Christianto, Wendy (2018) Analisis Pengaruh Iklan Sosial Media Terhadap Elemen-Elemen Ekuitas Merek pada Pengguna Telepon Seluler di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Abstrak Penelitian ini penulis tujukan untuk mengetahui pengaruh Social Media Advertisement terhadap elemen-elemen Brand Equity, yaitu Brand Image, Brand Loyalty, Brand Preference, Brand Leadership, dan Brand Awareness. Objek penelitian ini merupakan para pengguna telepon seluler yang ada dikota Batam dan telah berumur diatas 18 tahun. Penelitian ini menggunakan metode judgmental sampling, sampel yang memenuhi kriteria yaitu responden yang menggunakan telepon seluler bermerek dan menggunakan sosial media sekurang-kurangnya 5 hingga 6 kali dalam seminggu. Penelitian ini menggunakan metode regresi Partial Least Square untuk menganalisis pengaruh variable independen terhadap variable dependen. Data demografi di analisis menggunakan Statistical Product and Service Solutions (SPSS) versi 22, dan jawaban dari responden di analisis dengan menggunakan program Smart PLS versi 3. Hasil dari penelitian ini mengungkapkan bahwa variabel Social Media Advertisement memiliki pengaruh signifikan positif terhadap Brand Image, Brand Loyalty, Brand Preference, Brand Leadership, dan Brand Awareness. Berdasarkan hasil penelitian ini, penulis berharap para pelaku pemilik brand untuk mulai mengalokasikan anggaran untuk iklan di sosial media, karena iklan di sosial media bisa meningkatkan elemen-elemen ekuitas Brand Equity secara signifikan. ********************************************************************** The objective of this research is to examine the influence of Social Media Advertisement towards elements of Brand Equity, which is Brand Image, Brand Loyalty, Brand Preference, Brand Leadership, dan Brand Awareness. The research object is cellular phone users at Batam Island and above 18 years old. This research using the judgmental sampling method,the samples form that meet requirements are respondents whom use cellular phone and using social media application at least 5-6 times a week. This research uses regression model Partial Least Square to the effect of independent variable toward dependent variables. Demographic Data is analyzed by Statistical Product and Service Solutions (SPSS) program version 22, and respondents answers are analyzed using Smart PLS program version 3 The result of this research indicates that Social Media Advertisement has positively significant effect on Brand Image, Brand Loyalty, Brand Preference, Brand Leadership, dan Brand Awareness. Based on the results of this research, brand owners should allocate budget for social media advertisement, because social media advertisement has significant effect in improving elements of Brand Equity of their brand.
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | Similarity: 24 |
| Uncontrolled Keywords: | Cellular Phone, Social Media Advertisement, Brand Equity, Brand Awareness, Brand Image, Brand Loyalty, Brand Preference, Brand Leadership, Brand Awareness |
| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce 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: | 26 Apr 2019 07:34 |
| Last Modified: | 26 Apr 2019 07:34 |
| URI: | http://repository.uib.ac.id/id/eprint/1315 |
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