DETAIL KOLEKSI

Konsekuensi dari influencer interactivity dan influencer authenticity


Oleh : Audy Fathia Fahira

Info Katalog

Nomor Panggil : 022001806033

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing - Management

Kata Kunci : influencer interactivity, influencer autenticity,

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2022_TA_SMJ_022001806033-Halaman-Judul.pdf
2. 2022_TA_SMJ_022001806033Lembar-pengesahan.pdf
3. 2022_TA_SMJ_022001806033-Bab-1-Pendahuluan.pdf
4. 2022_TA_SMJ_022001806033-Bab-2-Tinjauan-Pustaka.pdf 9
5. 2022_TA_SMJ_022001806033-Bab-3-Metodologi-Penelitian.pdf
6. 2022_TA_SMJ_022001806033-Bab-4-Analisis-dan-Pembahasan.pdf 16
7. 2022_TA_SMJ_022001806033-Bab-5-Kesimpulan.pdf 3
8. 2022_TA_SMJ_022001806033-Daftar-Pustaka.pdf 4
9. 2022_TA_SMJ_022001806033-Lampiran.pdf

P Penelitian ini bertujuan untuk menganalisa pengaruh positif dari influencer interactivity,influencer autenticity, emotional attachment dan brand trust terhadap loyalty. Penelitianini dilakukan dengan menyebarkan kuisioner kepada 200 responden yang mengikutiseorang influencer di media sosial pribadinya. Data yang diperoleh akan dianalisis denganmetode SEM AMOS. Hasil penelitian ini menunjukan bahwa influencer interactivityberpengaruh positif terhadap emotional attachment, selain itu influencer authenticityterbukti berpengaruh positif terhadap brand trust, dan emotional attachment terbuktiberpengaruh positif terhadap brand loyalty.

T This study aims to analyze the positive influence of influencer interactivity, influencerauthenticity, emotional attachment and brand trust on loyalty. This research wasconducted by distributing questionnaires to 200 respondents who follow an influencer ontheir personal social media. The data obtained will be analyzed by the AMOS SEMmethod. The results of this study indicate that influencer interactivity has a positive effecton emotional attachment, besides that influencer authenticity has been shown to have apositive effect on brand trust, and emotional attachment has been shown to have a positiveeffect on brand loyalty.

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