DETAIL KOLEKSI

Pengaruh perceived social media marketing activities terhadap consumer-based brand equity dengan mediasi yang dimoderasi


Oleh : Farhan Syahid Abhitah

Info Katalog

Nomor Panggil : 022001802058

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Arnolt Kristian Pakpahan

Subyek : Social media - Economic aspects;Consumer satisfaction

Kata Kunci : perceived social media marketing activities, brand experience, consumer-based brand equity.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001802058_Halaman-Judul.pdf 12
2. 2023_TA_SMJ_022001802058_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001802058_Bab-1--Pendahuluan.pdf 11
4. 2023_TA_SMJ_022001802058_Bab-2-Tinjauan-Pustaka.pdf 17
5. 2023_TA_SMJ_022001802058_Bab-3-Metode-Penelitian.pdf 28
6. 2023_TA_SMJ_022001802058_Bab-4-Analisis-dan-Pembahasan.pdf 18
7. 2023_TA_SMJ_022001802058_Bab-5-Kesimpulan.pdf 5
8. 2023_TA_SMJ_022001802058_Daftar-Pustaka.pdf 5
9. 2023_TA_SMJ_022001802058_Lembar-Pengesahan.pdf 6

P Penelitian ini dilakukan bertujuan untuk menganalisis pengaruh Perceived socialmedia marketing activities terhadap Consumer-based brand equity dengan mediasiyang dimoderasi. Penelitian ini menggunakan Perceived social media marketingactivities sebagai variabel bebas, Consumer-based brand equity sebagai variabelterikat, Brand experience sebagai variabel mediasi, serta Co-creation behavioursebagai variable moderasi. Rancangan penelitian yang digunakan dalam penelitianini yaitu metode kuantitatif. Metode pengambilan sampel menggunakan purposivesampling, yang mana jumlah sampel yang didapatkan pada penelitian berisikan 200sampel yang ada di kota Karawang. Data dikumpulkan melalui pengisian kuisionerberupa google form, dan kemudian dianalisis menggunakan metode StructuralEquation Modeliing (SEM) yang diolah dengan SmartPLS. Hasil pengujian hipotesis pada penelitian ini menunjukkan bahwa terdapatpengaruh positif Perceived social media marketing activities terhadap Consumerbasedbrand equity, juga terdapat pengaruh positif Perceived social media marketingactivities terhadap Brand experience, kemudian terdapat pengaruh positif dariPerceived social media marketing activities terhadap Consumer-based brand equityyang dimediasi oleh Brand experience, lalu terdapat pengaruh negatif dari Perceivedsocial media marketing activities terhadap Brand experience yang dimoderasi olehCo-creation behaviour. Hasil dari penelitian ini diharapkan variabel - variabel padapenelitian ini dapat dijadikan sebagai bahan pertimbangan dalam memberi masukanpada manajer pemasaran perusahaan agar dapat digunakan sebagai informasi padaperusahaan untuk pengembangan, kemajuan serta perbaikan perusahaan.

T This research was conducted aiming to analyze the effect of Perceived socialmedia marketing activities on Consumer-based brand equity with moderatedmediation. This study uses Perceived social media marketing activities as anindependent variable, Consumer-based brand equity as the dependent variable,Brand experience as a mediating variable, and Co-creation behavior as amoderating variable. The research design used in this study is the quantitativemethod. The sampling method used purposive sampling, in which the number ofsamples obtained in the study contained 200 samples in the city of Karawang. Datawas collected by filling in a questionnaire in the form of a google form, and thenanalyzed using the Structural Equation Modeling (SEM) method which wasprocessed with SmartPLS.The results of testing the hypothesis in this study indicate that there is apositive influence of Perceived social media marketing activities on Consumer-basedbrand equity, there is also a positive influence of Perceived social media marketingactivities on Brand experience, then there is a positive influence of Perceived socialmedia marketing activities on Consumer-based brand equity mediated by Brandexperience, then there is a negative influence from Perceived social media marketingactivities on Brand experience which is moderated by Co-creation behavior. Theresults of this study are expected to be used as material for consideration inproviding input to the company's marketing managers so that it can be used asinformation for the company for the development, progress and improvement of thecompany.

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