Anteseden dan konsekuensi consumer brand engagement
Info Katalog
File Repositori
Nomor Panggil : 022001705004
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Harsini Soetomo
Subyek : Marketing;Social media - Economic aspects
Kata Kunci : social media marketing, EWOM, consumer brand engagement, brand loyalty, brand image
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2021_TA_SMJ_022001705004_Halaman-Judul.pdf | ||
| 2. | 2021_TA_SMJ_022001705004_Lembar-Pengesahan.pdf | ||
| 3. | 2021_TA_SMJ_022001705004_Bab-1-Pendahuluan.pdf | ||
| 4. | 2021_TA_SMJ_022001705004_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_SMJ_022001705004_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2021_TA_SMJ_022001705004_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_SMJ_022001705004_Bab-5-Kesimpulan.pdf |
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| 8. | 2021_TA_SMJ_022001705004_Daftar-Pustaka.pdf | 3 | |
| 9. | 2021_TA_SMJ_0222001705004_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi consumer brand engagement. Sampel yang digunakan dalam penelitian ini sebanyak 200 responden dengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian ini adalah pengguna smartphone Samsung yang pernah melihat konten smartphone Samsung di platform media sosial (Instagram, Youtube dan Twitter) minimal 3 kali dalam kurun waktu 6 bulan. Pengujian hipotesis dilakukan dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa variabel social media marketing dengan 4 dimensinya yaitu, entertainment, interaction, EWOM dan trendiness memiliki dampak positif yang signifikan terhadap consumer brand engagement. Terdapat satu dimensi social media marketing memiliki dampak yang tidak signifikan terhadap consumer brand engagement yaitu customization. Sedangkan variabel consumer brand engagement memiliki dampak positif yang signifikan terhadap brand loyalty dan brand imageHasil penelitian ini menyarankan kepada pemasar smartphone Samsung untuk meningkatkan social media marketing dengan menyertakan dimensinya yaitu entertainment, interaction, EWOM dan trendiness sehingga tercipta consumer brand engagement, yang selanjutnya akan mendorong munculnya brand loyalty dan brand image.
T he purpose of this study to analyze antecedent and consequences of consumer brand engagement. The samples used in this research is 200 respondents by using purposive sampling sample method. The samples used in this study were Samsung smartphone users who had seen Samsung smartphone content on social media platforms (Instagram, Youtube and Twitter) at least 3 times in a period of 6 months. Hypothesis testing for this research was tested by Structural Equation Model (SEM) method. The results of this study showed that social media marketing variables with 4 dimensions namely, entertainment, interaction, EWOM and trendiness have a significant positive impact on consumer brand engagement. There is one dimension of social media marketing has an insignificant impact on consumer brand engagement, namely customization. While consumer brand engagement variables have a positive significant impact brand loyalty and brand image. The results of this study suggest to Samsung smartphone marketers to improve social media marketing by including its dimensions, namely entertainment, interaction, EWOM and trendiness so that it creates consumer brand engagement, which will further encourage the emergence of brand loyalty and brand image.
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