Peran brand consciousness dan emotional experience dalam memediasi pengaruh socialmedia marketing terhadap purchase intention pada brand skincare
Info Katalog
File Repositori
Nomor Panggil : 022002116503
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Aekram Faisal
Subyek : Marketing -- Management
Kata Kunci : brand consciousness, emotional experience, social media marketing, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002116503_Halaman-Judul.pdf | 10 | |
| 2. | 2024_TA_SMJ_022002116503_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022002116503_Bab-1-Pendahuluan.pdf | 13 | |
| 4. | 2024_TA_SMJ_022002116503_Bab-2-Tinjauan-Pustaka.pdf | 10 |
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| 5. | 2024_TA_SMJ_022002116503_Bab-3-Metode-Penelitian.pdf | 17 |
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| 6. | 2024_TA_SMJ_022002116503_Bab-4-Hasil-dan-Pembahasan.pdf | 16 |
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| 7. | 2024_TA_SMJ_022002116503_Bab-5-Simpulan.pdf | 5 | |
| 8. | 2024_TA_SMJ_022002116503_Daftar-Pustaka.pdf | 8 | |
| 9. | 2024_TA_SMJ_022002116503_Lampiran.pdf | 13 |
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P enelitian ini bertujuan untuk menganalisis peran Brand Consciousness dan Emotional Experience dalam memediasi pengaruh Social Media Marketing terhadap Purchase Intention. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang disebar kepada 228 responden. teknik pengambilan sampel yang digunakan adalah purposive sampling dengan kriteria yaitu individu yang yang mengunakan skincare dan aktif dalam sosial media pada brand skincare yang digunakan. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah : Social Media Marketing tidak berpengaruh positif terhadap Purchase Intention, Social Media Marketing berpengaruh positif terhadap Emotional Experience, Social Media Marketing berpengaruh positif terhadap Brand Consciousness, Brand Consciousness tidak berpengaruh positif terhadap Purchase Intention, Emotional Experience berpengaruh positif terhadap Purchase Intention, Brand Consciousness tidak memediasi pengaruh positif Social Media Marketing terhadap Purchase Intention dan Emotional Experience memediasi pengaruh positif Social Media Marketing terhadap Purchase Intention.
T his research aims to analyze the role of Brand Consciousness and Emotional Experience in mediating the influence of Social Media Marketing on Purchase Intention. The study employs primary data obtained through a questionnaire distributed to 228 respondents. The sampling technique used is purposive sampling with criteria consisting of individuals who use skincare products and are active on social media regarding the skincare brand used. Data were analyzed using Structural Equation Model (SEM) methodology. The findings of this research are: Social Media Marketing does not have a positive influence on Purchase Intention, Social Media Marketing has a positive effect on Emotional Experience ,Social Media Marketing has a positive effect on Brand Consciousness, Brand Consciousness does not have a positive effect on Purchase Intention, Emotional Experience has a positive effect on Purchase Intention, Brand Consciousness does not mediate the positive influence of Social Media Marketing on Purchase Intention, and Emotional Experience mediates the positive influence of Social Media Marketing on Purchase Intention.
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