Elisabet, Erika (2022) Pengaruh brand community engagement dan brand evangelism Somethinc di media sosial. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Komunitas merek berbasis media sosial (SMBC) sebagai wadah brand community engagement dan brand evangelism untuk meningkatkan strategi pemasarannya dalam memahami perilaku keterlibatan konsumen pada suatu merek salah satunya Somethinc Indonesia. Untuk memahami perilaku keterlibatan brand community engagement dan brand evangelism pada Somethinc Indonesia, maka diperlukan penelitian mengenai pengaruh brand community engagement dan brand evangelism serta brand identification, brand prominence, brand defence, dan resilience to negative information Somethinc di media sosial. Pengumpulan data dilakukan dengan menggunakan survei berbasis kuesioner yang disebarkan ke 480 responden sesuai karakteristik yakni telah mengikuti media sosial Somethinc dan berdomisili di Indonesia. Pengolahan data akan menggunakan SmartPLS versi 4 dengan melakukan analisis validitas, reliabilitas, dan good of fit. Hasil penelitian ini mempertunjukkan brand identification dan brand prominence berpengaruh positif pada brand community engagement. Selanjutnya brand community engagement berpengaruh positif pada brand evangelism. Berikutnya brand community engagement berpengaruh positif pada resilience to negative information, dan brand defence. Dan brand evangelism memediasi brand community engagement, resilience to negative information, dan brand defence. Implikasi manajerial dari penelitian ini ditujukan oleh Somethinc dan merek-merek kecantikan lainnya yakni sangat penting sekali untuk manajerial mengidentifikasi dan mempromosikan brand evangelism di media sosial melalui keterlibatan yang berarti dalam brand community engagement, supaya mereka dan anggota komunitas terpengaruh untuk terlibat aktif dan terhubung dengan merek.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Elisabet, Erika NIM01011190002 erika.elisabet2001@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Sampetua Hariandja, Evo NIDN0324056501 evo.hariandja@uph.edu |
Uncontrolled Keywords: | smbc; brand community engagement; brand evangelism; brand identification; brand prominence; brand defence; resilience to negative information |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
Depositing User: | Erika Elisabet |
Date Deposited: | 12 Jan 2023 01:59 |
Last Modified: | 12 Jan 2023 01:59 |
URI: | http://repository.uph.edu/id/eprint/52347 |