Pengaruh elemen periklanan media sosial terhadap brand engagement dan purchase intention

DETAIL KOLEKSI

Pengaruh elemen periklanan media sosial terhadap brand engagement dan purchase intention

Oleh : Georgia Cathleen Engeline Polii

Info Katalog

Nomor Panggil : 022001908006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Adiati Hardjanti

Subyek : Internet marketing;Brand name products

Kata Kunci : social media marketing, interactivity, perceived relevance, informativeness, entertainment, brand en

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SAK_022001908006_Halaman-Judul.pdf	11
2.	2022_TA_SAK_022001908006_Lembar-Pengesahan.pdf	6
3.	2022_TA_SAK_022001908006_Bab-1_Pendahuluan.pdf	9
4.	2022_TA_SAK_022001908006_Bab-2_Tinjauan-Pustaka.pdf	19
5.	2022_TA_SAK_022001908006_Bab-3_Metode-Penelitian.pdf	23
6.	2022_TA_SAK_022001908006_Bab-4_Analisis-dan-Pembahasan.pdf	14
7.	2022_TA_SAK_022001908006_Bab-5_Kesimpulan.pdf	4
8.	2022_TA_SAK_022001908006_Daftar-Pustaka.pdf	4
9.	2022_TA_SAK_022001908006_Lampiran.pdf	27

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji elemen pengaruh Social Media Marketing terhadap Brand Engagement dan Purchase Intention pada Brand makanan cepat saji (fast food). Melakukan penyebaran kuesioner kepada 208 Responden sebagai sample. Dalam penelitian ini metode pengambilan sample menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM), SPSS dan Software AMOS22. Hasil menampilkan (1) Variabel Interactivity berpengaruh positif terhadap Brand Engagement dan tidak didukung. (2) Variabel Perceived Relevance berpengaruh positif terhadap Brand Engagement dan didukung. (3) Variabel Informativeness tidak terdapat pengaruh positif terhadap Brand Engagement dan didukung. (4) Variabel Entertainment tidak terdapat pengaruh positif terhadap Purchase Intention dan didukung. (5) Variabel Brand Engagement berpengaruh positif terhadap Purchase Intention dan didukung. Saran (1) Penelitian selanjutnya dapat memperluas penyebaran kuesioner ke seluruh daerah agar data bisa lebih akurat. (2) Peneliti selanjutnya dapat memperluas cakupan penelitian diberbagai jenis bisnis tidak hanya brand makanan cepat saji, peneliti selanjutnya dapat melakukan penelitian pada brand lain seperti brand makanan lainnya; restoran all you can eat, atau brand pada bidang lainnya seperti brand retail, brand elektronik dan lainnya.

T he objective of the empirical study is to examine the effect of Social Media Marketing on Brand Engagement and Purchase Intention in brands foodfast. Distributing questionnaires to 208 respondents as a sample. In this study, the sampling method used non-probability sampling, using a purposive sampling technique. The data analysis methods used are Structural Equation Modeling (SEM), SPSS and Software AMOS22variable Interactivity has a positive effect on Brand Engagement and is not supported.variable Perceived Relevance has a positive effect on Brand Engagement and is supported.variable Informativeness has no positive effect on Brand Engagement and is supported.variable Entertainment has no positive effect on Purchase Intention and is supported.variable Brand Engagement has a positive effect on Purchase Intention and is supported. Suggestions (1) Further research can expand the distribution of questionnaires to all regions so that the data can be more accurate. (2) Further researchers can expand the scope of research in various types of business not only fast food brands, further researchers can conduct research on other brands such as other food brands;restaurants all you can , or brands in other fields such as retail brands, electronic brands and others.