Pengaruh social media marketing, brand consciousness dan value consciousness terhadap brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022131210
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Adiati Hardjanti
Subyek : Brand consciousness;Marketing management
Kata Kunci : brand consciousness, brand loyalty, social media marketing, value consciousness.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022131210_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022131210_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022131210_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022131210_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022131210_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022131210_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022131210_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022131210_Lampiran.pdf |
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T Tujuan dari Penelitian ini adalah untuk menganalisa pengaruh dari Social Media Marketing, Brand Consciousness Dan Value Consciousness Terhadap Brand Loyalty. Data diperoleh dengan cara menyebarkan kuesioner online kepada 215 responden. Data yang digunakan adalah cross-sectional dan menggunakan Purposive Non-Probabilty sampling sebagai pengambilan metode sampel. Data menggunakan Program AMOS. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM).Hasil pengujian hipotesa menunjukkan bahwa: Social Media Marketing berpengaruh positif secara signifikan terhadap Brand Loyalty, Social Media Marketing berpengaruh positif secara signifiikan terhadap Brand Consciousness, Brand Consciousness berpengaruh positif secara signifikan terhadap Brand Loyalty, Social Media Marketing berpengaruh positif secara signifikan terhadap Value Consciousness, Value Consciousness berpengaruh positif secara signifikan terhadap Brand Loyalty.Penelitian selanjutnya menggunakan variabel yaitu Impact of Traditional Media Marketing. (Ismail, 2016)
T The purpose of this study is to analyze The Influence Of Social Media Marketing, Brand Consciousness And Value Consciousness On Brand Loyalty. The data was gathered using online questionnaires and was collected from 215 respondent. The data was using cross-sectional and the sampling method was using Purposive Non-Probabilty Sampling. The reseach were using Structural Equation Modeling (SEM) as analyisis method.The finding in this research were: Social Media Marketing were significantly have positive effect Brand Loyalty, Social Media Marketing were signifitcantly have postive effect Brand Consciousness, Brand Consciousness were signifitcantly have postive effect Brand Loyalty, Social Media Marketing were significantly have positive effect Value Consciousness and Value Consciousness were significantly have positive effect Brand Loyalty.The further research uses variables Impact of Traditional Media Marketing. (Ismail, 2016)
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