Konsekuensi dari kegiatan pemasaran melalui sosial
Info Katalog
File Repositori
Nomor Panggil : 022141120
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Fatik Rahayu
Subyek : Market surveys;Electronic publishing
Kata Kunci : brand conscriousness, value consiousness, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2020_TA_MJ_022141120_Halaman-Judul.pdf | ||
| 2. | 2020_TA_MJ_022141120_Bab-1.pdf | ||
| 3. | 2020_TA_MJ_022141120_Bab-2.pdf |
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| 4. | 2020_TA_MJ_022141120_Bab-3.pdf |
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| 5. | 2020_TA_MJ_022141120_Bab-4.pdf |
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| 6. | 2020_TA_MJ_022141120_Bab-5.pdf |
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| 7. | 2020_TA_MJ_022141120_Daftar-Pustaka.pdf | ||
| 8. | 2020_TA_MJ_022141120_Lampiran.pdf |
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T ujuan penelitian ini adalah untuk menganalisa pengaruh Social MediaMarketing terhadap Brand Consciousness, pengaruh Social Media Marketingterhadap Value Consiousness, pengaruh Social Media Marketing terhadap BrandLoyalty, pengaruh Brand Consciousness terhadap Brand Loyalty, pengaruh ValueConsciousness terhadap Brand Loyalty. Metode analisis data yang digunakan untukmenganalisis pengaruh variabel - variabel yang diteliti menggunakan metode analisisstructural equation modeling (SEM) dengan bantuan software AMOS 22.Berdasarkan pembahasan dan hasil penelitian yang telah diperoleh dalammasing-masing bab, maka dapat disimpulkan bahwa tidak terdapat pengaruh positifSocial Media Marketing terhadap Brand Loyalty, terdapat pengaruh positif SocialMedia Marketing terhadap Brand Consciousness, terdapat pengaruh positif BrandConsciousness terhadap Brand Loyalty, terdapat pengaruh positif Social MediaMarketing terhadap Value Consciousness, tidak terdapat pengaruh negatif ValueConsciousness terhadap Brand Loyalty
T he purpose of this study was to analyze the effect of Social MediaMarketing on Brand Consciousness, the influence of Social Media Marketing onValue Consiousness, the influence of Social Media Marketing on Brand Loyalty, theeffect of Brand Consciousness on Brand Loyalty, the effect of Value Consciousnesson Brand Loyalty. Data analysis method used to analyze the effect of variablesstudied using structural equation modeling (SEM) analysis method with the help ofAMOS 22 software.Based on the discussion and research results obtained in each chapter, it canbe concluded that there is no positive effect of Social Media Marketing on BrandLoyalty, there is a positive effect of Social Media Marketing on BrandConsciousness, there is a positive effect of Brand Consciousness on Brand Loyalty,there is an influence positive Social Media Marketing on Value Consciousness, thereis no negative effect of Value Consciousness on Brand Loyalty
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