Konsekuensi social media marketing activities kedai kopi lokal kekinian
Info Katalog
File Repositori
Nomor Panggil : 022001901136
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Brand image;Social media - Economic aspects;Customer satisfaction - Marketing
Kata Kunci : social media marketing activities, brand image, brand equity, consumers purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901136_Halaman-Judul.pdf | 10 | |
| 2. | 2023_TA_SMJ_022001901136_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001901136_Bab-1_Pendahuluan.pdf | 8 | |
| 4. | 2023_TA_SMJ_022001901136_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001901136_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001901136_Bab-4_Analisis-dan-pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001901136_Bab-5_Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001901136_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001901136_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji anteseden Consumers Purchase Intention Kedai Kopi Lokal Kekinian. Variabel dipenden yang digunakan dalam penelitian ini adalah Consumers Purchase Intention. Variabel independen yang digunakan dalam penelitian ini adalah Interactivity, Informativeness, Personalization, Trendiness, Word of Mouth, Brand Image dan Brand Equity. Penelitian ini mengumpulkan data dengan metode Purposive Sampling, data dikumpulkan dengan menyebarkan kuesioner secara online 215 responden. Penelitian ini menggunakan metode analisis Structural Equation Model (SEM). Hasil dari penelitian ini menunjukkan bahwa: (1) terdapat pengaruh positif Interactivity terhadap Brand Image, (2) tidak terdapat pengaruh positif Informativeness terhadap Brand Image, (3) terdapat pengaruh positif Personalization terhadap Brand Image, (4) terdapat pengaruh positif Trendiness terhadap Brand Image, (5) terdapat pengaruh positif Word of Mouth terhadap Brand Image, (6) terdapat pengaruh positif Brand Image terhadap Brand Equity, (7) terdapat pengaruh positif Brand Equity terhadap Consumers Purchase Intention
T This study aims to examine the Antecedents of Consumer Purchase Intentions Contemporary Local Coffee Shop. The dependent variable used in this study is Consumer Purchase Intention. The independent variables used in this study are Interactivity, Informativeness, Personalization, Trendiness, Word of Mouth, Brand Image and Brand Equity. This study collected data using purposive sampling method, data was collected by distributing questionnaires online to 215 respondents. This study uses the Structural Equation Model (SEM) analysis method. The results of this study indicate that: (1) Interactivity has a positive effect on Brand Image, (2) Informativeness has no positive effect on Brand Image, (3) Personalization has a positive effect on Brand Image, (4) Trendiness has a positive effect on Brand Image, (5) Word of Mouth has a positive effect on Brand Image, (6) Brand Image has a positive effect on Brand Equity, (7) Brand Equity has a positive effect on Consumers Purchase Intention.
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