Pengaruh regional brand ambassador dan social media advertising terhadap brand trust dan brand loyalty konsumen gen-z
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Arnolt Kristian Pakpahan
Kata Kunci : Regional Brand Ambassador, Social Media Advertising, Brand Trust, Brand Loyalty, Gen-Z Consumers
Status Posting : Published
Status : Lengkap
No. | Nama File | Hal. | Link |
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1. | 2025_SK_SMJ_022002001161_Halaman-Judul.pdf | ||
2. | 2025_SK_SMJ_022002001161_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
3. | 2025_SK_SMJ_022002001161_Surat-Hasil-Similaritas.pdf | 1 | |
4. | 2025_SK_SMJ_022002001161_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 2 | |
5. | 2025_SK_SMJ_022002001161_Lembar-Pengesahan.pdf | 1 | |
6. | 2025_SK_SMJ_022002001161_Pernyataan-Orisinalitas.pdf | 1 | |
7. | 2025_SK_SMJ_022002001161_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
8. | 2025_SK_SMJ_022002001161_Bab-1.pdf | 12 | |
9. | 2025_SK_SMJ_022002001161_Bab-2.pdf |
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10. | 2025_SK_SMJ_022002001161_Bab-3.pdf |
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11. | 2025_SK_SMJ_022002001161_Bab-4.pdf |
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12. | 2025_SK_SMJ_022002001161_Bab-5.pdf | ||
13. | 2025_SK_SMJ_022002001161_Daftar-Pustaka.pdf | ||
14. | 2025_SK_SMJ_022002001161_Lampiran.pdf |
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D Dalam era digital saat ini, persaingan di industri e-commerce shopee live, tokopedia live, tiktok live, dan lazada live semakin ketat, sehingga perusahaan perlu mengembangkan strategi pemasaran yang efektif untuk meningkatkan kepercayaan dan loyalitas konsumen. e-commerce shopee live, tokopedia live, tiktok live, dan lazada live, sebagai salah satu pemain utama di industri ini, berusaha memahami bagaimana penggunaan regional brand ambassador dan social media advertising dapat mempengaruhi brand trust dan brand loyalty pada konsumen generasi z. penelitian ini bertujuan untuk menganalisis pengaruh regional brand ambassador dan social media advertising terhadap brand trust dan brand loyalty pada konsumen gen-z e-commerce shopee live, tokopedia live, tiktok live, dan lazada live. sebanyak 185 responden dari generasi z di jakarta berpartisipasi dalam survei ini. data yang dikumpulkan dianalisis menggunakan alat analisis data smartpls v.3 untuk memastikan validitas dan reliabilitas serta ketepatan uji pada penelitian. hasil penelitian menunjukkan bahwa regional brand ambassador dan social media advertising berpengaruh positif terhadap brand trust dan brand loyalty serta brand trust berpengaruh positf terhadap brand loyalty. brand trust mampu memediasi pengaruh antara regional brand ambassador dan social media advertising terhadap brand loyalty
I In today\\\'s digital era, competition in the e-commerce shopee live, tokopedia live, tiktok live, dan lazada live industry is becoming increasingly fierce, prompting companies to develop effective marketing strategies to enhance consumer trust and loyalty. as a leading player in this industry, e-commerce shopee live, tokopedia live, tiktok live, dan lazada live seeks to understand how the use of regional brand ambassadors and social media advertising can influence brand trust and brand loyalty among generation z consumers. this study aims to analyze the impact of regional brand ambassadors and social media advertising on brand trust and brand loyalty among e-commerce shopee live, tokopedia live, tiktok live, dan lazada live’s generation z consumers. a total of 185 generation z respondents from jakarta participated in this survey. the collected data was analyzed using smartpls v.3 to ensure the validity, reliability, and accuracy of the tests in this study. the results showed that both regional brand ambassadors and social media advertising have a positive impact on brand trust and brand loyalty, and that brand trust positively affects brand loyalty. moreover, brand trust is able to mediate the impact between regional brand ambassadors and social media advertising on brand loyalty.