DETAIL KOLEKSI

Pengaruh iklan media sosial terhadap brand engagement dan purchase intention pada transportasi ride hailing


Oleh : Nabilah Nuha Lathifah

Info Katalog

Nomor Panggil : 022001901174

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Robert Kristaung

Subyek : Internet marketing;Local transit

Kata Kunci : social media marketing, interactivity, perceived relevance, informativeness, entertainment, brand en

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001901174_Halaman-Judul.pdf 11
2. 2023_TA_SMJ_022001901174_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001901174_Bab-1-Pendahuluan.pdf 10
4. 2023_TA_SMJ_022001901174_Bab-2-Tinjauan-Pustaka.pdf 12
5. 2023_TA_SMJ_022001901174_Bab-3-Metode-Penelitian.pdf 22
6. 2023_TA_SMJ_022001901174_Bab-4-Hasil-dan-Pembahasan.pdf 18
7. 2023_TA_SMJ_022001901174_Bab-5-Kesimpulan.pdf 5
8. 2023_TA_SMJ_022001901174_Daftar-Pustaka.pdf 8
9. 2023_TA_SMJ_022001901174_Lampiran.pdf 26

P Penelitian ini bertujuan menguji dan menganalisis pengaruh positif dari interactivity, informativeness, entertainment, perceived relevance pada aktivitas iklan media sosial terhadap brand engagement dan purchase intention pada transportasi Ride Hailing. Sampel yang digunakan dalam penelitian ini berjumlah 267 Responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa interaktivitas berpengaruh positif terhadap brand engagement, informatif berpengaruh negatif terhadap brand engagement, entertainment berpengaruh positif terhadap brand engagement, dan brand engagement berpengaruh positif terhadap purchase intention.

T This study aims to examine and analyze the positive effect of interactivity, informativeness, entertainment, perceived relevance of social media advertising activities on brand engagement and purchase intention in Ride Hailing transportation. The sample used in this study are 267 respondents. The sampling technique used was purposive sampling. The data were analyzed using the Structural Equation Model (SEM) method. The results of this study indicate that interactivity has a positive effect on brand engagement, informativeness has negative effect on brand engagement, entertainment has a positive effect on brand engagement, and brand engagement has a positive effect on purchase intention.

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