DETAIL KOLEKSI

Anteseden consumer response


Oleh : Rizqy Adhe Almas

Info Katalog

Nomor Panggil : 022001807012

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ganawati

Subyek : Social media - Marketing;Consumer behavior

Kata Kunci : social media marketing efforts, brand equity and consumer response


File Repositori
No. Nama File Ukuran (KB) Status
1. 2022_TA_SMJ_022001807012_Halaman-Judul.pdf 745.43
2. 2022_TA_SMJ_022001807012_Lembar-Pengesahan.pdf 747.3
3. 2022_TA_SMJ_022001807012_Bab-1-pendahuluan.pdf 642.11
4. 2022_TA_SMJ_022001807012_Bab-2-Tinjauan-Pustaka.pdf 654.05
5. 2022_TA_SMJ_022001807012_Bab-3-Metodologi-Penelitian.pdf 839.52
6. 2022_TA_SMJ_022001807012_Bab-4-Hasil-dan-Pembahasan.pdf 675.26
7. 2022_TA_SMJ_022001807012_Bab-5-Kesimpulan.pdf 550.94
8. 2022_TA_SMJ_022001807012_Daftar-Pustaka.pdf 693.43
9. 2022_TA_SMJ_022001807012_Lampiran.pdf 1021.56

T Tujuan dari penelitian ini adalah untuk melihat, menguji dan menganalisis pengaruh Social Media Marketing Efforts terhadap Brand Equity dan Consumer Response serta pengaruh Brand Equity terhadap Consumer Response. Data diperoleh dari hasil kuesioner yang disebarkan kepada 203 responden yang oernah membeli produk dari Starbucks lebih dari 2 kali dalam 3 bulan terakhir. Pengujian data dilakukan dengan menggunakan analisis Structural Equation Model (SEM). Hasil penelitian ini menunjukan bahwa: Social Media Marketing Efforts memiliki pengaruh positif terhadap Consumer Response. Social Media Marketing memiliki pengaruh positif terhadap Brand Equity dan Brand Equity memiliki pengaruh positif terhadap Consumer Response

T The purpose of this research is to see, test and analyze the influence of Social Media Marketing Efforts on Brand Equity and Consumer Response and the influence of Brand Equity on Consumer Response. Data were obtained from the results of questionnaires distributed to 203 respondents who had purchased products from Starbucks more than 2 times in the last 3 months. Data testing is done by using Structural Equation Model (SEM) analysis. The results of this study indicate that: Social Media Marketing Efforts have a positive influence on Consumer Response. Social Media Marketing Efforts has a positive influence on Brand Equity and Brand Equity has a positive influence on Consumer Response

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