CONTENT MARKETING ON INSTAGRAM AND FACEBOOK OF TEAK FURNITURE TO INCREASE PURCHASE INTENTION TOWARDS TEAK FURNITURE

• Main Author: Ellyando, Roveldy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52096
• Institution: Institut Teknologi Bandung

In Indonesia, Instagram and Facebook are the two main applications with the highest number of users. Its growth cannot be denied that it is also a business opportunity because of its enormous potential when viewed from the size of the market that can be achieved. There have been many companies, both small and large, have started advertising their products on social media using various kinds of promotions from their products and brands. Instagram Ads and Facebook Ads are media provided by Instagram and Facebook for their users to introduce and offer their products to other users. With various types of advertisements that can be presented ranging from photos, videos and carrousels. This makes Instagram Ads and Facebook Ads one of the most promising marketing media in this modern era. The purpose of this research is to determine the effectiveness of marketing activities using Instagram Ads and Facebook Ads as marketing media. This research is expected to be useful and can be implemented for Small and Medium Enterprises, especially for Ovel Furniture, as well as for other teak-based furniture companies. This study uses quantitative methods using probability data collection techniques using the Slovin formula with a minimum error of 10% of 100 respondents. The analysis used is multiple regression which aims to test the hypothesis. The results of this study indicate that both Instagram Ads and Facebook Ads have a positive impact on increasing customer purchase intention of teak wood-based wooden furniture.