PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI SEPATU COMPASS (STUDI KASUS MAHASISWA UNIVERSITAS WIJAYA KUSUMA SURABAYA)

Prastio, Fendy Dwi (2025) PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI SEPATU COMPASS (STUDI KASUS MAHASISWA UNIVERSITAS WIJAYA KUSUMA SURABAYA). [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

This study entitled "The Influence of Social Media Marketing Instagram and Electronic Word of Mouth on Purchase Interest of Compass Shoes (Case Study of Students of Wijaya Kusuma University Surabaya)" aims to explore the impact of marketing through social media and electronic communication between consumers on purchase interest of Compass shoes among students. In the context of increasingly tight competition in the fashion industry, Compass shoes have succeeded in becoming one of the leading brands in Indonesia. With more than 85% of Instagram users in Indonesia, this platform is utilized by companies to increase consumer awareness and purchase interest through interesting and interactive content. This study examines how Social Media Marketing Instagram and the influence of Electronic Word of Mouth can influence Purchase Interest of students of Wijaya Kusuma University Surabaya. The method used in quantitative survey research with data collection through questionnaires addressed to students of Wijaya Kusuma University Surabaya. The population in this study were all UWKS students. A total of 120 respondents were selected as samples in this study, with data collected through online questionnaires using Google Forms. The data processing process used IBM SPSS statistics 20, and data analysis was carried out by applying multiple analysis techniques. The results of this study indicate that Instagram Social Media Marketing has a significant influence on Purchase Interest of Compass shoes, while Electronic Word of Mouth also contributes significantly to Purchase Interest of Compass shoes. Formulating this marketing strategy is very effective and relevant in increasing students' Purchase Interest. This study is expected to provide an understanding for business people and academics about the significance of using Instagram social media marketing and Electronic Word of Mouth in digital marketing strategies among Wijaya Kusuma University Surabaya

Item Type:	Tugas Akhir/Skripsi
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	fendy dwi prastio
Date Deposited:	15 Apr 2025 02:42
Last Modified:	15 Apr 2025 02:42
URI:	http://erepository.uwks.ac.id/id/eprint/19651

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