Peran brand experience dan brand image dalam memediasi pengaruh social media marketing terhadap purchase intention pada brand skincare
Info Katalog
File Repositori
Nomor Panggil : 022002005004
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Aekram Faisal
Subyek : Marketing -- Management;Branding (Marketing)
Kata Kunci : social media marketing, brand experience, brand image, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901024_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001901024_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022002005004_Bab-1-Pendahuluan.pdf | 10 | |
| 4. | 2023_TA_SMJ_022001901024_Bab-2-Tinjauan-Pustaka.pdf | 14 |
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| 5. | 2023_TA_SMJ_022001901024_Bab-3-Metodologi-Penelitian.pdf | 16 |
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| 6. | 2023_TA_SMJ_022001901024_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001901024_Bab-5-Simpulan.pdf | ||
| 8. | 2023_TA_SMJ_022001901024_Daftar-Pustaka.pdf | 14 | |
| 9. | 2023_TA_SMJ_022001901024_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis peran brand experience dan brand image dalam memediasi pengaruh social media marketing terhadap purchase intention pada brand skincare. Sampel yang digunakan dalam penelitian ini berjumlah 202 responden. Metode pengumpulan data adalah survei dengan menyebarkan kueisoner melalui Google Form. Teknik pengambilan sampel yang digunakan adalah non probabality sampling dengan teknik purposive sampling. Data analisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: Social Media Marketing berpengaruh positif terhadap Purchase Intention. Social Media Marketing berpengaruh positif terhadap Brand Experience. Social Media Marketing berpengaruh positif terhadap Brand Image. Brand Experience tidak berpengaruh positif terhadap Purchase Intention. Brand Image tidak berpengaruh positif terhadap Purchase Intention. Brand Experience berpengaruh positif dalam memediasi pengaruh antara Social Media Marketing terhadap Purchase Intention. Brand Image berpengaruh positif dalam memediasi pengaruh antara Social Media Marketing terhadap Purchase Intention. Dari hasil penelitian ini memberikan pengaruh yang paling besar, Social Media Marketing berpengaruh positif terhadap Brand Experience.
T This research aims to test and analyze the role of brand experience and brand image in mediating the influence of social media marketing on purchase intention for skincare brands. The sample used in this research was 202 respondents. The data collection method is a survey by distributing questionnaires via Google Form. The sampling technique used was non-probability sampling with purposive sampling technique. Data analysis uses the Structural Equation Model (SEM) method. The results of this research are: Social Media Marketing has a positive effect on Purchase Intention. Social Media Marketing has a positive effect on Brand Experience. Social Media Marketing has a positive effect on Brand Image. Brand Experience has no positive effect on Purchase Intention. Brand Image has no positive effect on Purchase Intention. Brand Experience has a positive effect in mediating the influence of Social Media Marketing on Purchase Intention. Brand Image has a positive influence in mediating the influence of Social Media Marketing on Purchase Intention. From the results of this research, Social Media Marketing has the greatest positive effect on Brand Experience.
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