Analisis Pengaruh Viral Marketing Terhadap Brand Image Dan Purchase Intention Produk Furnitur Selama Pandemi Covid-19

Veronica, Sara (2021) Analisis Pengaruh Viral Marketing Terhadap Brand Image Dan Purchase Intention Produk Furnitur Selama Pandemi Covid-19. Masters thesis, IConBMT 2021.

	Text (File) TESIS_SARA.docx - Submitted Version Restricted to Repository staff only Download (6MB) | Request a copy
	Image (Photo) image49.png Restricted to Repository staff only Download (349kB) | Request a copy
	Image (Photo) image52.png Restricted to Repository staff only Download (165kB) | Request a copy
	Image (Photo) image3.jpeg Restricted to Repository staff only Download (121kB) | Request a copy
	Image (Photo) image42.png Restricted to Repository staff only Download (148kB) | Request a copy
	Image (Photo) image7.png Restricted to Repository staff only Download (6kB) | Request a copy
	Image (Photo) image54.jpeg Restricted to Repository staff only Download (65kB) | Request a copy
	Image (Photo) image57.png Restricted to Repository staff only Download (19kB) | Request a copy
	Image (Photo) image9.jpeg Restricted to Repository staff only Download (121kB) | Request a copy
	Image (Photo) image30.png Restricted to Repository staff only Download (32kB) | Request a copy
	Image (Photo) image25.png Restricted to Repository staff only Download (86kB) | Request a copy
	Image (Photo) image51.png Restricted to Repository staff only Download (410kB) | Request a copy
	Other (Photo) image24.emf Restricted to Repository staff only Download (672kB) | Request a copy
	Image (Photo) image29.png Restricted to Repository staff only Download (5kB) | Request a copy
	Image (Photo) image68.jpeg Restricted to Repository staff only Download (104kB) | Request a copy
	Image (Photo) image23.png Restricted to Repository staff only Download (14kB) | Request a copy
	Image (Photo) image44.png Restricted to Repository staff only Download (158kB) | Request a copy
	Image (Photo) image48.png Restricted to Repository staff only Download (345kB) | Request a copy
	Image (Photo) image4.png Restricted to Repository staff only Download (4kB) | Request a copy
	Image (Photo) image60.png Restricted to Repository staff only Download (16kB) | Request a copy
	Image (Photo) image69.jpeg Restricted to Repository staff only Download (118kB) | Request a copy
	Image (Photo) image62.png Restricted to Repository staff only Download (13kB) | Request a copy
	Image (Photo) image33.png Restricted to Repository staff only Download (9kB) | Request a copy
	Image (Photo) image50.png Restricted to Repository staff only Download (372kB) | Request a copy
	Image (Photo) image10.png Restricted to Repository staff only Download (4kB) | Request a copy
	Image (Photo) image1.png Restricted to Repository staff only Download (87kB) | Request a copy
	Image (Photo) image53.jpeg Restricted to Repository staff only Download (66kB) | Request a copy
	Image (Photo) image17.png Restricted to Repository staff only Download (11kB) | Request a copy
	Image (Photo) image28.png Restricted to Repository staff only Download (14kB) | Request a copy
	Image (Photo) image6.png Restricted to Repository staff only Download (10kB) | Request a copy
	Image (Photo) image20.jpeg Restricted to Repository staff only Download (66kB) | Request a copy
	Image (Photo) image63.png Restricted to Repository staff only Download (24kB) | Request a copy
	Image (Photo) image41.png Restricted to Repository staff only Download (141kB) | Request a copy
	Image (Photo) image31.png Restricted to Repository staff only Download (68kB) | Request a copy
	Image (Photo) image9.png Restricted to Repository staff only Download (12kB) | Request a copy
	Image (Photo) image38.png Restricted to Repository staff only Download (213kB) | Request a copy
	Image (Photo) image32.png Restricted to Repository staff only Download (51kB) | Request a copy
	Image (Photo) image61.png Restricted to Repository staff only Download (17kB) | Request a copy
	Image (Photo) image35.png Restricted to Repository staff only Download (12kB) | Request a copy
	Image (Photo) image15.png Restricted to Repository staff only Download (109kB) | Request a copy
	Image (Photo) image18.jpeg Restricted to Repository staff only Download (115kB) | Request a copy
	Image (Photo) image59.png Restricted to Repository staff only Download (18kB) | Request a copy
	Image (Photo) image40.png Restricted to Repository staff only Download (147kB) | Request a copy
	Image (Photo) image13.png Restricted to Repository staff only Download (6kB) | Request a copy
	Image (Photo) image14.png Restricted to Repository staff only Download (216kB) | Request a copy
	Image (Photo) image22.png Restricted to Repository staff only Download (107kB) | Request a copy
	Image (Photo) image45.png Restricted to Repository staff only Download (286kB) | Request a copy
	Image (Photo) image37.png Restricted to Repository staff only Download (29kB) | Request a copy
	Image (Photo) image67.png Restricted to Repository staff only Download (25kB) | Request a copy
	Image (Photo) image56.png Restricted to Repository staff only Download (18kB) | Request a copy
	Image (Photo) image39.png Restricted to Repository staff only Download (133kB) | Request a copy
	Image (Photo) image34.png Restricted to Repository staff only Download (48kB) | Request a copy
	Image (Photo) image65.png Restricted to Repository staff only Download (25kB) | Request a copy
	Image (Photo) image47.png Restricted to Repository staff only Download (344kB) | Request a copy
	Image (Photo) image46.png Restricted to Repository staff only Download (217kB) | Request a copy
	Image (Photo) image58.png Restricted to Repository staff only Download (18kB) | Request a copy
	Image (Photo) image5.png Restricted to Repository staff only Download (3kB) | Request a copy
	Image (Photo) image66.png Restricted to Repository staff only Download (12kB) | Request a copy
	Image (Photo) image11.png Restricted to Repository staff only Download (3kB) | Request a copy
	Image (Photo) image8.png Restricted to Repository staff only Download (216kB) | Request a copy
	Other (Photo) image27.emf Restricted to Repository staff only Download (35kB) | Request a copy
	Other (Others) image26.emf Restricted to Repository staff only Download (143kB) | Request a copy
	Image (Photo) image43.png Restricted to Repository staff only Download (151kB) | Request a copy
	Image (Photo) image21.png Restricted to Repository staff only Download (51kB) | Request a copy
	Image (Photo) image2.png Restricted to Repository staff only Download (21kB) | Request a copy
	Image (Photo) image12.png Restricted to Repository staff only Download (10kB) | Request a copy
	Image (Photo) image64.png Restricted to Repository staff only Download (12kB) | Request a copy
	Image (Photo) image16.png Restricted to Repository staff only Download (12kB) | Request a copy
	Image (Photo) image36.png Restricted to Repository staff only Download (12kB) | Request a copy
	Image (Photo) image55.png Restricted to Repository staff only Download (21kB) | Request a copy
	Image (Photo) image19.jpeg Restricted to Repository staff only Download (140kB) | Request a copy
	Text 09211950086008-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 October 2023. Download (3MB) | Request a copy

