The Effect Of Social Media Marketing And Brand Image Towards Purchase Intention Moderated By Price Sensitivity (Study Brand Indomie On Social Media)

ARTHA, Sugih (2025) The Effect Of Social Media Marketing And Brand Image Towards Purchase Intention Moderated By Price Sensitivity (Study Brand Indomie On Social Media). Skripsi thesis, Universitas Jendral Soedirman.

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Abstract

The purpose of this research is to examine the influence of social media marketing and brand image on purchase intention, moderated by price sensitivity, with a focus on the Indomie brand on social media platforms. This study was motivated by the increasing intensity of Indomie’s marketing activities on platforms such as Instagram, Facebook, and TikTok, which influence consumer perceptions and purchasing decisions. This research used a quantitative method with a survey design and hypothesis testing to explain the relationship between variables. The population consisted of Indomie’s social media followers, with a total sample of 100 respondents selected using a random sampling technique. The respondents met specific criteria, such as a minimum age of 17 years, following Indomie's social media, and having seen Indomie advertisements in the past three months. Data was collected through online questionnaires and analyzed using multiple regression analysis. The findings show that social media marketing positively affects purchase intention, social media marketing positively affects brand image, brand image positively affects purchase intention, and price sensitivity moderates the effect of social media marketing on purchase intention through Indomie’s social media platforms.

Item Type:	Thesis (Skripsi)
Nomor Inventaris:	C25373
Uncontrolled Keywords:	Social Media Marketing, Brand Image, Purchase Intention, Price Sensitivity
Subjects:	B > B337 Brand name products I > I260 Internet marketing P > P668 Purchasing
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	Mr SUGIH ARTHA
Date Deposited:	30 Jul 2025 01:15
Last Modified:	30 Jul 2025 01:15
URI:	http://repository.unsoed.ac.id/id/eprint/35312

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