Lumenta, Dolfi Jealce (2021) Analisis Hubungan Bonding Social Capital, Bridging Social Capital, Social Media Brand Involvement, Social Media Brand Engagement dan Brand Relationship Quality dan Repurchase Intation Pembelian Sepatu Vans di Instagram. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study was to examine the effect of Bonding Social Capital Relationship, Social Bridging, Social Media Brand Involvement, Social Median Brand Engagement and Brand Relationship Quality and Repurchase Intention of Vans Shoes on Instagram. This study uses primary data collected from respondents with criteria for women aged between 17-25 years who know social media and have Instagram and have bought Vans shoes on Instagram. Respondents were accessed through the WhatsApp Group (WAG) community which was then given a link to an online questionnaire in the form of a google form. From the responses of these respondents, 200 data were taken. The data analysis technique used is Partial Least Square Structural Equation Modeling (PLS-SEM) with the application of WarpPLS 7.0 statistics. The results of this study explain that: 1) Bonding social capital has a significant positive effect on brand involvement in social media. 2) Bridging social capital has a significant positive effect on social media brand engagement. 3) The involvement of social media brands has a significant positive effect on the involvement of social media brands. 4) Social media brand involvement has a significant positive effect on the quality of brand relationships. 5) Brand relationship quality has a significant positive effect on repurchase intention. These results indicate that for online customers, sellers must explain in detail and in a good way about product quality and benefits as well as clear price information. Keywords: Bonding Social Capital, Bridging Social Capital, Social Media Brand Involvement, Social Media Brand Engagement, Brand Realationship Quality, Repurchase Intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | DOLFI JEALCE LUMENTA |
| Date Deposited: | 11 Nov 2021 07:10 |
| Last Modified: | 11 Nov 2021 07:10 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8332 |
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