The impacts of social media influencer marketing, brand credibility, and customer attitude toward purchase intention on grab services in Surabaya

Haris, Maxi Millian (2021) The impacts of social media influencer marketing, brand credibility, and customer attitude toward purchase intention on grab services in Surabaya. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Grab Holdings Inc., commonly known as Grab, is a Southeast Asian technology company headquartered in Singapore and Indonesia. In addition to transportation, the company offers food delivery and digital payments services via a mobile app. Influencer marketing empowering the use of influencers to drive a brand’s message to reach the target segment based on Lou, C. (2019), Marketing with social media isn't constantly identified with direct purchasing and selling. In this promotion, Grab can advertise content identified with the items or administrations advertised. By presenting the brand and giving it a decent impression, the public's trust will increment and increment deals change to deals. Seeing the expected job of Instagram made analysts keen on surveying Instagram from Grab based on Bismoaziiz, B. (2021). Based on purchase intention, this research is to analyze the impacts of social media Influencer marketing and Brand Credibility towards Purchase Intention with the mediating role of Customer Attitude on Grab services in Surabaya. This research is a causal study and uses a convenience sampling technique. Total number of respondents is 146 respondents who live in Surabaya, at least 17 years old, have seen social media influencers do endorsement or advertisement toward Grab Services over the past three months. In order to participate in this research, respondents must fill out the questionnaire given by the researcher through Google form. Data collected in this process will be analyzed using Structural Equation Modeling technique with PLS as the tool. In this research study proved that social media influencer marketing has a positive effect toward customer attitude, Brand credibility has a positive effect toward customer attitude, as well with Customer attitude has a positive effect toward purchase intention, social media influencer marketing has a positive effect toward purchase intention mediated by customer attitude, and Brand credibility has a positive effect toward purchase intention mediated by customer attitude.

Item Type:	Thesis (Undergraduate)
Department:	S1 - Manajemen
Contributors:	Contribution Contributors NIDN / NIDK Email Thesis advisor Wibowo, Wahyudi NIDN0715047402 wahyudi@ukwms.ac.id
Subjects:	Business Business > International Business Management
Divisions:	Faculty of Business > International Business Management Undergraduate Study Program
Depositing User:	Maxi Millian Haris
Date Deposited:	28 Jan 2022 00:52
Last Modified:	28 Jan 2022 00:52
URI:	http://repository.ukwms.ac.id/id/eprint/28289

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