Anteseden dari social marketing activity pada pelanggan kedai kopi di JABOTEDABEK

DETAIL KOLEKSI

Anteseden dari social marketing activity pada pelanggan kedai kopi di JABOTEDABEK

Oleh : Leonsammy Taftasani

Info Katalog

Nomor Panggil : 02200186020

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Marketing -- Management;Social marketing;Branding (marketing)

Kata Kunci : social marketing avtivity , brand awareness, brand image, perceived quality, brand love, and brand i

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001806020_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022001806020_Lembar-Pengesahan.pdf	5
3.	2024_TA_SMJ_022001806020_Bab-1-Pendahuluan.pdf	4
4.	2024_TA_SMJ_022001806020_Bab-2-Tinjauan-Pustaka.pdf	11
5.	2024_TA_SMJ_022001806020_Bab-3-Metode-Penelitian.pdf	11
6.	2024_TA_SMJ_022001806020_Bab-4-Analisis-dan-Pembahasan.pdf	15
7.	2024_TA_SMJ_022001806020_Bab-5-Kesimpulan.pdf	-1
8.	2024_TA_SMJ_022001806020_Daftar-Pustaka.pdf	2
9.	2024_TA_SMJ_022001806020_Lampiran.pdf	23

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Social Marketing avtivity , Brand Awareness, Brand Image, Perceived Quality, dan Brand Love terhadap Brand Instagram Re-Usage Intention pada karakteristik responden yaitu mereka yang aktif di media sosial dan mem-follow kedai Kopi Kenangan, Kopi Janji Jiwa, Point Coffee, Kopi Lain Hati, dan Kedai Kopi Kulo serta telah mengunjungi akun instagram kelima kedai kopi tersebut minimal tiga kali dalam satu tahun terakhir. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Social Marketing avtivity berpengaruh positif terhadap Brand Awareness, (2) Social Marketing avtivity berpengaruh positif terhadap Brand Image, (3) Social Marketing avtivity berpengaruh positif terhadap Perceived Quality, (4) Brand Awareness tidak berpengaruh positif terhadap Brand Love, (5) Brand Image berpengaruh positif terhadap Brand Love, (6) Perceived Quality berpengaruh positif terhadap Brand Love, (7) Brand Awareness tidak berpengaruh positif terhadap Brand Instagram Re-Usage Intention, (8) Brand Image berpengaruh positif terhadap Brand Instagram Re-Usage Intention, dan (9) Perceived Quality berpengaruh positif terhadap Brand Instagram Re-Usage Intention.

T This research aims to test and analyze the influence of Social Marketing avtivity , Brand Awareness, Brand Image, Perceived Quality, and Brand Love on Brand Instagram Re-Usage Intention on the characteristics of respondents, namely those who are active on social media and follow Kopi Kenangan, Kopi shops. Janji Jiwa, Point Coffee, Kopi Lain Hati, and Kedai Kopi Kulo and has visited the Instagram accounts of these five coffee shops at least three times in the last year. The sample used in this research was 200 respondents. The sampling technique used in this research was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are: (1) Social Marketing avtivity have a positive effect on Brand Awareness, (2) Social Marketing avtivity have a positive effect on Brand Image, (3) Social Marketing avtivity have a positive effect on Perceived Quality, (4) Brand Awareness has no positive effect on Brand Love, (5) Brand Image has a positive effect on Brand Love, (6) Perceived Quality has a positive effect on Brand Love, (7) Brand Awareness has no positive effect on Brand Instagram Re-Usage Intention, (8) Brand Image has a positive effect on Brand Instagram Re-Usage Intention, and (9) Perceived Quality has a positive effect on Brand Instagram Re-Usage Intention.