Pengaruh social media marketing terhadap repurchase intention yang dimediasi oleh brand awareness dan e-wom

DETAIL KOLEKSI

Pengaruh social media marketing terhadap repurchase intention yang dimediasi oleh brand awareness dan e-wom

5.0

Oleh : Marthdilla Setyarana Prahmadisti

Info Katalog

Nomor Panggil : 022001801188

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Hj. Arwini Sumardi

Subyek : Marketing - Management;Social media - Economic aspects

Kata Kunci : social media marketing, brand awareness, electronic word of mouth, repurchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801188_Halaman-Judul.pdf	10
2.	2022_TA_SMJ_022001801188_Lembar-Pengesahan.pdf	5
3.	2022_TA_SMJ_022001801188_Bab-1-Pendahuluan.pdf	11
4.	2022_TA_SMJ_022001801188_Bab-2-Tinjauan-Pustaka.pdf	10
5.	2022_TA_SMJ_022001801188_Bab-3-Metode-Penelitian.pdf	18
6.	2022_TA_SMJ_022001801188_Bab-4-Analisis-dan-Pembahasan.pdf	21
7.	2022_TA_SMJ_022001801188_Bab-5-Kesimpulan.pdf	5
8.	2022_TA_SMJ_022001801188_Daftar-Pustaka.pdf	10
9.	2022_TA_SMJ_022001801188_Lampiran.pdf	17

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisa Pengaruh Social MediaMarketing terhadap Repurchase Intention yang dimediasi oleh Brand Awareness dan EWOM.Objek penelitian ini adalah produk kosmetik halal. Metode yang digunakanadalah non-probability sampling dengan teknik purposive sampling kepada 125responden. Metode analisis yang digunakan dalam penelitian ini adalah StructuralEquation Model (SEM). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruhpositif Social Media Marketing terhadap Repurchase Intention, terdapat pengaruh positifSocial Media Marketing terhadap Brand Awareness, terdapat pengaruh positif SocialMedia Marketing terhadap Electronic Word of Mouth, terdapat pengaruh positif BrandAwareness terhadap Repurchase Intention, terdapat pengaruh positif Electronic Word ofMouth terhadap Repurchase Intention, terdapat pengaruh positif Social Media Marketingterhadap Repurchase Intention dimediasi Brand Awareness, dan terdapat pengaruhpositif Social Media Marketing terhadap Repurchase Intention dimediasi ElectronicWord of Mouth.

T his study aims to examine and analyze the Effect of Social Media Marketing onRepurchase Intention mediated by Brand Awareness and E-WOM. The object of thisresearch is halal cosmetic products. The method used is non-probability sampling withpurposive sampling technique to 125 respondents. The analytical method used in thisstudy is the Structural Equation Model (SEM). The results of this study indicate thatthere is a positive influence of Social Media Marketing on Repurchase Intention, there isa positive influence of Social Media Marketing on Brand Awareness, there is a positiveinfluence of Social Media Marketing on Electronic Word of Mouth, there is a positiveinfluence of Brand Awareness on Repurchase Intention, there is a positive influenceElectronic Word of Mouth on Repurchase Intention, there is a positive influence ofSocial Media Marketing on Repurchase Intention mediated by Brand Awareness, andthere is a positive influence of Social Media Marketing on Repurchase Intentionmediated by Electronic Word of Mouth.