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Hasil Pencarian

Ditemukan 1 dokumen yang sesuai dengan query
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Himmatul Ulya, author
Pengaruh Social Media Engagement dan Social Media Advertising Engagement terhadap Advertising Evaluation dan Purchase Intention (Studi pada Instagram) = The Influence of Social Media Engagement and Social Media Advertising Engagement on Advertising Evaluation and Purchase Intention (Study on Instagram).
ABSTRAK
Penelitian ini menganalisis hubungan social media engagement dan social media advertising engagement serta pengaruhnya terhadap advertising evaluation dan purchase intention. Mengacu pada pendekatan engagement experience framework, social media engagement dianalisis melalui experience dimensi yakni entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, innovation/ trendsetter, topicality, dan empowerment. Social...
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia , 2020
T-Pdf
UI - Tesis Membership  Universitas Indonesia Library