Brand Image as a Mediation for the Influence of Social Media Advertising Content and Social Media Sales Promotion Content on Behavioral Intention for Clothing Distributions Outlet in Bandar Lampung (Study on Otsky Store Distributions Outlet Products, Lampung)

Tinezia , Sri Cendani (2023) Brand Image as a Mediation for the Influence of Social Media Advertising Content and Social Media Sales Promotion Content on Behavioral Intention for Clothing Distributions Outlet in Bandar Lampung (Study on Otsky Store Distributions Outlet Products, Lampung). Ekonomi dan Bisnis , Universitas Lampung.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

The development of the business sector in MSMEs in the fashion sector has become widespread in society. The Otsky Store is one of the MSMEs in the fashion sector which is famous for its good quality t-shirts on the market. This study will analyze the effect of the influence of social media advertising and social media sales promotion content with brand image as a mediating variable on behavioral intention for Clothing Distro Otsky Store. By doing branding on social media platforms which are very influential due to using a content. Brand Image is needed as a mediating role in this research. This research is to test the positive and significant values of the variables. The method in this research uses quantitative descriptive. In this study using descriptive analysis that measures dominant indicators and weak indicators to draw conclusions and provide advice on the object being examined using PLS. The results of this research produced 121 respondents, the hypothesis value and the role of mediation were accepted with a p value <0.05 so the value was positive and significant for the variable. The mediation results revealed the significant role of brand image in explaining the relationship between social media advertising content, social media sales promotion content and behavioural intention. Keywords: Otsky Store, Social Media, Content, Brand Image

Jenis Karya Akhir: Skripsi
Subyek: 600 Teknologi (ilmu terapan) > 650 Manajemen dan layanan tambahan
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen
Pengguna Deposit: 2308967629 . Digilib
Date Deposited: 12 Feb 2024 04:11
Terakhir diubah: 12 Feb 2024 04:11
URI: http://digilib.unila.ac.id/id/eprint/78688

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