. The results of this research show that there is a significant influence between Brand Image Factors consisting of Corporate Image (X1), User Image (X2), Product Image (X3) together on Purchasing Decisions (Y). Keywords: Thrifting, brand image, Purchasing Decision

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Thrifting, brand image, Purchasing Decision
Subjects:	Communication Science > Digital Communication Communication Science > Marketing Communications Communication Science > Social Media Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Theresia Ayuni Kristine Tiwow
Date Deposited:	05 Sep 2024 02:20
Last Modified:	05 Sep 2024 02:20
URI:	https://repository.bakrie.ac.id/id/eprint/10537

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