Pengaruh social media marketing terhadap brand loyalty, brand consciousness dan value consciousness
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022141009
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Fatik Rahayu
Subyek : Social media marketing;Financial management
Kata Kunci : social media marketing, brand loyalty, brand consciousness, value consciousness
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022141009_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022141009_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022141009_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022141009_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022141009_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022141009_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022141009_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022141009_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji apakah terdapat pengaruh positif dari Social Media Marketing terhadap Brand Loyalty, Brand Consciousness, dan Value Consciousness serta pengaruh positif dari Brand Consciousness terhadap Brand Loyalty. Penelitian ini menjadikan konsumen yang berbelanja melalui online shop di Jakarta dengan minimal berbelaja 6 bulan terakhir sebagai responden. Rancangan penelitian ini merupakan Hypothesis testing (pengujian hipotesis) Serta Time horizon yang digunakan untuk penelitian ini yaitu One-shot (Cross-Sectional). Metode pengambilan sampel dalam penelitian ini adalah non probability sampling, Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil peneltian ini menunjukan bahwa Tidak terdapat pengaruh positif Social Media Marketing tidak berpengaruh positif terhadap Brand Loyalty karena dimediasi oleh variabel lain yaitu Brand Consciousness, Social Media Marketing berpengaruh positif terhadap Brand Consciousness, Social Media Marketing berpengaruh positif terhadap Value Consciousness dan Brand Consciousness berpengaruh positif terhadap Brand Loyalty
T he purpose of this study is to analyze positive influence of Social Media Marketing on Brand Loyalty, Brand Consciousness, and Value Consciousness as well as positive influence of Brand Consciousness on Brand Loyalty. This research makes consumers who shop through online shop in Jakarta with at least last 6 months as respondents. The design of this study is Hypothesis testing (hypothesis testing) and Time horizon used for this research is One-shot (Cross-Sectional). Sampling method in this research is non probability sampling, Sampling technique used is purposive sampling. The results of this study show that there is no positive influence of Social Media Marketing has no positive effect on Brand Loyalty because mediated by other variables of Brand Consciousness, Social Media Marketing have a positive effect on Brand Consciousness, Social Media Marketing have a positive effect on Value Consciousness and Brand Consciousness positively affect Brand Loyalty
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