Anteseden dari purchase intention

DETAIL KOLEKSI

Anteseden dari purchase intention

Oleh : Aldo Yuriko Hartanto

Info Katalog

Nomor Panggil : 022001801206

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Purchasing;Marketing - Management

Kata Kunci : social media marketing activities, brand equity, social brand engagement, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001801206_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001801206_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801206_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001801206_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801206_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001801206_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001801206_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801206_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001801206_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh 4 elemen variabel yaitu Social Media Marketing Activities, Brand Equity, Social Brand Engagement, dan PurchaseIntention. Selain itu, penelitian ini juga bertujuan untuk menganalisis pengaruh SocialMedia Marketing Activities terhadap Purchase Intention, Social Media MarketingActivities terhadap Brand Equity, Social Media Marketing Activities terhadap SocialBrand Engagement, Social Media Marketing Activities terhadap Social BrandEngagement, Brand Equity terhadap Purchase Intention, dan Social Brand Engagementterhadap Purchase Intention. Penelitian ini dilakukan pada individu yang memakai brandskincare lokal minimal enam (6) bulan terakhir dan aktif menggunakan media sosialdalam kurun waktu satu (1) tahun terakhir serta mengikuti akun media sosial brandskincare lokal tersebut. Penelitian ini menggunakan metode kuantitatif. Data penelitiandiperoleh melalui kuesioner online (Google Form). Metode penarikan sampel yangdigunakan dalam penelitian ini yaitu purposive sampling. Metode analisis data yangdigunakan pada penelitian ini untuk menganalisa pengaruh antar variabel-variabel yangdimiliki menggunakan metode Structural Equation Model (SEM) dengan bantuansoftware AMOS 24.Hasil Penelitian ini menyimpulkan bahwa Social Media Marketing Activities berpengaruhpositif terhadap Purchase Intention, Social Media Marketing Activities berpengaruhpositif terhadap Brand Equity, Social Media Marketing Activities berpengaruh positifterhadap Social Brand Engagement, Social Media Marketing Activities berpengaruhpositif terhadap Social Brand Engagement, Brand Equity berpengaruh positif terhadapPurchase Intention, dan Social Brand Engagement berpengaruh positif terhadap Purchase Intention.

T This study aims to analyze the influence of 4 variable elements, namely Social MediaMarketing Activities, Brand Equity, Social Brand Engagement, and Purchase Intention.In addition, this study also aims to analyze the effect of Social Media Marketing Activities on Purchase Intention, Social Media Marketing Activities on Brand Equity, Social Media Marketing Activities on Social Brand Engagement, Social Media Marketing Activities on Social Brand Engagement, Brand Equity on Purchase Intention, and Social Brand Engagement to Purchase Intention. This research was conducted on individuals who used local skincare brands for at least the last six (6) months and actively used social media within the last one (1) year and followed the local skincare brand's social media accounts. This study uses quantitative methods. The research data was obtained through an online questionnaire (Google Form). The sampling method used in this study was purposive sampling. Data analysis method used in this study to analyze the effect of variables owned using the Structural Equation Model (SEM) method with the help of AMOS 24 software.The results of this study conclude that Social Media Marketing Activities have a positive effect on Purchase Intention, Social Media Marketing Activities have a positive effect on Brand Equity, Social Media Marketing Activities have a positive effect on Social Brand Engagement, Social Media Marketing Activities have a positive effect on Social Brand Engagement, Brand Equity has a positive effect on positive effect on Purchase Intention, and Social Brand Engagement has a positive effect on Purchase Intention.