Anteseden dari emotional attachment

DETAIL KOLEKSI

Anteseden dari emotional attachment

Oleh : Nuzul Ramadhani

Info Katalog

Nomor Panggil : 022001701067

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Marketing - Management;Social media

Kata Kunci : social media interactivity, social media benefits, social media rewards, brand image, brand commitme

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SMJ_022001701067_Halaman-Judul1.pdf	12
2.	2021_TA_SMJ_022001701067_lembar-pengesahan.pdf	6
3.	2021_TA_SMJ_022001701067_Bab-1-Pendahuluan.pdf	9
4.	2021_TA_SMJ_022001701067_Bab-2-Tinjauan-Pustaka.pdf
5.	2021_TA_SMJ_022001701067_Bab-3-Metodologi-Penelitian.pdf
6.	2021_TA_SMJ_022001701067_Bab-4-Analisi-dan-Pembahasan.pdf
7.	2021_TA_SMJ_022001701067_Bab-5-Kesimpulan.pdf
8.	2021_TA_SMJ_022001701067_Daftar-Pustaka.pdf	4
9.	2021_TA_SMJ_022001701067_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis variabel apa saja yang dapat mempengaruhi konsumen untuk menghasilkan Emotional Attachment. Pada penelitian ini anteseden dari Emotional Attachment dipengaruhi oleh 5 faktor, yaitu Social Media Interactivity, Social Media Benefits, Social Media Rewards, Brand Image dan Brand Commitment.Penelitian ini dilakukan pada individu yang sudah pernah memesan hotel, tempat wisata, pesawat atau restoran melalui Tripadvisor dan mengambil 210 sampel dari individu yang sudah pernah memesan hotel, tempat wisata, pesawat atau restoran melalui Tripadvisor minimal 3 kali dalam kurun waktu 2 tahun terakhir. Metode yang digunakan adalah non-probability sampling dengan tekhnik pusposive sampling dan menggunakan alat Structural Equation Model (SEM).Hasil dari penelitian ini adalah (1) Social Media Interactivity berpengaruh positif terhadap Brand Image. (2) Social Media Interactivity tidak berpengaruh positif terhadap Brand Commitment. (3) Social Media Benefits tidak berpengaruh positif terhadap Brand Image. (4) Social Media Benefits berpengaruh positif terhadap Brand Commitment. (5) Social Media Rewards berpengaruh positif terhadap Brand Image. (6) Social Media Rewards berpengaruh positif terhadap Brand Commitment. (7) Brand Image berpengaruh positif terhadap Emotional Attachment. (8) Brand Commitment berpengaruh positif terhadap Emotional Attachment.

T his study aims to analyze the factors or variables that can influence consumers to produce Antecedents of Emotional Attachments. In this research, Emotional Attachment consists of 5 factors, namely Social Media Interactivity, Social Media Benefits, Social Media Rewards, Brand Image and Brand Commitment.This research was conducted on individuals who had booked hotels, tourist attractions, planes or restaurants through Tripadvisor and took 210 samples from individuals who had booked hotels, tourist attractions, planes or restaurants through Tripadvisor at least 3 times in the last 2 years. The method used is non-probability sampling with purposive sampling technique and using the Structural Equation Model (SEM) tool.The results of this study are (1) Social Media Interactivity has a positive effect on Brand Image. (2) Social Media Interactivity has no positive effect on Brand Commitment. (3) Benefits of Social Media have no positive effect on Brand Image. (4) Benefits of Social Media have a positive effect on Brand Commitment. (5) Social Media Rewards has a positive effect on Brand Image. (6) Social Media Rewards has a positive effect on Brand Commitment. (7) Brand Image has a positive effect on Emotional Attachment. (8) Brand Commitment has a positive effect on Emotional Attachment.