Wicaksono, Gregorius Satrio (2020) The effect of social media marketing activities and brand image towards price premium in the high-end restaurant. Undergraduate thesis, Widya Mandala Surabaya Catholic University.
Preview |
Text (ABSTRAK)
Abstract Complete.pdf Download (709kB) | Preview |
Preview |
Text (BAB 1)
Chapter 1.pdf Download (496kB) | Preview |
Text (BAB 2)
Chapter 2.pdf Restricted to Registered users only Download (308kB) | Request a copy |
|
Text (BAB 3)
Chapter 3.pdf Restricted to Registered users only Download (221kB) | Request a copy |
|
Text (BAB 4)
Chapter 4.pdf Restricted to Registered users only Download (398kB) | Request a copy |
|
Preview |
Text (BAB 5)
Chapter 5 NEW.pdf Download (135kB) | Preview |
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (277kB) | Request a copy |
Abstract
Social Media Marketing Activities (SMMA) have become one of the most popular marketing methods recently. This study aims to evaluate and analyze Social Media Marketing Activities (SMMA) of Domicile's Kitchen & Lounge towards its customer willingness to pay premium price (Price Premium) in Surabaya. This study’s population is all person who lived in Surabaya and have previously accessed or opened Domicile's Kitchen & Lounge official social media account. The sample analyzed was 197 respondents who were over 17 years old and had had a social media account for at least 6 months. This study collects data using an electronic survey platform (Google Form). Then, data is analyzed using Structural Equation Modelling (SEM) which assisted by SmartPLS 3.0 for hypothesis testing calculation. This study found that SMMA is significantly affects Brand Image and Price Premium. However, Brand Image does not mediate the relationship between SMM and Price Premium.
Item Type: | Thesis (Undergraduate) |
---|---|
Department: | S1 - Manajemen |
Contributors: | Contribution Contributors NIDN / NIDK Email Thesis advisor Roida, Herlina Yoka NIDN0722027501 yokaroida@ukwms.ac.id Thesis advisor Agung, Deatri Arumsari NIDN0714128703 deatri@ukwms.ac.id |
Uncontrolled Keywords: | Price premium, brand image, social media marketing activities. |
Subjects: | Business Business > International Business Management |
Divisions: | Faculty of Business > International Business Management Undergraduate Study Program |
Depositing User: | Gregorius Satrio |
Date Deposited: | 10 Feb 2021 02:27 |
Last Modified: | 10 Feb 2021 02:27 |
URI: | http://repository.ukwms.ac.id/id/eprint/24955 |
Actions (login required)
View Item |