Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek dan Citra Merek yang Berdampak pada Electronic-Word Of Mouth (E-WOM) Konsumen Batik Danar Hadi

Hasan, Adellya Puspitasari Faqih (2020) Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek dan Citra Merek yang Berdampak pada Electronic-Word Of Mouth (E-WOM) Konsumen Batik Danar Hadi. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study analyzed The Effect Of Social Media Marketing Activities On Brand Awareness and Brand Image that has an Impact for Electronic-Word Of Mouth Of Batik Danar Hadi Consumer. This study is used an independent variable of Social Media Marketing Activities, for the dependent variable is Electronic-Word Of Mouth, Brand Awareness and Brand Image. A survey was conducted with a total 100 who use social media, know the social media Batik Danar Hadi, buy and use Batik Danar Hadi in Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo, and Lamongan (Gerbangkertasusila). This study was used non probability sampling technique. The collected data were analyzed through structural equation Modeling using WarpPLS 6.0 as a tool. The result of this study showed that Social Media Marketing Activities significantly affected Brand Awareness and Brand Image and that Brand Awareness significantly affected Brand Image. The effect Of Brand Awareness on Electronic-Word Of Mouth was insignificant and that Brand Image significanty affected Electronic-Word Of Mouth. Key words: Social Media Marketing Activities, Brand awareness, Brand Image, Electronic-Word Of Mouth.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: ADELLYA PUSPITASARI FAQIH HASAN
Date Deposited: 30 Mar 2020 07:33
Last Modified: 13 Apr 2020 05:21
URI: http://eprints.perbanas.ac.id/id/eprint/6628

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