Peran user engagement dan perceived value dalam memediasi pengaruh social media marketing activity terhadap self-brand connection

DETAIL KOLEKSI

Peran user engagement dan perceived value dalam memediasi pengaruh social media marketing activity terhadap self-brand connection

Oleh : Farah Zhafirah Yasmin

Info Katalog

Nomor Panggil : 022002001112

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Aekram Faisal

Subyek : Commerce - Marketing;Marketing - Management

Kata Kunci : social media marketing activity, self-brand connection, user engagement, perceived value

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022002001112_Halaman-Judul.pdf
2.	2024_TA_SMJ_022002001112_Lembar-Pengeshaan.pdf
3.	2024_TA_SMJ_022002001112_Bab-1-Pendahuluan.pdf
4.	2024_TA_SMJ_022002001112_Bab-2-Tinjauan-Pustaka.pdf
5.	2024_TA_SMJ_022002001112_Bab-3-Metode-penelitian.pdf
6.	2024_TA_SMJ_022002001112_Bab-4-Pembahasan-hasil-penelitian.pdf	-1
7.	2024_TA_SMJ_022002001112_Bab-5-Kesimpulan.pdf
8.	2024_TA_SMJ_022002001112_Daftar-Pustkaa.pdf
9.	2024_TA_SMJ_022002001112_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis peran user engagement dan perceived value dalam memediasi pengaruh social media marketing activities terhadap self-brand connection. Penelitian ini dilakukan pada individu yang aktif menggunakan Instagram dan mengikuti akun restoran fast-food yang responden konsumsi minimal 2 kali dalam 1 bulan terakhir. Data penelitian diperoleh melalui kuesioner online (google form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling dengan metode non-probability sample. Alat analisis data yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian ini menyimpulkan bahwa variabel social media marketing activity dengan user engagement dan perceived value berpengaruh positif sedangkan tidak berpengaruh positif terhadap variabel self-brand connection, variabel self-brand connection tidak berpengaruh positif terhadap perceived value dan user engagament, variabel user engagement tidak dapat memediasi pengaruh social media marketing activity terhadap self-brand connection, dan variabel perceived value dapat memediasi pengaruh social media marketing activity terhadap self-brand connection.

T This research aims to analyze the role of user engagement and perceived value in mediating the influence of social media marketing activities on self-brand connection. The study was conducted on individuals actively using Instagram and following fast-food restaurant accounts, with respondents consuming a minimum of 2 times in the last month. Research data were obtained through an online questionnaire (Google Form). The sampling technique used in this study was purposive sampling with a non-probability sample method. The data analysis tool used was Structural Equation Model (SEM). The results of this research conclude that the social media marketing activity variable has a positive effect on user engagement and perceived value, while it does not have a positive effect on the self-brand connection variable. The self-brand connection variable does not have a positive effect on perceived value and user engagement, the user engagement variable cannot mediate the influence of social media marketing activity on self-brand connection, and the perceived value variable can mediate the influence of social media marketing activity on self-brand connection..