Analisa pengaruh social media marketing, brand consciousness dan value consciousness terhadap brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131113
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Social media marketing;Marketing management
Kata Kunci : social media marketing, brand consciousness, value consciousness, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2017_TA_MJ_022131113_Halaman-judul.pdf | ||
| 2. | 2017_TA_MJ_022131113_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131113_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131113_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131113_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131113_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131113_daftar-pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131113_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Social MediaMarketing, Brand consciousness dan Value Consciousness terhadap Brandloyalty yang sangat penting untuk pengambilan keputusan manajer pemasaran.Penelitian ini dilakukan pada konsumen yang pernah membeli di situs belanjaonline Berrybenka dan Zalora dan mengambil 200 sampel dari konsumen yangpernah membeli dan menggunakan situs online tersebut minimal 2 kali dalam 1bulan selama 6 bulan terakhir. Metode yang digunakan adalah metode nonprobabilitysampling dengan teknik purposive sampling dan menggunakan alatanalisa Structural Equation Model (SEM).Hasil dari penelitian ini adalah (1) Social Media Marketing berpengaruhpositif terhadap Brand Loyalty. (2) Social Media Marketing berpengaruh positifterhadap Brand Consciousness. (3) Brand Consciousness berpengaruh positifterhadap Brand Loyalty. (4) Social Media Marketing berpengaruh positif terhadapValue Consciousness. (5) Value Consciousness berpengaruh positif terhadap Brand Loyalty
T This research aims to analyze the influence of Social Media Marketing, BrandConsciousness and Value Consciousness to Brand loyalty is very important formarketing manager decision making.The study was conducted on consumers who had purchased at online shoppingsites Berrybenka and Zalora and took 200 samples from consumers who had bought and used the site online at least 2 times in 1 month for the last 6 months. The method used is non-probability sampling method with purposive sampling technique and using Structural Equation Model (SEM) analysis tool.The results of this study are (1) Social Media Marketing positively influence onBrand Loyalty. (2) Social Media Marketing has a positive effect on BrandConsciousness. (3) Brand Consciousness positively affects Brand Loyalty. (4) Social Media Marketing has a positive effect on Value Consciousness. (5) ValueConsciousness positively affects Brand Loyalty
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