Konsekuensi dari emotional attachment
Info Katalog
File Repositori
Nomor Panggil : 022161059
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Luki Adiati Pramono
Subyek : Marketing management;Customer behavior
Kata Kunci : social media interactivity, brand image, brand commitment dan emotional attachment
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2020_TA_SMJ_022161059_-Halaman-Judul.pdf | ||
| 2. | 2020_TA_SMJ_022161059_Lembar-Pengesahan.pdf | ||
| 3. | 2020_TA_SMJ_022161059_Bab-1-Pendahuluan.pdf | ||
| 4. | 2020_TA_SMJ_022161059_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2020_TA_SMJ_022161059_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2020_TA_SMJ_022161059_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2020_TA_SMJ_022161059_Bab-5-Kesimpulan.pdf |
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| 8. | 2020_TA_SMJ_022161059_Daftar-Pustaka.pdf | ||
| 9. | 2020_TA_SMJ_022161059_Lampiran.pdf |
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P Penelitian ini bertujuan untuk untuk menganalisis pengaruh positif Social Media Interactivity terhadap Brand Image, untuk menganalisis pengaruh positif Social Media Interactivity terhadap Brand Commitment, untuk menganalisis pengaruh positif Brand Image terhadap Emotional Attachment, untuk menganalisis pengaruh positif Brand Commitment terhadap Emotional Attachment. Penelitian ini mengukur variabel yang terdiri dari Social Media Interactivity, Brand Image, Brand Commitment dan Emotional Attachment sebagai variabel.Teknik penentuan sampling menggunakan Non-probability Sampling dengan Purposive Sampling yang merupakan penarikan sample dengan kriteria tertentu.Metode analisis yang akan digunakan pada uji validitas adalah Confirmatory Factor Analysis (CFA) dengan melihat nilai Factor Loading yang ada pada Structural Equation Model (SEM). Software yang akan digunakan pada uji validitas ini adalah AMOS 22. Berdasarkan hasil penelitian ini menunjukkan terdapat pengaruh positif Social Media Interactivity terhadap Brand Image, terdapat pengaruh positif Social Media Interactivity terhadap Brand Commitment, terdapat pengaruh positif Brand Image terhadap Emotional Attachment, terdapat pengaruh positif Brand Commitment terhadap Emotional Attachment.
T This study aims to analyze the positive influence of Social Media Interactivity on Brand Image, to analyze the positive influence of Social Media Interactivity on Brand Commitment, to analyze the positive influence of Brand Image on Emotional Attachment, to analyze the positive effect of Brand Commitment on Emotional Attachment. This study measures variables consisting of Social Media Interactivity, Brand Image, Brand Commitment and Emotional Attachment as variables. The sampling determination technique uses Non-probability Sampling with Purposive Sampling which is a sampling with certain criteria.The analytical method that will be used in the validity test is Confirmatory Factor Analysis (CFA) by looking at the value of Factor Loading in the Structural Equation Model (SEM). The software that will be used in this validity test is AMOS 22.Based on the results of this study indicate there is a positive influence of Social Media Interactivity on Brand Image, there is a positive influence of Social Media Interactivity on Brand Commitment, there is a positive influence of Brand Image on Emotional Attachment, there is a positive influence of Brand Commitment on Emotional Attachment.
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