Anteseden dan konsekuensi consumer engagement
Info Katalog
File Repositori
Nomor Panggil : 122012003050
Subyek : Consumer satisfaction;Consumer behavior - Marketing
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Kurniawati
Kata Kunci : social media brand post, interactivity, novelty, consistency, consumer engagement.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TS_MMJ_122012003050_Halaman-Judul.pdf | 13 | |
| 2. | 2022_TS_MMJ_122012003050_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2022_TS_MMJ_122012003050_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2022_TS_MMJ_122012003050_Bab-2-Landasan-Teori.pdf | 18 |
|
| 5. | 2022_TS_MMJ_122012003050_Bab-3-Metodologi-Penelitian.pdf | 17 |
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| 6. | 2022_TS_MMJ_122012003050_Bab-4-Analisis-dan-Pembahasan.pdf | 19 |
|
| 7. | 2022_TS_MMJ_122012003050_Bab-5-Kesimpulan.pdf | 5 |
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| 8. | 2022_TS_MMJ_122012003050_Daftar-Pustaka.pdf | 4 | |
| 9. | 2022_TS_MMJ_122012003050_Lampiran.pdf | 53 |
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T Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Social MediaBrand Post terhadap Consumer Engagement, Customer Brand Relationship dan PurchaseIntention pada Lokal Brand Fashion di Instagram. Metode pada penelitian ini adalah metodekuantitatif, menggunakan survey research pada seluruh pengguna lokal brand fashion sebagaiobyek penelitian. Pengumpulan data digunakan dengan cara menyebarkan kuesioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan memperoleh 264 responden. Penelitian ini menggunakan metode uji instrument dengan uji validitas dan ujireabilitas. Hasil dari pengujian hipotesis dalam penelitian ini menunjukkan bahwa SocialMedia Brand Post dimensi Novelty dan Consistency berpengaruh positif terhadap Consumer Engagement namun Interactivity tidak berpengaruh positif terhadap Consumer Engagement, Consumer Engagament berpengaruh positif terhadap Customer Brand Relationship dan Purchase Intention, Customer Brand Relationship berpengaruh positif terhadap Purchase Intention. Variabel mediasi Customer Brand Relationship mampu memediasi secara full hubungan Consumer Engagement terhadap Purchase Intention.
T The paper aims to examine and analyze the role of Social Media Brand Post on Consumer Engagement, Customer Brand Relationship and Purchase Intention to Local Brand Fashion on Instagram. The method in this study is a quantitative method, using survey research on allusers of local brand fashion as the object of research. Data collections is used by distributing questionnaires. The reasearch sample was selected using purposive sampling in order toobtain 264 respondents. The data testing method is instrument test with validity test andreability test.. The results of testing the hypothesis in this study show that Social Media BrandPost dimension Novelty and Consistency has an affect positive on Consumer Engagementnamun Interactivity hasn’t an affect on Consumer Engagement, Consumer Engagement hasan affect on Customer Brand Relationship and Purchase Intention, Customer BrandRelationship has an affect on Purchase Intention. Customer Brand Relationship variablemediate the Consumer Engagement and Purchase Intention Variable.
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