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Analisis Pengaruh Brand Gender terhadap Consumer Based Brand Equity dengan peranan Brand Love dan Consumer Brand Engagement melalui media sosial Instagram

Dr. Rifelly Dewi Astuti, S.E., M.M. (Pembimbing/Promotor) - ; Setiabudhi, Seifa Ghania - ;

Brand gender has been proposed as a relevant source of consumer-based brand equity (CBBE). The aim of this paper is to deepen the understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer-brand engagement (CBE) and brand love (BL) in this relationship. This research was conducted on Instagram, the dominant global social media platform. This study uses one industry, namely Digital Wallet. Brand gender has 2 independent factors, namely Masculine Brand Personality (MBP) which is represented by GoPay and Feminine Brand Personality (FBP) is represented by Shopee Pay, found from trial testing. A total of 547 respondents consisted of 278 GoPay users and 269 Shopee Pay users. Testing the hypothesis using PLS-SEM, the results show that gender brands have an indirect and relevant impact on brand equity through brand love and consumer brand engagement. Therefore, this study confirms the advantages of clear gender positioning and expansion of representative previous research for each brand gender..Ada Tabel


Ketersediaan

Call NumberLocationAvailable
13678PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022
Edisi-
SubjekSocial media
Consumer
Based Brand Equity
Brand Gender
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxvi, 161 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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