Konsekuensi dari influencer interactivity
Info Katalog
File Repositori
Nomor Panggil : 022001902002
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Hj. Arwini Sumardi
Subyek : Marketing--Management;Internet personalities
Kata Kunci : influencer interactivity, inflencer authenticity, emotional attachment, brand trust and loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001902002_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001902002_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001902002_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2023_TA_SMJ_022001902002_Bab-2-Tinjauan-Pustaka.pdf | 20 |
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| 5. | 2023_TA_SMJ_022001902002_Bab-3-Metodologi-Penelitian.pdf | 15 |
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| 6. | 2023_TA_SMJ_022001902002_Bab-4-Analisis-dan-Pembahasan.pdf | 16 |
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| 7. | 2023_TA_SMJ_022001902002_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2023_TA_SMJ_022001902002_Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TA_SMJ_022001902002_Lampiran.pdf | 29 |
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T ujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh influencer interactivity terhadap influencer authenticity dan emotional attachment, juga akan membuktikan adanya pengaruh influencer authenticity yang dimediasi oleh emotional attachment dan brand trust melalui loyalty.Kriteria responden pada penelitian ini merupakan pengguna Robries. Metode pengumpulan data yang digunakan adalah Non-Probability Sampling dengan Teknik Purposive Sampling dengan menggunakan kuesioner yang telah diisi oleh 150 responden. Metode analisis data yang digunakan adalah metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: 1) Terdapat pengaruh positif Influencer Interactivity terhadap Influencer Authenticity¸ 2)Terdapat pengaruh positif Influencer Interactivity terhadap Emotional Attachment, 3)Terhadap pengaruh positif Influencer Interactivity terhadap Brand Trust, 4)Terhadap pengaruh positif Influencer Authenticity terhadap Emotional Attachment, 5) Terhadap pengaruh positif Influencer Authenticity terhadap Brand Trust, 6)Terhadap pengaruh positif Emotional Attachment terhadap Brand Loyalty, 7)Terhadap pengaruh positif Emotional Attachment terhadap Brand Loyalty melalui Brand Trust
T he purpose of this study is to examine and analyze the effect of influencer interactivity on influencer authenticity and emotional attachment, it will also prove the influence of influencer authenticity which is mediated by emotional attachment and brand trust through loyalty. Respondent criteria in this study were Robries users. The data collection method is Non-Probability Sampling with Purposive Sampling Technique using a questionnaire that has been filled in by 150 respondents. The data analysis method is the Structural Equation Model (SEM) method. The results of this study are: 1) There is a positive influence of Influencer Interactivity on Influencer Authenticity¸ 2) There is a positive influence of Influencer Interactivity on Emotional Attachment, 3) There is a positive influence of Influencer Interactivity on Brand Trust, 4) There is a positive influence of Influencer Authenticity on Emotional Attachment, 5) The positive influence of Influencer Authenticity on Brand Trust, 6) The positive effect of Emotional Attachment on Brand Loyalty, 7) The positive effect of Emotional Attachment on Brand Loyalty through Brand Trust.
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