Peran consumer engagement dalam memediasi pengaruh social media marketing terhadap EWOM Intention

DETAIL KOLEKSI

Peran consumer engagement dalam memediasi pengaruh social media marketing terhadap EWOM Intention

Oleh : Millenia Syafitri

Info Katalog

Nomor Panggil : 022001805008

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Kurniawati

Subyek : Marketing - Social media

Kata Kunci : social media marketing, consumer engagement, ewom intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001805008_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001805008_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001805008_Bab-1_Pendahuluan.pdf	8
4.	2022_TA_SMJ_022001805008_Bab-2_Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001805008_Bab-3_Metodologi-Penelitian.pdf
6.	2022_TA_SMJ_022001805008_Bab-4_Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001805008_Bab-5_Kesimpulan.pdf
8.	2022_TA_SMJ_022001805008_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001805008_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis peran consumer engagement dalam memediasi pengaruh social media marketing terhadap ewom intention. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 140 responden yang merupakan pengguna social media yang mengikuti brand fashion pada social media minimal dalam 6 bulan. Alat analisis data yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif social media marketing tehadap consumer engagement, terdapat pengaruh positif social media marketing terhadap ewom intention, terdapat pengaruh positif consumer engagement terhadap ewom intention, terdapat pengaruh positif social media marketing terhadap e-wom intention yang dimediasi consumer engagement.

T his study aims to analyze the role of consumer engagement in mediating the influence of social media marketing on ewom intention. The data collection method uses a questionnaire with a purposive sampling technique of 140 respondents who are social media users who follow fashion brands on social media for at least 6 months. The data analysis tool used is the Structural Equation Model (SEM). The results show that there is a positive influence of social media marketing on consumer engagement, there is a positive influence of social media marketing on e-wom intention, there is a positive influence of consumer engagement on ewom intention, there is a positive influence of social media marketing on e-wom intention mediated by consumer engagement.