Aprilyawan, I Wayan Jordan (2025) Implementasi Strategi Digital Marketing Melalui Media Sosial Instagram Dengan Menggunakan SOSTAC Pada Laguna Garden Restoran. Undergraduate thesis, Politeknik Negeri Bali.

[thumbnail of Full Text] Text (Full Text)
RAMA_93308_2115744164_full.pdf - Accepted Version
Restricted to Repository staff only
Download (2MB) | Request a copy
[thumbnail of Cover, Bab 1, Bab 5 dan Referensi] Text (Cover, Bab 1, Bab 5 dan Referensi)
RAMA_93308_2115744164_0029096404_0012048102_part.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (569kB)
[thumbnail of iThenticate] Text (iThenticate)
RAMA_93308_2115744164_iThenticate.pdf - Accepted Version
Restricted to Repository staff only
Download (982kB) | Request a copy

Abstract

This study aims to analyze the implementation of digital marketing strategies through Instagram social media on consumer purchase intention at Laguna Garden Restaurant. In the digital era, social media platforms like Instagram play a vital role in creating interactive relationships between businesses and customers. The research adopts a mixed method approach with an Exploratory Sequential Design, beginning with qualitative interviews and followed by quantitative analysis using a questionnaire distributed to 20 respondents. The key variables in this study include entertainment, interaction, customization, trendliness, and perceived risk, all of which are examined for their influence on purchase intention. Quantitative data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method to test the relationships among variables.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Digital Marketing Strategy, SOSTAC, Instagram
Subjects: Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: I Wayan Jordan Aprilyawan
Date Deposited: 26 Aug 2025 10:34
Last Modified: 26 Aug 2025 10:34
URI: https://repository.pnb.ac.id/id/eprint/17487

Actions (login required)

View Item View Item