Kalpatari, Komang Mirah (2025) Pengaruh Sosial Media Marketing dan Brand Awareness dalam Meningkatkan Minat Belanja pada Warung Senggol Truntum Kuta. Undergraduate thesis, Politeknik Negeri Bali.
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Abstract
This study aims to analyze the influence of social media marketing through the Instagram platform and brand awareness on consumer purchase intention at Warung Senggol Truntum Kuta, a culinary outlet that underwent rebranding and experienced a period of digital marketing inactivity. The background of the research lies in the low engagement rate of the Instagram account @warungsenggoltruntum despite a significant increase in visitor numbers after reactivation. A quantitative method was employed, involving questionnaires distributed to 60 respondents who are active Instagram users and have been exposed to promotional content from Warung Senggol Truntum Kuta. Data analysis techniques included validity and reliability tests, multiple linear regression, t-test, and F-test. The findings indicate that both social media marketing and brand awareness have a positive and significant effect on consumer purchase intention, either partially or simultaneously. These results emphasize the crucial role of strategic digital content management in building brand awareness and driving purchase decisions, especially in the context of local culinary businesses competing in the digital era
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing, Instagram, Brand Awareness, Purchase Intention, Digital Marketing |
| Subjects: | Ilmu Ekonomi Ilmu Ekonomi > Ilmu Manajemen Ilmu Ekonomi > Ilmu Manajemen > Pemasaran |
| Divisions: | Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi |
| Depositing User: | Komang Mirah Kalpatari |
| Date Deposited: | 02 Sep 2025 10:15 |
| Last Modified: | 02 Sep 2025 10:15 |
| URI: | https://repository.pnb.ac.id/id/eprint/18953 |
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