| dc.contributor.advisor | Sarma, Ma'mun | |
| dc.contributor.author | Hapsari, Nimas Dwi | |
| dc.date.accessioned | 2022-08-26T02:57:07Z | |
| dc.date.available | 2022-08-26T02:57:07Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/114098 | |
| dc.description.abstract | Perkembangan teknologi mendorong digitalisasi pada pemasaran. Erigo merupakan merek fashion lokal yang sedang populer karena keberhasilan merek ini mewakili Indonesia dalam pagelaran New York Fashion Week 2022. Pemasaran digital yang diterapkan oleh Erigo yaitu content marketing melalui Instagram. Tujuan utama dalam penelitian ini yaitu menganalisis pengaruh content marketing terhadap minat beli dan customer engagement pada followers Instagram Erigo. Sumber data yang digunakan yaitu data primer yang diperoleh berdasarkan hasil pengisian kuesioner oleh responden, dan data sekunder yang diperoleh melalui literasi jurnal ilmiah, buku, dan sumber bacaan lainnya. Teknik keabsahan data yang digunakan yaitu uji validitas dan uji reliabilitas. Metode pengolahan data yang digunakan yaitu analisis deskriptif dan SEM-PLS untuk menganalisis pengaruh dari content marketing terhadap minat beli dan customer engagement. Hasil penelitian menjelaskan bahwa content marketing memiliki pengaruh yang positif dan signifikan terhadap minat beli dan customer engagement. | id |
| dc.description.abstract | Technological developments encourage the digitalization of marketing. Erigo is a local fashion brand that is currently popular because of the success of this brand in representing Indonesia in the New York Fashion Week 2022 event which was held at the end of 2021. Digital marketing applied by Erigo content marketing through Instagram. The main aim of this study is analyzing the effect of content marketing on purchase intention and customer engagement on Erigo's Instagram followers. The data sources used are primary data obtained based on the result of filling out questionnaires by respondents, and secondary data obtained through literacy of scientific journals, books, and other reading sources. The data validity technique used are validity test and reliability test. The data processing method used are descriptive analysis and SEM-PLS to analyze the effect of content marketing towards purchase intention and customer engagement. The results of this study explain that content marketing has a positive and significant effect on puchase intention and customer engagement. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Content Marketing Instagram terhadap Minat Beli dan Customer Engagement pada Followers Instagram Erigo | id |
| dc.title.alternative | The Influence of Instagram Content Marketing towards Purchase Intention and Customer Engagement on Erigo’s Instagram Followers | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | content marketing | id |
| dc.subject.keyword | customer engagement | id |
| dc.subject.keyword | Erigo | id |
| dc.subject.keyword | purchase intention | id |
| dc.subject.keyword | SEM-PLS | id |
