Dewa, Restu Alam Syah and Herlina, Herlina (2026) NGOPI DARI KONTEN: ANALISIS PENGARUH INSTAGRAM TERHADAP PERILAKU PEMBELIAN KONSUMEN DI BONGSU SIGNATURE. Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.
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PERNYATAAN.pdf Download (122kB) |
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HALAMAN PERSETUJUAN.pdf Download (262kB) |
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HALAMAN PENGESAHAN.pdf Download (330kB) |
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INTISARI.pdf Download (43kB) |
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ABSTRACT.pdf Download (94kB) |
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PRAKATA.pdf Download (115kB) |
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DAFTAR ISI.pdf Download (66kB) |
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DAFTAR TABEL.pdf Download (97kB) |
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DAFTAR GAMBAR.pdf Download (44kB) |
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Abstract
This study aimed to investigate the influence of marketing content on brand awareness, lifestyle, and consumer purchasing decision at Bongsu Signature. The background of research started from the growing importance of social media as a promotional medium that shaped consumer perceptions of a brand. A quantitative method was applied by distributing questionnaires to Bongsu Signature consumers who were active social media users. Data analysis was carried out using Smart-PLS software to assess the relationship among variables. The findings indicated that relevant, informative, and consistent marketing content increased brand awareness and shaped consumer lifestyles aligned with the brand image developed by the company. Furthermore, the established lifestyle and brand awareness contributed to strengthening consumer purchase decision. At last, this study highlights that an effective social media content marketing strategy not only enhances brand identity but also influences consumer behaviour and preference. However, this study focuses solely on one brand and a single social media platform, which may restrict the generalizability in the future.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi eSkripsi |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Bisnis Digital |
| Depositing User: | Restu Alamsyah Dewa |
| Date Deposited: | 30 Jan 2026 01:08 |
| Last Modified: | 30 Jan 2026 01:08 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/23550 |
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