Pengaruh yang dirasakan social media marketing elemen pada consumer brand engagement dan brand knowledge.

DETAIL KOLEKSI

Pengaruh yang dirasakan social media marketing elemen pada consumer brand engagement dan brand knowledge.

Oleh : Muhammad Zulkifli Amanda

Info Katalog

Nomor Panggil : 022002008013

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Yolanda Masnita Siagian

Subyek : Brand name products - Marketing;Social media - Economic aspects

Kata Kunci : pleasure, entertainment, EWOM, trendiness, EWOM, consumer brand engagement, brand awareness, brand i

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022002008013_Halaman-Judul.pdf	9
2.	2022_TA_SMJ_022002008013_Lembar-Pengesahan.pdf	5
3.	2022_TA_SMJ_022002008013_Bab-1-Pendahuluan.pdf	7
4.	2022_TA_SMJ_022002008013_Bab-2-Tinjauan-Pustaka.pdf	10
5.	2022_TA_SMJ_022002008013_Bab-3-Metoda-Penelitian.pdf	18
6.	2022_TA_SMJ_022002008013_Bab-4-Analisis-dan-Pembahasan.pdf	18
7.	2022_TA_SMJ_022002008013_Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022002008013_Daftar-Pustaka.pdf	10
9.	2022_TA_SMJ_022002008013_Lampiran.pdf	23

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis Pengaruh elemen pemasaran media sosial (Entertainment, Pleasure, electronic word-of-mouth (EWOM) dan trendiness), terhadap consumer brand engagement dan brand knowledge). Pada produk smarthpone di indonesia khususnya di Jabodetabek. Juga melihat pengaruh Consumer brand engagement terhadap brand knowledge yang didalamnya terdapat brand awareness dan juga brand Image. Data diperoleh dari hasil kuesioner yang disebarkan kepada 267 responden dengan menggunakan Google Forms. Pengujian dilakukan dengan menggunakan analisis Structural Equation Model (SEM). Hasil penelitian menunjukan : Pleasure terbukti memediasi pengaruh antara Entertainment dan Consumer Brand Engagement, Terdapat pengaruh EWOM terhadap Consumer Brand Engagement, Terdapat Pengaruh Trendiness terhadap Consumer Brand Engagement, Terdapat pengaruh Consumer Brand Engagement terhadap Brand Awareness, Terdapat Pengaruh Consumer Brand Engagement terhadap Brand Image.

T his study aims to examine and analyze the effect of social media marketing elements (Entertainment, Pleasure, electronic word-of-mouth (EWOM) and trendiness), on consumer brand engagement and brand knowledge). On smartphone products in Indonesia, especially in Jabodetabek. Also look at the influence of consumer brand engagement on brand knowledge which includes brand awareness and brand image. Data obtained from the results of questionnaires distributed to 267 respondents using Google Forms. Tests were carried out using Structural Equation Model (SEM) analysis.The results show: Pleasure is proven to mediate the influence between Entertainment and Consumer Brand Engagement, There is an influence of EWOM on Consumer Brand Engagement, There is an influence of Trendiness on Consumer Brand Engagement, There is an influence of Consumer Brand Engagement on Brand Awareness, There is an Influence of Consumer Brand Engagement on Brand Image.