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 |
|
| 5. | 2024_TA_SMJ_022002116503_Bab-3-Metode-Penelitian.pdf | 17 |
|
| 6. | 2024_TA_SMJ_022002116503_Bab-4-Hasil-dan-Pembahasan.pdf | 16 |
|
| 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 |
|
P Penelitian 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 This 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.
Peran mediasi sikap pada pengaruh norma subjektif dan religiusitas terhadap intensi pembelian
FEB - Usakti
Anteseden dan konsekuensi sikap viewers pada food vlogger sate taichan di channel youtube
FEB - Usakti
Anteseden dan konsekuensi affective identification dan satisfaction pada restoran cepat saji
FEB - Usakti
Pengaruh attitude, subjective norm, perceived behavioral control, halal awareness terhadap purchase intention
FEB - Usakti
Peran customer engagement dalam memediasi pengaruh gamification terhadap repurchase intention
FEB - Usakti
Pengaruh social media marketing dan price terhadap purchase intention melalui brand image
FEB - Usakti
Pengaruh e-wom terhadap purchase intention konsumen melalui brand equity pada apparel brands
FEB - Usakti
Pengaruh country of origin terhadap purchase intention pada pasar smartphone di indonesia
FEB - Usakti
Dampak influencer social media pada consumer well-being dan purchase intention perspective youtube
FEB - Usakti
Pengaruh credibility social media influencer terhadap purchase intention pada produk skincare
FEB - Usakti
Pengaruh website design, reliable service, trust, personalisation terhadap purcahse intention e-grocery.
FEB - Usakti
Pengaruh service quality, perceived value, storeatmosphere terhadap customer satisfaction danpurchase intention
FEB - Usakti
Pengaruh social presence dan live streaming quality terhadap purchase intention pada e-commerce
FEB - Usakti
Anteseden environmental concerns dan social influence terhadap willingness to pay pada brand eco fashion di jakarta.
FEB - Usakti
Pengaruh brand awareness, brand loyalty dan brand attitude terhadap purchase intention pada aplikasi marketplace.
FEB - Usakti
Pengaruh economic drivers dan social drivers terhadap increased purchase intentions melalui customer commitment
FEB - Usakti
Pengaruh perceived service quality dan perceived price terhadap repurchase intention pada provider telepon genggam
FEB - Usakti
Antecedents dari repurchase intention, word-of-mouth dan feedback pada industri penerbangan low cost carrier
FEB - Usakti
Pengaruh brand image, product involvement, product knowledge terhadap counterfeits purchase intention
FEB - Usakti
Pengaruh ethicality of the advertisement dan likeabilit of the advertisemen terhadap purchase intention
FEB - Usakti
Pengaruh electronic word of mouth terhadap brand image dan purchase intention pada produk handphone
FEB - Usakti
Pengaruh brand love terhadap word of mouth, purchase intention dan brand loyalty merek mobil
FEB - Usakti
Pengaruh cognition,affection,conation dan brand awareness terhadap future purchase intention
FEB - Usakti
Pengaruh collectivism, environmental visibilities dan subjective norms terhadap green purchase intention.
FEB - Usakti
Pengaruh attitude, perceived behavior control, subjective norm, brand consciousness terhadap purchase intention
FEB - Usakti
Pengaruh price, familiarity, store image,perceived quality terhadap purchase intention dan loyalty
FEB - Usakti
Analisa pengaruh social media marketing, brand consciousness dan value consciousness terhadap brand loyalty
FEB - Usakti
Pengaruh knowledge, religiosity, word of mouth terhadap purchase intention di mediasi oleh attitude
FEB - Usakti
Pengaruh social identity social influenceb dan perceived value terhadap purchase intention
FEB - Usakti
Pengaruh unctional, hedonic, symbolic, financial value terhadap purchase intention pada restoran mewah
FEB - Usakti
Info Koleksi Skripsi
Universitas
Fakultas
- FH (1597)
- FEB (7356)
- FK (2156)
- FKG (3524)
- FTSP (1168)
- FTI (3199)
- FTKE (2524)
- FALTL (2097)
- FSRD (756)