Pengaruh social media marketing ,consumer brand engagement terhadap brand awarness dan brand image padasmartphone

DETAIL KOLEKSI

Pengaruh social media marketing ,consumer brand engagement terhadap brand awarness dan brand image padasmartphone

Oleh : Mochamad Egy Setiawan

Info Katalog

Nomor Panggil : 022001801029

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Consumer satisfaction;Marketing - Management

Kata Kunci : entertainment, interaction, trendiness, customization, electronic word of mouth, consumer brand enga

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001801029_Halaman-Judul.pdf	12
2.	2023_TA_SMJ_022001801029_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001801029_Bab-1-Pendahuluan.pdf	10
4.	2023_TA_SMJ_022001801029_Bab-2-Tinjauan-Pustaka.pdf	18
5.	2023_TA_SMJ_022001801029_Bab-3-Metodologi-Penelitian.pdf	16
6.	2023_TA_SMJ_022001801029_Bab-4-Hasil-dan-Pembahasan.pdf	21
7.	2023_TA_SMJ_022001801029_Bab-5-Kesimpulan.pdf	6
8.	2023_TA_SMJ_022001801029_Daftar-Pustaka.pdf	5
9.	2023_TA_SMJ_022001801029_Lampiran.pdf	31

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh social media marketing yang terdiri dari entertainment, interaction, trendiness, customization dan electronic word of mouth terhadap consumer brand engagement pada Smartphone dan pengaruh consumer brand engagement terhadap brand awareness dan brand image. Penelitian ini dilakukan pada individu yang menggunakan Smartphone minimal 1 tahun. Data penelitian diperoleh melalui kuesioner online (google form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM).Hasil penelitian ini menyimpulkan bahwa variabel entertainment dan customization tidak berpengaruh positif terhadap consumer brand engagemen, sedangkan interaction, trendiness dan electronic word of mouth berpengaruh positif terhadap consumer brand engagement. Selanjutnya, consumer brand engagement berpengaruh positif terhadap brand awareness dan brand image.

T his research aims to analyze the influence of social media marketing consisting of entertainment, interaction, trendiness, customization and electronic word of mouth on consumer brand engagement on smartphones and the influence of consumer brand engagement on brand awareness and brand image. This research was conducted on individuals who used smartphones for at least 1 year. Research data was obtained through an online questionnaire (google form). The sampling technique used in this research is purposive sampling. The data analysis tool used is the Structural Equation Model (SEM).The results of this research conclude that the entertainment and customization variables do not have a positive effect on consumer brand engagement, while interaction, trendiness and electronic word of mouth have a positive effect on consumer brand engagement. Furthermore, consumer brand engagement has a positive effect on brand awareness and brand image