?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=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%2C+Lampung)%0D%0A&rft.creator=Tinezia+%2C+Sri+Cendani&rft.subject=650+Manajemen+dan+layanan+tambahan&rft.description=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%2C+the+hypothesis+value+and+the+role+of+mediation+were+accepted+with+a+p+value+%3C0.05+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%2C+social+media+sales+promotion+content+and+behavioural+intention.%0D%0AKeywords%3A+Otsky+Store%2C+Social+Media%2C+Content%2C+Brand+Image%0D%0A&rft.publisher=Ekonomi+dan+Bisnis+&rft.date=2023-12-12&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F78688%2F1%2FSKRIPSI_Tinezia_19910110_Abstrak.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F78688%2F2%2FSKRIPSI_Tinezia_19910110_full.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F78688%2F3%2FSKRIPSI_Tinezia_19910110_Tanpapembahasan.pdf&rft.identifier=++Tinezia+%2C+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%2C+Lampung).++Ekonomi+dan+Bisnis+%2C+Universitas+Lampung.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F78688%2F