The effect of social media marketing on electronic word of mouth mediated by consumer engagement

DETAIL KOLEKSI

The effect of social media marketing on electronic word of mouth mediated by consumer engagement

5.0

Oleh : Chyntia Fadillah Nasution

Info Katalog

Nomor Panggil : 022001901083

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Internet marketing;Consumer behaviour

Kata Kunci : social media marketing, consumer engagement, electronic word of mouth

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901083_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001901083_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001901083_Bab-1_Pendahuluan.pdf	6
4.	2023_TA_SMJ_022001901083_Bab-2_Tinjauan-Pustaka.pdf	23
5.	2023_TA_SMJ_022001901083_Bab-3_Metode-Penelitian.pdf	14
6.	2023_TA_SMJ_022001901083_Bab-4_Analisis-dan-Pembahasan.pdf	11
7.	2023_TA_SMJ_022001901083_Bab-5_Kesimpulan.pdf	4
8.	2023_TA_SMJ_022001901083_Daftar-Pustaka.pdf	8
9.	2023_TA_SMJ_022001901083_Lampiran.pdf	13

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis peran consumer engagement dalammemediasi social media marketing terhadap electronic word of mouth. Metode pengumpulandata menggunakan purposive sampling kepada 200 responden yang merupakan pengguna aktifsocial media yang minimal 1 tahun terakhir dan mengikuti atau mem-follow suatu merek diSocial Media. Alat analisis data yang digunakan adalah Structural Equation Model (SEM).Hasil penelitian ini menunjukkan Social Media Marketing berpengaruh positif terhadapconsumer engagement,Social media marketing tidak berpengaruh positif terhadap electronicword of mouth,Consumer engagement berpengaruh positif terhadap electronic word ofmouth,Terdapat efek mediasi dan pengaruh positif social media marketing terhadapelectronic word of mouth yang dimediasi consumer engagement.

T his study aims to analyze the role of consumer engagement in mediatingsocial media marketing on electronic word of mouth. The data collection method usespurposive sampling of 200 respondents who are active users of social media for atleast the last 1 year and follow or follow a brand on social media. The data analysistool used is the Structural Equation Model (SEM). The results of this study indicateSocial Media Marketing has a positive effect on consumer engagement,Social mediamarketing has no positive effect on electronic word of mouth, Consumer engagementhas a positive effect on electronic word of mouth, There is a mediating effect andpositive social media marketing on electronic word of mouth mediated by consumerengagement.