Stimulus brand loyalty produk kecantikan lokal indonesia melalui pemasaran di media sosial
Info Katalog
File Repositori
Nomor Panggil : 022001900023
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Willy Arafah
Subyek : Brand loyalty;Marketing management
Kata Kunci : brand loyalty, customer brand engagement, interactivity, informativeness satisfation, trendiness.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001900023_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_SMJ_022001900023_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001900023_Bab-1_Pendahuluan.pdf | 14 | |
| 4. | 2023_TA_SMJ_022001900023_Bab-2_Tinjaua-Pustaka.pdf | 27 |
|
| 5. | 2023_TA_SMJ_022001900023_Bab-3_Metode-Penelitian.pdf | 21 |
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| 6. | 2023_TA_SMJ_022001900023_Bab-4_Analisis-dan-Pembahasan.pdf | 35 |
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| 7. | 2023_TA_SMJ_022001900023_Bab-5_Kesimpulan.pdf | 7 |
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| 8. | 2023_TA_SMJ_022001900023_Daftar-Pustaka.pdf | 6 | |
| 9. | 2023_TA_SMJ_022001900023_Lampiran.pdf | 23 |
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T ujuan dari penelitian ini adalah untuk menganalisa pengaruh Interactivity,Informativeness, dan Trendiness terhadap Customer Brand Engagement. Interactivity,Informativeness, dan Trendiness terhadap Customer Brand Engagement, yang dimoderasi oleh Age. Customer Brand Engagement terhadap Brand Loyalty. Customer Brand Engagement terhadap Satisfaction. Satisfaction terhadap Brand Loyalty. Customer Brand Engagement terhadap Brand Loyalty yang dimediasi oleh Satisfaction. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen produk kecantikan lokal Indonesia, yang menggunakan media sosial Instagram, Facebook atau Twitter dan mengikuti produk kecantikan lokal Indonesia di media sosial yang digunakannya. Jumlah sampel sebanyak 234 responden dan teknik pengambilan sampel yang digunakan adalah purposive sampling. Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruh antar variabel-variabel yang dimiliki adalah metode Structural Equation Model (SEM) dengan bantuan software AMOS 24 Hasil penelitian menunjukkan bahwa terdapat pengaruh positif Trendiness terhadapCustomer Brand Engagement. Terdapat pengaruh positif Interactivity, Informativeness,dan Trendiness terhadap Customer Brand Engagement, yang dimoderasi oleh Age.Terdapat pengaruh positif Customer Brand Engagement terhadap Brand Loyalty danterdapat pengaruh positif Customer Brand Engagement terhadap Satisfaction.Keterbatasan penelitian ini yaitu responden pada penelitian ini bisa dikatakan belumcukup heterogen karena memiliki responden yang dominan pengguna Instagram yaitusebesar 75% dan pengguna produk kecantikan merek Wardah yaitu sebesar 55,56%, objek penelitian ini hanya produk kecantikan lokal Indonesia merek wardah, emina, make over, somethinc dan purbasari, serta variabel yang diteliti dari social media marketing hanya terbatas pada interactivity, informativeness, dan trendiness. Diharapkan untuk penelitian selanjutnya dilakukan dalam lingkup yang lebih luas dengan ukuran sampel yang lebih banyak sehingga hasil penelitian lebih akurat serta memiliki proporsi sampel yang berimbang, objek penelitian lebih banyak produk kecantikan lokal Indonesia lain seperti mustika ratu, inez, sari ayu, mineral botanica, rollover reaction, ESQA, GOBAN, dear me beauty, mizzu, luxcrime dan polka beauty serta penelitian selanjutnya menggunakan variabel-variabel social media marketing lain seperti entertainment, interaction,customization dan e-wom.
T his research aims to analyze the effect of Interactivity, Informativeness, and Trendiness on Customer Brand Engagement. Interactivity, Informativeness, and Trendiness to Customer Brand Engagement, moderated by Age. Customer Brand Engagement on Brand Loyalty. Customer Brand Engagement on Satisfaction. Satisfaction to Brand Loyalty. Customer Brand Engagement on Brand Loyalty mediated by Satisfaction. Data was obtained by distributing questionnaires online to consumers who use local Indonesian beauty products, social media users (Instagram, Facebook, or Twitter) and follow local Indonesian beauty products on the social media they use. The number of samples is 234 respondents, and the sampling technique used is purposive sampling. The data analysis method used in this study is to analyze the influence between the variables by using the Structural Equation Model (SEM) method with the help of AMOS 24 software.The results of the study show that there is a positive influence of Trendiness on Customer Brand Engagement. There is a positive influence of Interactivity, Informativeness, and Trendiness on Customer Brand Engagement, moderates by Age. There is a positive influence of Customer Brand Engagement on Brand Loyalty, and there is a positive influence of Customer Brand Engagement on Satisfaction. The limitation of this research is that the results of the profiles of respondents in this study not heterogeneous enough because the profile results of respondents is Instagram users dominant, namely 75%, and users of Wardah brand beauty products, namely 55.56%, the object of this research is only local Indonesian beauty products brands wardah, emina, make over, somethinc and purbasari, and the variables studied from social media marketing are only limited to interactivity, informativeness, and trendy. It is hoped that further research will be carried out on a broader scope with a larger sample size so that the research results are more accurate and have a balanced sample proportion. The object of research is more local Indonesian beauty products such as mustika Ratu, Inez, Sari Ayu, Mineral Botanica, Rollover reaction, ESQA, GOBAN, dear me beauty, mizzu, luxcrime and polka beauty as well as further research using other social media marketing variables such as entertainment, interaction, customization and e-wom.
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