DETAIL KOLEKSI

Pengaruh Attitude Towards Social Media Advertising Dan Corporate Reputation Terhadap Consumer Behavior Response


Oleh : Landsasa Ajena

Info Katalog

Nomor Panggil : 2017_TA_MJ_022132034

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Robert Kristaung

Subyek : Attitude towards social media advertising;Marketing management

Kata Kunci : corporate reputation, consumer behavior response.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022132034_Halaman-Judul.pdf 1214.83
2. 2017_TA_MJ_022132034_-Bab-1pdf.pdf 1306.34
3. 2017_TA_MJ_022132034_Bab-2.pdf 653.9
4. 2017_TA_MJ_022132034_Bab-3.pdf 680.91
5. 2017_TA_MJ_022132034_Bab-4.pdf 599.1
6. 2017_TA_MJ_022132034_Bab-5.pdf 502.71
7. 2017_TA_MJ_022132034_Daftar-pustaka.pdf 504.98
8. 2017_TA_MJ_022132034_Lampiran.pdf 1011.65

P Penelitian ini bertujuan untuk menganalisa pengaruh antara Attitude towards social media advertising dan Corporate reputation terhadap Consumer behavior response. Sampel dan penelitian ini adalah para pengguna media sosial yang melihat iklan di fanspage facebook, yang terdiri dari 250 responden. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Uji instrument data menggunakan uji validitas dan uji reliabilitas. Uji hipotesis dalam penelitianin imenggunakan SEM (Structural Equation Modelling). Hasil dari pengujian menunjukan bahwa Corporate Reputation tidak mempunyai pengaruh terhadap Consumer behavior response, Attitude towards social media advertising mempunyai pengaruh terhadap Consumer behavior response, dan Corporate reputation memoderasi hubungan antara Attitude towards social media advertising terhadap Consumers behavior response.

T The purpose of this study is to analyze the Influence of Attitude towards social media advertising and Corporate reputation on Consumer behavior response. The sample from this research are 250 social media users who ever saw fanpage’s advertisings on Facebook. Result obtained by purposive sampling methods. Instrument testing using validity and reliability testing. Hypothesis testing using SEM (Structural Equation Modelling).The results shown that Corporate reputation has no influence towards Consumers behavior response, Attitude towards social media advertising has influence on Consumers behavior response and Corporate reputation moderated the relation between Attitude towards social media advertising towards Consumers behavior response.

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