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Social Media Marketing Activities, Brand Love and Brand Trust In Willingness to Participate Online (Co-Creation) with Satisfaction as Mediation Variable

Nabila, Amilia Jasmin and Suryani, Tatik (2022) Social Media Marketing Activities, Brand Love and Brand Trust In Willingness to Participate Online (Co-Creation) with Satisfaction as Mediation Variable. In: The 4th International Conference on Business and Banking Innovations (ICOBBI) 2022.

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Abstract

This study aims to examine the impact of social media marketing activities, brand love and brand trust on online participation (co-creation) with satisfaction as a mediating variable. The sample of this research is the consumers of NIKE brand sports shoes in Indonesia. The number of samples taken is 200 consumers. The sampling technique used was purposive sampling. Method of collecting data by survey. The data analysis technique used is Partial Least Square Structural Equation Modeling (PLS-SEM) using the WarpPLS 7.0 program. Based on the results of the study, it is known that (1) social media activities have a significant positive effect on willingness to participate online (2) brand love has a positive but not significant effect on willingness to participate online (3) brand trust has a significant positive effect on willingness to participate online (4) satisfaction is not mediates the effect of social media marketing activities on willingness to participate online (5) satisfaction does not mediate interest on willingness to participate online (6) satisfaction does not mediate the effect of brand trust on online participation (co-creation) Keywords: social media marketing activities, brand love, brand trust, co-creation, satisfaction

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 27 Jun 2022 02:29
Last Modified: 28 Jun 2022 02:37
URI: http://eprints.perbanas.ac.id/id/eprint/9334

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