CD Skripsi

Pengaruh Brand Image Dan Media Sosial Instagram Terhadap Minat Beli Konsumen Pada Viera Oleh-Oleh

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ABSTRACT
The increasingly rapid development of the business sector in the era of digitalization has an impact on increasingly tight business competition, especially in the city of Pekanbaru. This requires business actors to be able to compete and attract the attention of consumers to be interested in buying products so they are not left behind. One way that business actors can do to face the increasingly competitive competition is through the formation of a positive brand image and the use of social media Instagram as digital marketing which is expected to influence consumer buying interest. This study aimed to analyse the influence of brand image and social media Instagram on consumer buying interest at Viera Oleh-Oleh. The sampling method in this study used a simple random sampling with the number of respondents were 120 respondents. All respondent data were collected using a questionnaire. Respondents were Viera Oleh-Oleh consumers who follow Viera Oleh-Oleh's Instagram account, @vieraoleholeh.id. The results showed that brand image and social media Instagram had a significant influence on consumer buying interest at Viera Oleh-Oleh. In addition, it was found that social media Instagram had a significant influence on Viera By-Oleh’s brand image.
Keywords: brand image, social media Instagram, buying interest

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806113058

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806113058

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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