Christianto, Danny Adisaputra (2023) Pengaruh social media marketing activity, brand trust, dan brand loyalty terhadap revisit intention cafe atmosfera coffee and eatery di Jepara. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini menguji hubungan antara social media marketing activity, brand trust, dan brand loyalty terhadap revisit intention pada konsumen Café Atmosfera Coffee and Eatery di Jepara. Penelitian ini menggunakan metode penelitian kuantitatif dengan purposive sampling yaitu konsumen Café Atmosfera yang sudah pernah berkunjung ke café tersebut. Pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebar dengan menggunakan kuesioner elektronik google form. Data yang berhasil dikumpulkan ada sebanyak 250 responden yang mengisi dengan valid mulai dari bulan Februari hingga April 2023. Data tersebut kemudian diolah dengan menggunakan alat uji software SmartPLS. Penelitian ini menguji validitas dari indikator, reliabilitas variabel serta menguji bentuk model penelitian dengan R2, Q2, dan rms tetha. Hasil penelitian ini menunjukkan bahwa variabel social media marketing activity tidak berpengaruh terhadap revisit intention. Sedangkan social media marketing acivity berpengaruh terhadap brand trust dan brand loyalty. Kemudian brand trust dan brand loyalty memediasi pengaruh antara social media marketing activity terhadap revisit intention. Hasil ini menunjukkan bahwa pemanfaatan sosial media yang baik dan tepat dapat membantu pelaku usaha kuliner untuk membangun kepercayaan dan loyalitas merek guna mempengaruhi konsumen untuk kembali lagi berkunjung
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Social media marketing activity, brand trust, brand loyalty, revisit intention | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Danny Adisaputra Christianto | ||||||||
Date Deposited: | 20 Jun 2023 03:56 | ||||||||
Last Modified: | 28 Aug 2023 11:34 | ||||||||
URI: | http://repository.uph.edu/id/eprint/55990 |
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