Anteseden positive word of mouth pada brand sneakers di Indonesia

DETAIL KOLEKSI

Anteseden positive word of mouth pada brand sneakers di Indonesia

Oleh : Reihan Thareq

Info Katalog

Nomor Panggil : 022001701059

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Iwan Ekawanto

Subyek : Brand name products - Management

Kata Kunci : social media marketing activities, brand image, brand engagement in-self concept, brand loyalty, pos

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SMJ_022001701059_-Halaman-Judul.pdf
2.	2021_TA_SMJ_022001701059_Lembar-Pengesahan.pdf	6
3.	2021_TA_SMJ_022001701059_Bab-1_Pendahuluan.pdf	4
4.	2021_TA_SMJ_022001701059_Bab-2_Tinjauan-Pustaka.pdf
5.	2021_TA_SMJ_022001701059_Bab-3_Metodologi-Penelitian.pdf
6.	2021_TA_SMJ_022001701059_Bab-4_Analisi-dan-Pembahasan.pdf
7.	2021_TA_SMJ_022001701059_Bab-5_Kesimpulan.pdf
8.	2021_TA_SMJ_022001701059_Daftar-Pustaka.pdf	5
9.	2021_TA_SMJ_022001701059_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk mengetahui anteseden berjudul Anteseden Positive Word of Mouth pada brand sneakers di Indonesia. Data yang digunakan dalam penelitian ini adalah konsumen yang menggunakan sepatu olahraga atau sneakers. Jumlah data yang diambil pada penelitian ini terdapat 125 sampel data yang berasal dari konsumen produk sepatu olahraga (sneakers) selama satu tahun terakhir. Variabel independen dalam penelitian ini adalah Social Media Marketing Actvities dan Brand Image Variabel dependennya adalah Positive Word of Mouth (WOM). Selain itu, variabel intervening adalah Brand Engagement in-Self Concept (BESC) dan Brand Loyalty. Dari hasil penelitian ini, terdapat pengaruh positif social media marketing activities terhadap brand engagement in-self concept, terdapat pengaruh positif brand image terhadap brand engagement in-self concept, terdapat pengaruh positif brand engagement in-self concept terhadap brand loyalty, terdapat pengaruh positif brand loyalty terhadap positive word of mouth.

T his study aims to determine the antecedent entitled Positive Word of Mouth antecedent on sneakers brands in Indonesia. The data used in this study are consumers who use sports shoes or sneakers. The amount of data taken in this study contained 125 samples of data originating from consumers of sports shoes (sneakers) during the past year. The independent variables in this study are Social Media Marketing Activities and Brand Image. The dependent variable is Positive Word of Mouth (WOM). In addition, the intervening variables are Brand Engagement in-Self Concept (BESC) and Brand Loyalty. From the results of this study, there is a positive influence of social media marketing activities on brand engagement in-self-concept, there is a positive influence of brand image on brand engagement in-self-concept, there is a positive influence of brand engagement in-self-concept on brand loyalty, there is a positive influence on brand loyalty to positive word of mouth.