Pengaruh social media marketing activities terhadap green fashion product, willingness to pay dan purchase intention

DETAIL KOLEKSI

Pengaruh social media marketing activities terhadap green fashion product, willingness to pay dan purchase intention

Oleh : Linda Aprilianti

Info Katalog

Nomor Panggil : 022001902050

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Husna Leila Yusran

Subyek : Marketing -- Social media;Customer relation

Kata Kunci : social media marketing activities, entertainment, customization, interaction, trendiness, electronic

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001902050_Halaman-Judul.pdf	13
2.	2023_TA_SMJ_022001902050_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001902050Bab-1-Pendahuluan.pdf	11
4.	2023_TA_SMJ_022001902049_Bab-2_Tinjauan-Pustaka.pdf	12
5.	2023_TA_SMJ_022001902050Bab-3-Metode-Penelitian.pdf	19
6.	2023_TA_SMJ_022001902050Bab-4-Analisis-dan-Pembahasan.pdf	18
7.	2023_TA_SMJ_022001902050Bab-5-Kesimpulan.pdf	5
8.	2023_TA_SMJ_022001902050_Daftar-Pustaka.pdf	6
9.	2023_TA_SMJ_022001902050_Lampiran.pdf	14

Abstrak
Abstract

T ujuan penelitian ini adalah untuk mengidentifikasi dan menganalisis secara empiris pengaruh antara lima dimensi Social Media Marketing Activities yaitu Entertainmnet, Customization, Interaction, Trendiness dan Electronic Word of Mouth (EWOM)terhadap Attitude Toward Green Product (ATGP), pengaruh antara Attitude Toward Green Product (ATGP) terhadap Willingness to Pay (WTP) dan pengaruh antara Willingness to Pay (WTP)terhadapPurchase Intention.Pengumpulan data dilakukan dengan menggunakan kuesioner dan data dikumpulkan dari 240 jawaban responden. Pengujian hipotesis penelitian dilakukan dengan metode Structural Equation Modelling (SEM). Hasil dari penelitian ini adalah entertainment, customization, interaction, trendiness dan Electronic Word of Mouth (EWOM) berpengaruh positif dan signifikan terhadap Attitude Toward Green Product (ATGP), Attitude Toward Green Product (ATGP) memiliki pengaruh positif dan signifikan terhadap Willingness to Pay (WTP), serta Willingness to Pay (WTP) memiliki pengaruh positif dan signifikan terhadapPurchase Intention. Penelitian ini berfokus pada green fashion product, di Jakarta. Penelitian ini merekomendasikan agar menambahkan variabel Attitude Toward the Influencer dan Brand Attitude.

T he purpose of this study was to identify and analyze empirically the influence of the five dimensions of Social Media Marketing Activities, namely Entertainment, Customization, Interaction, Trendiness and Electronic Word of Mouth (EWOM) on Attitude Toward Green Products (ATGP), the influence between Attitude Toward Green Products ( ATGP) on Willingness to Pay (WTP) and the effect of Attitude Toward Green Product (ATGP) on Purchase Intention.Data collection was carried out using a questionnaire and data were collected from 240 respondents' answers. Testing the research hypothesis was carried out using the Structural Equation Modeling (SEM) method.The results of this study are entertainment, customization, interaction, trendyness and Electronic Word of Mouth (EWOM) have a positive and significant effect on Attitude Toward Green Product (ATGP), Attitude Toward Green Product (ATGP) has a positive and significant effect on Willingness to Pay ( WTP), and Attitude Toward Green Product (ATGP) have a positive and significant influence on Purchase Intention.This research focuses on green fashion products, in Jakarta. This study recommends adding Attitude Toward the Influencer and Brand Attitude variables.