Antecedent of perceived social media marketing in developing brand loyalty

DETAIL KOLEKSI

Antecedent of perceived social media marketing in developing brand loyalty

Oleh : Ellmir Raditya

Info Katalog

Nomor Panggil : 2018_TA_MJ_022143005

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Willy Arafah

Subyek : Perceived social media marketing;Marketing management

Kata Kunci : perceived social media marketing, brand loyalty, brand consciousness, value consciousness, social me

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2018_TA_MJ_022143005_Halaman-Judul.pdf
2.	2018_TA_MJ_022143005_Bab-1.pdf
3.	2018_TA_MJ_022143005_Bab-2.pdf
4.	2018_TA_MJ_022143005_Bab-3.pdf
5.	2018_TA_MJ_022143005_Bab-4.pdf
6.	2018_TA_MJ_022143005_Bab-5.pdf
7.	2018_TA_MJ_022143005_Daftar-Pustaka.pdf
8.	2018_TA_MJ_022143005_Lampiran.pdf

Abstrak
Abstract

T The objective of this study is to examine and analyze the effect of Perceived Social Media Marketing on Brand Loyalty with the mediation effect of Brand Consciousness and Value Consciousness. The data are gathered using questionnaire and the sample that are being used in this study are 170 respondents. The data collection method used in this study is purposive sampling. This study use Structural Equation Model (SEM) to test the empirical result. The results of this study are: (1) Perceived Social Media Marketing have positive effect on Brand Loyalty. (2) Perceived Social Media Marketing have positive effect on Brand Consciousness. (3) Brand Consciousness have positive effect on Brand Loyalty. (4) Perceived Social Media Marketing have positive effect on Value Consciousness. (5) Value Consciousness have positive effect on Brand Loyalty. (6) Brand Consciousness mediates the relationship between Perceived Social Media Marketing and Brand Loyalty. (7) Value Consciousness mediates the relationship between Perceived Social Media Marketing and Brand Loyalty.

T Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh Pemasaran Media Sosial Perceived pada Loyalitas Merek dengan efek mediasi Kesadaran Merek dan Kesadaran Nilai. Data dikumpulkan menggunakan kuesioner dan sampel yang digunakan dalam penelitian ini adalah 170 responden. Metode pengumpulan data yang digunakan dalam penelitian ini adalah purposive sampling. Penelitian ini menggunakan Structural Equation Model (SEM) untuk menguji hasil empiris. Hasil dari penelitian ini adalah: (1) Persepsi Social Media Marketing berpengaruh positif terhadap Loyalitas Merek. (2) Persepsi Pemasaran Media Sosial memiliki efek positif pada Kesadaran Merek. (3) Kesadaran Merek berpengaruh positif terhadap Loyalitas Merek. (4) Persepsi Pemasaran Media Sosial memiliki efek positif pada Kesadaran Nilai. (5) Kesadaran Nilai memiliki efek positif pada Loyalitas Merek. (6) Kesadaran Merek memediasi hubungan antara Pemasaran Media Sosial yang Dipersepsi dan Loyalitas Merek. (7) Kesadaran Nilai memediasi hubungan antara Pemasaran Media Sosial yang Dipersepsi dan Loyalitas Merek.