PENGEMBANGAN STRATEGI KOMUNIKASI PEMASARAN MEDIA SOSIAL INSTAGRAM BERDASARKAN ANALISIS FAKTOR YANG MEMENGARUHI INTENSI MEMBELI

• Main Author: PUTRI MIRANDA NIM 14413038, TISYA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31336
• Institution: Institut Teknologi Bandung

The BMW Avenue is a used-BMW car dealer based in Bandung which relies on Instagram as their only marketing and promotion channel. The BMW Avenue’s Instagram followers has increased in the recent years but their selling performance is stagnant. We needed to identify the social media marketing factors that could affect purchasing intention so that an Instagram based communication strategy could be developed to enhanche their Instagram follower’s purchase intention. <br /> <br /> Research model was developed based on dual mediation hypothesis (DMH) from research on mediation of attitude towards the advertising (MacKenzie et al., 1986). Factors used in this research was based on research on social media marketing (Hutter et al., 2013) and advertising on website (Shaouf et al., 2016), which includes ads visual design (AVD), annoyance (ANY), brand page cmmitment (BPC), brand awareness (BA), word-of-mouth (WOM), and purchase intention (PI). The model was tested with Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). Research’s respondents are @thebmwavenue Instagram followers. This research implies that brand awareness has significant and positivve effect towards purchase intention. Brand awareness was affected positively by brand page commitment and negatively by annoyance. Both brand page commitment and annoyance was significantly affected by ads visual design. The communication strategy that was developed in this research was based on the causality relationship between factors, target audience, communication objectives, and covariate variables. This research developed communication strategies for content improvements of the company's Instagram such as providing their Instagram with consistent high quality photos, persuasive photo captions, infromative posts, et cetera.