DETAIL KOLEKSI

Pengaruh perceived social media agility terhadap customer based brand equity melalui customer engagement pada konsumen restoran cepat saji


Oleh : Lathifah Zahrah

Info Katalog

Sustainability/SDGs : 1

Nomor Panggil : 022001800004

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Marketing - Restaurants;Social media

Kata Kunci : consumer-based brand equity, customer engagement, change seeking behavior, perceived social media ag


File Repositori
No. Nama File Ukuran (KB) Status
1. 2022_TA_SMJ_022001800004_Halaman-Judul.pdf 826.4
2. 2022_TA_SMJ_022001800004_Lembar-Pengesahan.pdf 688.26
3. 2022_TA_SMJ_022001800004_Bab-1_Pendahuluan.pdf 1084.52
4. 2022_TA_SMJ_022001800004_Bab-2_Tinjauan-Pustaka.pdf 1196.19
5. 2022_TA_SMJ_022001800004_Bab-3_Metodologi-Penelitian.pdf 1684.5
6. 2022_TA_SMJ_022001800004_Bab-4_Analisis-dan-pembahasan.pdf 1781.13
7. 2022_TA_SMJ_022001800004_Bab-5_Kesimpulan.pdf 774.94
8. 2022_TA_SMJ_022001800004_Daftar-Pustaka.pdf 806.33
9. 2022_TA_SMJ_022001800004_Lampiran.pdf 3543.73

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Perceived Social Media Agility terhadap Customer Based Brand Equity melalui Customer Engagement pada konsumen online restoran cepat saji. Data pada penelitian dikumpulkan secara langsung dengan melakukan penyebaran kuesioner online kepada 200 responden sebagai sampel. Dalam penelitian ini menggunakan metode pengambilan data purposive samping. Metode analisis data yang digunakan pada penelitian ini dengan Structural Equation Model (SEM) dan menggunakan alat bantu software AMOS. Hasil pada penelitian ini yaitu (1) Perceived Social Media Agility terdapat pengaruh terhadap Customer Based Brand Equity dan didukung (2) Perceived Social Media Agility terdapat pengaruh terhadap Customer Engagement dan didukung (3) Customer Engagement terdapat pengaruh terhadap Customer Based Brand Equity dan didukung (4) Perceived Social Media Agility terdapat pengaruh terhadap Customer Based Brand Equity yang dimediasi oleh Customer Engagement dan didukung (5) Perceived Social Media Agility terdapat pengaruh terhadap Customer Based Brand Equity yang dimoderasi oleh change seeking dan didukung (6) Perceived Social Media Agility terdapat pengaruh terhadap Customer Engagement yang dimoderasi oleh Change Seeking. Saran untuk peneliti selanjutnya dapat mengConsumer-based brand equity, Customer engagement, Change seeking behavior, Perceived social media agilitygunakan objek penelitian lebih dari satu dan sebaiknya peneliti selanjutnya meneliti terhadap industri lain.

T This pupose of this study is analyze the effect of Perceived Social Media Agility on Customer Based Brand Equity through Customer Engagement on online consumers of fast food restaurants. Data in the study were collected directly by distributing online questionnaires to 200 respondents as samples. In this study, using a purposive side data collection method. The data analysis method used in this study is the Structural Equation Model (SEM) and using the AMOS software tool. The results in this study are (1) Perceived Social Media Agility has an influence on Customer Based Brand Equity and is supported (2) Perceived Social Media Agility has an influence on Customer Engagement and is supported (3) Customer Engagement has an influence on Customer Based Brand Equity and is supported (4) Perceived Social Media Agility has an influence on Customer Based Brand Equity mediated by Customer Engagement and is supported(5) Perceived Social Media Agility there is an influence on Customer Based Brand Equity which is moderated by change seeking and is supported. (6) Perceived Social Media Agility has an influence on Customer Engagement moderated by Change Seeking. Suggestions for further researchers can use more than one research object and it is better for further researchers to research other industries.

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