Anteseden willingness to pay a premium price produk skincare lokal
Info Katalog
File Repositori
Nomor Panggil : 022001901230
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Marketing management;Brand loyalty
Kata Kunci : online consumer brand engagement, brand trust, online consumer brand identification, brand love, wil
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901230_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001901230_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001901230_Bab-1_Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001901230_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001901230_Bab-3_Metode-Penilitian.pdf |
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| 6. | 2023_TA_SMJ_022001901230_Bab-4_Analisa-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001901230_Bab-5_Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001901230_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001901230_Lampiran.pdf |
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A ABSTRAKTujuan penelitian ini adalah untuk menganalisis pengaruh Online Consumer Brand Engagement, Brand Trust, Online Consumer Brand Identification terhadap Brand Love. Brand Love terhadap Willingness to Pay a Premium Price. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang mengikuti media sosial merek Skin Care lokal melalui Instagram, Tiktok, dan Youtube serta pernah membeli dan pernah menggunakan merek produk Skin Care lokal. Sampel yang digunakan pada penelitian ini sebanyak 257 responden. Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruh antar variabel-variabel yang dimiliki menggunakan metode Structural Equation Modelling(SEM) dengan bantuan software AMOS 24.Hasil penelitian ini mendapati temuan bahwa Online Consumer Brand Engagement memiliki pengaruh terhadap Brand Love, Brand Trust tidak memiliki pengaruh terhadap Brand Love, Online Consumer Brand Identification memiliki pengaruh terhadap Brand Love, Brand Love memiliki pengaruh terhadap Willingness to Pay a Premium Price
T The purpose of this study was to analyze the effect of Online Consumer Brand Engagement, Brand Trust, and Online Consumer Brand Identification on Brand Love. Brand Love on Willingness to Pay a Premium Price. Data was obtained by distributing online questionnaires to consumerswho follow local Skin Care brand social media via Instagram, Tiktok, Youtube, andhave purchased and used local brands of Skin Care products. The sample used this study was 257 respondents. The data analysis method used in this study to analyze the influence between variabels using the Structural Equation Modelling (SEM) method with the help of AMOS 24 software.The results of this study found that Online Consumer Brand Engagement has a effect on Brand Love, Brand Trust has a effect on Brand Love, Online Consumer Brand Identification has a effect on Brand Love, Brand Love has a effect on Willingness to Pay a Premium Pric
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