Pengaruh brand trust dan brand engagement, dalam menciptakan Online Brand Community (OBC) trust, repurchase intention serta positive ewom intention
Info Katalog
File Repositori
Nomor Panggil : 022001800041
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Yolanda Masnita Siagian
Subyek : Brand loyalty;Market surveys
Kata Kunci : brand trust, brand engagement, online brand community trust, repurchase itention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001800041_Halaman-Judul.pdf | 10 | |
| 2. | 2022_TA_SMJ_022001800041_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001800041_Bab-1-Pendahuluan.pdf | 5 | |
| 4. | 2022_TA_SMJ_022001800041_Bab-2-Tinjauan-Pustaka.pdf | 12 |
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| 5. | 2022_TA_SMJ_022001800041_Bab-3-Metode-Penelitian.pdf | 13 |
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| 6. | 2022_TA_SMJ_022001800041_Bab-4-Analisis-dan-Pembahasan.pdf | 15 |
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| 7. | 2022_TA_SMJ_022001800041_Bab-5-Kesimpulan.pdf | 2 |
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| 8. | 2022_TA_SMJ_022001800041_Daftar-Pustaka.pdf | 5 | |
| 9. | 2022_TA_SMJ_022001800041_Lampiran.pdf | 13 |
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P enelitian ini bertujuan untuk menguji dan menganalisa Pengaruh Relasional Brand Trust dan Brand Engagement, Dalam Menciptakan Online Brand Community (OBC) Trust, Repurchase Intention Serta Positive EWOM Intention. Data pada penelitian dikumpulkan secara langsung dengan melakukan penyebaran kuesioner online kepada 150 responden sebagai sampel. Dalam penelitian ini menggunakan metode pengambilan data purposive sampling. Metode analisis data yang digunakan pada penelitian ini dengan Structural Equation Modem (SEM) dan menggunakan alat bantu software AMOS. Hasil pada penelitian ini yaitu Terdapat Pengaruh Positif antara Brand Trust terhadap Online Brand Community Trust, Terdapat Pengaruh Positif antara Brand Engagement terhadap Online Brand Community Trust, Terdapat Pengaruh Positif antara Online Brand Community Trust terhadap Repurchase Intention. Terdapat Pengaruh Positif antara Online Brand Community Trust terhadap Positive EWOM Intention.
T his study aims to examine and analyze the Effect of Relational Brand Trust and Brand Engagement, in Creating Online Brand Community (OBC) Trust, Repurchase Intention and Positive EWOM Intention. Data in the study were collected directly by distributing online questionnaires to 150 respondents as samples. In this study using purposive sampling data collection method. The data analysis method used in this study is a Structural Equation Modem (SEM) and using AMOS software. The results of this study are there is a positive effect between brand trust and online brand community trust, there is a positive effect between brand engagement and online brand community trust, and there is a positive effect between Online Brand Community trust and repurchase intention. There is a Positive Effect between Online Brand Community Trust on Positive EWOM Intention.
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