Image of Analisis Aktivitas Social Media Marketing Terhadap Konsumen Muslim Generasi Y dan Generasi Z di Indonesia: Studi Kasus Merek Personal Care Kahf

Text

Analisis Aktivitas Social Media Marketing Terhadap Konsumen Muslim Generasi Y dan Generasi Z di Indonesia: Studi Kasus Merek Personal Care Kahf

This study aims to determine the effect of social media marketing activities on brand experience, attitude towards the brand, and purchase intention among Generation Y and Generation Z Muslim consumers in Indonesia using a case study of a Kahf as Indonesia halal brand. The sample used in this study were Muslims in Generation Y aged 27-41 years and Generation Z aged 12-26 years who had bought Kahf products. Data were collected from 211 for Generation Y and 216 for Generation Z. This research in its data processing uses the Structural Equation Modeling (SEM) method. The results of this study indicate that social media marketing activities have an influence on brand experience, attitude towards the brand, and purchase intention with customer engagement that strengthens the relationship between social media marketing activities and brand experience. This study also measures the involvement of Generation Y and Generation towards social media marketing activities with brand experience..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13585PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Purchase intention
Customer engagement
Social media marketing
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xvi, 226 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data