Anteseden dan konsekuensi likelihood to share terhadap produk skincare lokal
P Penelitian ini bertujuan untuk menganalisis pengaruh Entertainment Value, Social Value, Functional Value terhadap Likelihood To Share dan Brand Equity pada Produk Skincare Lokal. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang mengikuti akun media sosial dari brand Somethinc , Wardah dan Avoskin dan berdomisili di Jakarta. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 220 responden dengan Teknik pengambilan sampel yaitu purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software AMOS 22. Hasil penelitian ini menunjukkan bahwa Entertainment Value berpengaruh positif terhadap Likelihood To Share, Social Value berpengaruh positif terhadap Likelihood To Share, Functional Value berpengaruh positif terhadap Likelihood To Share, Likelihood To Share berpengaruh positif terhadap Brand Equity.
T This study aims to analyze the effect of Entertainment Value , Social Value, Functional Value, Likelihood To Share and Brand Equity by Local Skincare Product. Data were obtained by distribution questionnaires online to consumers who follow the social media accounts of three brand Somethinc , Wardah, Avoskin and domiciled in Jakarta. The number of samples used in this study were 220 respondents with a sampling technique that was purposive sampling. The data analysis method used in this study is the Structural Equation Model (SEM) using AMOS 22 softwere. The result showed that Entertainment Value has a positive effect on Likelihood To Share, Social Value has positive effect on Likelihood To Share, Functional Value has a positive effect on Likelihood To Share, Likelihood To Share has a positive effect on Brand Equity