Pengaruh perceived social media marketing terhadap consmer-based brand equity melalui brand experience dengan co-creation behaviour sebagai variabel moderasi = The influence of perceived social media marketing on consmer-based brand equity through brand experience with co-creation behavior as a moderation variable

Surjana, Gabriel Owen (2024) Pengaruh perceived social media marketing terhadap consmer-based brand equity melalui brand experience dengan co-creation behaviour sebagai variabel moderasi = The influence of perceived social media marketing on consmer-based brand equity through brand experience with co-creation behavior as a moderation variable. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah mengetahui pengaruh perceived Social Media Marketing berpengaruh secara positif pada Consumer-Based Brand Equity. Mengetahui pengaruh Brand Experience konsumen berpengaruh secara positif pada Consumer-Brand Based Equity. Mengetahui pengaruh Perceived Social Media Marketing berpengaruh secara positif pada Brand Experience Konsumen. Mengetahui pengaruh Brand Experience konsumen memediasi hubugan positif antara Perceived Social Media Marketing dan Consumer-Based Brand Equity. Mengetahui pengaruh Co-Creation Behaviour memoderasi hubungan antara Perceived Social Media Marketing dan Brand Experience secara positif. Populasi dalam penelitian ini yaitu semua orang yang pernah membeli produk merk fashion yang mendukung kesehatan mental. Pertimbangan yang digunakan adalah sampel diambil dari konsumen yang membeli produk merk fashion yang mendukung kesehatan mental dengan merek Happiness Project, Joyful Odyssey, Madhappy, Seethewayisee dan The Local Love Club. Hasil penelitian ini adalah perceived Social Media Marketing Activities mempunyai pengaruh positif yang signifikan kepada Consumer-Based Brand Equity. Perceived social media marketing activities mempunyai pengaruh positif yang signifikan kepada brand experience. Brand experience mempunyai pengaruh positif signfikan kepada consumer-based brand equity. Brand experience memediasi hubungan antara perceived social media marketing activities dan consumer-based brand equity. Co-creation behaviour memoderasi hubungan antara perceived social media marketing activities dan brand experience. / The purpose of this research is to determine the influence of Social Media Marketing which is felt to have a positive influence on Consumer-Based Brand Equity. Knowing the influence of consumers' Brand Experience has a positive influence on Consumer-Brand Based Equity. Knowing the influence of Perceived Social Media Marketing has a positive effect on Consumer Brand Experience. Knowing the influence of consumer Brand Experience mediates the positive relationship between Perceived Social Media Marketing and Consumer-Based Brand Equity. Knowing the influence of Co-Creation Behavior positively moderates the relationship between Perceived Social Media Marketing and Brand Experience. The population in this study is all people who have purchased fashion brand products that support mental health. The consideration used is that samples were taken from consumers who purchased fashion brand products that support mental health with the brands Happiness Project, Joyful Odyssey, Madhappy, Seethewayisee and The Local Love Club. The results of this research are that perceptions of social media marketing activities have a significant positive influence on consumer-based brand equity. Perceived social media marketing activities have a significant positive influence on brand experience. Brand experience has a significant and positive influence on consumer-based brand equity. Brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Co-creation behavior moderates the relationship between perceived social media marketing activities and brand experience.

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