Dampak social media marketing (smm) activities terhadap brand equity melalui peran mediasi brand love dan brand trust

DETAIL KOLEKSI

Dampak social media marketing (smm) activities terhadap brand equity melalui peran mediasi brand love dan brand trust

5.0

Oleh : Grishelda Dinda Shabira

Info Katalog

Nomor Panggil : 022001901187

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Fatik Rahayu

Subyek : Brand loyalty;Social media - Economic aspects

Kata Kunci : social media marketing activities, brand love, brand trust, brand equity.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901187_Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022001901187_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001901187_Bab-1-Pendahuluan.pdf	6
4.	2023_TA_SMJ_022001901187_Bab-2-Tinjauan-Pustaka.pdf	13
5.	2023_TA_SMJ_022001901187_Bab-3-Metode-Penelitian.pdf	18
6.	2023_TA_SMJ_022001901187_Bab-4-Analisis-dan-Pembahasan.pdf	19
7.	2023_TA_SMJ_022001901187_Bab-5-Kesimpulan.pdf	4
8.	2023_TA_SMJ_022001901187_Daftar-Pustaka.pdf	7
9.	2023_TA_SMJ_022001901187_Lampiran.pdf	25

Abstrak
Abstract

P enelitian ini bertujuan menguji dan menganalisis pengaruh dari Social Media Marketing (SMM) Activities, Brand Love, dan Brand Trust terhadap Brand Equity. Sampel yang digunakan dalam penelitian ini berjumlah 240 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa Social Media Marketing (SMM) Activities tidak berpengaruh positif terhadap Brand Equity, Social Media Marketing (SMM) Activities berpengaruh positif terhadap Brand Love, Brand Love tidak berpengaruh positif terhadap Brand Equity, Brand Love memediasi, Brand Love memediasi pengaruh Social Media Marketing (SMM) Activities terhadap Brand Equity, Social Media Marketing (SMM) Activities berpengaruh positif terhadap Brand Trust. Brand Trust berpengaruh positif terhadap Brand Equity, Brand Trust memediasi pengaruh Social Media Marketing (SMM) Activities terhadap Brand Equity.

T his study aims to examine and analyze the influence of Social Media Marketing (SMM) Activities, Brand Love, and Brand Trust on Brand Equity. The sample used in this study amounted to 240 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this study indicate that Social Media Marketing (SMM) Activities do not have a positive effect on Brand Equity, Social Media Marketing (SMM) Activities have a positive effect on Brand Love, Brand Love does not have a positive effect on Brand Equity, Brand Love mediates, Brand Love mediates Social influences Media Marketing (SMM) Activities on Brand Equity, Social Media Marketing (SMM) Activities have a positive effect on Brand Trust. Brand Trust has a positive effect on Brand Equity, Brand Trust mediates the influence of Social Media Marketing (SMM) Activities on Brand Equity.