Efek penggunaan media sosial instagram dan brand awareness terhadap electronic word of mouth kota dan kabupaten Bogor sebagai daerah tujuan wisata = Effects of the intensity of use of social media instagram and brand awareness on electronic word of mouth bogor as a tourist destination = Effects of the intensity of use of social media instagram and brand awareness on electronic word of mouth bogor as a tourist destination

Chandra, Shelly (2019) Efek penggunaan media sosial instagram dan brand awareness terhadap electronic word of mouth kota dan kabupaten Bogor sebagai daerah tujuan wisata = Effects of the intensity of use of social media instagram and brand awareness on electronic word of mouth bogor as a tourist destination = Effects of the intensity of use of social media instagram and brand awareness on electronic word of mouth bogor as a tourist destination. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan utama dari penelitian ini adalah untuk mengetahui efek penggunaan media sosial Instagram terhadap dimensi dari brand equity, yaitu brand awareness, cognitive image, affective image, brand quality, customer value, dan electronic word of mouth. Populasi sasaran yang digunakan adalah wisatawan yang sedang berkunjung ke Bogor, berumur 18 hingga 38 tahun, dan menggunakan media sosial Instagram. Penarikan sampel yang digunakan adalah teknik non-probability sampling dengan metode convenience sampling. Sampel penelitian ini berjumlah 387 responden. Selain itu, pengumpulan data dilakukan dengan menggunakan kuesioner. Data dianalisis dengan menggunakan partial least square (PLS). Hasil penelitian ini menunjukkan bahwa penggunaan media sosial berpengaruh positif terhadap brand awareness. Brand awareness memiliki pengaruh positif terhadap cognitive image, affective image, brand quality, customer value, dan electronic word of mouth. Selain itu, affective image, brand quality, dan customer value menunjukkan pengaruh positif terhadap electronic word of mouth. Akan tetapi, cognitve image tidak memiliki pengaruh positif terhadap electronic word of mouth. / The main purpose of this study is to determine the effect of using Instagram social media on the dimensions of brand equity, such as brand awareness, cognitive image, affective image, brand quality, customer value, and electronic word of mouth. The target populations of this research are tourists between 18 and 38 years old who were visiting Bogor and using Instagram. The sampling method was a non-probability sampling technique with convenience sampling method. The final sample size is 387 respondents. In addition, data collection was done using a questionnaire. Data were analyzed using partial least square (PLS). The results of this study indicate that the use of social media has a positive effect on brand awareness. Brand awareness has a positive influence on cognitive image, affective image, brand quality, customer value, and electronic word of mouth. In addition, affective image, brand quality, and customer value showed a positive influence on electronic word of mouth. However, cognitive image does not have a positive influence on electronic word of mouth.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Chandra, ShellyNIM03420120002UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorBernarto, InnocentiusUNSPECIFIEDUNSPECIFIED
Additional Information: T 19-17 CHA e
Uncontrolled Keywords: Media Sosial, Instagram, Brand Equity, Brand Awareness, Brand Image, Cognitive Image, Affective Image, Brand Quality, Customer Value, Brand Loyalty, Electronic Word of Mouth
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 18 not found.
Date Deposited: 20 May 2021 02:32
Last Modified: 26 Oct 2023 05:11
URI: http://repository.uph.edu/id/eprint/28912

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