Analisis Pengaruh Aktivitas Promosi Media Sosial Terhadap Kesadaran Nilai Dan Merek Yang Berujung Kepada Loyalitas Merek

Carvin, Carvin (2019) Analisis Pengaruh Aktivitas Promosi Media Sosial Terhadap Kesadaran Nilai Dan Merek Yang Berujung Kepada Loyalitas Merek. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Maksud dari pelaksanaan penelitian dilaksanakan dalam rangka mempelajari pengaruh atas hubungan variabel Social Media Marketing dengan brand consciousness dan value consciousness yang dapat mempengaruhi brand loyalty. Objek yang diteliti dalam penelitian ini adalah pengguna media social aktifyang ada di batam dan juga di china. Metode penelitian memakai purposive sampling, dalam pengunaan metode penelitian ini, sampel penelitian diwajibkan mengikuti kriteria - kriteria dari karakteristik yang ditentukan berdasarkan tujuan penelitian. Sedangkan metodologi penelitian yang dipakai adalah metode structural equation modelling (SEM) menggunakan smart PLS versi 3.0 dalam menganalisis hubungan - hubungan antara pengaruh variabel independen (social media activities) dan variabel mediasi (brand and value consciousness) terhadap variabel dependen (brand loyalty). Hasil atas penelitian yang dilakukan ini menunjukkan bahwa social media acivitites memiliki pengaruh yang signifikan positif terhadap variabel mediasi (brand consciousness dan value consciousness), dan variabel dependen (brand loyalty) secara langsung. Social media activities juga memiliki pengaruh yang signifikan positif secara tidak langsung terhadap brand loyalty melalui variabel mediasi (brand consciousness dan value consciousness). ********************************************************************** The purpose of the implementation of this research is to study the effect of the relationship of variables Social Media Marketing with brand consciousness and value consciousness that can influence brand loyalty. The object examined in this study is active social media users in Batam and also in China. The research method uses purposive sampling, where research samples must meet the criteria characteristic of the main objectives of the study. While this research methodology uses the structural equation modeling (SEM) method with smart PLS version 3.0 to analyze the influence of independent media and mediating variables (brand and value consciousness) on the dependent variable (brand loyalty). The results of this study show that social media activities have a significantly positive effect on mediation variables (brand consciousness and value consciousness), and the dependent variable (brand loyalty) directly. Social media activities also have an indirectly significant positive impact on brand loyalty through mediating variables (brand consciousness and value consciousness).

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 23
Uncontrolled Keywords: social media activites, brand consciousness and value consciousness.
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 17 Oct 2019 12:08
Last Modified: 17 Oct 2019 12:08
URI: http://repository.uib.ac.id/id/eprint/1576

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