Pengaruh social media marketing activities terhadap brand equity pada internet service provider (isp) di indonesia: dimediasi oleh brand love dan brand trust

DETAIL KOLEKSI

Pengaruh social media marketing activities terhadap brand equity pada internet service provider (isp) di indonesia: dimediasi oleh brand love dan brand trust

Oleh : Anisah Zahrah Amalia

Info Katalog

Nomor Panggil : 022001905002

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Product management;Marketing management

Kata Kunci : social media marketing activities, brand equity, brand love, brand tust

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001905002_Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022001905002_Lembar-Pengesahan.pdf	5
3.	2023_TA_SMJ_022001905002_Bab-1-Pendahuluan.pdf	8
4.	2023_TA_SMJ_022001905002_Bab-2-Tinjauan-Pustaka.pdf	11
5.	2023_TA_SMJ_022001905002_Bab-3-Metode-Penelitian.pdf	19
6.	2023_TA_SMJ_022001905002_Bab-4-Analisis-dan-Pembahasan.pdf	19
7.	2023_TA_SMJ_022001905002_Bab-5-Kesimpulan.pdf	3
8.	2023_TA_SMJ_022001905002_Daftar-Pustaka.pdf	7
9.	2023_TA_SMJ_022001905002_Lampiran.pdf	23

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activities terhadap brand equity pada internet service provider (ISP) di Indonesia: dimediasi oleh brand love dan brand trust. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 224 responden pria dan wanita melalui wawancara langsung (60 responden) dan melalui google forms (164 responden), namun yang dapat dianalisis sebanyak 223 responden. Teknik pengambilan data menggunakan purposive sampling dengan kriteria individu yang menggunakan layanan internet service provider (ISP) minimal 6 bulan dan pengguna aktif media sosial. Analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan program AMOS22. Hasil penelitian menemukan bahwa social media marketing activities berpengaruh positif terhadap brand love dan brand trust, brand love berpengaruh positif terhadap brand equity, brand trust berpengaruh positif terhadap brand equity, social media marketing activities tidak berpengaruh positif terhadap brand equity, dan brand love dan brand trust memediasi secara parsial social media marketing activities terhadap brand equity. Penelitian selanjutnya diharapkan dapat melakukan penelitian pada produk atau jasa yang berbeda misalnya e-wallet dan menambahkan variabel lain misalnya brand attitude.

T This study aims to analyze the impact of social media marketing activities on brand equity in the internet service provider in Indonesia: The mediating role of brand love and brand trust. Data was collected by distributing questionnaires to 224 male and female respondents by direct interviews (60 respondents) and through google forms (164 respondents), but that can be analyzed as many as 223 respondents. The data collection technique used was purposive sampling with the criteria of individuals who use internet service provider (ISP) services for at least 6 months and active users of social media. The data analysis used was Structural Equation Modeling (SEM) using the AMOS22 program. The results of the study found that social media marketing activities positively affects brand love and brand trust, brand love positively affects brand equity, brand trust positively affects brand equity, social media marketing activities have no positive effect on brand equity, brand love and brand trust partially mediate social media marketing activities and brand equity. For future research is suggested to conduct research on different products or services such as e-wallet and add variables, such as brand attitude.