Peran dari social media marketing, brand experience, brand trust terhadap brand equity pada coffe-shop di Indonesia

DETAIL KOLEKSI

Peran dari social media marketing, brand experience, brand trust terhadap brand equity pada coffe-shop di Indonesia

2.5

Oleh : Muhammad Slamet Ramadhansyah

Info Katalog

Nomor Panggil : 022001806010

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Aekram Faisal

Subyek : Brand loyalty;Brand name products - Marketing

Kata Kunci : social media marketing, brand experience, brand trust, brand equity

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001806010_Halaman-Judul.bak(1).pdf
2.	2022_TA_SMJ_022001806010_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001806010_Bab-1-Pendahuluan.pdf	9
4.	2022_TA_SMJ_022001806010_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001806010_Bab-3-Metode-Penelitian1.pdf
6.	2022_TA_SMJ_022001806010_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001806010_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001806010_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001806010_Lampiran.pdf

Abstrak
Abstract

T ujuan penelitian ini adalah menganalisis pengaruh social media marketing, brandexperience, brand trust, terhadap brand equity. Rancangan penelitian ini adalahdengan melakukan uji hipotesis atau hypotesis testing. Teknik pengambilan sampeldalam penelitian ini menggunakan purposive sampling dengan kriteria respondenadalah individu yang mengunjungi coffee-shop. Penelitian ini menggunakan dataprimer yang diperoleh melalui kuesioner yang didistribusikan kepada 187 responden.Hasil penelitian ini menunjukan bahwa Social Media Marketing berpengaruh positifterhadap brand experience dan brand trust. Kemudian brand experience berpengaruhpositif terhadap brand equity, namun social media marketing tidak berpengaruhpositif terhadap brand equity, dan brand trust juga tidak memiliki pengaruh positifterhadap brand equity.

T he purpose of this study is to analyze the effect of social media marketing, brandexperience, brand trust, on brand equity. The design of this research is to test thehypothesis or hypothesis testing. The sampling technique in this study used purposivesampling with the criteria of respondents being individuals who visited coffee-shops.This study uses primary data obtained through questionnaires distributed to 187respondents. The results of this study indicate that Social Media Marketing has apositive effect on brand experience and brand trust. Then brand experience has apositive effect on brand equity, but social media marketing does not have a positiveeffect on brand equity, and brand trust also does not have a positive effect on brandequity.