Pengaruh iklan media sosial terhadap brand engagement dan purchase intention pada transportasi ride hailing
Info Katalog
File Repositori
Nomor Panggil : 022001901174
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Robert Kristaung
Subyek : Internet marketing;Local transit
Kata Kunci : social media marketing, interactivity, perceived relevance, informativeness, entertainment, brand en
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901174_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_SMJ_022001901174_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2023_TA_SMJ_022001901174_Bab-1-Pendahuluan.pdf | 10 | |
| 4. | 2023_TA_SMJ_022001901174_Bab-2-Tinjauan-Pustaka.pdf | 12 |
|
| 5. | 2023_TA_SMJ_022001901174_Bab-3-Metode-Penelitian.pdf | 22 |
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| 6. | 2023_TA_SMJ_022001901174_Bab-4-Hasil-dan-Pembahasan.pdf | 18 |
|
| 7. | 2023_TA_SMJ_022001901174_Bab-5-Kesimpulan.pdf | 5 |
|
| 8. | 2023_TA_SMJ_022001901174_Daftar-Pustaka.pdf | 8 | |
| 9. | 2023_TA_SMJ_022001901174_Lampiran.pdf | 26 |
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P enelitian ini bertujuan menguji dan menganalisis pengaruh positif dari interactivity, informativeness, entertainment, perceived relevance pada aktivitas iklan media sosial terhadap brand engagement dan purchase intention pada transportasi Ride Hailing. Sampel yang digunakan dalam penelitian ini berjumlah 267 Responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa interaktivitas berpengaruh positif terhadap brand engagement, informatif berpengaruh negatif terhadap brand engagement, entertainment berpengaruh positif terhadap brand engagement, dan brand engagement berpengaruh positif terhadap purchase intention.
T his study aims to examine and analyze the positive effect of interactivity, informativeness, entertainment, perceived relevance of social media advertising activities on brand engagement and purchase intention in Ride Hailing transportation. The sample used in this study are 267 respondents. The sampling technique used was purposive sampling. The data were analyzed using the Structural Equation Model (SEM) method. The results of this study indicate that interactivity has a positive effect on brand engagement, informativeness has negative effect on brand engagement, entertainment has a positive effect on brand engagement, and brand engagement has a positive effect on purchase intention.
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