Anteseden brand love dan reusage intention pada media sosial

DETAIL KOLEKSI

Anteseden brand love dan reusage intention pada media sosial

Oleh : Muhammad Ghifari

Info Katalog

Nomor Panggil : 022001807014

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Brand loyalty;Marketing management

Kata Kunci : social media marketing, brand awareness, brand image, perceveied quality, and brand love

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2023_TA_SMJ_022001807014_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001807014_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001807014_Bab-1-Pendahuluan.pdf
4.	2023_TA_SMJ_022001807014_Bab-2-Tinjauan-Pustaka.pdf
5.	2023_TA_SMJ_022001807014_Bab-3-Metode-Penelitian.pdf
6.	2023_TA_SMJ_022001807014_Bab-4-Hasil-dan-pembahasan.pdf
7.	2023_TA_SMJ_022001807014_Bab-5-Kesimpulan.pdf
8.	2023_TA_SMJ_022001807014_Daftar-Pustaka.pdf
9.	2023_TA_SMJ_022001807014_Lampiran.pdf

Abstrak
Abstract

T Tujuan penelitian ini adalah untuk melihat, menguji, dan menganalisis faktor-faktor yang mempengaruhi brand love dan reusage intention pada media sosial. Teknik pengumpulan data dalam penelitian ini menggunakan metode non probability dengan teknik purposive sampling yaitu pengambilan sampel berdasarkan kriteria responden tertentu yaitu yang mengikuti akun media sosial membeli dan mengkonsumsi produk coffee shop tersentu. Data terkumpul dengan penyebaran kuesioner sebanyak 203 responden melalui wawancara langsung sebanyak 70 responden dan wawancara online sebanyak 133 responden namun yang dapat di analisis sebanyak 200 responden. Pengujian data dilakukan dengan menggunakan analisis structural equation model (SEM). Hasil penelitian ini menunjukkan bahwa faktor-faktor yang mempengaruhi brand love adalah social media marketing, brand image, dan perceived quality, sedangkan faktor-faktor yang mempengaruhi reusage intention adalah social media marketing dan perceived quality. Penelitian selanjutnya, diharapkan dapat mengembangkan penelitian di wilayah yang lebih luas yaitu Bekasi, Depok dan Tangerang serta penambahan variabel brand trust agar penelitian ini dapat dikembangkan lebih spesifik lagi.

T The purpose of this research is to see, test, and analyze the factors that influence brand love and reusage intention on social media. The data collection technique in this study uses a non-probability method with a purposive sampling technique, namely sampling based on certain respondent criteria, namely those who follow social media accounts to buy and consume certain coffee shop products. Data was collected by distributing questionnaires to 203 respondents through direct interviews to 70 respondents and online interviews to 133 respondents, however, 200 respondents could be analyzed. Data testing was carried out using structural equation model (SEM) analysis. The results of this study indicate that the factors that influence brand love are social media marketing, brand image, and perceived quality, while the factors that influence reusage intention are social media marketing and perceived quality. Future research is expected to be able to develop research in a wider area, namely Bekasi, Depok and Tangerang as well as the addition of brand trust variables so that this research can be developed more specifically.