DETAIL KOLEKSI

Anteseden dari emotional attachment


Oleh : Tiara Namora

Info Katalog

Nomor Panggil : 022001806007

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing - Management;Social media

Kata Kunci : socia media interactivity, social media benefit, social media reward, brand image, brand commitment


File Repositori
No. Nama File Ukuran (KB) Status
1. 2022_TA_SMJ_022001806007_Halaman-Judul.pdf 769.91
2. 2022_TA_SMJ_022001806007_Lembar-Pengesahan.pdf 1446.01
3. 2022_TA_SMJ_022001806007_Bab-1-Pendahuluan.pdf 614.96
4. 2022_TA_SMJ_022001806007_Bab-2-Tinjauan-Pustaka.pdf 681.35
5. 2022_TA_SMJ_022001806007_Bab-3-Metode-Penelitian.pdf 1182.88
6. 2022_TA_SMJ_022001806007_Bab-4-Analisa-dan-Pembahasan.pdf 1031.42
7. 2022_TA_SMJ_022001806007_Bab-5-Kesimpulan.pdf 694.77
8. 2022_TA_SMJ_022001806007_Daftar-Pustaka.pdf 725.09
9. 2022_TA_SMJ_022001806007_Lampiran.pdf 1169.43

P Penelitian ini bertujuan untuk menganalisa peran anteseden emotional attachment dalam konteks travel online. Penelitian ini menggunakan data primer dalam bentuk kuisioner yang didistribusikan kepada 210 responden pengguna online travel dari berbagai merek. Data dianalisis dengan metode SEM yang dijalankan oleh program AMOS. Hasil penelitian ini menunjukkan social media interactivity berpengaruh terhadap brand commitment, social media interactivity tidak memiliki pengaruhterhadap brand image, social media benefit tidak memiliki pengaruh trehala brandimage dan brand commitment, social media reward berpengaruh trehala brand imagedan brand commitment, dan brand image dan brand commitment berpengaruhterhadap emotional attachment.

T The purpose of the research was to analyze the role of emotional attachmentantecedents in the context of online travel. The result uses primary data in the formof questionnaires distributed to 210 respondents of online travel users from variousbrands. The data are analyzed using the SEM method which was run by the AMOSprogram. The results showed that social media interactivity has effect on brandcommitment, social media interactivity has no effect on brand image, social mediabenefits has no effect on brand image and brand commitment, social media rewardshas affect on brand image and brand commitment, brand image and brandcommitment has affects on emotional attachment.

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