Konsekuensi dari digital social responsbility pada perusahaan kosmetik lokal di indonesia
Info Katalog
File Repositori
Nomor Panggil : 022001901112
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Iwan Ekawanto
Subyek : Internet marketing;Consumer behaviour
Kata Kunci : digital social responsbility, consumer attitude, purchase intention, electronic word of mouth
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901112_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001901112_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001901112_Bab-1_Pendahuluan.pdf | 12 | |
| 4. | 2023_TA_SMJ_022001901112_Bab-2_Tinjauan-Pustaka.pdf | 14 |
|
| 5. | 2023_TA_SMJ_022001901112_Bab-3_Metodologi-Penelitian.pdf | 19 |
|
| 6. | 2023_TA_SMJ_022001901112_Bab-4_Analisia-dan-Pembahasan.pdf | 25 |
|
| 7. | 2023_TA_SMJ_022001901112_Bab-5_Kesimpulan.pdf | 7 |
|
| 8. | 2023_TA_SMJ_022001901112_Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TA_SMJ_022001901112_Lampiran.pdf | 20 |
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P enelitian ini bertujuan untuk menganilisis pengaruh dari Digital Social Responsbility pada Electronic Word Of Mouth dan Purchase Intention yang di mediasi oleh Consumer Attitude dalam media sosial. Penelitian ini menggunakan Merek Kosmetik sebagai objek penelitian. Metode pengumpulan data yang digunakan adalah Purposive sampling melalui kuisioner yang ditargetkan pada 200 responden. Metode analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS. Hasil penelitian menunjukan terdapat pengaruh positif Digital Social Responsbility terhadap Consumer Attitude, terdapat pengaruh positif Digital Social Responsbility terhadap Electronic Word Of Mouth, terdapat pengaruh positif Digital Social Responsbility terhadap Purchase Intention, terdapat pengaruh positif Consumer Attitude terhadap Electronic Word Of Mouth, tidak terdapat pengaruh positif Consumer Attitude terhadap Purchase Intention, tidak terdapat pengaruh positif Electronic Word Of Mouth terhadap Purchase Intention, terdapat pengaruh positif Digital Social Responsbilty dengan mediasi Consumer Attitude terhadap Electronic Word Of Mouth, tidak terdapat pengaruh positif Digital Social Responsbilty dengan mediasi Consumer Attitude terhadap Purchase intention.
T his study aims to analyze the influence of Digital Social Responsibility on Electronic Word Of Mouth and Purchase Intention which is mediated by Consumer Attitude in social media. This study uses Cosmetic Brands as research objects. The data collection method used was purposive sampling through questionnaires targeted at 200 respondents. The data analysis method used is the Structural Equation Model (SEM) through the AMOS and SPSS programs. The results showed that there was a positive effect of Digital Social Responsibility on Consumer Attitude, there was a positive effect of Digital Social Responsibility on Electronic Word of Mouth, there was a positive effect of Digital Social Responsibility on Purchase Intention, there was a positive effect of Consumer Attitude on Electronic Word of Mouth, there was no positive effect Consumer Attitudes towards Purchase Intentions, there is no positive effect of Electronic Word Of Mouth on Purchase Intentions, there is a positive influence of Digital Social Responsibility by mediating Consumer Attitudes towards Electronic Word Of Mouth, there is no positive effect of Digital Social Responsibility by mediating Consumer Attitudes on Purchase Intentions.
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