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• W2890158728 abstract "Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap brand awareness , (2) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap purchase intention ,(3) mengetahui dan menjelaskan pengaruh celebrities-created social media ccmmunication terhadap brand awareness , (4) mengetahui dan menjelaskan pengaruh celebrities-created social media communication terhadap purchase intention (5) pengaruh brand awareness terhadap purchase intention . Jenis penelitian yang digunakan adalah penelitian explanatory atau explanative dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan pengikut dari akun @vivo_indonesia. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan cara pengambilan sampel menggunakan purposive sampling . Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu analisis deskriptif dan jalur ( path analysis ). Penelitian ini menunjukkan celebrities-created social media communication memiliki pengaruh yang lebih besar dibanding dengan firm-created social media communication meskipun keduanya secara signifikan mempengaruhi brand awareness dan niat purchase intention . Hasil penelitan ini juga menunjukkan dalam celebrities-created social media communication, attractiveness dari selebriti menjadi peran terbesar. Sedangkan pada firm-created social media communication attractiveness dari media sosial juga nilai terbesar. Kаtа Kunci: Firm-created Social Media Communication, Celebrities-created Social Media Communication, Brand Awareness, Purchase Intention ABSTRACT This research has purposes to (1) identify and explain influence firm-created social media communication to brand awareness, (2) identify and explain influence firm-created social media communication to purchase intention, (3) to identify and explain influence of celebrities-created social media communication against brand awareness (4) identify and explain the influence of celebrities-created social media communication to purchase intention (5) identify and explain influence brand awareness to purchase intention. This research is explanatory or explanative research with quantitative approach. A sample of 116 respondents who are followers of @vivo_indonesia account. The sampling technique in this research used non-probability sampling by taking samples by purposive sampling. Data were collected by distributing questionnaires. The analysis used is descriptive analysis and path (path analysis). This research indicates celebrity-created social media communication has bigger influence compared to firm-created social media communication even though both of them significantly influence brand awareness and purchase intention. The result also indicates in celebrity-created social media communication the point of endorsed celebrity attractiveness has biggest role. For the firm-created social media communication the attractiveness of social media communication also became the biggest point. Kеywords: Firm-created Social Media Communication, Celebrities-created Social Media Communication, Brand Awareness, Purchase Intention" @default.
• W2890158728 created "2018-09-27" @default.
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• W2890158728 date "2018-09-14" @default.
• W2890158728 modified "2023-09-28" @default.
• W2890158728 title "THE POWER OF INSTAGRAM COMMUNICATION BETWEEN FIRM AND ENDORSED CELEBRITIES TOWARDS BRAND AWARENESS AND PURCHASE INTENTION AMONGST MILLENIALS (Study of VIVO Smartphone Instagram Communication in Indonesia)" @default.
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