Anteseden brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022164024
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Kurniawati
Subyek : Social media marketing activities;Marketing management
Kata Kunci : social media marketing activities, self-expressive brands, brand love, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022164024_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022164024_Bab-1.pdf | 9 | |
| 3. | 2019_TA_MJ_022164024_Bab-2.pdf | 12 |
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| 4. | 2019_TA_MJ_022164024_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022164024_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022164024_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022164024_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022164024_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji pengaruh social media marketing activities terhadap brand love, yang pada gilirannya berdampak pada brand loyalty. Sampel yang digunakan adalah pengguna Instagram yang merupakan pelanggan dari empat brand fashion (Nike, H&M, Zara, Adidas) sebanyak 280 responden. Metode yang digunakan adalah non-probability sampling dengan menggunakan alat structural equation model yang dijalankan oleh program AMOS. Hasil penelitian ini menunjukkan bahwa social media marketing activities berpengaruh positif terhadap self-expressive brands (inner & social), social media marketing activities berpengaruh positif terhadap brand love, self-expressive brands (inner & social) berpangruh positif terhadap brand love, brand love berpengaruh positif terhadap brand loyalty.
T This study examines the effect of social media marketing activities on brand love, which in turn impact brand loyalty. The sample used is Instagram users who are customers of four fashion brands (Nike, H&M, Zara, Adidas). The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities has a positive effect on self-expressive brands (inner & social), social media marketing activities has a positive effect on brand Love, self-expressive brands (inner & social) has a positive effect on brand love, brand love has a positive effect on brand loyalty.
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