Dampak berbagi hiburan untuk nilai-nilai konsumen pada video komersial dan Ekuitas merek pada Mixue Jakarta

Ziliwu, Christian Niscal (2023) Dampak berbagi hiburan untuk nilai-nilai konsumen pada video komersial dan Ekuitas merek pada Mixue Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pengguna internet dalam beberapa tahun terakhir mengalami perkembangan yang pesat karena perkembangan pesat dalam perangkat teknologi, aplikasi seluler, dan koneksi internet. Untuk di Indonesia sendiri, penggunaan sosial media juga menjadi tren yang tak kalah ramainya digunakan. Gerai es krim dan minuman manis Mixue sedang "menjajah" seluruh Indonesia saat ini, dan mereka melakukannya tidak hanya secara offline tetapi juga secara online. Penelitian ini memiliki metode penelitian kuantitatif, yaitu memberikan penekanan kepada penggunaan data dan fakta terkait objek dan subjek penelitian. Penelitian dengan jenis kuantitatif dengan metode random sampling dengan alat analisis SemPLS sebagai alat bantu statistik untuk mencari informasi mengenai pengaruh antar variabel dalam penelitian ini. Hasil penelitian ini sesuai sejalan dengan Souki et al. (2021) bahwa tidak adanya pengaruh yang signifikan dari brand attachment terhadap brand equity. Tidak ada pengaruh signifikan dan positif dari entertainment value terhadap Likelihood to Share. Terdapat pengaruh signifikan dan positif dari social value terhadap Likelihood to Share. Terdapat pengaruh signifikan dan positif dari functional value terhadap Likelihood to Share. Terdapat pengaruh signifikan dan positif dari Likelihood to Share terhadap brand attachment. Terdapat pengaruh signifikan dan positif dari brand attachment terhadap brand equity. Terdapat pengaruh signifikan dan positif dari Likelihood to Share terhadap brand equity. Kata kunci: Nilai Konsumen, Ekuitas Merek, Mixue Jakarta / Internet users in recent years have experienced rapid growth due to rapid developments in technological devices, mobile applications, and internet connections. For Indonesia itself, the use of social media has also become a trend that is no less widely used. Mixue's ice cream and sweet drink outlets are "colonizing" all of Indonesia right now, and they are doing so not only offline but also online. This research has a quantitative research method, which emphasizes the use of data and facts related to the object and subject of research. Research with quantitative type with random sampling method with SemPLS analysis tool as a statistical tool to find information about the influence between variables in this study. The results of this study are in line with Souki et al. (2021) that there is no significant effect of brand attachment on brand equity. there is no significant and positive effect of entertainment value on Likelihood to Share. There is a significant and positive effect of social value on Likelihood to Share. There is a significant and positive effect of functional value on Likelihood to Share. there is a significant and positive effect of Likelihood to Share on brand attachment. There is a significant and positive effect of brand attachment on brand equity. There is a significant and positive effect of Likelihood to Share on brand equity. Keywords: Consumer Value, Brand equity, Mixue Jakarta

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