Pengaruh social media marketing terhadap consumer brand engagement dan purchase intention

DETAIL KOLEKSI

Pengaruh social media marketing terhadap consumer brand engagement dan purchase intention

Oleh : Miranti Bulqis

Info Katalog

Nomor Panggil : 022001800005

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Marketing - Management;Social media - Economic aspects

Kata Kunci : social media marketing, entertainment, interaction, e-WOM, trendiness, consumer brand engagement, pu

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001800005_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001800005_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001800005_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001800005_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001800005_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001800005_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001800005_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001800005_Daftar-Pustaka.pdf	18
9.	2022_TA_SMJ_022001800005_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketingterhadap Consumer Brand Engagement dan Purchase Intention. Data diperolehdengan cara menyebarkan kuesioner yang berbentuk google forms secara onlinekepada individu yang memiliki akun media sosial yang aktif minimal dalam kurunwaktu satu tahun terakhir seperti Instagram, Facebook, dan Twitter serta pernahmelakukan pembelian produk melalui media sosial dari brand fashion seperti Uniqlo,H&M, dan Pull & Bear minimal dua kali dalam enam bulan terakhir sehingga dapatdiperoleh 244 responden. Penelitian ini menggunakan metode kuantitatif. Sampel yangdigunakan dalam penelitian ini adalah non probability sampling dengan teknikpurposive sampling. Metode analisis data yang digunakan pada penelitian ini untukmenganalisis pengaruh antara variabel-variabel yang dimiliki menggunakan metodeStructural Equation Model (SEM) dengan bantuan software AMOS 24.Hasil penelitian ini menyimpulkan bahwa Entertainment, Interaction, e-WOM,Trendiness berpengaruh positif terhadap Consumer Brand Engagement dan ConsumerBrand Engagement berpengaruh positif terhadap Purchase Intention.

T his study aims to analyze the effect of Social Media Marketing on Consumer BrandEngagement and Purchase Intention. The data was collected using onlinequestionnaires distributed through google forms to individuals who were activelyusing social media such as Instagram, Facebook, and Twitter within the last one yearand individuals who had purchased products from brand fashion such as Uniqlo, H&Mor Pull&Bear at least twice in last six months. The samples used in this research is 244respondents. This research used quantitative methods and purposive samplingtechnique to obtain the non-probability sampling. Structural Equation Modeling(SEM) is used in this research to analyze the relationship between variables with thehelp of AMOS 24 software.The results of this research is show that Social Media Marketing elements such asEntertainment, Interaction, e-WOM, and Trendiness have positively effect onConsumer Brand Engagement and Consumer Brand Engagement have positivelyeffect on Purchase Intention.