Konsekuensi social media marketing activities Bank Pemerintah

DETAIL KOLEKSI

Konsekuensi social media marketing activities Bank Pemerintah

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Oleh : Nadya Angela Andani

Info Katalog

Nomor Panggil : 022001801130

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ganawati

Subyek : Marketing - Management;Social media - Economic aspects

Kata Kunci : media marketing activities, brand equity

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801130_Halaman-Judul.pdf	10
2.	2022_TA_SMJ_022001801130_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801130_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001801130_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801130_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001801130_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001801130_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801130_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001801130_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activitiesterhadap Brand Equity yang di mediasi oleh Brand Love dan Brand Trust pada sektorperbankan pemerintah. Data diperoleh dengan menyebarkan kuesioner secara onlinekepada nasabah bank pemerintah yang aktif menggunakan media sosial dalam 6 bulanterakhir seperti Instagram, Facebook, dan Twitter. Sampel yang digunakan padapenelitian ini sebanyak 230 responden. Metode penarikan sampel yang digunakan dalampenelitian ini yaitu purposive sampling. Metode analisis data yang digunakan padapenelitian ini untuk menganalisa pengaruh antar variabel-variabel yang dimilikimenggunakan metode Structural Equation Model (SEM) dengan bantuan softwareAMOS 24.Hasil Penelitian ini menyimpulkan bahwa Social Media Marketing Activities tidakberpengaruh signifikan secara langsung terhadap Brand Trust, Social Media MarketingActivities berpengaruh positif terhadap Brand Love, Social Media Marketing Activitiesberpengaruh positif terhadap Brand Trust, Brand Love berpengaruh positif terhadapBrand Equity, Brand Trust berpengaruh positif terhaddap Brand Equity, Brand Lovememediasi Social Media Marketing Activities terhadap Brand Equity, Brand Trustmemediasi Social Media Marketing Activities terhadap Brand Equity.

T his study aims to analyze the effect of Social Media Marketing Activities on BrandEquity mediated by Brand Love and Brand Trust in the government banking sector. Thedata was obtained by distributing questionnaires online to government bank customerswho were actively using social media in the last 6 months such as Instagram, Facebook,and Twitter. The sampels used in this research is 230 respondents. The sampling methodused in this study was purposive sampling. Data analysis method used in this study toanalyze the effect of variables owned using the Structural Equation Model (SEM)method with the help of AMOS 24 software.The results of the study conclude that Social Media Marketing activities have nosignificant influence on Brand Equity directly, Social Media Marketing Activities has apositive influence on Brand Love, Social Media Marketing Activities has a positiveinfluence on Brand Trust, Brand Love has a positive influence on Brand Equity, BrandTrust has a positive influence on Brand Equity, Brand Love mediates Social MediaMarketing Activities on Brand Equity, Brand Trust mediates Social Media MarketingActivities on Brand Equity.