Pengaruh social media marketing activities terhadap brand equity

DETAIL KOLEKSI

Pengaruh social media marketing activities terhadap brand equity

3.7

Oleh : Muhammad Haekal Pahlevi

Info Katalog

Nomor Panggil : 022161166

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Brand name products;Internet marketing

Kata Kunci : brand equity, brand experience, co-creation behavior, marketing, social media, social media marketin

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SMJ_022161166_Halaman-Judul.pdf	10
2.	2021_TA_SMJ_022161166_Lembar-Pengesahan.pdf
3.	2021_TA_SMJ_022161166_Bab-1-Pendahuluan.pdf	7
4.	2021_TA_SMJ_022161166_Bab-2-Tinjauan-Pustaka.pdf
5.	2021_TA_SMJ_022161166_Bab-3-Metode-Penelitian.pdf
6.	2021_TA_SMJ_022161166_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2021_TA_SMJ_022161166_Bab-5-Kesimpulan.pdf
8.	2021_TA_SMJ_022161166_Daftar-Pustaka.pdf
9.	2021_TA_SMJ_022161166_Lampiran.pdf

Abstrak
Abstract

e nelitian ini bertujuan untuk menguji Pengaruh Social Media Marketing Activities terhadap Brand Equity pada perusahaan Starbucks Coffee di Jabodetabek. Variabel dependen yang digunakan dalam penelitian ini adalah Consumer-Based Brand Equity. Variabel independen yang digunakan dalam penelitian ini adalah Perceived Social Media Marketing Activities. Variabel Brand Experience digunakan dalam penelitian ini sebagai variabel mediasi hubungan antara Perceived Social Media Marketing Activites terhadap Consumer-Based Brand Equity. Variabel Co-Creation Behavior digunakan dalam penelitian ini sebagai variabel yang memoderasi hubungan antara Perceived Social Media Marketing Activities terhadap Brand Experience. Sampel penelitian ini sebanyak 210 responden dengan menggunakan teknik purposive sampling. Model analisis data yang digunakan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan Perceived Social Media Marketing Activities terhadap Consumer-Based Brand Equity, terdapat pengaruh signifikan Perceived Social Media Marketing Activities terhadap Brand Experience, terdapat pengaruh signifikan Brand Experience terhadap Consumer- Based Brand Equity, terdapat pengaruh signifikan Perceived Social Media Marketing Activites, Brand Experience, Consumer-Based Brand Equity, serta Co-Creation Behavior pada perusahaan Starbucks Coffee. Indikator pada penelitian ini disesuaikan dengan masyarakat di Jabodetabek, dengan terbuktinya pengaruh signifikan pada variabel-variabel yang diteliti, maka apabila pemasar memperhatikan dan meningkatkan pelayanannya akan membuat perusahaan Starbucks Coffee lebih unggul dari kompetitor lainnya.

T his study aims to examine the effect of social media marketing activities on brand equity at the Starbucks Coffee company in Jabodetabek. The dependent variable used in this study is Consumer-Based Brand Equity. The independent variable used in this study is Perceived Social Media Marketing Activities. The Brand Experience variable is used in this study as a mediating variable for the relationship between Perceived Social Media Marketing Activities and Consumer-Based Brand Equity. The variable Co-Creation Behavior is used in this study as a variable that moderates the relationship between Perceived Social Media Marketing Activities and Brand Experience. The sample of this study was 210 respondents using purposive sampling technique. The data analysis model used is the Partial Least Square - Structural Equation Model (PLS-SEM). The results showed that there was a significant influence of Perceived Social Media Marketing Activities on Consumer-Based Brand Equity, there was a significant influence of Perceived Social Media Marketing Activities on Brand Experience, there was a significant effect of Brand Experience on Consumer-Based Brand Equity, there was a significant influence of Perceived Social Media Marketing. Activities towards Consumer-Based Brand Equity mediated by Brand Experience, there is a significant influence of Perceived Social Media Marketing Activities on Brand Experience moderated by Co-Creation Behavior. Therefore, this study examines Perceived Social Media Marketing Activities, Brand Experience, Consumer-Based Brand Equity, and Co-Creation Behavior at the Starbucks Coffee company. The indicators in this study are adjusted to the community in Jabodetabek, with evidence of a significant influence on the variables studied, so if marketers pay attention to and improve their services, the Starbucks Coffee company will be superior to other competitors.