ZIYAD MUQSITH RIDHO (2022) THE EFFECT OF SOCIAL MEDIA MARKETING TOWARD CONSUMER RESPONSE FASHION PREMIUM BRAND PURCHASING THROUGH BRAND EQUITY AND SOCIAL BRAND ENGAGEMENT AS MEDIATING VARIABLES. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

PENELITIAN INI BERTUJUAN UNTUK MENGETAHUI PENGARUH SOCIAL MEDIA MARKETING, BRAND EQUITY, DAN SOCIAL BRAND ENGAGEMENT TERHADAP RESPON KONSUMEN TERHADAP KONSUMSI MEREK PREMIUM. PENELITIAN INI MENGGUNAKAN DATA PREMIER DENGAN SAMPEL SEBANYAK 200 RESPONDEN DENGAN METODE NON-PROBABILITY DAN PURPOSIVE SAMPLING. ANALISIS DATA YANG DIGUNAKAN ADALAH UJI PENGARUH DENGAN METODE STRUCTURAL EQUATION MODELING (SEM) YANG DIDUKUNG OLEH PROGRAM AMOS VERSI 22.00. HASIL PENELITIAN MENUNJUKKAN BAHWA SOCIAL MEDIA MARKETING, BRAND EQUITY, DAN SOCIAL BRAND ENGAGEMENT BERPENGARUH SIGNIFIKAN DAN POSITIF TERHADAP RESPON KONSUMEN. HASIL PENELITIAN MENUNJUKKAN BAHWA EKUITAS MEREK DAN KETERLIBATAN MEREK SOSIAL SECARA LANGSUNG MEMEDIASI HUBUNGAN ANTARA PEMASARAN MEDIA SOSIAL DAN RESPON KONSUMEN.

Dosen Pembimbing: INDAH FATMAWATI, DR., S.E., M.SI. and DR. INDAH FATMAWATI, SE., M.SI | NIDN0516086901, NIDN516086901
Item Type: Thesis (S1)
Uncontrolled Keywords: INFORMATION ADOPTION, SOCIAL MEDIA, CONSUMER RESPONSE, BRAND EQUITY, BRAND ENGAGEMENT, PREMIUM BRAND, FASHION
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: M. Erdiansyah
Date Deposited: 07 Dec 2023 06:53
Last Modified: 07 Dec 2023 06:53
URI: https://etd.umy.ac.id/id/eprint/35486

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