Konsekuensi dari social media marketing activity pada luxury fashion brand.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Iwan Ekawanto
Pembimbing 2 : Aekram Faisal
Kata Kunci : Social Media Marketing Activities, Community Engagement, Brand Love, Brand Loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022001906027_Halaman-Judul.pdf | 11 | |
| 2. | 2025_SK_SMJ_022001906027_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022001906027_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022001906027_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022001906027_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2025_SK_SMJ_022001906027_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022001906027_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022001906027_Bab-1.pdf | 8 | |
| 9. | 2025_SK_SMJ_022001906027_Bab-2.pdf | 10 |
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| 10. | 2025_SK_SMJ_022001906027_Bab-3.pdf | 18 |
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| 11. | 2025_SK_SMJ_022001906027_Bab-4.pdf | 14 |
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| 12. | 2025_SK_SMJ_022001906027_Bab-5.pdf | 6 | |
| 13. | 2025_SK_SMJ_022001906027_Daftar-Pustaka.pdf | 4 | |
| 14. | 2025_SK_SMJ_022001906027_Lampiran.pdf | 18 |
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P Penelitian ini bertujuan menguji dan menganalisis peran Social Media Marketing Activity terhadap Community engagement, Lovemark dan Brand Loyalty pada Luxury Fashion Brand. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Social Media Marketing Activity berpengaruh positif terhadap Community Engagement (2) Social Media Marketing Activity tidak berpengaruh positif terhadap Brand Loyalty, (3) Community Engagement berpengaruh positif terhadap Brand Loyalty dan (4) Lovemark berpengaruh positif terhadap Brand Loyalty.
T This study aims to test and analyze the role of Social Media Marketing Activity on Community Engagement, Lovemark and Brand Loyalty in Luxury Fashion Brand. The sample used in this study was 200 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) Social Media Marketing Activity has a positive effect on Community Engagement (2) Social Media Marketing Activity does not have a positive effect on Brand Loyalty, (3) Community Engagement has a positive effect on Brand Loyalty and (4) Lovemark has a positive effect on Brand Loyalty.
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