ANALISIS KUALITAS KONTEN INSTAGRAM PRIDECHICKEN TERHADAP KESADARAN MEREK DAN NIAT PEMBELIAN
Keywords:
Kualitas Konten, Kesadaran Merek, Niat PembelianAbstract
Perkembangan industri teknologi pada saat ini membuat banyak bisnis yang kini memanfaatkan media sosial sebagai sarana digital untuk menyampaikan informasi atau mempromosikan produk mereka secara luas. Salah satu bisnis yang saat ini sedang melakukan pemasaran digital secara massif melalui Instagram adalah Pride Chicken, sebuah bisnis yang bergerak di bidang kuliner. Penelitian ini berfokus pada pengujian pengaruh kualitas konten terhadap kesadaran merek dan niat pembelian. Peneliti membangun penelitian ini dengan menggunakan metode kuantitatif dengan data sampel sebanyak 100 dari responden di seluruh Indonesia yang mengetahui konten Instagram Pride Chicken, Menggunakan Structural Equation Modeling (SEM) dengan bantuan software SmartPLS, analisis data menemukan bahwa kualitas konten berpengaruh positif dan signifikan terhadap kesadaran merek dan niat pembelian
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