PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN PRODUCT KNOWLEDGE TERHADAP MINAT MASYARAKAT MENGGUNAKAN APLIKASI LIVIN BY MANDIRI

ADZRA, SHAFIRA and Widiyanti, Marlina and Maulana, Ahmad (2025) PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN PRODUCT KNOWLEDGE TERHADAP MINAT MASYARAKAT MENGGUNAKAN APLIKASI LIVIN BY MANDIRI. Masters thesis, Sriwijaya University.

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Abstract

This study was conducted to determine the effect of social media marketing, brand image and product knowledge on public interest in using the Livin by Mandiri application. This study uses a qualitative approach. The population in this study were all customers of PT Bank Mandiri (Persero), Tbk in Palembang City who used the Livin by Mandiri application in 2024 with a total of 220,868 customers. The sample in this study was taken from the total population of all customers at PT Bank Mandiri (Persero), Tbk in Palembang City as many as 100 respondents. The results of the study prove that social media marketing, brand image and product knowledge have a positive and significant effect on public interest in using the Livin by Mandiri application. Keywords - Social Media Marketing, Brand Image, Product Knowledge, Interest in Using

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Shafira Adzra
Date Deposited:	26 Feb 2025 07:24
Last Modified:	26 Feb 2025 07:24
URI:	http://repository.unsri.ac.id/id/eprint/167748

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