Konsekuensi social media marketing activities

DETAIL KOLEKSI

Konsekuensi social media marketing activities

Oleh : Ahmad Rawi As- Saukani Refsa

Info Katalog

Nomor Panggil : 022001801236

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Arnolt Kristian Pakpahan

Subyek : Marketing--management;Branding (marketing)

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

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001801236_Halaman-Judul.pdf	10
2.	2023_TA_SMJ_022001801236_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001801236_Bab-1-Pendahuluan.pdf	9
4.	2023_TA_SMJ_022001801236_Bab-2-Kerangka-Teoritis.pdf	20
5.	2023_TA_SMJ_022001801236_Bab-3-Metode-Penelitian.pdf	16
6.	2023_TA_SMJ_022001801236_Bab-4-Analisis-dan-Pembahasan.pdf	13
7.	2023_TA_SMJ_022001801236_Bab-5-Kesimpulan.pdf	4
8.	2023_TA_SMJ_022001801236_Daftar-Pustaka.pdf	6
9.	2023_TA_SMJ_022001801236_Lampiran.pdf	22

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis Social Media Marketing Activities terhadap Brand Equity, Brand Love dan Brand Trust, serta pengaruh Brand Love dan Brand Trust terhadap Brand Equity pada Bank BNI. Data diperoleh dengan menyebarkan kuesioner secara online kepada nasabah bank pemerintah yang aktif menggunakan media sosial dalam 6 bulan terakhir seperti Instagram, Facebook, dan Twitter. Sampel yang digunakan pada penelitian ini sebanyak 220 responden. Metode penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruh antar variabel-variabel yang dimiliki menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS 24.Hasil Penelitian ini menyimpulkan bahwa Social Media Marketing Activities berpengaruh signifikan secara langsung terhadap Brand Trust, Social Media Marketing Activities berpengaruh positif terhadap Brand Love, Social Media Marketing Activities berpengaruh positif terhadap Brand Trust, Brand Love berpengaruh positif terhadap Brand Equity, Brand Trust berpengaruh positif terhaddap Brand Equity.

T his study aims to analyze the effect of Social Media Marketing Activities on Brand Equity, Brand Love and Brand Trust, as well as the influence of Brand Love and Brand Trust on Brand Equity at Bank BNI. The data was obtained by distributing questionnaires online to government bank customers who were actively using social media in the last 6 months such as Instagram, Facebook, and Twitter. The sampels used in this research is 230 respondents. The sampling method used in this study was purposive sampling. Data analysis method used in this study to analyze the effect of variables owned using the Structural Equation Model (SEM) method with the help of AMOS 24 software.The results of the study conclude that Social Media Marketing activities have no significant influence on Brand Equity directly, Social Media Marketing Activities has a positive influence on Brand Love, Social Media Marketing Activities has a positive influence on Brand Trust, Brand Love has a positive influence on Brand Equity, Brand Trust has a positive influence on Brand Equity.