Anteseden dan Konsekuensi Information sharing padaproduk kecantikan lokal
Info Katalog
File Repositori
Nomor Panggil : 022001901128
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Luki Adiati Pramono
Subyek : Marketing management;Social values
Kata Kunci : entertainment value; social value; functional value; information sharing; brand attachment; brand eq
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901128_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001901128_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001901128_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001901128_Bab-2-Tinjauan-Pustaka.pdf | 9 |
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| 5. | 2023_TA_SMJ_022001901128_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001901128_Bab-4-Analisa-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001901128_Bab-5-Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001901128_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001901128_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Entertainment Value, Social Value, Functional Value, Information Sharing, Brand Attachment, dan Brand Equity terhadap produk kecantikan lokal melalui video sharing di media sosial. Unit analisis yang digunakan ialah individu yang menggunakan salah satu dari lima produk kecantikan lokal dalam penelitian ini. Metode pengumpulan data yang digunakan ialah purposive sampling melalui kuesioner dengan memperoleh 201 responden. Data analisis dengan Structural Equation Model (SEM) yang dijalankan oleh program AMOS dan SPSS. Hasil penelitian ini terdapat pengaruh positif terhadap social value, functional value, information sharing, dan brand attachment, sedangkan tidak terdapat pengaruh positif terhadap entertainment value dan brand equity. Penelitian selanjutnya diharapkan untuk membahas pengaruh mediasi variabel trust (Sankaran & Cakraborty, 2022) dan attitude toward the ads (Wijayanto, 2018).
T This study aims to analyze the effectEntertainment Value, Social Value, Functional Value, Information Sharing, Brand Attachment, andBrand Equity to local beauty products through video sharing on social media. The unit of analysis used is individuals who use one of the five local beauty products in this study. The data collection method used is purposive sampling through a questionnaire by obtaining 201 respondents. Data analysis with Structural Equation Model (SEM) run by the AMOS and SPSS programs. The results of this study have a positive influence on social value, functional value, information sharing, and brand attachment, while there is no positive influence on entertainment value and brand equity. Future research is expected to discuss the effect of mediating variables trust (Sankaran &Cakraborty, 2022) and attitude toward the ads (Wijayanto, 2018
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