Anteseden dan konsekuensi dari consumer brand engagement

DETAIL KOLEKSI

Anteseden dan konsekuensi dari consumer brand engagement

Oleh : Anindya Priyatningtias Dwiputri

Info Katalog

Nomor Panggil : 022001901222

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Sri Vandayuni Riorini

Subyek : Marketing -- Management;Customer relations

Kata Kunci : entertainment, interaction, customization,eelectronic word of mouth, trendiness.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901222_Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022001901222--Lembar-Pengesahan-1.pdf	5
3.	2023_TA_SMJ_022001901222_Bab-1_Pendahuluan.pdf	10
4.	2023_TA_SMJ_022001901222_Bab-2_Tinjauan-Pustaka.pdf	13
5.	2023_TA_SMJ_022001901222_Bab-3_Metode-Penelitian.pdf	20
6.	2023_TA_SMJ_022001901222_Bab-4_Analisis-dan-Pembahasan.pdf	20
7.	2023_TA_SMJ_022001901222_Bab-5_Simpulan-dan-Saran.pdf	5
8.	2023_TA_SMJ_022001901222_Daftar-Pustaka.pdf	10
9.	2023_TA_SMJ_022001901222_lampiran.pdf	24

Abstrak
Abstract

T Tujuan penelitian ini adalah untuk menganalisis pengaruh Entertainment, Customisation, Interaction, Electronic Word of Mouth (EWOM), Trendiness, dan Consumer Brand Engagement terhadap Brand Skincare lokal.Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang menggunakan dan mengikuti akun media sosial brand skincare Facebook, Instagram, Twitter, dan Tiktok serta aktif dalam 6 bulan terakhir. Sampelyangdigunakanpadapenelitian ini sebanyak 360 responden. Metode analisis data yang digunakan pada penelitian ini untuk menganalisis pengaruh antar variabel-variabel yang dimiliki menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS24.Hasil penelitian ini mendapati temuan bahwa Entertainment berpengaruh terhadap Consumer Brand engagement, Customisation berpengaruh terhadap Consumer Brand Engagement, Interaction berpengaruh terhadap Consumer Brand Engagement,Electronic Word of Mouth (EWOM)berpengaruh terhadap Consumer Brand Engagement,Trendiness berpengaruh terhadap Consumer Brand Engagementt, Consumer Brand Engagement berpengaruh terhadap Brand Image.

T The purpose of this study was to analyze the effect of Entertainment, Customisation, Interaction, Electronic Word of Mouth (EWOM), Trendiness, and Consumer Brand Engagement to Brand Image. Data was obtained by distributing online questionnaires to consumers who are use and follow brand social media including Facebook, Instagram, Twitter, and TikTok and have been active in the last 6 months. The sample used in this study was 360 respondents. The data analysis method used in this study to analyze the influence between variables using the Structural Equation Model (SEM) method with the help of AMOS 24 software.The results of this study found that Entertainment has an effect Consumer Brand Engagement, Interaction has an effect on Consumer Brand Engagement, Customisation has an effect on Consumer Brand Engagement, Interaction has an effect on Consumer Brand Engagement, Electronic Word of Mouth has an effect on Consumer Brand Engagement, Trendiness has an effect on Consumer Brand Engagement, Consumer Brand Engagement has an effect on Brand Image