Anteseden dan konsekuensi dari consumer brand engangements

DETAIL KOLEKSI

Anteseden dan konsekuensi dari consumer brand engangements

Oleh : Djessy Arista Putri Ramadhani

Info Katalog

Nomor Panggil : 022001701105

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Luki Adiati Pramono

Subyek : Internet marketing;Brand name products

Kata Kunci : entertainment, interaction, trendiness, customisation, electonic word of mouth, consumer brand engan

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001701105_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001701105_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001701105_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001701105_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001701105_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001701105_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001701105_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001701105_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001701105_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menyelidiki dampak elemen pemasaran media sosial,yaitu entertainment, customisation, interaction, electronic word-of-mouth (E-WOM),dan trendiness pada consumer-brand engangement dan brand knowledge. Sampelyang digunakan sebanyak 360 responden. Teknik pengambilan sampel yangdigunakan yaitu purposive sampling dan metode analisa yang digunakan yaitu PLSSEM.Hasil penelitian menunjukkan bahwa entertainment, interaction, trendinessdan electronic-word of mouth mempengaruhi consumer brand engangement, brandawareness dan juga brand image. Hasil penelitian ini diharapkan dapat dijadikanacuan bagi pemasar agar dapat memperkuat keterlibatan consumer-brandengangement dengan menggunakan konten yang trendi, menghibur bersama denganinteraksi dan electronic word-of-mouth (E-WOM) yang positif di platform mediasosial, untuk membangun brand knowledge yang kuat dan positif di benakkonsumen.

T This study aims to determine the impact of social media, namelyentertainment, customization, interaction, electronic word-of-mouth (E-WOM), andtrendiness on consumer-brand engagement and brand knowledge. The sample usedwas 360 respondents. The sampling technique used was purposive sampling and theanalysis method used was PLS-SEM. The results showed that entertainment,interactions, trends and electronic word of mouth affect consumer brandengangement, brand awareness and brand image. The research results are expected tobe used as a reference for marketers in order to monitor consumer-brand interactionsusing trendy content, entertaining along with positive interactions and electronicword-of-mouth (E-WOM) on social media platforms, to build strong brandknowledge and positive in the minds of consumers.