Efek Perceived Social Media Marketing Activities Pada Consumer-Based Brand Equity : Grab

Wilar, Angela Katerina (2022) Efek Perceived Social Media Marketing Activities Pada Consumer-Based Brand Equity : Grab. Other thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk diketahui pengaruh antara Perceived Social Media Marketing Activities pada Consumer-based Brand Equity, Perceived Social Media Marketing Activities pada Brand Experience, Brand Experience pada Consumer- based Brand Equity, Brand Experience memediasi pengaruh Perceived Social Media Marketing Activities pada Consumer-based Brand Equity, dan Co-creation Behavior memoderasi pengaruh Perceived Social Media Marketing Activities pada Brand Experience. Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner elektronik menggunakan Google Form yang disebar melalui media sosial (WhatsApp, LINE, dan Instagram). Pengumpulan sampel dilakukan menggunakan non-probability sampling - purposive sampling, dengan jumlah 310 responden. Pengujian hipotesis memberikan hasil, yaitu: terdapat pengaruh positif dari Perceived Social Media Marketing Activities pada Consumer-based Brand Equity, terdapat pengaruh positif dari Perceived Social Media Marketing Activities pada Brand Experience, terdapat pengaruh positif dari Brand Experience pada Consumer-based Brand Equity, terdapat pengaruh positif dari Brand Experience yang memediasi pengaruh Perceived Social Media Marketing Activities pada Consumer-based Brand Equity, dan terdapat pengaruh negatif dari Co-creation Behavior yang memoderasi pengaruh Perceived Social Media Marketing Activities pada Brand Experience.

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