DETAIL KOLEKSI

Pengaruh social media advertising content dan sales promotion content terhadap behavioural intention melalui hedonic dan functional brand image

Oleh : Nabiila Maylva Salsabiila

Info Katalog

Nomor Panggil : 022001800035

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Willy Arafah

Subyek : Brand name products - Marketing;Social media - Economic aspects

Kata Kunci : Behavioural intention, functional brand image, hedonic brand image social media advertising content.

Status Posting : Published

Status : Lengkap

File Repositori
No. Nama File Hal. Link
1. 2022_TA_SMJ_022001800035_Halaman-Judul.pdf 11
2. 2022_TA_SMJ_022001800035_Lembar-Pengesahan.pdf 6
3. 2022_TA_SMJ_022001800035_Bab-1-Pendahuluan.pdf 9
4. 2022_TA_SMJ_022001800035_Bab-2-Tinjauan-Pustaka.pdf 11
5. 2022_TA_SMJ_022001800035_Bab-3-Metode-Penelitian.pdf 18
6. 2022_TA_SMJ_022001800035_Bab-4-Analisis-dan-Pembahasan.pdf 34
7. 2022_TA_SMJ_022001800035_Bab-5-Kesimpulan.pdf 6
8. 2022_TA_SMJ_022001800035_Daftar-Pustaka.pdf 4
9. 2022_TA_SMJ_022001800035_Lampiran.pdf 30

P Penelitian ini bertujuan untuk menganilisis pengaruh dari social media advertisingcontent dan social media sales promotion content terhadap behvioural intention yangdimediasi oleh hedonic dan functional brand image. Penelitian ini menggunakan TheBody Shop sebagai objek penelitian. Metode pengumpulan data yang digunakanadalah Purposive sampling melalui kuisioner yang ditargetkan pada 240 responden.Metode analisis data yang digunakan adalah Structural Equation Model (SEM)melalui program AMOS dan SPSS. Hasil penelitian menunjukan Tidak terdapatpengaruh positif Functional Brand Image terhadap Behavioural Intention, Terdapatpengaruh positif Social Media Advertising Content terhadap Hedonic Brand Image ,Terdapat pengaruh positif Social Media Advertising Content terhadap FunctionalBrand Image, Terdapat pengaruh positif Social Media Sales Promotion Content terhadapHedonic Brand Image, Terdapat pengaruh positif Social Media Sales PromotionContent terhadap Functional Brand Image, Terdapat pengaruh positif Social MediaAdvertising Content terhadap Behavioural Intention, Terdapat pengaruh positifSocial Media Advertising Content dengan mediasi Hedonic Brand Image terhadap BehaviouralIntention, Terdapat pengaruh positif Social Media Sales Promotion Content dengan mediasi Hedonic Brand Image terhadap Behavioural Intention, Terdapatpengaruh positif Social Media Advertising Content dengan mediasi Functional BrandImage terhadap Behavioural Intention, Terdapat pengaruh positif Social Media SalesPromotion Content dengan mediasi Functional Brand Image terhadap BehaviouralIntention

T This study aims of analyzing the effect of social media advertising content and socialmedia sales promotion content on behavioral intention mediated by hedonic andfunctional brand image. This study uses The Body Shop as the object of research. Thedata collection method used is a Purposive sampling with questionnaires techniquetargeted at 240 respondents. The data analysis method used is the Structural EquationModel (SEM) through the AMOS and SPSS programs. The results showed that therewas no positive influence of Functional Brand Image on Behavioral Intention, Therewas no positive influence of Social Media Advertising Content with Hedonic BrandImage mediation on Behavioral Intention, There was a positive influence of SocialMedia Advertising Content on Hedonic Brand Image, There was a positive influenceof Social Media Advertising Content on Functional Brand Image, There is a positiveinfluence of Social Media Sales Promotion Content on Hedonic Brand Image, There is a positive influence of Social Media Sales Promotion Content on Functional BrandImage, There is a positive relationship of Social Media Advertising Content onBehavioral Intention, There is a positive influence of Social Media AdvertisingContent with Hedonic Brand Image mediation on Behavioral Intention, There is apositive influence of Social Media Sales Promotion Content with mediation of HedonicBrand Image on Behavioral Intention, There is a positive influence of Social MediaAdvertising Content with mediation of Functional Brand Image on BehavioralIntention, There is a positive influence of Soc ial Media Sales Promotion Content withFunctional Brand Image mediation on Behavioral Intention

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