Abstract

Tren industri 4.0 yang menandai kemajuan teknologi membuat perubahan dalam
interaksi antara perusahaan dan konsumen. Hal ini ditandai dengan terbentuknya
promosi viral (viral marketing) yang berperan besar dalam cara komunikasi
perusahaan. Lingkup viral marketing yaitu viral advertising dan electronic word of
mouth (ewom). Fokus penelitian ini mengamati perilaku customer yang terpapar
viral marketing atas brand furnitur terhadap niat beli. Tujuan yang diinginkan pada
penelitian ini di antaranya adalah menganalisis pengaruh antar variabel viral
marketing, brand image, dan purchase intention. Sebelum pandemi COVID-19
strategi pemasaran produk furnitur yaitu pembeli biasanya masih berbelanja secara
langsung dengan langsung memperhatikan kualitas dan harga produk. Semenjak
pandemi COVID-19 terjadi perubahan. Customer yang berkunjung langsung ke
store mulai mengalami penurunan sehingga dilakukan strategi dengan viral
marketing. Metode yang digunakan adalah PLS-SEM yang bertujuan untuk
menguji hubungan prediktif antar konstruk dengan melihat apakah ada hubungan
atau pengaruh antar konstruk tersebut. Tujuan penelitian ini adalah: (1) mengetahui
pengaruh antara viral marketing terhadap brand image konsumen selama pandemi
COVID-19, (2) mengetahui pengaruh antara brand image terhadap purchase
intention konsumen selama pandemi COVID-19, dan (3) mengetahui pengaruh
antara viral marketing terhadap purchase intention konsumen produk furnitur
selama pandemi COVID-19. Hasil penelitian menunjukkan bahwa viral marketing
tidak berpengaruh secara langsung terhadap purchase intention produk furnitur.
Terdapat variabel moderating yaitu brand image dalam model penelitian ini
sehingga analisis yang menjadi rekomendasi dan saran bagi perusahaan adalah
dengan membuat konten yang dapat meningkatkan brand awareness terhadap
brand furnitur.
======================================================================================================
Industry 4.0 trends that mark technological advances make changes in the interaction between companies and consumers. This is marked by the formation of viral promotions (viral marketing) which plays a major role in the way the company communicates. The scope of viral marketing is viral advertising and electronic word of mouth (ewom). The focus of this study is to observe the behavior of customers who are exposed to viral marketing of furniture brands on purchase intentions. The desired objectives in this study include analyzing the influence between viral marketing variables, brand image, and purchase intention. Before the COVID-19 pandemic, the marketing strategy for furniture products was that buyers usually still shopped directly by paying attention to the quality and price of the product. Since the COVID-19 pandemic, things have changed. Customers who visited the store directly began to experience a decline so that a strategy was carried out with viral marketing. The method used is PLS-SEM which aims to test the predictive relationship between the constructs by seeing whether there is a relationship or influence between the constructs. The aims of this study were: (1) to determine the effect of viral marketing on consumer brand image during the COVID-19 pandemic, (2) to determine the effect of brand image on consumer purchase intention during the COVID-19 pandemic, and (3) to determine the effect of viral marketing on the purchase intention of consumers of furniture products during the COVID-19 pandemic. The results showed that viral marketing did not directly affect the purchase intention of furniture products. There is a moderating variable, namely brand image in this research model, so that the analysis that becomes recommendations and suggestions for companies is to create content that can increase brand awareness of furniture brands.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Viral marketing, Brand image, Purchase intention, PLS-SEM, COVID-19
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User:	Sara Veronica
Date Deposited:	04 Aug 2021 02:20
Last Modified:	04 Aug 2021 02:20
URI:	http://repository.its.ac.id/id/eprint/84769

Actions (login required)

View Item