STRATEGI PEMASARAN ADIDAS ORIGINALS MELALUI INSTAGRAM UNTUK MENINGKATKAN MINAT BELI KONSUMEN
Abstract: Instagram is a
marketing tool that is popularly used in the creative industries. Adidas has
been using this tool because of Instagram’s wide coverages and cheap marketing
costs. Currently, Adidas ranks second in terms of sales. Adidas’ strategy to
overcome this sales problem is through Adidas Originals. This research aims to
test the variables’ influences of social media marketing perception, visual
communication perception, and celebrity endorser perception towards consumer's
buying interest using online word of mouth as the intervening variable. This
study focuses on consumers who recognise Adidas Originals, have an Instagram
account and follow @adidasoriginals in Semarang. This research employs a
purposive sampling technique on 100 respondents. The method used is Structural
Equation Model with AMOS 22.0 Software.
The results in this research show that social media marketing perception,
visual communication perception, and
celebrity endorser perception
have positively and significantly influenced the intervening
variable, which is online word of mouth. While online word of mouth has
positively and significantly influenced consumer's buying interest.
Keywords: social media
marketing, visual communication, celebrity endorser, positive word of mouth,
buying interest
PENULIS: Ardy Suwito Wibowo,
Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170924
