Anteseden dan konsekuensi dari perceived interaction.

DETAIL KOLEKSI

Anteseden dan konsekuensi dari perceived interaction.

Oleh : Muhamad Ary Alrazak

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Aekram Faisal

Pembimbing 2 : Mahasiswa

Kata Kunci : Perceived Interaction, Social Media Marketing, Word of Mouth, Price Perception, Mobile Readiness, Co

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022001906015_Halaman-Judul.pdf
2.	2025_SK_SMJ_022001906015_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022001906015_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022001906015_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf
5.	2025_SK_SMJ_022001906015_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022001906015_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022001906015_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022001906015_Bab-1.pdf
9.	2025_SK_SMJ_022001906015_Bab-2.pdf
10.	2025_SK_SMJ_022001906015_Bab-3.pdf
11.	2025_SK_SMJ_022001906015_Bab-4.pdf
12.	2025_SK_SMJ_022001906015_Bab-5.pdf
13.	2025_SK_SMJ_022001906015_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022001906015_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini menganalisis faktor-faktor yang memengaruhi perceived interaction dalam pemasaran digital serta dampaknya terhadap niat perilaku konsumen. Dengan meningkatnya penggunaan media sosial, interaksi yang dirasakan konsumen menjadi kunci dalam membangun hubungan merek dan pelanggan. Studi ini mengidentifikasi empat antecedents utama: pemasaran media sosial, word of mouth, persepsi harga, dan kesiapan mobile, dengan survei terhadap 210 pengguna aktif merek fashion di media sosial. Hasil menunjukkan bahwa pemasaran media sosial dan kesiapan mobile berpengaruh positif signifikan terhadap perceived interaction, sementara word of mouth dan persepsi harga tidak berpengaruh signifikan. Selain itu, perceived interaction terbukti meningkatkan niat beli dan loyalitas konsumen, memberikan wawasan bagi pemasar dalam merancang strategi interaksi digital yang lebih efektif

T This study analyzes the factors that influence perceived interaction in digital marketing and its impact on consumer behavioral intentions. With the increasing use of social media, consumers\\\' perceived interaction is key in building brand and customer relationships. This study identified four main antecedents: social media marketing, word of mouth, price perception, and mobile readiness, with a survey of 210 active users of fashion brands on social media. Results show that social media marketing and mobile readiness have a significant positive effect on perceived interaction, while word of mouth and price perception have no significant effect. In addition, perceived interaction was shown to increase purchase intention and consumer loyalty, providing insights for marketers in designing more effective digital interaction strategies