PT ARINO KARYA NUSANTARA BATCHING PLANT RISK MANAGEMENT IN READY MIX CONCRETE BUSINESS

• Main Author: Regita Nurjati Putri, Cantik
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63010
• Institution: Institut Teknologi Bandung

Currently, the world is facing a pandemic that is caused by Covid-19. Many companies have struggled to adapt to the situation since there are many new regulations and restrictions by the government. One of the strategies to cope with the situation is social media marketing. Jakarta Movement of Inspiration (Jakarta Movin) is a performing art and theatre production company that uses social media marketing to raise awareness and demonstrate the company's presence. However, Jakarta Movin Instagram engagement rate is still not quite good, and there is no proof that Jakarta Movin's social media marketing can influence their viewers to visit intention. This main study objective is to test whether Jakarta Movin could attract viewers and audiences through social media marketing. The data was gathered by interviews with open coding analysis and online questionnaires distributed to 221 Jakarta Movin Instagram followers, then analyzed using PLS-SEM to determine the association between components. According to the study's findings, the social media marketing hypothesis evaluated did not positively influence viewers' visit intention. However, the brand awareness hypotheses investigated were found to have a favourable influence on viewers' intention to attend. Other accepted hypotheses are entertainment and word-of-mouth towards brand awareness, the trend towards event attitude, and brand awareness towards event attitude. Other hypotheses tested are rejected. To summarize, Jakarta Movin requires new content and strategy to encourage individuals to attend future productions and share them with their social circles. The study's findings and insights will assist marketers in developing in-depth practical understandings of how social media marketing can enhance audience visit intention directly and indirectly through brand awareness and event attitude. This research elucidates the effect of event attitude on visit intention for marketing studies. The performing arts industry can then utilize this information to create a more detailed model of purchasing decisions through social media marketing.