Pengaruh social media marketing activities, brand equity dan social brand engagement terhadap purchase intention

DETAIL KOLEKSI

Pengaruh social media marketing activities, brand equity dan social brand engagement terhadap purchase intention

Oleh : Ervina Anastasia Pandairoth

Info Katalog

Nomor Panggil : 022001901178

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Arnolt Kristian Pakpahan

Subyek : Branding (Marketing);Brand loyalty

Kata Kunci : social media marketing activities, brand equity, social brand engagement, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2023_TA_SMJ_022001901178_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001901178_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001901178_Bab-1-Pendahuluan.pdf
4.	2023_TA_SMJ_022001901178_Bab-2-Tinjauan-Pustaka.pdf
5.	2023_TA_SMJ_022001901178_Bab-3-Metode-Penelitian.pdf
6.	2023_TA_SMJ_022001901178_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2023_TA_SMJ_022001901178_Bab-5-Kesimpulan.pdf
8.	2023_TA_SMJ_022001901178_Daftar-Pustaka.pdf
9.	2023_TA_SMJ_022001901178_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji pengaruh Social Media Marketing Activities, Brand Equity dan Social Brand Engangement terhadap Purchase Intention pelanggan Scarlett Body Lotion. Melakukan penyebaran kuesioner kepada 150 responden sebagai sampel. Dalam penelitian ini metode pengambilan sampel yang digunakan adalah non-probability sampling dan teknik sampling yang digunakan pada penelitian ini adalah teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM), SPSS dan Software AMOSS22. Hasil penelitian ini menunjukkan bahwa (1) Variabel Social Media Marketing Activities berpengaruh signifikan dan positif terhadap Brand Equity dan didukung. (2) Variabel Social Media Marketing Activities berpengaruh signifikan dan positif terhadap Social Brand Engagement dan didukung. (3) Variabel Social Media Marketing Activities berpengaruh signifikan dan positif terhadap Purchase Intention dan didukung. (4) Variabel Brand Equity berpengaruh signifikan dan positif terhadap Purchase Intention dan didukung. (5) Variabel Social Brand Engagement berpengaruh signifikan dan positif terhadap Purchase Intention dan didukung. Disarankan bagi peneliti selanjutnya agar dapat memperluas penyebaran kuesioner ke seluruh wilayah, sehingga data yang dihasilkan menjadi lebih akurat. Peneliti selanjutnya juga diharapkan dapat mengembangkan penelitian ini lebih lanjut dengan menggunakan variabel lain serta memperluas cakupan penelitian diberbagai jenis bisnis tidak hanya produk body lotion, peneliti selanjutnya dapat melakukan penelitian pada objek lain seperti produk makanan dan minuman cepat saji hingga fashion.

T This study aims to examine the effect of Social Media Marketing Activity, Brand Equity, and Social Brand Engagement on Purchase Intentions of Scarlett Body Lotion customers. Distributing questionnaires to 150 respondents as a sample. In this study the sampling method used was non-probability sampling and the sampling technique used in this study was purposive sampling technique. The data analysis method used is Structural Equation Modeling (SEM), SPSS and AMOSS22 Software. The results of this study indicate that (1) the Social Media Marketing Activities variable has a significant and positive effect on Brand Equity and is supported. (2) Social Media Marketing Activities variable has a significant and positive effect on Social Brand Engagement and is supported. (3) Social Media Marketing Activities variable has a significant and positive effect on Purchase Intention and is supported. (4) Brand Equity variable has a significant and positive effect on Purchase Intention and is supported. (5) Social Brand Engagement variable has a significant and positive effect on Purchase Intention and is supported. It is recommended for future researchers to be able to expand the distribution of questionnaires to all regions, so that the resulting data becomes more accurate. Future researchers are also expected to be able to develop this research further by using other variables and broaden the scope of research in various types of business, not only body lotion products, future researchers can conduct research on other objects such as fast food and beverage products to fashion.