Konsekuensi social media marketing activity dan customer experience pada media sosial instagram

DETAIL KOLEKSI

Konsekuensi social media marketing activity dan customer experience pada media sosial instagram

Oleh : Michelle

Info Katalog

Nomor Panggil : 022001702022

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Aekram Faisal

Subyek : Marketing - Management;Social media - Economic aspects

Kata Kunci : social media marketing activity, customer experience, relationship quality, purchase intention, loya

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2021_TA_SMJ_022001702022_Halaman-Judul.pdf
2.	2021_TA_SMJ_022001702022_Lembar-Pengesahan.pdf
3.	2021_TA_SMJ_022001702022_Bab-1-Pendahuluan.pdf
4.	2021_TA_SMJ_022001702022_Bab-2-Tinjauan-Pustaka.pdf
5.	2021_TA_SMJ_022001702022_Bab-3-Metode-Penelitian.pdf
6.	2021_TA_SMJ_022001702022_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2021_TA_SMJ_022001702022_Bab-5-Kesimpulan.pdf
8.	2021_TA_SMJ_022001702022_Daftar-Pustaka.pdf
9.	2021_TA_SMJ_022001702022_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk mengetahui peran dimensi social media marketing activity yang terdiri dari entertainment, interaction, trendiness, customization, dan WOM, serta customer experience dengan sense, feel, think, act, dan relate terhadap relationship quality. Kemudian satisfaction dan trust digunakan untuk menentukan relationship quality yang berpengaruh terhadap purchase dan loyalty intention. Pengumpulan data dilakukan dengan metode purposive sampling, dari penyebaran e-kuesioner diperoleh 255 responden yang memenuhi kriteria yaitu, mereka yang pernah melakukan belanja online dalam satu tahun terakhir. Alat analisis data yang digunakan adalah structural equation model (SEM) melalui program AMOS dan SPSS. Hasil penelitian menunjukkan bahwa social media markting activity dan customer experience berpengaruh positif terhadap relationship quality. Kemudian relationship quality mempengaruhi purchase and loyalty intention.

T The study aimed was to determine the role of the social media marketing activity dimension that consists of entertainment, interaction, trendiness, customization, and WOM, as well as customer experience with sense, feel, think, act, and relate toward the relationship quality. Then satisfaction and trust are used to specify relationship quality to the effect on purchase and loyalty intention. The data were collected by purposive sampling method, from the distribution of the e-questionnaire obtained 255 respondents who fit the criteria, namely those who have done online shopping in the last year. The data analysis tool used is the structural equation model (SEM) through the AMOS and SPSS programs. The results showed that social media marketing activity and customer experience had a positive effect on relationship quality. Then relationship quality affects purchase and loyalty intention.