DETAIL KOLEKSI

Konsekuensi Dari Self Expressive Brands Pada Pengguna Media Sosial Instagram


Oleh : Miranti Verdiana Rahmatullah

Info Katalog

Nomor Panggil : 2016-TA-MJ-022134014

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Fatik Rahayu

Subyek : Brand advocacy acceptance;Brand advocacy word of mouth

Kata Kunci : self expressive brand, brand love, brand acceptance


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_TA_MJ_022134014_Halaman-Judul.pdf 1467.67
2. 2016_TA_MJ_022134014_Bab1.pdf 585.07
3. 2016_TA_MJ_022134014_BAB-2.pdf 695.92
4. 2016_TA_MJ_022134014_Bab-3.pdf 998.77
5. 2016_TA_MJ_022134014_Bab-4.pdf 898.17
6. 2016_TA_MJ_022134014_Bab-5.pdf 505.04
7. 2016_TA_MJ_022134014_Daftar-Pustaka.pdf 632.91
8. 2016_TA_MJ_022134014_Lampiran.pdf 2044.7

P Penelitian ini bertujuan untuk mengetahui dan menganalisis hubungan positif antara Self Expressive Brand dan Brand Love terhadap Brand Advocacy Word of Mouth dan Brand Acceptance pada pengguna media sosial instagram. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 21. Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling yaitu purposive sampling. Data diperoleh secara langsung dari responden yang memenuhi persyaratan karakteristik populasi melalui proses penyebaran kuesioner. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 198 responden. Hasil penelitian ini menunjukkan adanya hubungan positif self expressive brand terhadap brand love dan brand advocacy word of mouth, serta hubungan positif brand love terhadap brand advocacy word of mouth dan brand advocacy acceptance. Namun hubungan positif antara self expressive brand dan brand advocacy acceptance tidak didukung.

T This study aims to identify and analyze the positive relationship between Brand and Brand Expressive Self Love the Brand Advocacy Word of Mouth and Brand Acceptance on instagram social media users. Data processing is done by using Structural Equation Modeling (SEM) with AMOS software 21. The sampling technique in this study using a non-probability sampling is purposive sampling. Data obtained directly from respondents who meet the requirements of the characteristics of the population through the distribution of questionnaires. The samples used in this study amounted to 198 respondents. The results of this study showed a positive relationship self-expressive brand to brand love and brand advocacy word of mouth, as well as the positive relationship of brand advocacy brand love word of mouth and brand advocacy acceptance. However, the positive relationship between self-expressive brand and brand advocacy acceptance is not supported.

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