Pengaruh brand engagement terhadap brand awareness dan brand image serta dampaknya terhadap brand equity

DETAIL KOLEKSI

Pengaruh brand engagement terhadap brand awareness dan brand image serta dampaknya terhadap brand equity

3.0

Oleh : Ihsanul Walidaeni

Info Katalog

Nomor Panggil : 022001702013

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Hj. Arwini Sumardi

Subyek : Brand name products - Marketing

Kata Kunci : cofee to-go, consumer brand engagement, brand awareness, brand image, brand equity.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SMJ_022001702013_-Halaman-Judul.pdf	11
2.	2021_TA_SMJ_022001702013_Lembar-Pengesahan.pdf	6
3.	2021_TA_SMJ_022001702013_Bab-1-Pendahuluan.pdf	10
4.	2021_TA_SMJ_022001702013_Bab-2-Tinjauan-Pustaka.pdf	12
5.	2021_TA_SMJ_022001702013_Bab-3-Metode-Penelitian.pdf	19
6.	2021_TA_SMJ_022001702013_Bab-4-Analisis-dan-Pembahasan.pdf	14
7.	2021_TA_SMJ_022001702013_Bab-5-Kesimpulan.pdf
8.	2021_TA_SMJ_022001702013_Daftar-Pustaka.pdf	8
9.	2021_TA_SMJ_022001702013_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisi pengaruh 4 elemen variabel yaitu Consumer Brand Engagement, Brand Awareness, Brand Image, dan Brand Equity. Selain itu, penelitian ini juga bertujuan untuk menganalisis pengaruh Consumer Brand Engagement terhadap Brand Awarenes dan Brand Image kemudian peneliti ini juga bertujuan menganalisis pengaruh Brand Awareness dan Brand Image terhadap Brand Equity. Sampel yang digunakan dalam penelitian ini sebanyak 130 responden dan responden yang digunakan pada penelitian ini adalah Pengguna situs media sosial Di indonesia terutama Instagram. Penelitian ini menggunakan metode kuantitatif. Data penelitian diperoleh melalui kuesioner online (Google Form) yang dibagikan di media sosial Instagram atau Whatapps dengan menerapkan metode purposive sampling. Data yang diperoleh dianalisis dengan model persamaan struktural (SEM) dengan bantuan software SPSS Amos 22.Hasil dari penelitian ini diperoleh bahwa (1) Terdapat pengaruh positif antara Consumer Brand Engagement terhadap Brand Awareness. Selain itu, penelitian ini juga memperoleh adanya (2) pengaruh positif antara Consumer Brand Engagement terhadap Brand Image kemudian (3) lalu adanya positif antara Brand Awareness terhadap Brand Equity dan yang terakhir (4) adanya pengaruh positif antara brand image terhadap Brand Euity.Dari hasil analisis diketahui bahwa elemen pemasaran merupakan faktor yang efektif terhadap keterlibatan konsumen pada suatu merek, Penelitian tersebut menegaskan bahwa pemasar harus menyadari pentingnya peningkatan penggunaan brand yang baik karena terdapat adanya pengaruh yang kuat terhadap daya beli konsumen seperti: membuat konten suatu produk yang kemudian diupload dalam instastory instagram, mengadakan perhitungan level promosi, memberikan diskon terhadap harga produk yang dijual sehari-hari dengan tetap mempertahankan kualitas produk yang baik, pemasar diharapkan dapat memberikan informasi mengenai ulasan atau review dari konsumen yang telah membeli produknya, dan pemasar juga harus tetap mempertahankan kualitas mereknya dan membuat strategi serta meningkatkan layanan terhadap konsumen.

T his study aims to examine and analyze the influence of 4 variable elements, namely Consumer Brand Engagement, Brand Awareness, Brand Image, and Brand Equity. In addition, this study also aims to analyze the effect of Consumer Brand Engagement on Brand Awareness and Brand Image, then this researcher also aims to analyze the effect of Brand Awareness and Brand Image on Brand Equity. The sample used in this study was 130 respondents and the respondents used in this study were users of social media sites in Indonesia, especially Instagram. This study uses quantitative methods. The research data was obtained through an online questionnaire (Google Form) which was distributed on social media Instagram or Whatapps by applying the purposive sampling method. The data obtained were analyzed using a structural equation model (SEM) with the help of SPSS Amos 22 software.The results of this study showed that (1) There is a positive influence between Consumer Brand Engagement on Brand Awareness. In addition, this study also obtained the existence of (2) a positive influence between Consumer Brand Engagement on Brand Image then (3) a positive influence between Brand Awareness on Brand Equity and finally (4) a positive influence between brand image on Brand Euity.From the results of the analysis, it is known that the marketing element is an effective factor in consumer involvement in a brand, the study confirms that marketers must realize the importance of increasing the use of a good brand because there is a strong influence on consumer purchasing power such as: creating content for a product which is then uploaded In Instagram stories, calculating promotion levels, providing discounts on the prices of products sold daily while maintaining good product quality, marketers are expected to be able to provide information about reviews or reviews from consumers who have purchased their products, and marketers must also maintain quality. brands and develop strategies and improve services to consumers.