Pengaruh person-brand fit, needs-supplies fit, personality-based group fit dan values-based group fit terhadap continued intenion to follow pada brand fan page di facebook
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022150026
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Robert Kristaung
Subyek : Marketing management - Brand fan - Social media promotion
Kata Kunci : person-brand fit, needs-supplies fit, personality-based group fit, values based group fit,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022150026_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022150026_Bab-1.pdf | 6 | |
| 3. | 2019_TA_MJ_022150026_Bab-2.pdf | 14 |
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| 4. | 2019_TA_MJ_022150026_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022150026_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022150026_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022150026_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022150026_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisa pengaruh person-brand fit, needssupplies fit, personality-based group fit dan values-based group fit terhadapcontinued intention to follow pada brand fan page di facebook. Metode pengumpulan data pada penelitian ini menggunakan kuesioner dengan Teknik purposive sampling kepada 385 responden. Metode analisis yang digunakan dalam penelitian ini yaitu menggunakan SEM (Structural Equation Model) dengan menggunakan bantuan software AMOS 22. Variabel dependen dalam penelitian ini adalah continued intention to follow. Hasil penelitian ini menunjukkan bahwa (1) needs-supplies fit dan values-based group fit berpengaruh positif terhadap continued intention to follow dan (2) person-brand fit dan personality-based group tidak berpengaruh positif terhadap continued intention to follow.
T his study aims to analyze the effect of person-brand fit, needs-supplies fit,personality-based group fit and values-based group fit on continued intention tofollow the brand fan page on Facebook. The method of data collection in this studyused a questionnaire with purposive sampling technique to 385 respondents. Theanalytical method used in this study is using SEM (Structural Equation Model) usingAMOS 22 software. The dependent variable in this study is continued intention tofollow. The results of this study indicate that (1) needs-supplies fit and values-basedgroup fit have a positive effect on continued intention to follow and (2) person-brandfit and personality-based group do not have a positive effect on continued intentionto follow.
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