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Analisis Pengaruh Social Media Marketing Activities terhadap Attitude towards the Brand, Brand Experiences, dan Purchase Intention: Studi pada konsumen Brand Duha Muslimwear

This study discusses the influence of Social Media Marketing Activities by a Muslim fashion brand (Duha Muslimwear) on Attitude towards the Brand, Brand Experiences, and Purchase Intentions of Muslim consumers. Researcher took data samples using self-administered questionnaire and got 504 respondents. This study found that Social Media Marketing Activities positively influence consumer’s Attitudes towards the Brand and Brand Experience. Brand Experience also positively influence Attitude towards the Brand. Meanwhile, Attitude towards the Brand positively influence Purchase Intention. Attitude towards the Brand has a full mediation role on the influence of Social Media Marketing Activities and Brand Experience on Purchase Intention. This study also found that the influence of Social Media Marketing Activities on Brand Experiences was stronger in the younger age group than in the older age group. The influence of Social Media Marketing Activities on Brand Experiences can be strengthened by Customer Engagement and Religiosity. This study also found that religiosity did not significantly strengthen the influence of Social Media Marketing Activities on Attitude towards the Brand and Purchase Intention. The results of this study can be used as reference for Muslim fashion industry doers to maximize the influence of social media marketing and the effectiveness of the message.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13828PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI
Edisi-
SubjekPurchase intention
Social Media Marketing Activites
Attitude towards the Brand
Brand Experiences
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxv, 217 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data