Tioputra, Vincent Oktavius (2024) Analisis Pengaruh Sosial Media Marketing dan Brand Image terhadap Keinginan Pembelian Asuransi Keseharan di Perusahaan Allianz. bachelor thesis, Podomoro University.
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Abstract
Penelitian ini, yang melibatkan 150 responden masyarakat Jakarta, menganalisis pengaruh social media marketing dan brand image terhadap keinginan pembelian asuransi kesehatan Allianz di Jakarta. Populasi dalam studi ini adalah calon nasabah asuransi kesehatan Allianz di Jakarta. Sebanyak 150 orang responden berpartisipasi sebagai sampel dalam penelitian ini menggunakan teknik purposive sampling. Hasil menunjukan bahwa sosial media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (spearman’s rho = 0.312, p<0.001, r2 = 0.092). Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian (spearman’s rho = 0.300, p<0.001, r2 = 0.084). social media marketing dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian (F (3,058) = [12.343], p < 0,01, r2 =0.132). Hasil penelitian juga mendiskusikan masukan kepada perusahaan Allianz.
| Item Type: | Thesis (bachelor) | ||||||||
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| Contributors (Pembimbing): |
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| Uncontrolled Keywords: | Social Media Marketing, Brand Image, Keinginan Pembelian, Allianz. | ||||||||
| Subjects: | Entrepreneurship | ||||||||
| Divisions: | Prodi Kewirausahaan > Prodi Kewirausahaan (Skripsi) | ||||||||
| Depositing User: | Library Team | ||||||||
| Date Deposited: | 19 Aug 2024 09:25 | ||||||||
| Last Modified: | 19 Aug 2024 09:25 | ||||||||
| URI: | http://repository.podomorouniversity.ac.id/id/eprint/1223 |
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