DETAIL KOLEKSI

Pengaruh social media marketing efforts terhadap brand loyalty yang dimediasi oleh multidimensi customer brand engagement pada produk fashion

Oleh : Derby Sionaga

Info Katalog

Nomor Panggil : 022001902038

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Sri Vandayuni Riorini

Subyek : Marketing - Management;Brand loyalty

Kata Kunci : social media marketing efforts, cognitive engagement, emotional engagement and brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001902038_Halaman-Judul.pdf 14
2. 2023_TA_SMJ_022001902038_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001902038_Bab-1-Pendahuluan.pdf 14
4. 2023_TA_SMJ_022001902038_Bab-2-Tinjauan-Pustaka.pdf 23
5. 2023_TA_SMJ_022001902038_Bab-3-Metode-Penelitian.pdf 19
6. 2023_TA_SMJ_022001902038_Bab-4-Analisis-dan-Pembahasan.pdf 22
7. 2023_TA_SMJ_022001902038_Bab-5-Kesimpulan.pdf 4
8. 2023_TA_SMJ_022001902038_Daftar-Pustaka.pdf 10
9. 2023_TA_SMJ_022001902038_Lampiran.pdf 15

P enelitian ini bertujuan untuk menganalisa Pengaruh Social Media Marketing Efforts Terhadap Brand Loyalty Yang Dimediasi Oleh Multidimensi Customer Brand Engagement Pada Produk Fashion. Objek penelitian ini ialah brand fashion Erigo dengan populasi yang digunakan ialah responden yang memfollow atau pernah berinteraksi (seperti memberi like, comment dan share) dengan akun Instagram Erigo setidaknya sekali dalam 30 hari terakhir. Sampel yang digunakan sebanyak 220 responden. Analisis yang digunakan adalah SEM dengan bantuan software SPSS dan AMOS versi 23. Hasil dari penelitian ini adalah Social Media Marketing Efforts berpengaruh positif terhadap Cognitive Engagement, Social Media Marketing Efforts berpengaruh positif terhadap Emotional Engagement, Social Media Marketing Efforts tidak berpengaruh positif terhadap Brand Loyalty, Cognitive Engagement berpengaruh positif terhadap Brand Loyalty, Emotional Engagement berpengaruh positif terhadap Brand Loyalty, Social Media Marketing Efforts berpengaruh positif terhadap Brand Loyalty yang dimediasi oleh Cognitive Engagement, serta Social Media Marketing Efforts berpengaruh positif terhadap Brand Loyalty yang dimediasi oleh Emotional Engagement.

A BSTRACTThis study aims to analyze the effect of Social Media Marketing Efforts on Brand Loyalty Mediated by Multidimensional Customer Brand Engagement in the Fashion Products. The object of this research is the Erigo fashion brand with the population used is respondents who follow or have interacted (such as giving likes, comments and shares) with Erigo's Instagram account at least once in the last 30 days. The sample used was 220 respondents. The analysis used is SEM with the help of SPSS software and AMOS version 23. The results of this study are Social Media Marketing Efforts has a positive effect on Cognitive Engagement, Social Media Marketing Efforts has a positive effect on Emotional Engagement, Social Media Marketing Efforts has no positive effect on Brand Loyalty, Cognitive Engagement has a positive effect on Brand Loyalty, Emotional Engagement has a positive effect on Brand Loyalty, Social Media Marketing Efforts has a positive effect on Brand Loyalty mediated by Cognitive Engagement, and Social Media Marketing Efforts has a positive effect on Brand Loyalty mediated by Emotional Engagement

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