Anteseden consumer intention towards luxury brand in social media and online channels
Info Katalog
File Repositori
Nomor Panggil : 022001902029
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Ida B
Subyek : Consumer behavior;Marketing - Management
Kata Kunci : perceived value of social media, perceived value of luxury brand, perceived social value.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_TA_SMJ_022001902029_Halaman-Judul.pdf | ||
| 2. | 2024_TA_SMJ_022001902029_Lembar-pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022001902029_Bab-1_Pendahuluan.pdf | 6 | |
| 4. | 2024_TA_SMJ_022001902029_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022001902029_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022001902029_Bab-4_Hasil-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022001902029_Bab-5_Simpula-dan-Saran.pdf | ||
| 8. | 2024_TA_SMJ_022001902029_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022001902029_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk mengetahui pengaruh perceived value of social media, perceived value of luxury brand, perceived social value, perceived personal value, terhadap consumer intentions towards luxury brands. Rancangan penelitian yang digunakan pada penelitian ini adalah pengujian hipotesis (Hypotesis Testing), yang dirancang untuk menguji dugaan hubungan antara dua variabel. Unit analisis yang digunakan pada penelitian ini adalah individu. Data yang digunakan pada penelitian ini adalah data primer, yaitu data yang dikumpulkan secara langsung oleh peneliti. Pengumpulan data dalam penelitian ini diperoleh dengan cara menyebar kuesioner secara online melalui google form. Populasi dalam penelitian ini merupakan consumer luxury brands. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Model (SEM) dengan software AMOS. Kesimpulan yang dapat diambil dalam penelitian ini yaitu bahwa hubungan variabel perceived value of social media dengan consumer intention berpengaruh positif, variabel perceived value of luxury brands dan perceived value of social media dengan consumer intention berpengaruh positif, variabel perceived value of social media dengan perceived social value of luxury brands berpengaruh positif, variabel perceived value of social media dengan perceived personal value of luxury brands berpengaruh positif.
a aim of this research is to determine influence of perceived value of social media, perceived value of luxury brands, perceived social value, perceived personal value, on consumer intentions towards luxury brands. research design used in this research is hyposis testing, which is designed to test alleged relationship between two variables. unit of analysis used in this research is individual. data used in this research is primary data, namely data collected directly by researchers. Data collection in this research was obtained by distributing questionnaires online via Google Form. population in this research is consumer luxury brands. sampling technique used in this research is purposive sampling technique. data analysis method used is Structural Equation Model (SEM) with AMOS software. conclusion that can be drawn in this research is that relationship between variable perceived value of social media and consumer intention has a positive effect, variable perceived value of luxury brands and perceived value of social media has a positive effect, variable perceived value of social media has a positive effect, variable perceived value of social media has a positive effect. of luxury brands has a positive effect, variable perceived value of social media with perceived personal value of luxury brands has a positive effect.
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