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Pengaruh brand community dan community engagement terhadap brand trust pada media sosial: studi kasus GoProID = The influence of brand community and community engagement towards brand trust on social media: case study community of GoProID

Khairani Tasrida; Rachmadi Agus Triono, supervisor; Arga Hananto, examiner; Fahrul Ismaeni, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016)

 Abstrak

[Penelitian ini menjelaskan mengenai komunitas merek dengan mengembangkan model yang menggambarkan bagaimana pandangan pelanggan atas unsur-unsur komunitas merek pada media sosial, yaitu pandangan pelanggan atas produk, pandangan pelanggan atas merek, pandangan konsumen atas perusahaan, dan pandangan pelanggan atas pelanggan lainnya, serta tingkat keterlibatan (community engagement) terhadap kepercayaan merek. Penelitian ini berfokus pada 129 sampel yang tergabung dalam komunitas merek GoPro dan datanya
diolah dengan menggunakan analisis regresi linear berganda dan analisis regresi multivariat. Dari hasil penelitian ini diketahui bahwa terdapat pengaruh dari unsur komunitas merek yakni pandangan pelanggan atas produk, merek, perusahaan, dan pelanggan lainnya dengan brand trust. Dan community engagement sebagai variabel moderasi terbukti memiliki pengaruh dari variabel di dalam penelitian.

This research explain about brand community by developing a model depicting how customers views with the elements of a brand community based on social media. (i.e brand, product, company, and other customers), also the level of community engagement towards brand trust. This research focused on 129 samples which joined in brand community of GoPro, and the data was tested by using multiple regression analysis and multivariate analysis regression. The result of this research indicated that the elements of brand community (customers views on product, customers views on brand, customers views on company, and
customers views on other customers) affected brand trust. And community engagement as a moderating variable also have a significant effect on the variables in this research.;This research explain about brand community by developing a model depicting
how customers views with the elements of a brand community based on social
media. (i.e brand, product, company, and other customers), also the level of
community engagement towards brand trust. This research focused on 129
samples which joined in brand community of GoPro, and the data was tested by
using multiple regression analysis and multivariate analysis regression. The result
of this research indicated that the elements of brand community (customers views
on product, customers views on brand, customers views on company, and
customers views on other customers) affected brand trust. And community
engagement as a moderating variable also have a significant effect on the
variables in this research., This research explain about brand community by developing a model depicting
how customers views with the elements of a brand community based on social
media. (i.e brand, product, company, and other customers), also the level of
community engagement towards brand trust. This research focused on 129
samples which joined in brand community of GoPro, and the data was tested by
using multiple regression analysis and multivariate analysis regression. The result
of this research indicated that the elements of brand community (customers views
on product, customers views on brand, customers views on company, and
customers views on other customers) affected brand trust. And community
engagement as a moderating variable also have a significant effect on the
variables in this research.]

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 Metadata

No. Panggil : S61568
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xv, 86 pages : illustration ; 28 + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
S61568 14-22-94850871 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20422000